Randolph E. Bucklin

Professor of Marketing, Peter W. Mullin Chair in Management, Deputy Dean of Academic Affairs

Phone: (310) 825-7339



Randolph E. Bucklin is Professor of Marketing and Peter W. Mullin Chair in Management at the UCLA Anderson School. He currently serves as Faculty Chairman and Deputy Dean of Academic Affairs for the School.  Professor Bucklin holds a Ph.D. in Business (Marketing) and an M.S. in Statistics from Stanford University and an A.B. in Economics from Harvard University.

Professor Bucklin’s research interests are in the quantitative analysis of customer purchase behavior.  He specializes in choice models using historical records of customer transactions from scanner and Internet data.  Using these models, he studies how customers respond to changes in marketing activity (e.g., advertising, price, promotions, distribution), how customers are segmented in their behavior, and how rival brands and stores compete. He has extensively studied customer behavior in variety of retail settings, including consumer packaged goods, automotive markets, and e-commerce. His work has been published widely in the leading academic marketing journals and many of his articles have received awards, including both the 2010 and 2011 Paul Green Awards.

Professor Bucklin currently serves on the editorial boards of the Journal of Marketing Research and Marketing Letters. He was co-editor-in-chief of Marketing Letters from 2006 to 2010 and formerly served on the editorial boards of Marketing Science and the International Journal of Research in Marketing.

At UCLA, Professor Bucklin teaches courses in pricing, sales and channel management, and marketing management in the MBA programs. He offers a doctoral seminar on Internet marketing models and advises PhD students, chairing seven dissertations to date. He has received five awards for teaching excellence at UCLA, including the Neidorf "Decade" Teaching Award (2001). In 2010, he received the Dean's Prize for Outstanding Service to the UCLA Anderson Doctoral Program.

Professor Bucklin was chair of the UCLA Marketing faculty for six years, from 2000-04 and 2005-07. In 2012 he was appointed Faculty Chair for the Department of Management and Deputy Dean of Academic Affairs for the UCLA Anderson School.

Professor Bucklin has worked as a consultant at Bain & Company and as a business journalist for The Washington Post. In his current consulting practice, Professor Bucklin helps companies use quantitative tools to improve marketing decision-making.  His clients have included Graphics Controls Corporation, Johnson & Johnson, Baxter Healthcare, Hughes Electronics, Qualcomm, Brentwood Associates, and WPP Group. He has also served as an expert witness in a variety of legal matters involving marketing practices and damages estimation. 


Ph.D. Marketing, 1989, Stanford University
M.S. Statistics, 1987, Stanford University
A.B. Economics, 1982, Harvard University


Choice Models, Internet, E-Commerce, Sales and Channel Management, Retailing, Pricing and Promotion
  • Rutz, Oliver and Randolph E. Bucklin. (2010). From Generic to Branded: A Model of Spillover in Paid Search Advertising. Journal of Marketing Research, forthcoming. [ Link ]
  • Trusov, Michael, Anand Bodapati, and Randolph E. Bucklin. (2010). Determining Influential Users in Internet Social Networks. Journal of Marketing Research (August), 643-658.. [ Link ]
  • Trusov, Michael, Randolph E. Bucklin and Koen Pauwels. (2009). Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing (September), 90-102. (Voted by the editorial board as the runner-up for the 2009 MSI/H.Paul Root Award and as a finalist for the 2009 Harold H. Maynard Award.). [ Link ]
  • Terech, Andres, Randolph E. Bucklin, and Donald G. Morrison. (2009). Consideration, Choice, and Classifying Loyalty. Marketing Letters (September), 209-227. [ Link ]
  • Bucklin, Randolph E. and Catarina Sismeiro. (2009). Click Here for Internet Insight: Advances in the Analysis of Clickstream Data. Journal of Interactive Marketing, 23, 35-48.. [ Link ]
  • Bucklin, Randolph E., Jorge Silva-Risso and S. Siddarth. (2008). Distribution Intensity and New Car Choice. Journal of Marketing Research (August), 473-487. [ Link ]
  • Jamal, Zainab and Randolph E. Bucklin. (2006). Improving the Diagnosis and Prediction of Customer Churn: A Heterogeneous Hazard Modeling Approach. Journal of Interactive Marketing (Summer-Fall), 16-29.
  • Steckel, Joel, Russ Winer, Randolph E. Bucklin, Benedict Dellaert, Xavier Dreze, Gerald Haubl, Sandy Jap, John Little, Tom Meyvis, Alan Montgomery, and Arvind Rangaswamy. (2005). Choice in Interactive Environments. Marketing Letters (Vol 16 No 3/4), 309-320.
  • Silva-Risso, Jorge M. and Randolph E. Bucklin. (2004). Capturing the Effects of Coupon Promotions in Scanner Panel Choice Models. Journal of Product and Brand Management (November), 442-452.
  • Sismeiro, Catarina and Randolph E. Bucklin. (2004). Modeling Purchase Behavior at an E-Commerce Web Site: A Task Completion Approach. Journal of Marketing Research (August), 306-323. [ Link ]
  • Oliver Rutz, Michael Trusov, and Randolph E. Bucklin. (July 2010). Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?. [ Link ] [ Download ]
  • Catarina Sismeiro, Natalie Mizik, and Randolph E. Bucklin. (November 2009). A New Dynamics-based Segmentation Approach for Maximizing Long-term Marketing Impact. [ Link ] [ Download ]
  • Oliver Rutz and Randolph E. Bucklin. (May 2009). Does Banner Advertising Affect Browsing Paths? Clickstream Model Says Yes, For Some. [ Link ] [ Download ]
  • Oliver Rutz, Randolph E. Bucklin and Garrett Sonnier. (August 2010). A Latent Instrumental Variables Approach to Modeling Keyword Conversion in Paid Search Advertising. [ Link ] [ Download ]