Randolph E. Bucklin

Professor of Marketing, Peter W. Mullin Chair in Management

Phone: (310) 825-7339



Randolph E. Bucklin is Professor of Marketing at the UCLA Anderson School where he holds the Peter W. Mullin Chair in Management. Professor Bucklin has 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 bar-code 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 the Paul Green Award (2011 and 2012) and the O’Dell Award (2015).

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

At UCLA, Professor Bucklin has taught courses in pricing, sales and channel management, and marketing management in the MBA programs. He has offered 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 Faculty Chairman for the Department of Management and Deputy Dean of Academic Affairs for the UCLA Anderson School from 2012-15. Earlier he served as area head for the UCLA Marketing faculty group for six years (2000-04 and 2005-07).

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
  • Hoban, Paul and Randolph E. Bucklin. (June 2015). Effects of Internet Display Advertising in the Purchase Funnel: Model-Based Insights from a Randomized Field Experiment. Journal of Marketing Research, 375-393. [ Link ]
  • Catarina Sismeiro, Natalie Mizik and Randolph E. Bucklin. (June 2012). Modeling Co-Existing Business Scenarios with Time-Series Panel Data: A Dynamics-based Segmentation Approach. International Journal of Research in Marketing, 134-147. [ Link ]
  • Oliver Rutz and Randolph E. Bucklin. (June 2012). Does Banner Advertising Affect Browsing for Brands? Clickstream Choice Model Says Yes, For Some. Quantitative Marketing and Economics, 231-257. [ Link ]
  • Oliver Rutz, Randolph E. Bucklin and Garret Sonnier. (June 2012). A Latent Instrumental Variables Approach to Modeling Keyword Conversion in Paid Search Advertising. Journal of Marketing Research, 306-319. [ Link ]
  • Oliver Rutz, Michael Trusov, and Randolph E. Bucklin. (July/August 2011). Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?. Marketing Science, 646-665.
  • Oliver Rutz and Randolph E. Bucklin. (February 2011). From Generic to Branded: A Model of Spillover in Paid Search Advertising. Journal of Marketing Research, 87-102. [ Link ]
  • Michael Trusov, Anand Bodapati, and Randolph E. Bucklin. (August 2010). Determining Influential Users in Internet Social Networks. Journal of Marketing Research, 643-658.
  • Michael Trusov, Randolph E. Bucklin and Koen Pauwels. (September 2009). Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing, 90-102.
  • Andres Terech, Randolph E. Bucklin, and Donald G. Morrison. (September 2009). Consideration, Choice, and Classifying Loyalty. Marketing Letters, 209-227.
  • Randolph E. Bucklin and Catarina Sismeiro. (2009). Click Here for Internet Insight: Advances in the Analysis of Clickstream Data. Journal of Interactive Marketing, 23, 35-48.
  • Randolph E. Bucklin, Jorge Silva-Risso and S. Siddarth. (August 2008). Distribution Intensity and New Car Choice. Journal of Marketing Research, 473-487.
  • Zainab Jamal and Randolph E. Bucklin. (Summer/Fall 2006). Improving the Diagnosis and Prediction of Customer Churn: A Heterogeneous Hazard Modeling Approach. Journal of Interactive Marketing, 16-29.
  • Joel Steckel, Russell Winer, Randolph E. Bucklin et al.. (2005). Choice in Interactive Environments. Marketing Letters, 309-320.
  • Jorge Silva-Risso and Randolph E. Bucklin. (November 2004). Capturing the Effects of Coupon Promotions in Scanner Panel Choice Models. Journal of Product and Brand Management, 442-452.
  • Catarina Sismeiro and Randolph E. Bucklin. (August 2004). Modeling Purchase Behavior at an ECommerce Web Site: A Task Completion Approach. Journal of Marketing Research, 306-323.
  • Randolph E. Bucklin and Catarina Sismeiro. (August 2003). A Model of Web Site Browsing Behavior Estimated on Clickstream Data. Journal of Marketing Research, 249- 267.
  • Randolph E. Bucklin et al.. (August 2002). Choice and the Internet: From Clickstream to Research Stream. Marketing Letters, 243-256.
  • Jorge Silva-Risso, Randolph E. Bucklin and Donald G. Morrison. (1999). Decision Support System for Planning Manufacturers' Sales Promotion Calendars. Marketing Science, 274-300.
  • Randolph E. Bucklin and Sunil Gupta. (1999). Commercial Use of Scanner Data: Industry and Academic Perspectives. Marketing Science, 247-273.
  • David R. Bell and Randolph E. Bucklin. (September 1999). The Role of Internal Reference Points in the Category Purchase Decision. Journal of Consumer Research, 128-43.
  • Randolph E. Bucklin, Sunil Gupta, and S. Siddarth. (Jun/July 1999). Modeling the Effect of Purchase Quantity on Consumer Choice of Product Assortment. Journal of Forecasting: Special Issue on Marketing Applications, 281-301.
  • Randolph E. Bucklin, Donald R. Lehmann, and John D.C. Little. (August 1998). From Decision Support to Decision Automation: A 2020 Vision. Marketing Letters, 235-246.
  • Randolph E. Bucklin, Sunil Gupta, and S. Siddarth. (May 1998). Determining Segmentation in Sales Response Across Consumer Purchase Behaviors. Journal of Marketing Research, 189-197.
  • Randolph E. Bucklin, Gary J. Russell, and V. Srinivasan. (February 1998). A Relationship Between Market Share Elasticities and Brand Switching Probabilities. Journal of Marketing Research, 99-113.
  • S. Siddarth, Randolph E. Bucklin, and Donald G. Morrison. (August 1995). Making the Cut: Modeling and Analyzing Choice Set Restriction in Scanner Panel Data. Journal of Marketing Research, 255-266.
  • Randolph E. Bucklin, Sunil Gupta, and Sangman Han. (February 1995). A Brand Eye View of Response Segmentation in Consumer Brand Choice Behavior. Journal of Marketing Research, 66-74.
  • Russell S. Winer, Randolph E. Bucklin, et al.. (October 1994). When Words Collide: The Implications of Panel Data-Based Choice Modes for Consumer Behavior. Marketing Letters, 383-394.
  • Gary J. Russell, Randolph E. Bucklin, and V. Srinivasan. (January 1993). Identifying Multiple Preference Segments from Own-and Cross-Price Elasticities. Marketing Letters, 5-18.
  • Randolph E. Bucklin and James M. Lattin. (Fall 1992). A Model of Product Category Competition Among Grocery Retailers. Journal of Retailing, 271-293.
  • Randolph E. Bucklin and Sunil Gupta. (May 1992). Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach. Journal of Marketing Research, 201-215.
  • Randolph E. Bucklin and V. Srinivasan. (February 1991). Determining Interbrand Substitutability Through Survey Measurement of Consumer Preference Structures. Journal of Marketing Research, 58-71.
  • Randolph E. Bucklin and James M. Lattin. (Winter 1991). A Two-State Model of Purchase Incidence and Brand Choice. Marketing Science, 24-39.
  • James M. Lattin and Randolph E. Bucklin. (August 1989). Reference Effects of Price and Promotion on Brand Choice Behavior. Journal of Marketing Research, 299-310.
  • Randolph E. Bucklin, Richard E. Caves, and Andres W. Lo. (May 1989). Games of Survival in the US Newspaper Industry. Applied Economics, 631-649.