Dominique Hanssens

Bud Knapp Professor of Marketing

Phone: (310) 825-4497

Fax: (310) 206-7422

Gold Hall B-417


Dominique Hanssens is the Bud Knapp Distinguished 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.

Dr. 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. Professor 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, entitled "Market Response Models" was published by Kluwer in 2001 and translated in Chinese by Shanghai People's Publishing House in 2003. Professor Hanssens won distinguished teaching awards in the UCLA MBA and Executive MBA programs. In 2003 he was awarded the UCLA Anderson School's 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, and in 2013 he received the AMA Mahajan Award for Career Contributions to Marketing Strategy Research.

Professor 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.


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


Marketing Effectiveness, Advertising Effectiveness, Bank Marketing, Database Marketing, Customer Equity, Customer Information Strategy, Applied Econometrics, High Technology Marketing, Entertainment Industry Marketing, International Marketing, Marketing Strategy, Medical Marketing, Pricing


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

  • D.M. Hanssens. (January-February 2012). Response Models, Data Sources, and Dynamics: Commentary on Albuquerque & Bronnenberg. Marketing Science, [ Link ]
  • M.G. Dekimpe & D.M. Hanssens,. Time Series Models in Marketing: Some Recent Developments. Marketing - Journal of Research and Management, 6 (1), 2010. [ Link ]
  • A. Joshi and D.M. Hanssens. (January 2010). Advertising Spending, Competition and Stock Return. Journal of Marketing. [ Link ]
  • S. Srinivasan and D.M. Hanssens. (June 2009). Marketing and Firm Value. Journal of Marketing Research, (with commentaries and rejoinder). Finalist, Paul E. Green Best Paper Award, 2010. [ Link ]
  • A. Joshi and D.M. Hanssens. (March-April 2009). Movie Advertising and the Stock Market Valuation of Studios: A Case of "Great Expectations"?. Marketing Science, [ Link ]
  • S. Srinivasan, K. Pauwels, J. Silva-Risso and D.M. Hanssens. (January 2009). Product Innovations, Advertising and Stock Returns. Journal of Marketing, [ Link ]
  • J. Villanueva, S. Yoo, and D.M. Hanssens. (February 2008). The Impact of Marketing-Induced vs. Word-of-Mouth Customer Acquisition on Customer Equity Growth. Journal of Marketing Research, [ Link ]
  • K. Pauwels & D.M. Hanssens. (May-June 2007). Performance Regimes and Marketing Policy Shifts. Marketing Science, [ Link ]
  • 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). [ Link ]
  • J.B. Steenkamp, V.R. Nijs, D.M. Hanssens and M.G. Dekimpe. (Winter 2005). Competitive Reactions to Advertising and Promotion Attacks. Marketing Science, 24, 1. [ Link ]
  • Dekimpe, M. G. and Hanssens, D. M. (2004). Persistence Modeling for Assessing Marketing Strategy Performance. in Cool Tools in Marketing Strategy Research, Lehmann, D. and Moorman, C. (Eds.), Marketing Science Institute, [ Link ]
  • Dekimpe, M. G., D. M. Hanssens, V. R. Nijs and J-B Steenkamp. (August 2005). Measuring Short- and Long-Run Promotional Effectiveness on Scanner Data using Persistence Modeling. Applied Stochastic Models in Business and Industry, [ Link ]
  • K. Pauwels, J. Silva-Risso, S. Srinivasan, D. M. Hanssens. (2004). New Products, Sales Promotions and Firm Value, with Application to the Automobile Industry. Journal of Marketing, [ Link ]
  • S. Srinivasan, K. Pauwels, D. M. Hanssens and M. Dekimpe. (January 2004). Do promotions benefit manufacturers, retailers, or both?. Management Science, Best Paper Award, 2001 European Marketing Academy Meetings, [ Link ]
  • D. M. Hanssens, P. Leeflang and D. R. Wittink. (August 2005). Market response models and marketing practice. Applied Stochastic Models in Business and Industry, [ Link ]