Press | Awards
2016 William F. O’Dell Award
Oliver J. Rutz
and Randolph E. Bucklin have been
selected as the recipients of the annual William F. O’Dell award for their
Generic to Branded: A Model of Spillover in Paid Search Advertising,”
which appeared in the February 2011 (Volume 48, Issue 1) issue of the Journal of Marketing Research.
award honors the JMR article
published in 2011 that has made the most significant, long-term contribution to
marketing theory, methodology, and/or practice. The O’Dell award
committee—which comprises Susan Broniarczyk (chair), Scott Neslin,
and Eitan Muller—applauds the nominees for excellent articles that
were all worthy of the award.
the article was selected because of its impact on academia, practice, and
policy as is demonstrated by the following statement from the committee:
“Rutz and Bucklin (2011) was selected by the O’Dell Award Committee for
its significant methodological and marketing practice impact on Internet paid
search advertising. Paid search is a major advertising channel and decisions
regarding bids on generic vs. branded keywords are made every day. The paper has important implications for practice
that often relied upon the “last-click” metrics provided by search
engines. For example, using this
criterion, the authors found that the apparent cost-per-conversion for a major
US hotel chain on Google for branded keywords (e.g., Hilton) was $3 versus $55
for generic keywords (e.g., hotel).
However, building off the purchase funnel, the authors demonstrated that
the generic keyword (e.g., hotels Los Angeles) was influential early in the
purchase process, introducing a consumer to the branded option (Hilton Los
Angeles) which would then later be directly searched using branded keyword
(Hilton Los Angeles) when the consumer was ready to buy and convert. This committee felt that the paper made an
important statement about the spillover of generic to branded keywords and was
a neat application of theory to practice.
Further the committee was impressed by the sophisticated and accessible
Bayesian Dynamic Linear Model to account for spillover. The paper’s core idea arguing against last
touch attribution for the branded key word presaged today’s attribution
modeling movement assessing influence when buyers are exposed to ads across
multiple internet media. Additionally,
the paper is highly cited in the top marketing, operations research, electronic
commerce, and economics journals.”
award is presented annually at the Summer AMA Conference.
Finalists for the O’Dell award are as follows:
- “The Value of Social Dynamics in Online
Product Ratings Forums,” Wendy W. Moe and Michael Trusov (Volume 48, Issue 3,
- “Online Social Interactions: A Natural
Experiment on Word of Mouth Versus Observational Learning,” Yubo Chen, Qi
Wang, and Jinhong Xie (Volume 48, Issue 2, April 2011)
- “Network Effects and Personal Influences:
The Diffusion of an Online Social Network,” Zsolt Katona, Peter Pal Zubcsek,
and Miklos Sarvary (Volume 48, Issue 3, June 2011).
- “Complicating Choice,” Rom Y. Schrift,
Oded Netzer, and Ran Kivetz (Volume 48, Issue 2, April 2011)
2015 Paul E. Green Award
(Cathy) Yang, Olivier
Toubia, and Martijn
G. De Jong have been selected as the recipients of the annual Paul
E. Green Award for their article A Bounded Rationality Model of Information Searchand Choice in Preference Measurement, which appeared in the April 2015 issue (Vol. 52,
No. 2) of Journal of Marketing Research.
award honors the Journal of Marketing
Research article published in 2015 that demonstrates the most potential to
contribute significantly to the practice of marketing research. The committee
overseeing the voting and selection process comprised Shuba Srinivasan (Chair) and Joel Urbany.
award is presented annually at the American Marketing Association’s Summer
Marketing Educators’ Conference.
- Liu (Cathy)
Yang is Assistant Professor, HEC Pari.
- Olivier Toubia
is Glaubinger Professor of Business, Columbia Business School, Columbia
- Martijn G. de Jong is Professor of Marketing
Research and Tinbergen Research Fellow, Erasmus School of Economics, Erasmus University.