Professor Mike Hanssens Honored with INFORMS’ Buck Weaver Award

Professor Mike Hanssens has been honored with the Buck Weaver Award from the INFORMS Society for Marketing Science for his lifetime contributions to the theory and practice of marketing.

Hanssens, who has been recognized by the organization before, is humbled by the honor. “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.”

Hanssens will serve as the first faculty director for the recently established Morrison Family Center for Marketing Studies and Analytics at UCLA Anderson, effective November 1, 2015. 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.