William F. O’Dell Award

The 2018 William F. O’Dell Award is awarded to Anja Lambrecht and Catherine Tucker for their article, “When Does Retargeting Work? Information Specificity in Online Advertising” which appeared in the October 2013 (Volume 50, Issue 5) issue of the Journal of Marketing Research. Lambrecht and Tucker explore when consumers respond positively to personalized recommendations on websites.

Anja Lambrecht is an Associate Professor of Marketing at the London Business School.

Catherine Tucker is the Sloan Distinguished Professor of Management Science and Professor of Marketing at MIT Sloan. She is also the Chair of the MIT Sloan PhD Program.

The William F. O’Dell Award recognizes the article that was published 5 years ago that has made a significant contribution to marketing theory, practice or methods.