Jim Lattin’s research examines consumer choice behavior. His early research involved building statistical models of brand choice, category purchase incidence, store choice, and market basket behavior, using grocery panel data collected using bar code scanners. More recently, Jim’s focus has expanded to consider customer relationship management and loyalty/reward programs using an increasingly wide set of sources including subscription data, financial services, and internet clickstream data.

Jim Lattin is the Robert A. Magowan Professor of Marketing at the Graduate School of Business, Stanford University. He holds an AB from Dartmouth College (1978) and a PhD in Management Science from the Sloan School of Management at MIT (1984). Jim joined Stanford directly after completing his doctoral program and has been here ever since.

Jim's research interests include statistical models of choice behavior, customer relationship management, frequency/reward programs, database marketing, the impact of information technology on marketing management, and the implications for marketing organization. Jim’s research has won awards from the American Marketing Association, the Journal of Retailing, and the William O’Dell Award from the Journal of Marketing Research. He was also a finalist for the 1998 John D.C. Little award for best paper in marketing science and a winner (with doctoral student David Bell) of the 1999 Frank M. Bass Award from the INFORMS College on Marketing.

Jim’s teaching interests include marketing management (he has taught the required first-year MBA course in marketing for nearly 20 years) and multivariate data analysis (in 2003, he coauthored a textbook based on material taught in his PhD course). In 2003, Jim joined forces with Lecturer Mark Leslie to develop and teach a new MBA elective course on sales force management. Jim has also taught extensively in the Executive Education programs offered by the GSB, including the Stanford Executive Program, Strategic Marketing Management (which he directed for seven years), the Executive Program for Growing Companies, and the Executive Management Program.

Jim has done consulting and teaching for a number of companies, including Adobe Systems, Microsoft, Eli Lilly, Genentech, and Kaiser Permanente. He is an advisory board member for several start-up companies, including Design Within Reach and Revionics. Jim lives in Menlo Park with his wife, Marilyn, who convinced him over 20 years ago that California might not be a bad place to live. He has a son, Alex, and a daughter, Lindsay.