Dominique M. Hanssens

Dominique M. Hanssens is a Belgian-American academic and marketing researcher. He is a Distinguished Research Professor of Marketing at the UCLA Anderson School of Management. He is known for his work in marketing science, particularly in the fields of econometrics, marketing mix modeling and marketing strategy. He is the former executive director of the Marketing Science Institute and received Gilbert A. Churchill Award for Lifetime by the American Marketing Association.

Life and education He was born in Belgium. Hanssens studied applied economics at the University of Antwerp, earning a Licentiate in 1974. He later earned an M.S. and a Ph.D. in marketing from Purdue University in 1977.

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.

His teaching spans marketing management, quantitative methods, strategy, and international marketing.

Hanssens has consulted to corporations, including Disney, Google, Microsoft, Hewlett-Packard, Johnson & Johnson, Mercedes, and Wells Fargo.

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).

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. He applies data-analytic methods, such as econometrics and time-series analysis, to investigate issues including marketing productivity, advertising effectiveness, and marketing resource allocation.

His academic work has appeared in leading journals across marketing, economics, and statistics. 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.

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.

Awards In 2003, Hanssens received the Neidorf “Decade” Teaching Award from the UCLA Anderson School of Management. 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. His alma mater, Purdue University, honored him with the 2025 John S. Day Distinguished Alumni Academic Service Award.

Selected publications