Dominique Hanssens

Profile photo of Dominique Hanssens
"My research focuses on the question: what is the short-and long-run impact of marketing on business performance?"
 

Distinguished Research Professor of Marketing

Areas of Expertise

  • Applied Econometrics
  • Customer Equity and Brand Equity
  • Data Analytics
  • Marketing Productivity and Effectiveness
  • Marketing Science
  • Marketing Strategy
  • Marketing-Finance Interface

About

 

Biography

Dominique Hanssens is a Distinguished Research Professor of Marketing at the UCLA Anderson Graduate School of Management. He has served as the school’s faculty chair, associate dean, and marketing area chair. From 2005 to 2007 he served as executive director of the Marketing Science Institute in Cambridge, Massachusetts.

Hanssens studied econometrics at the University of Antwerp in his native Belgium. He then obtained an M.S. and Ph.D. in marketing from Purdue University. His research focuses on strategic marketing problems, in particular marketing productivity, to which he applies his expertise in data-analytic methods such as econometrics and time-series analysis. Hanssens serves or has served as an area editor for Marketing Science and an associate editor for Management Science and the Journal of Marketing Research. His papers have appeared in the leading academic and professional journals in marketing, economics and statistics. Five of these articles have won Best Paper awards, in Marketing Science (1995, 2001, 2002), Journal of Marketing Research (1999, 2007) and Journal of Marketing (2010), and eight were award finalists. The second edition of his book with Leonard Parsons and Randall Schultz, titled Market Response Models, was published by Kluwer in 2001 and translated in Chinese by Shanghai People’s Publishing House in 2003.

Hanssens has won distinguished teaching awards in the UCLA MBA and Executive MBA programs. In 2003 he was awarded the UCLA Anderson Neidorf “Decade” Teaching Award; in 2007 he was the recipient of the Churchill Lifetime Achievement Award of the American Marketing Association; in 2010 he was elected a Fellow of the INFORMS Society for Marketing Science; in 2013 he received the AMA Mahajan Award for Career Contributions to Marketing Strategy Research; and in 2015 he received the INFORMS Society for Marketing Science Buck Weaver Award.   

Hanssens’ consulting experience covers strategic marketing problems such as allocating marketing resources, assessing long-term marketing effectiveness and growing customer and brand equity. His approach emphasizes market-response modeling on sophisticated customer and marketing databases. He has conducted assignments for Agilent Technologies, British Telecom, Disney, Google, Hewlett Packard, Hughes, Johnson & Johnson, Mattel Toys, Mercedes, Microsoft, Schwab and Wells Fargo, among others. He is a founding partner of MarketShare, a global marketing analytics firm headquartered in Los Angeles.

 

Education

Ph.D. Management, 1977, Purdue University
Licentiate Applied Economics, 1974, University of Antwerp

 

Recognition

Buck Weaver Award, INFORMS Society for Marketing Science, 2015
AMA Mahajan Award for Career Contributions to Marketing Strategy Research, 2013
Fellow, INFORMS Society for Marketing Science, 2010
Churchill Lifetime Achievement Award, American Marketing Association, 2007
O'Dell Best Paper Award, Journal of Marketing Research, 2007
Buzzell Best Paper Award, Marketing Science Institute, 2006
Neidorf “Decade” Teaching Award, UCLA, 2003
Bass Best Paper Award, INFORMS Society of Marketing Science, 2002
Little Best Paper Award, INFORMS College on Marketing, 2001
Teaching Excellence Awards, UCLA Executive MBA Program, 1988, 1997, 2003
Green Best Paper Award, Journal of Marketing Research, 1999
Little Best Paper Award, INFORMS College on Marketing, 1995

 

Published Papers

D.M. Hanssens and K. Pauwels, “Demonstrating the Value of Marketing,” Journal of Marketing, November 2016, forthcoming.

P. Chintagunta, D.M. Hanssens and J. Hauser, “Marketing Science and Big Data,” Marketing Science, May-June 2016.

D. M. Hanssens, F. Wang and X-P. Zhang, “Performance Growth and Opportunistic Marketing Spending,” International Journal of Research in Marketing, 2016, forthcoming.

H. S. Shin, D.M. Hanssens and K.I.Kim, “The Role of Online Buzz for Leader vs. Challenger Brands: The Case of the MP3 Player Market,” Electronic Commerce Research, 2016, forthcoming.

M. Fischer, H. Shin and D.M. Hanssens, “Brand Performance Volatility from Marketing Spending,” Management Science, January 2016.

D.M. Hanssens, K. Pauwels, S. Srinivasan, M. Vanhuele and G.Yildirim, “Consumer Attitude Metrics for Guiding Marketing Mix Decisions,” Marketing Science, July-August    2014.
  
                 Finalist, Robert D. Buzzell Best Paper Award, Marketing Science Institute

S. Gupta, D. Hanssens, J. Hauser, D. Lehmann & B. Schmitt, “Introduction to Theory and Practice in Marketing Special Section of Marketing Science,” Marketing Science, January-February 2014.

P. Chintagunta, D. Hanssens, J. Hauser, J. Raju, K. Srinivasan & R. Staelin, “Marketing Science: A Strategic Review,” Marketing Science, January-February 2013.

D.M. Hanssens, “Response Models, Data Sources, and Dynamics: Commentary on ‘Measuring the Impact of Negative Demand Shocks on Car Dealer Networks’,” Marketing Science, January-February 2012.

M.G. Dekimpe & D.M. Hanssens, "Time Series Models in Marketing: Some Recent Developments,” Marketing - Journal of Research and Management, Special Issue in Honor of Lutz Hildebrandt, 6 (1), 2010.

A.Joshi & D.M. Hanssens, “The Direct and Indirect Effects of Advertising Spending on Firm Value,” Journal of Marketing, January 2010.

MSI/Paul Root Best Paper Award, Journal of Marketing, 2011
Robert D. Buzzell Best Paper Award, Marketing Science Institute, 2006

D.M. Hanssens, R. T. Rust & R. K. Srivastava, “Marketing Strategy and Wall Street: Nailing Down Marketing’s Impact,” Journal of Marketing, October 2009.

D.M. Hanssens, “Advertising Impact Generalizations in a Marketing Mix Context,” Journal of Advertising Research, June 2009.

S. Srinivasan & D.M. Hanssens , “Marketing and Firm Value: Metrics, Methods, Findings and Future Directions,” Journal of Marketing Research, June 2009.

Lead article
With commentaries and rejoinder
Finalist for the 2009-2010 Paul Green Best Paper Award.
Finalist for the 2014 William O’Dell Long Term Impact Award

French translation available in “Marketing et valeur de l'entreprise : mesures, méthodes, résultats et voies futures de recherché,” Recherche et Applications en Marketing, 24 (4), 2009.

A.Joshi & D.M. Hanssens, “Movie Advertising and the Stock Market Valuation of Studios,” Marketing Science, March-April 2009.

P. Leeflang, T. Bijmolt, J. van Doorn, D. Hanssens, H. van Heerde, P. Verhoef & J. Wierenga, “Lift versus Base: Current Trends in Marketing Dynamics,” International Journal of Research in Marketing, March 2009.

Finalist, Best Paper Award, International Journal of Research in Marketing

S. Srinivasan, K. Pauwels, J. Silva-Risso and D.M. Hanssens , “Product Innovations, Advertising Spending and Stock Returns,” Journal of Marketing, January 2009.

B.Bronnenberg, J.P.Dubé, C. Mela, P. Albuquerque, T. Erdem, B. Gordon, D. Hanssens, G. Hitsch, H. Hong & B. Sun, “Measuring long-run marketing effects and their implications for long-run marketing decisions,” Marketing Letters, September 2008.

J. Villanueva, S. Yoo and D.M. Hanssens, “The Impact of Marketing-Induced vs. Word-of- Mouth Customer Acquisition on Customer Equity,” Journal of Marketing Research, February 2008.

Emerald Management Reviews Citations of Excellence Award, 2012 K.Pauwels & D.M. Hanssens, ”Performance Regimes and Marketing Policy Shifts,“ Marketing Science, May-June 2007.

Lead article
Finalist, John D.C. Little Best Paper award
Finalist, Frank M. Bass Best Dissertation-based Paper award

S. Gupta, D. Hanssens, B. Hardie, W. Kahn, V. Kumar, N. Lin, N. Ravishanker and S. Sriram (2006), “Modeling Customer Lifetime Value,” Journal of Service Research, 9, 2 (November).

J-B. Steenkamp, V.R.Nijs, D.M. Hanssens and M.G. Dekimpe, "Competitive Reactions and the Cross-Sales Effects of Advertising and Promotion," Marketing Science, Winter 2005.

D.M. Hanssens, P. Leeflang and D.R. Wittink, “Market Response Models and Marketing Practice,” Applied Stochastic Models in Business and Industry, July-October 2005.

With commentaries and rejoinder

M.G. Dekimpe, D.M. Hanssens, V. Nijs and J-B. Steenkamp, “Measuring Short- and Long- Run Promotional Effectiveness on Scanner Data using Persistence Modeling,” Applied Stochastic Models in Business and Industry, July-October 2005.

With commentaries and rejoinder

K.Pauwels, I. Currim, M. Dekimpe, E. Ghysels, D. Hanssens, N. Mizik and P.Naik, “Modeling Marketing Dynamics by Time Series Econometrics,” Marketing Letters, 15:4, 2004.

S. Srinivasan, K. Pauwels, D.M. Hanssens & M. Dekimpe, “Do Promotions Benefit Manufacturers, Retailers, or Both?,” Management Science, May 2004.

Best Paper Award, 2001 European Marketing Academy Meetings

French translation available in “Les promotions beneficient-elles aux fabricants, aux distributeurs, ou aux deux?”, Recherche et Applications en Marketing, 19 (3), 2004.

K. Pauwels, J. Silva-Risso, S. Srinivasan and D.M. Hanssens, “The Long-Term Impact of New-Product Introductions and Promotions On Financial Performance and Firm Value,” Journal of Marketing, October 2004.

D.M.Hanssens. & M. Ouyang, “Hysteresis in Marketing Response: When is Marketing Spending an Investment?," Review of Marketing Science, 419, (2002).

K.Pauwels, D.M. Hanssens & S.Siddarth, “The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice and Purchase Quantity,” Journal of Marketing Research, November 2002, p. 421-439.

Finalist for the 2002-2003 Paul Green Best Paper Award.
Winner of the 2007 William O'Dell Award

V. Nijs, M. Dekimpe, J.-B. Steenkamp & D.M. Hanssens, “The Category Effects of Price Promotions," Marketing Science, Winter 2001.

Lead article.
Co-Winner of the 2001 John D.C. Little Best Paper Award.
Winner of the 2002 Frank M. Bass Outstanding Dissertation Award. Finalist, 2011 Long-Term Impact Award, Society for Marketing Science

M.G. Dekimpe and D.M. Hanssens, “Time-Series Models in Marketing: Past, Present and Future,” International Journal of Research in Marketing, September 2000.

G. Giuffrida, W. Chu and D.M. Hanssens, “Mining Classification Rules from Datasets with Large Number of Many-Valued Attributes,” in Lecture Notes in Computer Science, 1777, Springer Verlag, 2000.

M.G. Dekimpe and D.M. Hanssens, "Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability," Journal of Marketing Research, November 1999, p. 1-31.

Lead article.
Winner of the 1999-2000 Paul Green Best Paper Award.
Finalist for the 2004 William O'Dell Award.

M.G. Dekimpe, D.M. Hanssens & J.Silva-Risso, "Long-Run Effects of Price Promotions in Scanner Markets," Journal of Econometrics, March-April 1999, p. 269-291.

M.G. Dekimpe, L. van de Gucht, D.M. Hanssens & K. Powers, "Long-Run Abstinence After Treatment for Narcotics Abuse: What Are the Odds?," Management Science, November 1998.

D.M. Hanssens, "Order Forecasts, Retail Sales and the Marketing Mix for Consumer Durables," Journal of Forecasting, June-July 1998.

M.G. Dekimpe and D.M. Hanssens, "Empirical Generalizations about Market Evolution and Stationarity," Marketing Science, Summer 1995.

M.G. Dekimpe and D.M. Hanssens, "The Persistence of Marketing Effects on Sales," Marketing Science, Winter 1995.

Lead article.
Co-Winner of the 1995 John D.C. Little Best Paper Award.

G.S. Carpenter and D.M. Hanssens, "Market Expansion, Cannibalization and Optimal Airline Pricing," International Journal of Forecasting, Vol 10, 1994.

A. Roy, D.M. Hanssens and J.S. Raju, "Competitive Pricing by a Price Leader," Management Science, July 1994.

Lead article.

K. Powers, D.M. Hanssens, Y.I. Hser and M.D. Anglin, "Policy Analysis with a Long-Term Time Series Model: Controlling Narcotics Use and Property Crime," Mathematical and Computer Modeling, Vol. 17, 2, 1993.

D.M. Hanssens and J.K. Johansson, "Synergy or Rivalry? The Japanese Automobile Companies' Export Expansion," Journal of International Business Studies, Fall 1991.

K. Powers, D.M. Hanssens, Y.I. Hser and M.D. Anglin, "Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime," Management Science, June 1991.

Lead article.
G.S. Carpenter, L.G. Cooper, D.M. Hanssens and D.F. Midgley, "Asymmetric Market Share Models," Marketing Science, Fall 1988.

D.M. Hanssens and P. Vanden Abeele, "A Time-Series Study of the Formation and Predictive Performance of EEC Production Survey Expectations," Journal of Business & Economic Statistics, October 1987.

S.I. Ornstein and D.M. Hanssens, "Resale Price Maintenance: Output Increasing or Restricting? The Case of Retail Liquor Stores," Journal of Industrial Economics, September 1987.

Lead article. Reprinted in Journal of Reprints of Antitrust Law and Economics, W.Comanor (Guest Editor), 1990.

H. Gatignon and D.M. Hanssens, "Modeling Marketing Interactions with Application to Sales Force Effectiveness," Journal of Marketing Research, August 1987.

Lead article.
Finalist for the 1992 William O'Dell Award.

S.I. Ornstein and D.M. Hanssens, "Alcohol Control Laws and the Consumption of Distilled Spirits and Beer," Journal of Consumer Research, September 1985.

W.A.V. Clark, H.E. Freeman and D.M. Hanssens, "Opportunities for Revitalizing Stagnant Markets: An Analysis of Consumer Durables," Journal of Product Innovation Management, December 1984.

D.M. Hanssens and L.M. Liu, "Lag Specification in Rational Distributed Lag Structural Models," Journal of Business & Economic Statistics, October 1983.

D.M. Hanssens and H.A. Levien, "An Econometric Study of Recruitment Marketing in the U.S. Navy," Management Science, October 1983.

L.M. Liu and D.M. Hanssens, "Identification of Multiple-Input Transfer Function Models," Communications in Statistics (Theory & Methods), 1982(3).

L.M. Liu and D.M. Hanssens, "A Bayesian Approach to Time-Varying Cross-Sectional Models," Journal of Econometrics, April 1981.

D.M. Hanssens, "Market Response, Competitive Behavior and Time-Series Analysis," Journal of Marketing Research, November 1980.

Finalist for the 1985 William O'Dell Award.

D.M. Hanssens, "Bivariate Time-Series Analysis of the Relationship between Advertising and Sales," Applied Economics, September 1980. D.M.

Hanssens and B.A. Weitz, "The Effectiveness of Industrial Print Advertisements across Product Categories," Journal of Marketing Research, August 1980.

E.A. Pessemier, A.C. Bemmaor and D.M. Hanssens, “A Pilot Study of the Willingness to Donate Human Body Parts,” Journal of Consumer Research, December 1977.

 

Articles for Executives

P. Chintagunta, D.M. Hanssens and J.R. Hauser, ³Why does Marketing Need to Strongly Embrace Data Science?,²  GfK Marketing Intelligence Review, 2016, forthcoming.

P. Farris, D. M. Hanssens, J. Lenskold and D. Reibstein, ³Marketing Return on Investment: Seeking Clarity for Concept and Measurement,² Applied Marketing Analytics, Summer 2015.
 
                 Marketing Science Institute Top Download Award, 2015

C. Binder and D.M. Hanssens, ³Why Strong Customer Relationships Trump Powerful Brands,² Harvard Business Review Online, April 2015.

D.M. Hanssens, ³The Long-Term Impact of Advertising,² GfK Marketing Intelligence Review, 2015.

P. Farris, D. M. Hanssens, J. Lenskold and D. Reibstein, “Marketing Return on Investment: Seeking Clarity for Concept and Measurement,” Applied Marketing Analytics, Summer 2015.
Marketing Science Institute Top Download Award, 2015

C. Binder and D.M. Hanssens, “Why Strong Customer Relationships Trump Powerful Brands,” Harvard Business Review Online, April 2015.

D.M. Hanssens, “The Long-Term Impact of Advertising,” GfK Marketing Intelligence Review, 2015.

D.Kehrer (interview with D.M. Hanssens), “Why ROI is Often Wrong for Measuring Marketing Impact,” Forbes Insights, July 2013.

D.M. Hanssens and M.G. Dekimpe, “The Flow Story,” Marketing Management, Summer 2012.

D. M. Hanssens, “What is Known about the Long-Term Impact of Advertising,” Marketing Accountability Standards Board Practitioner Paper, No. 2011-01, February 2011.

D.M. Hanssens, “Stability, Growth, Decline: Beating Recession Fatigue Requires Right Diagnosis,” IESE Insight, 5, Second Quarter 2010 (in Spanish and English).

D.M. Hanssens, D. Thorpe & C. Finkbeiner, “Marketing When Customer Equity Matters,” Harvard Business Review, May 2008.

D.M. Hanssens and E. Taylor, “The Village Voice: communities of customers and prospects are creating new challenges and opportunities,“ Marketing Management, March-April 2007.

D.M. Hanssens and B. Lewis, “Divvying up the Marketing Pie,” BAI Banking Strategies, September/October 2005.

S. Srinivasan, K. Pauwels, D.M. Hanssens & M. Dekimpe, “Who Benefits from Price Promotions?”, Harvard Business Review, September 2002.

D. M. Hanssens, “Information Driven Marketing Strategy,” International Journal of Medical Marketing, Summer 2002.

D.M. Hanssens, "Comment on Hysteresis in Marketing," Sloan Management Review, Summer 1997

R. Birt and D.M. Hanssens, "Customer-Focused Database Marketing," Case-in-Point Report, 1996.

D.M. Hanssens, "Customer Information: The New Strategic Asset," Chief Executive, 1996.

D.M. Hanssens, "Managementopleiding voor de 21ste Eeuw," Economisch & Sociaal Tijdschrift, June 1994 (in Dutch).

D.M. Hanssens and P. Loewe, "Taking the Mystery out of Marketing," Management Review, August 1994.

 

Working Papers

H. Kim and D.M. Hanssens, “Pre-Launch Marketing and Consumer Response in Experience Goods Categories,” Picture Revenue,” September 2015.

D.M. Hanssens and K. Pauwels, “Demonstrating the Value of Marketing,” September 2015.

 

Books and Monographs

N. Mizik and D. M. Hanssens, Eds., Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy and Litigation Support. Edward Elgar, 2016, forthcoming.

D.M. Hanssens, Ed., Empirical Generalizations about Marketing Impact. Cambridge, MA: Marketing Science Institute, Relevant Knowledge Series, 2009. Second Edition, 2015.

Designated as a “must read” book by Quirk’s Marketing Research, February 2013.

J. Villanueva and D.M. Hanssens. Customer Equity: Measurement, Management and Research Opportunities. Foundations and Trends in Marketing, 2007.

D.M. Hanssens, L.J. Parsons and R.L. Schultz. Market Response Models: Econometric and Time Series Analysis, 2nd Edition, Kluwer Academic Publishers, 2001. Reprinted, 2003.

Reviewed in Journal of Marketing Research (August 2002), Interfaces (July-August 2003), International Journal of Forecasting (April-June 2005).

Chinese translation, Shanghai People’s Publishing House, 2003.

D.M. Hanssens, L.J. Parsons and R.L. Schultz. Market Response Models: Econometric and Time Series Analysis, Kluwer Academic Publishers, 1990.

Reviewed in Journal of Marketing Research (May 1991), International Journal of Research in Marketing (June 1991).

 

Book Chapters

Hanssens, D.M., “What is Known about the Long-Term Impact of Advertising ?” in Accountable Marketing: Linking Marketing Actions to Financial Performance, D. Stewart and C. Gugel, Eds., Routledge, 2016.

Hanssens, D.M., J.Villanueva & S.Yoo, “Word-of-Mouth and Marketing Effects on Customer Equity,” in Handbook of Research on Customer Equity in Marketing, V. Kumar and Denish Shah, Eds., Edward-Elgar Publishing, MA, 2015.

Hanssens, D.M., “History of Marketing Science: Econometric Models,” in The History of Marketing Science, R. Winer and S. Neslin, Eds., Now Publishers Inc., 2014.

Luo, X., K. Pauwels & D.M. Hanssens, “Time-Series Models of Pricing the Impact of Marketing on Firm Value,” in Handbook of Marketing and Finance, S. Ganesan, Ed., Edward-Elgar Publishing, MA, 2012.

Dekimpe, M.G. & D. M. Hanssens, “The Hidden Powers of Advertising Investments,” in Liber Amicorum in Honor of Peter S.H. Leeflang, J. Wierenga, P. Verhoef and J. Hoekstra, Eds., Rijksuniversiteit Groningen, 2011.

Hanssens, D. M. and M. G. Dekimpe, “Short-term and Long-term Effects of Marketing Strategy,” in Handbook of Marketing Strategy, V. Shankar and G. S. Carpenter, ed., Edward- Elgar Publishing, MA, 2012.

Lehmann, D.R. and Hanssens, D.M., “Marketing Metrics,” in Wiley International Encyclopedia of Marketing, R. Peterson and R. Kerin, Eds., 2011.

Hanssens, D.M. and Dekimpe, M.G., "Models for the Financial Performance Effects of Marketing,” in Handbook of Marketing Decision Models, B. Wierenga (Ed.), Springer Science, 2008.

Second Edition forthcoming, 2016.

Dekimpe, M.G., Franses, P.H., Hanssens, D.M. and Naik, P., "Time Series Models in Marketing,” in Handbook of Marketing Decision Models, B. Wierenga (Ed.), Springer Science, 2008.

Dekimpe, M.G. and Hanssens, D.M., "Advertising Response Modeling,” in Handbook of Advertising, G. Tellis and T. Ambler (Eds.), Sage Publications, 2007.

Dekimpe, M.G. and Hanssens, D.M., "Persistence Modeling for Assessing Marketing Strategy Performance," in Assessing Marketing Strategy Performance, Lehmann, D. and Moorman, C. (Eds.), Marketing Science Institute, 2004.

Hanssens, D.M. “Allocating Marketing Communication Expenditures: A Long-Run View,” in Measuring and Allocating Marcom Budgets: Seven Expert Points of View, Batra, R. and Reibstein, D. (Eds.), Marketing Science Institute, 2003.

Hanssens, D.M. and Parsons, L.J., “Econometric and Time-Series Market Response Models,” in Handbooks in OR & MS, Vol 5, Eliashberg, J. and Lilien, G.L. (Eds.), Elsevier Science Publishers, 1993. Translated in Japanese, 1998.

 

Courses Taught at UCLA

  • Elements of Marketing (MBA)
  • Mathematical Models in Marketing (MBA/PhD)
  • International Marketing (MBA)
  • Quantitative Research in Marketing (PhD)
  • Time Series Analysis (PhD/MBA)
  • Special Research Topics in Marketing (PhD)
  • Management Field Studies Advisorship (MBA)
  • Directed Readings in Applied Econometrics and International Marketing (PhD/MBA)
  • Workshop in Marketing (PhD)
  • Data Analysis and Decisions under Uncertainty (Executive MBA)
  • Research in Marketing Management (Ph.D.)
  • Marketing Strategy and Policy (Executive MBA)
  • Marketing Strategy and Planning (MBA)
  • Action Research Project (Executive MBA)
  • Customer Information Strategy (Executive MBA)
  • Managerial Problem Solving (MBA)
  • Marketing Management II (MBA)
  • Marketing Strategy and Planning: Focus on Central & Eastern Europe (MBA)