Dominique Hanssens, Ph.D., is the Bud Knapp Professor of Marketing at UCLA’s Anderson Graduate School of Management, where he has been a faculty member since 1977. He has, additionally, served as the school’s faculty chair, associate dean, and marketing area chair. From 2005 to 2007, Hanssens was the Executive Director of the Marketing Science Institute, headquartered in Cambridge, Mass.

 

A frequent consultant to industry leading corporations, Hanssens’s approach addresses a broad range of marketing problems including the allocation of marketing resources, the assessment of long-term marketing effectiveness, and the development of customer equity, emphasizing market-response modeling on sophisticated customer and marketing databases. Hanssens academic research similarly examines strategic marketing, particularly marketing productivity, and applies his expertise in data-analytic methods such as econometrics and time-series analysis.

 

Hanssens holds a Ph.D. and an M.S. from Purdue University’s Krannert Graduate School of Management and did his undergraduate work in econometrics at the University of Antwerp. He has published in and received awards from many of the leading academic and professional journals in marketing, economics, and statistics, and earned accolades in the academic and business worlds alike. In 2007, Hanssens received the Churchill Lifetime Achievement Award from the American Marketing Association.

At Carlson on Metrics, Hanssens will present "Long Term Impact of Marketing Spending" as part of the Effective Measures: Determining the True Impact of Marketing Metrics track.