Prof. dr. Koen Pauwels's Linkedin Analytics

We all have to make choices, but good information and guidance is in short supply. My passion is to help people avoid bad choices and make best choices, by uncovering disinformation, mapping choices and consequences comprehensively, and communicating insights from data-driven analysis. I have applied this passion across continents in the interest of both the public and not-for-profits and commercial organizations from less than 100 or over 500K employees. Koen Pauwels is Distinguished Professor of Marketing at Northeastern University and BI Oslo. He directs the DATA Initiative and is 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. Joining Northeastern University when returning to New England in 2017, Prof Pauwels cofounded the DATA initiative. Koen shared his insights with managers in Return on Marketing Investment seminars and Keynote speeches. He authored 4 books on modeling markets and 'It’s not the Size of the Data, It’s How You Use it' on improving decisions, and is publishing this year 'Break The Wall' on Digital Transformation. Koen served on the Digital Future Council at GfK Verein, as VP of Practice at INFORMS and as President of the Academic and Executive Council at the American Marketing Association. A senior editor at IJRM and associate editor at JM and JCR, Koen was chosen as 'Top Inspirational Alumnus' at UCLA Anderson. His 70+ papers, freely available at marketingandmetrics.com, got 12K+ citations and a dozen awards, such as the 2010 Google/WPP, the 2011 Syntec Best Paper in Marketing/Decision Sciences, the 2007 O’Dell for the most significant, long-term contribution to marketing in the Journal of Marketing Research, and the longest sentence in a LinkedIn bio. Specialties: retail media, disinformation, 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