Skip to main content


Faculty Directory

Oliver Rutz
Office: 420
PACCAR Hall
Phone: 206-221-1856
Fax: 206-543-7472

Curriculum vitae:

Foster School of Business
University of Washington
Box: 353226
Seattle, WA 98195-3226

Oliver J. Rutz

Associate Professor of Marketing
Marion B. Ingersoll Professor

Education

PhD University of California, Los Angeles (2007)
MBA University of California, Los Angeles (2003)
Diplom (Economics) Ruprecht-Karls-Universitaet (1999)

Academic Expertise

advertising
database marketing
direct marketing
e-commerce
marketing research
social media

Positions Held

At the University of Washington since 2011
Yale School of Management, Assistant Professor of Marketing, 2007-2011
McKinsey & Company, Germany, Associate and Senior Associate, 1999-2003

Selected Publications

  1. A New Method to Aid Copy Testing of Paid Search Text Advertisements
    Journal Article: Rutz, O., Sonnier, G., & Trusov, M., (forthcoming). Journal of Marketing Research,
  2. Paths to and off Purchase: Quantifying the Impact of Traditional Marketing and Online Consumer Activity
    Journal Article: Srinivasan, S., Rutz, O. & Pauwels, K., (2016). Journal of the Academy of Marketing Science,
  3. Managing Blood Donations by Marketing
    Journal Article: Aravindakshan, A., Rubel, O. & Rutz, O., (2015). Marketing Science,
  4. How online consumer segments differ in long-term marketing effectiveness
    Journal Article: Reimer, K., Rutz, O. & Pauwels, K., (2014). Journal of Interactive Marketing,
  5. A Latent Instrumental Variables Approach to Modeling Keyword Conversion in Paid Search Advertising
    Journal Article: Bucklin, R., Rutz, O., & Sonnier, G., (2012). Journal of Marketing Research, Vol. 49(3), pp. 306-319.
  6. Does Banner Advertising Affect Browsing for Brands? Clickstream Choice Model Says Yes, For Some
    Journal Article: Bucklin, R., & Rutz, O., (2012). Quantitative Marketing and Economics, Vol. 10(2), pp. 231-257.
  7. A Dynamic Model of the Effect of Online Communications on Firm Sales
    Journal Article: Sonnirt, G.P., McAlister, L., & Rutz, O.J., (2011). Marketing Science, Vol. 30, pp. 702-716.
  8. From Generic to Branded: A Model of Spillover Dynamics in Paid Search Advertising
    Journal Article: Rutz, O.J., & Bucklin, R.E., (2011). Journal of Marketing Research, Vol. 48(1), pp. 87-102.
  9. Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?
    Journal Article: Rutz, O.J., Trusov, M., & Bucklin, R.E., (2011). Marketing Science, Vol. 30(4), pp. 646-665.
  10. Modeling the Evolution of Internal Market Structure
    Journal Article: Rutz, O.J., & Sonnier, G.P., (2011). Marketing Science, Vol. 30(2), pp. 274-289.
  11. Zooming in on Paid Search Ads – An Individual-level Model Calibrated on Aggregated Data
    Journal Article: Rutz, O.J., Mullin, P.W., & Trusov, M., (2011). Marketing Science, Vol. 30(5), pp. 789-800.
  12. Metrics for the New Internet Marketing Mix
    Book: Review of Marketing Research, (2009). Vol. 5, pp. 175-192.

Working Papers

“Search Engine Marketing: Effect of Context on Ad Performance” with Michael Trusov
“Modeling Consumer ‘Self-Selection’ into Keywords: A Dirichlet-Classification Approach,” with Michael Trusov
“Are Online Metrics Leading Indicators of Brand PErformance?" with Koen Pauwels, Shuba Srinivasan and Randolph E. Bucklin
Bayesian Model Evaluation,” with Garrett P. Sonnier
“Dynamic Attribute Inferences in Choice-Based Conjoint,” with Garrett P. Sonnier
“Modeling Marketing Effectiveness over the Product Life Cycle in the Case of Durables,” with Garrett P. Sonnier
“A Model of Online Search Behavior: An Application to Air Travel,” with Ammara Mahmood and Catarina Sismeiro

Honors and Awards

Top 50 Scholar, Author Productivity in the Premier Marketing Journals (2010-2014), American Marketing Association (AMA), 2014
Winner, Donald R. Lehmann Award, American Marketing Association (AMA), 2013
Finalist, Paul E. Green Award, American Marketing Association (AMA), 2013
Finalist, Frank M. Bass Award, Marketing Science Institute (MSI), 2013
MSI Young Scholar, Marketing Science Institute (MSI), 2013
Top 50 Scholar, Author Productivity in the Premier Marketing Journals (2009-2013), American Marketing Association (AMA), 2013
Paul E. Green Award, for the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research, 2012
Foster School of Business Dean’s Faculty Research Award, 2012
MSI Clayton Dissertation Proposal Competition, Honorable Mention, 2007
EMAC Best Paper based on a Doctoral Dissertation Award, 2007
Felllow, Sheth Foundation Doctoral Consortium, 2007
UCLA Anderson Business Honor Society (Top 15%), 2003
Finalist, Outstanding Marketing Student, UCLA Anderson, 2003
Fellowship for Outstanding Foreign Students, UCLA Anderson, 2002-2003
UCLA Anderson Dean's Scholar, 2001-2002
McKinsey Fellowship, 2001-2003

Academic Service

Member of the Editorial Board, International Journal of Research in Marketing (IJRM)
Member of the Editorial Board, Journal of Interactive Marketing (JIM)
Member of the Editorial Board, Business Research (BuR)
Member, Handelsblatt-Management-Forum
Ad hoc reviewer, Marketing Science
Ad hoc reviewer, Management Science
Ad hoc reviewer, Marketing Letters

Courses Taught

MKTG 505 (Marketing Strategy)
MKTG 565 (Data Driven Marketing)