Koen Pauwels

Koen Pauwels is the Associate Dean of Research and Distinguished Professor at Northeastern University, and Adjunct Professor at BI Norwegian Business School. For 4.5 years, he was Principal Research Scientist at Amazon Ads, with brand building and budget allocation recommendations reaching hundreds of thousands of advertisers. Koen received his Ph.D. from UCLA, where he was chosen Top 100 Inspirational Alumnus. After getting tenure at the Tuck School of Business at Dartmouth, he helped build the startup Ozyegin University in Istanbul.

Named a worldwide top 2% scientist, and ‘The Best Marketing Academic on the Planet’, Koen published over 100 articles on marketing effectiveness. This research was awarded by managers (Rethink Retail, Google, WPP and Syntec), academics (O’Dell, Davidson, and Varadarajan) and both (Gary Lilien ISMS-MSI-EMAC Practice Prize).

Koen is the editor-in-chief of the International Journal of Research in Marketing, and Associate Editor for the Journal of Marketing, the Journal of Consumer Research, and the Journal of Interactive Marketing. His books include ‘Modeling Markets’ and ‘Advanced Methods for Modeling Markets’ for analysts, and ‘Break the Wall: Why and How to Democratize Digital in Your Business’, and ‘It’s Not the Size of the Data – It’s How You Use It: Smarter Marketing with Analytics and Dashboards` for managers.

In 2004, he founded the annual Marketing Dynamics Conference to connect researchers focused on dynamic marketing challenges. For organizations, Pauwels specializes in evaluating and optimizing marketing effectiveness, designing and interpreting field experiments, integrating marketing attribution with mix modeling, aligning online and offline marketing metrics, enhancing long-term brand equity, and innovating business models. He frequently shares insights on marketing return on investment through his LinkedIn Newsletter ‘Pauwels on Marketing’ and on retail media through his Substack ‘Amazon Days’.