Award Description:
William O’Dell Best Paper Award, Journal of Marketing Research, article published in 2011 (five years ago) that “made the most significant long-term contribution to marketing theory, methodology and/or practice.”
Awardee
Oded Netzer
Professor Netzer's expertise centers on one of the major business challenges of the data-rich environment: developing quantitative methods that leverage data to gain a deeper understanding of customer behavior and guide firms' decisions. He focuses primarily on building statistical and econometric models to measure consumer preferences and understand how customer choices change over time, and across contexts. Most notably, he has developed a framework for managing firms' customer bases through dynamic segmentation.