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.Â
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.
As generative AI becomes more prevalent in advertising, firms increasingly face requirements to disclose AI involvement. Although prior research shows that such disclosures may generate negative consumer responses, it remains unclear whether explanatory disclosures can mitigate these effects. This research examines beneficiary-framed AI disclosures, explanations communicating why AI was used and who benefits, across three …
Despite massive investments in artificial intelligence, most pilots fail to achieve full business impact. We argue these failures stem from a critical oversight: Organizations treat employee and customer AI adoption as separate challenges rather than recognizing their interdependence. By analyzing past technology adoptions and interviewing employees and customers on current AI considerations, we identify consistent …
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 …
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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