About me

Koen Pauwels is Professor of Marketing at the D’Amore-McKim School of Business in Northeastern University, and the most published and awarded researcher on return on marketing investment.

Previously at Ozyegin University (Istanbul) and the Tuck School of Business (Dartmouth), he won the 2010 Google/WPP Research Award, the 2011 Syntec Best Paper in Marketing/Decision Sciences Award, the 2001 EMAC best paper award, the 2007 O’Dell award for the most influential paper in the Journal of Marketing Research, the 2008 and 2009 Emerald Management Reviews Citation of Excellence, the 2009 and 2011 Davidson awards for the best paper in Journal of Retailing, and the 2009 Varadarajan Award for Early Career Contributions to Marketing Strategy Research.

Out of 37,000 UCLA Anderson School of Management graduates, he was chosen as “Top 100 Inspirational Alumnus”.

Koen’s publications appeared in Harvard Business Review, Journal of Advertising Research, Journal of Brand Management, Journal of Marketing, Journal of Marketing Research, Journal of Product Innovation Management, Journal of Retailing, Journal of Service Research, Marketing Letters, Marketing Science and Management Science.

Prof. Pauwels authored chapters in 7 books, including the Handbook of Marketing and Finance, published his managerial book ‘It’s Not the Size of the Data – It’s how you use it: Smarter Marketing with Analytics and Dashboards” and two research-focused books on ‘Modeling Markets’.

Koen has shared his insights with managers at several companies including Amazon, Heinz, Kayak, Knewton, Marks & Spencer, Nissan, Sony, Swarovski, Tetrapak and Unilever and with participants in the Return on Marketing Investment seminars and courses at GfK Academy, HEC Geneva, BI Oslo, Innsbruck, IMD, Groningen and NYU.

Koen serves on the Academic Council of the American Marketing Association and on the advisory board of AIMark (Europe).

He received his Ph.D. in Management from UCLA, is Senior Editor at the International Journal of Research in Marketing and invites you to share ideas and experiences by email (kpauwels@northeastern.edu), LinkedIn or Twitter (@romimarketer).


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