Koen Pauwels is Distinguished Professor of Marketing at Northeastern University, Boston and co-director of its Digital, Analytics, Technology and Automation (DATA) Initiative (http://www.damore-mckim.northeastern.edu/data-initiative/people). Prof Pauwels also holds Honorary Professor of Research positions at Groningen University and BI Norwegian Business School. He received his Ph.D. from UCLA, where he was chosen “Top 100 Inspirational Alumnus” out of 37,000 graduates. After getting tenure at the Tuck School of Business at Dartmouth (2001-2008), Koen helped build the startup Ozyegin University in Istanbul (2008-2017) and was visiting scholar at Harvard Business School in 2016. His books include ‘Modeling Markets’ and ‘Advanced Methods for Modeling Markets’ for researchers and “It’s Not the Size of the Data – It’s How You Use It: Smarter Marketing with Analytics and Dashboards” for managers (http://notsizedata.com/).
Prof Pauwels published over 50 articles on marketing effectiveness, awarded by both managers (e.g. Google, WPP and Syntec), academics (e.g. O’Dell, Davidson, Varadarajan) and both (the 2018 Gary Lilien ISMS-MSI-EMAC Practice Prize). He is Senior Editor for the Journal of Marketing and the International Journal of Research in Marketing, and Vice President of Practice at the INFORMS Association for Marketing Science. Koen serves on the Academic Council of the American Marketing Association, GfK’s Digital Future Council and House of Marketing’s Board, and on the Editorial Boards of Journal of Retailing and Journal of Interactive Marketing. Prof Pauwels started the Marketing Dynamics conference (now in its 15th year) to bring together researchers fascinated by dynamic problems in marketing.
Koen consulted large and small companies across 3 continents, including Amazon, Heinz, Kayak, Kraft, Marks & Spencer, Microsoft, Nissan, Sony, Tetrapak and Unilever. Typical projects include evaluating and improving marketing effectiveness, designing and interpreting field experiments, combining attribution with marketing mix modeling, integrating online with offline marketing and metrics, increasing long-term brand equity and assessing and renovating business models. He regularly blogs and tweets on return on marketing investment as @romimarketer