Double digit % performance growth is typical for engagements with smaller & larger clients, as detailed in my Practice Prize papers in both B2B (2009) & B2C (2018), from big tech to fast moving consumer goods. For my bio, check out bioKoenPauwels2feb2023 and for my full academic CV, please click here cvpauwels_3april2023
Koen Pauwels is a Distinguished Professor of Marketing at Northeastern University, where he co-founded and directs the DATA Initiative. He is also adjunct faculty at BI Norwegian Business School, was president of the AMA Academic Council, and was the VP of Practice at INFORMS.
Koen received his Ph.D. from UCLA and got tenure at the Tuck School at Dartmouth. Next, he helped build the startup Ozyegin University from 7 to 7,000 strong in challenging conditions in Istanbul. Koen shared his insights with managers in Return on Marketing Investment seminars and Keynote speeches.
He authored 2 books on modeling markets for analysts, and 2 for managers: ‘It’s not the size of the Data, It’s How You Use it‘ and ‘Break the Wall: Why and How to Democratize Digital in Your Business‘. Koen serves on the Digital Future Council at the Nuernberg Institute for Market Decisions, and on the Academic Council at the American Marketing Association.
A senior editor at IJRM and associate editor at JM, JCR, and the Journal of Interactive Marketing, Koen was chosen as ‘Top Inspirational Alumnus’ at UCLA Anderson. His 70+ papers got 13K+ citations and a dozen awards, such as the 2023 Best in Conference Summer AMA, 2010 Google/WPP, the 2011 Syntec Best Paper in Marketing/Decision Sciences, and the 2007 O’Dell for the most significant, long-term contribution to marketing in the Journal of Marketing Research.
Do new products launched during a recession perform better? Does the severity of the recession matter? Are products more successful when launched earlier or later in a recession? These are all questions of managerial importance that as yet remain unanswered in the extant marketing literature. The authors analyze two datasets: 1) 8,981 product launches in …
Continue reading “Why and when to launch new products during a recession”
Oliver Koll and I xamine the complex relationship between consumers’ attitudes toward a brand and its market outcomes. An analysis of more than 150 brands in five countries reveals the intricate reciprocal connections between customer perceptions and behaviors, brand differentiation, and market penetration in both stable and emerging markets. WhyBrandsGrow The Power of Differentiation and …
Continue reading “Why Brands Grow: The Power of Differentiation and Penetration”
Practice Prize Winner: Direct mail to prospects and email to current customers? Modeling and field-testing multichannel marketing Multichannel retailers need to understand how to allocate marketing budgets to customer segments and online and offline sales channels. We propose an integrated methodological approach to assess how email and direct mail effectiveness vary by channel and customer …
Consulting Experience
Previous Clients:
Amazon, Microsoft, Unilever, Sony, Nissan, Marks & Spencer, GFK, Vistaprint, Tetra Pak, Kayak, Suffolk, Inofec, Kraft Heinz, Knewton
Industry-wise:
Fast-moving consumer goods: e.g. Unilever, Kraft
Durable goods: e.g. Nissan, Sony, Knewton
Retailing: e.g. Old Navy, Marks & Spencer
Online/Tech: e.g. Amazon, Kayak, Microsoft
Business-to-business: Inofec, Tetrapak, Suffolk
Pharmaceuticals: eg. cholesterol reducers
Banking: Credit Europe
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