Randolph E. Bucklin

Profile photo of Randolph E. Bucklin
“I believe that we’ll make better decisions allocating resources if we understand markets at the individual level.”

Peter W. Mullin Chair in Management, Professor of Marketing

Areas of Expertise

  • Choice Models
  • E-Commerce
  • Internet Marketing
  • Pricing and Promotion
  • Sales and Channel Management




Studying markets at the level of the individual consumer has been Professor Randy Bucklin’s passion since he earned his Ph.D. from Stanford University in 1989. His work is designed to aid companies as they make a wide range of marketing decisions, including pricing, advertising, promotions and sales channels. “The critical thing is to understand marketing data at a rich and granular level,” says Bucklin. “From there, you can aggregate to any level you like.”

Bucklin’s award-winning work has advanced with the times. Originally, his research looked at data culled from bar codes and focused on consumer packaged goods. Today, his quest to understand consumer choice behavior focuses on Internet marketing and advertising. He now utilizes clickstream data sources that track the browsing and purchasing behavior of consumers on the Web in real time. The impact of his recent work has been highlighted by winning the 2015 and 2016 William F. O’Dell Award, a very prestigious prize that recognizes articles with the greatest long-run impact in marketing.

A versatile instructor, Bucklin has taught a variety of marketing courses at Anderson, including the required core course, sales and channel management, and price policies. “I consider teaching a special role that allows me to pass knowledge on to my students,” says Bucklin, who has received five teaching awards since joining the school. “It’s a real privilege to have as much of an impact as you can.”

Throughout his career, Bucklin has made numerous contributions to his field. These include co-editing the Journal of Marketing Research (2014–2016), co-editing Marketing Letters (2006–2010), co-chairing the INFORMS Marketing Science Conference in 2000 and co-chairing the Marketing Dynamics Conference in 2006. As a UCLA Anderson faculty member, his administrative service has included serving as faculty chairman and deputy dean from 2012 to 2015, serving two terms as marketing area chair and serving as chair of Anderson’s MBA Curriculum Committee from 2001 to 2004.



Ph.D. Marketing, 1989, Stanford University

M.S. Statistics, 1987, Stanford University

A.B. Economics, 1982, Harvard University



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.