NIM Research Advisory Board
Professor Koen Pauwels
Koen Pauwels is a Distinguished Professor of Marketing at Northeastern University, Boston, and co-director of its Digital, Analytics, Technology, and Automation (DATA) Initiative. In the NIM Research Advisory Board, he contributes his expertise in the fields of marketing analytics, data-driven decision making, and business model innovation.
Pauwels serves as Senior Editor for the Journal of Marketing and the International Journal of Research in Marketing, president-elect of the Academic Council of the American Marketing Association, and vice president of practice at the INFORMS Society for Marketing Science. He is also a board member of The House of Marketing and serves on the editorial boards of the Journal of Retailing and the Journal of Interactive Marketing. In 2004, he founded the annual Marketing Dynamics Conference to connect researchers focused on dynamic marketing challenges.
With extensive experience consulting for companies across three continents—including Amazon, Heinz, Kayak, Kraft, Marks & Spencer, Microsoft, Nissan, Sony, Tetrapak, and Unilever—Pauwels specializes in evaluating and optimizing marketing effectiveness, designing and interpreting field experiments, integrating marketing attribution with mix modeling, aligning online and offline marketing metrics, enhancing long-term brand equity, and innovating business models. He frequently shares insights on marketing return on investment through his blog and on Twitter as @profpauwels.
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