Career
Hanssens joined the faculty of UCLA Anderson in the late 1970s,where he served in leadership roles,including faculty chair,associate dean,and chair of the marketing area. [6] He also served as the executive director of the Marketing Science Institute (MSI) in Cambridge,Massachusetts,from 2005 to 2007 and as president of the INFORMS Society for Marketing Science from 2015 to 2017. [7]
His teaching spans marketing management,quantitative methods,strategy,and international marketing. [3] Hanssens has received teaching awards,including the UCLA Anderson Neidorf "Decade" Teaching Award in 2003 and teaching excellence awards in the MBA and Executive MBA programs. [8]
Hanssens has consulted to corporations,including Disney,Google,Microsoft,Hewlett-Packard,Johnson &Johnson,Mercedes,and Wells Fargo. [9]
His work in the private sector focuses on the application of quantitative modeling to inform marketing strategy,particularly in areas such as brand equity,customer valuation,and marketing return on investment (ROI). [3] In addition to his consulting activities,Hanssens has served as an expert witness in legal cases related to product liability,intellectual property,antitrust issues,and consumer behavior. [10]
He sits on the academic advisory boards of Liftlab Analytics,GBK Collective,and is a founding partner of MarketShare,a marketing analytics company that was later acquired by TransUnion. [4]
Research
Hanssens' research focuses on strategic marketing problems,particularly the impact of marketing activities on business performance. [11] He applies data-analytic methods,such as econometrics and time-series analysis,to investigate issues including marketing productivity,advertising effectiveness,and marketing resource allocation. [12]
His academic work has appeared in leading journals across marketing,economics,and statistics. [13] He has received Best Paper awards in Marketing Science (1995,2001,2002) and the Journal of Marketing Research (1999) and has been a finalist for additional awards. [14]
Hanssens co-authored the book Market Response Models (with Leonard Parsons and Randall Schultz),published in its second edition by Kluwer Academic Publishers in 2001 and later translated into Chinese and Japanese. [15]
Awards
In 2003,Hanssens received the Neidorf “Decade”Teaching Award from the UCLA Anderson School of Management. [8] In 2007,he was awarded with the Gilbert A. Churchill Award for Lifetime Achievement by the American Marketing Association. [16] He was elected a Fellow of the INFORMS Society for Marketing Science in 2010,and in 2013,he received the AMA Vijay Mahajan Award for Career Contributions to Marketing Strategy Research. [7] In 2015,the INFORMS Society for Marketing Science presented him with the Buck Weaver Award. [17] His alma mater,Purdue University,honored him with the 2025 John S. Day Distinguished Alumni Academic Service Award. [18]
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