Oliver J. Rutz
Assistant Professor of Marketing
PhD, University of California at Los Angeles, 2007
MBA, University of California at Los Angeles, 2003
Diplom (Economics), Ruprecht-Karls-Universitaet Heidelberg, Germany, 1999Specialties
Internet and E-commerce: Paid Search Advertising, Banner Advertising, Clickstream Analysis, Ad Copy and Landing Page Design
Methodological: Bayesian Methods, Discrete Choice Modeling, DynamicsPositions 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)Honors and Awards
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
One of 12 Members of the Handelsblatt-Management-Forum, a bi-monthly international academic panel in Germany's leading business and financial newspaper. http://www.handlesblatt.com/grid.handelsblatt-management-forum-english.1344.2616166
Ad hoc reviewer: Marketing Science, Management Science, Marketing LettersSelected Publications
"The Effects of Internet Banner Advertising Exposure on With-in Site Browsing Behavior," with Randolph E. Bucklin, Quantitative Marketing and Economics, forthcoming.
" A Latent Instrumental Variables Approach to Modeling Keyword Conversion in Paid Search Advertising," with Randolph E. Bucklin and Garret P. Sonnier, Journal of Marketing Research, Vol. 49, No. 3, pp. 306-319.
"Zooming in on Paid Search Ads - An Individual-level Model Calibrated on Aggregated Data," with Michael Trusov, Marketing Science, Vol. 30, No. 5, 2011, pp. 789-800.
"A Dynamic Model of the Effect of Online Communications on Firm Sales," with Garret P. Sonnier and Leigh McAlister, Marketing Science, Vol. 30, Nov. 4, 2011, pp. 702-716.
"Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?" with Michael Trusov and Randolph E. Bucklin, Marketing Science, Vol. 30, No. 4, 2011, pp. 646-665.
"Modeling the Evolution of Internal Market Structure," with Garrett P. Sonnier, Marketing Science, Vol. 30, No. 2, 2011, pp. 274-289.
"From Generic to Branded: A Model of Spillover Dynamics in Paid Search Advertising," with Randolph E. Bucklin, Journal of Marketing Research, Vol. 48, No. 1, 2011, pp. 87-102. Winner of prestigious 2012 Paul Green Award given by the American Marketing Association for the "best article in Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research".
"Metrics for the New Internet Marketing Mix," with Randolph E. Bucklin and Michael Trusov, Review of Marketing Research, Vol. 5, 2009, 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 SismeiroCourses Taught
MKTG 505 (Marketing Strategy)
MKTG 565 (Data Driven Marketing)