Koen Pauwels is Professor of Marketing at Ozyegin University, Istanbul and at BI Oslo, and Honorary Professor at the University of Groningen. He received his Ph.D. from UCLA, where he was chosen “Top 100 Inspirational Alumnus” out of 37,000 graduates. Prof Pauwels published over 40 articles in journals such as Harvard Business Review, Journal of Marketing and Marketing Science. His awards include the Google/WPP Research Award, the Syntec Best Paper in Marketing/Decision Sciences Award, and the O’Dell award for the most influential paper in the Journal of Marketing Research. He is Senior Editor for the International Journal of Research in Marketing, and serves on AMA’s Academic Council. Koen also authored 3 books: “It’s Not the Size of the Data – It’s how you use it” for managers, and “Modeling Markets” (Vol I. and II.) for researchers. Koen consulted large and small companies across 3 continents, including Amazon, Credit Europe, Inofec, Heinz, Kayak, Knewton, Kraft, Marks & Spencer, Nissan, Sony, Tetrapak and Unilever.