Dr. Dominique Hanssens | MMA Global

Dr. Dominique Hanssens

Dr. Dominique Hanssens
Author of Long-Term Impact of Marketing: A Compendium
UCLA Anderson Graduate School of Management

Dominique Hanssens is a Distinguished Research Professor of Marketing at the UCLA Anderson Graduate School of Management and an expert in competitive and strategic issues in marketing. His academic research focuses on the impact of marketing on business performance, to which he applies his expertise in data-analytic methods such as econometrics and time-series analysis. He also researches consumers’ purchase decisions, advertising, distribution, and retailer behavior, assessing long-term marketing effectiveness and growing customer and brand equity. His approach emphasizes market-response modeling on sophisticated customer and marketing databases. Hanssens has put these methods into practice with numerous companies, first as an independent consultant and later as a co-founder of MarketShare, a global marketing analytics company, now a division of Neustar.

Hanssens is the author of Long-Term Impact of Marketing: A Compendium. The book is based on four decades of marketing science research and focuses on the topic of inferring long-term marketing impact on business performance from real-world data. It presents time-series analytic methods to measure the short- and long-term effects of marketing on business performance.