BIO

Koen Pauwels is Distinguished Professor of Marketing at Northeastern University, Boston and co-director of its Digital, Analytics, Technology and Automation (DATA) Initiative.

Pauwels is the Senior Editor for the Journal of Marketing and the International Journal of Research in Marketing, President-Elect of the Academic Council of the American Marketing Association, and Vice President of Practice at the INFORMS Association for Marketing Science. He serves on the House of Marketing’s Board and on the Editorial Boards of Journal of Retailing and Journal of Interactive Marketing. Pauwels started the annual Marketing Dynamics conference (2004) to bring together researchers fascinated by dynamic problems in marketing.

Pauwels consulted large and small companies across three continents, including Amazon, Heinz, Kayak, Kraft, Marks & Spencer, Microsoft, Nissan, Sony, Tetrapak and Unilever. Typical projects include evaluating and improving marketing effectiveness, designing and interpreting field experiments, combining attribution with marketing mix modeling, integrating online with offline marketing and metrics, increasing long-term brand equity and assessing and renovating business models. He regularly blogs and tweets on return on marketing investment as @profpauwels.