Koen Pauwels
Professor of Marketing

Koen Pauwels

404 Hayden Hall
Northeastern University
360 Huntington Avenue
Boston, Massachusetts 02115-5000




PhD in Marketing, UCLA
MS in Marketing, Louvain-la-Neuve (Belgium)
BA in Commercial Engineering, LUC (Belgium)

Research & Teaching Interests

Professor Pauwels' research is at the interface of marketing productivity, metrics and social media. Through time series econometrics, he quantifies how marketing actions affect offline and online consumer behavior, and how these in turn lift company performance. Prof. Pauwels is a worldwide expert in modeling such long-term effects of advertising, pricing and channel changes, and product innovation. His work has appeared in journals such as Journal of Advertising Research, Journal of Interactive Marketing, Journal of Marketing, Journal of Marketing Research, Marketing Science and Management Science. He teaches Marketing Performance at the masters and undergraduate levels.

Industry & Academic Experience

Serving on the advisory board of several startups and of GfK Digital Council, Professor Pauwels consulted companies across 3 continents, including Amazon, Credit Europe, Inofec, Heinz, Kayak, Knewton, Kraft, Marks & Spencer, Nissan, Sony, Tetrapak and Unilever. Fresh out of college, he managed the Telework startup to employ physically challenged graduates of Belgium’s IGL. Before joining Northeastern University, Professor Pauwels served as Professor of Marketing at Ozyegin University, a startup university in Istanbul, Turkey, and received tenure at the Tuck School of Business at Dartmouth.

Services to the Profession

Professor Pauwels is Senior Editor at the International Journal of Research in Marketing and serves on the editorial board of several US marketing journals. He serves on the American Marketing Association’s Academic council, organized the 2013 Marketing Science Conference and is the founder of the annual Marketing Dynamics conference, which brings together marketing modelers since 2004. Professor Koen Pauwels published for managers the book ‘It’s Not the Size of the Data, It’s How You Use it’--tools, videos, podcasts and slides are available here. He also regularly posts on important marketing performance opportunities on his blog. For researchers, Prof Pauwels co-authored both books on Marketing Models and is Senior Editor at the International Journal of Research in Marketing

Awards & Recognition

Chosen “Top 100 Inspirational Alumnus” out of 37,000 UCLA graduates

2007 William F. O’Dell Award for the 2002 Journal of Marketing Research paper that ‘made significant, long-run contribution to marketing”

2009, 2013 and 2017 Davidson awards for the best paper in the Journal of Retailing

Emerald Management Reviews Citations of Excellence in 2008, 2009, 2013 and 2014

2009 Varadarajan Award for Early Career Contributions to Marketing Strategy Research

2011 Best Paper Award for Syntec (the French professional association of consultants) in Marketing and Decision Sciences

Selected Media Appearances

More Media Appearances