Faculty Directory

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

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

“A New Method to Aid Copy Testing of Paid Search Text Advertisements”
Rutz, O., Sonnier, G., and Trusov, M., (forthcoming). Journal of Marketing Research.

“Paths to and off Purchase: Quantifying the Impact of Traditional Marketing and Online Consumer Activity”
Srinivasan, S., Rutz, O., and Pauwels, K., (2016). Journal of the Academy of Marketing Science.

“Managing Blood Donations by Marketing”
Aravindakshan, A., Rubel, O., and Rutz, O., (2015). Marketing Science.

“How Online Consumer Segments Differ in Long-Term Marketing Effectiveness”
Reimer, K., Rutz, O., and Pauwels, K., (2014). Journal of Interactive Marketing.

“A Latent Instrumental Variables Approach to Modeling Keyword Conversion in Paid Search Advertising”
Bucklin, R., Rutz, O., and Sonnier, G., (2012). Journal of Marketing Research, Vol. 49(3), pp. 306–319.

“Does Banner Advertising Affect Browsing for Brands? Clickstream Choice Model Says Yes, for Some”
Bucklin, R., and Rutz, O., (2012). Quantitative Marketing and Economics, Vol. 10(2), pp. 231–257.

“From Generic to Branded: A Model of Spillover Dynamics in Paid Search Advertising”
Rutz, O. J., and Bucklin, R. E., (2011). Journal of Marketing Research, Vol. 48(1), pp. 87–102.

“Modeling the Evolution of Internal Market Structure”
Rutz, O. J., and Sonnier, G. P., (2011). Marketing Science, Vol. 30(2), pp. 274–289.

“Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?”
Rutz, O. J., Trusov, M., and Bucklin, R. E., (2011). Marketing Science, Vol. 30(4), pp. 646–665.

“A Dynamic Model of the Effect of Online Communications on Firm Sales”
Sonnier, G. P., McAlister, L., and Rutz, O. J., (2011). Marketing Science, Vol. 30, pp. 702–716.

“Zooming in on Paid Search Ads – An Individual-Level Model Calibrated on Aggregated Data”
Rutz, O. J., Mullin, P. W., and Trusov, M., (2011). Marketing Science, Vol. 30(5), pp. 789–800.

“Metrics for the New Internet Marketing Mix”
Rutz, O. J., (2009). Review of Marketing Research, 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

Lex N. Gamble Family Award for Excellence in Case Development and Curriculum Innovation, 2018

Winner, William F. O'Dell Award, American Marketing Association (AMA), 2016

Finalist, Sheth Foundation Best Paper Award, Academy of Marketing Science (AMS), 2016

Top 50 Scholar, Author Productivity in the Premier Marketing Journals (2011-2015), American Marketing Association (AMA), 2015

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)