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Professor Randy Bucklin is a Professor of Marketing at the UCLA Anderson School of Management. He holds a Ph.D. in Business (Marketing), a M.S. in Statistics from Stanford University, and an A.B. in Economics from Harvard University.
The Journal of Marketing Research (JMR) has selected UCLA Anderson Professor Randy Bucklin and Oliver Rutz (UCLA Anderson Ph.D. '07) as recipients of the annual William F. O’Dell award for their article “From Generic to Branded: a Model of Spillover in Paid Search Advertising” (2011). This paper previously received the 2011 Paul E. Green award given to the JMR article that demonstrates the greatest potential to significantly contribute to the practice of marketing research.
The William F. O’Dell award honors a JMR article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice. The O’Dell award committee noted the article for its significant methodological and marketing practice impact on Internet paid search advertising, and as an “important statement on the spillover of generic to branded keywords and … neat application of theory to practice.”
A distinguished marketing scientist renowned globally, Randy’s research has led to the development of new models of consumer behavior, extending to an understanding of online behavior. His research draws on economics, cognitive psychology, and statistics and combines econometrics, simulations, and experimental methods. He has received many awards, and is now both a three-time O’Dell finalist or winner, and a three-time finalist or winner of the Paul E. Green award.
Randy now serves as co-editor of JMR, and has served in editorial leadership roles for Marketing Letters, and Marketing Science. Randy has contributed immeasurably to UCLA Anderson, serving as Department Chairman from 2012-2015, receiving the Neidorf “Decade” Teaching Award (2001), the Outstanding Teaching Award-FEMBA (1994), the Citibank Teaching Award (1993), the George W. Robbins Award (1992), and the Outstanding Teaching Award-MBA (1991).
Professor Bucklin has worked as a consultant at Bain & Company and as a business journalist for The Washington Post. In his current consulting practice, Professor Bucklin helps companies use quantitative tools to improve marketing decision-making.
At UCLA Anderson, Professor Bucklin has taught courses in pricing, sales and channel management, and marketing management in the MBA program.