Koen Pauwels is Distinguished Professor of Marketing at Northeastern University, Boston and BI Oslo. He received his Ph.D. from UCLA, where he was chosen “Top 100 Inspirational Alumnus” out of 37,000 graduates. Earlier at Tuck School of Business at Dartmouth (2001-2008) and Ozyegin University in Istanbul (2008-2017), Koen was visiting scholar at Harvard Business School in 2016. His books are ‘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” for managers.
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, 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.He is Associate Editor for the Journal of Marketing and Senior Editor for the International Journal of Research 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, 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