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.
Advertising has the power to influence how consumers experience, think, and feel about brands, but the sequence of these mindset effects may differ by brand and category. This paper analyzes how the mindset factors of cognition, affect, and experience mediate advertising effects on sales, using data from 178 fast-moving consumer good brands in 18 categories …
This paper demonstrates the impact of a specific campaign setup best practice — frequency capping — on media performance, highlighting potential cost savings from optimising this setting. Focusing on this single practice, we show how its implementation can improve efficiency and reduce media waste. Analysing thousands of campaigns across DV360 and Meta, we assess whether …
Retail media is of growing interest to brands, and online retailers offer a large collection of product information that is freely available for consumers’ online and offline purchase decisions. In this study, the authors map webrooming across ten product categories by combining internal data from consumer browsing behavior at an online retailer and survey responses …
Continue reading “Amplifying Off-Site Purchases with On-Site Retail Media Advertising”
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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