Professor Koen Pauwels

Koen Pauwels is a Distinguished Professor of Marketing at Northeastern University, Boston, and Associate Dean of Research at its D’Amore-McKim School of Business. 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 is editor-in-chief of the International Journal of Research in Marketing, and Associate Editor for the Journal of Marketing, the Journal of Consumer Research, and the Journal of Interactive Marketing. His books include 'Modeling Markets' and 'Advanced Methods for Modeling Markets' for analysts, and ‘Break the Wall: Why and How to Democratize Digital in Your Business’, and ‘It’s Not the Size of the Data – It’s How You Use It: Smarter Marketing with Analytics and Dashboards` for managers. 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 LinkedIn Newsletter ‘Pauwels on Marketing’ and on retail media through his Substack ‘Amazon Days’.

More about Koen Pauwels:

• Profile on the website of the Northeastern University
• Personal website
• Profile on LinkedIn