Marketing Science Intensive: How to Create Optimal Marketing Budget and Allocation: With and Without Data


Marketing Science Intensive featuring Koen Pauwels, Northeastern University



Pre event - December 3: Pre reads and preparation exercises sent out to attendees one week before the event.

12:45 p.m. Workshop room opens
1:00 – 1:15 Kickoff and Introduction
1:15 – 2:15 Presentation, discussion, and hands on exercises
2:15 – 2:30 Questions, takeaways, and wrap up
2:30 Session ends. Post event Q&A


Koen Pauwels

Northeastern University

View Bio

Koen Pauwels

Koen Pauwels is Professor of Marketing at Northeastern University’s D’Amore-McKim School of Business. He received his Ph.D. from University of California, Los Angeles, where he was chosen “Top 100 Inspirational Alumnus” out of 37,000 graduates. Koen has published over 40 articles in journals such as Harvard Business Review, Journal of Marketing, and Marketing Science. His awards include the Google/WPP Research Award, the Syntec Best Paper in Marketing/Decision Sciences Award, and the O’Dell award for the most influential paper in the Journal of Marketing Research. He is Senior Editor for the International Journal of Research in Marketing, and serves on AMA’s Academic Council. Koen has also authored 3 books: It’s Not the Size of the Data – It’s How You Use It for managers and Modeling Markets (Volumes I and II) for researchers. Koen has consulted large and small companies across three continents, including Amazon, Credit Europe, Inofec, Heinz, Kayak, Knewton, Kraft, Marks & Spencer, Nissan, Sony, Tetrapak, and Unilever.


What is a Marketing Science Intensive?
The Marketing Science Intensives Program enables you to build your knowledge portfolio and learn techniques you can apply to your business today, using MSI’s trusted platform of leading academics and top marketers. Over the course of a year, the stackable learning experiences will deliver a foundational understanding of the most exciting topics in marketing today. In each Intensive, a top academic will present new research-generated knowledge on an important topic in consumer behaviour, marketing analytics, or marketing strategy, offering breakthrough insights and practical applications for marketers.

What can you expect?
With a limited number of seats, attendees are expected to be active participants in the workshop. The virtual working environment enables participants to raise questions and share insights with others from industry-leading companies and the format will include interactive exercises throughout. Designed to provide deep learning with real job relevance, attendees will receive pre-reads and assignments one week ahead of the workshop to prepare for the discussion.

Who should attend?
All workshops are designed to be relevant across industries and company roles and to accommodate varying levels of expertise in qualitative and quantitative approaches. MSI Intensives are available exclusively and at no cost to MSI members by logging in with a company email address. Space is limited.

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