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.
Visit Prof. Dr. Koen Pauwels’ LinkedIn weekly Newsletter to stay updated: Pauwels on Marketing
Specialties: retail media, responsible research, return on marketing investment, integrating attribution with marketing mix modeling, analytics, online and offline consumer attitude dynamics, emerging markets, econometric modeling of long-term marketing effects
