Dominique Hanssens, the Bud Knapp Distinguished Professor of Marketing at the UCLA Anderson Graduate School of Management, is the recipient of the Society for Marketing Science Buck Weaver Award for his lifetime contributions to the theory and practice of marketing. The award is given by the Institute for Operations Research and the Management Sciences, the largest society in the world for professionals in the field of operations research, management science and analytics.
Hanssens, who has been recognized by the institute before, said, “The Weaver award is special, as it includes a criterion of impact on business practice.” In Hanssens’ case, this refers to the widely disseminated use of market response models, or “marketing mix models,” in industry. His econometric models help companies and brands understand what works and what doesn’t in their marketing strategy, ultimately helping to better allocate their scarce marketing dollars. “It is particularly gratifying for me to see this material put in practice by companies and other organizations around the world," he said.
Hanssens has served as UCLA Anderson's faculty chair, associate dean and marketing area chair. He will be the first faculty director for the recently established Morrison Family Center for Marketing Studies and Analytics, effective Nov. 1.