DMSB at Northeastern University

Vice Dean of Research

DREAMFAR HIGH SCHOOL MARATHON, INC.

Launched in 2008, Dreamfar is a mentor-supported distance running program serving greater Boston teens of diverse backgrounds and abilities, with the mission to help teens develop physical and mental wellness, community, and purpose to pursue their goals and dreams. As a teacher and a new Marathon runner, I joined to share the wonderful benefits of community training with high school students. If you wanna go far, go Dreamfar: Please support us by donating today for my first ever #bostonmarathon - I pitched in $375, you're up next! https://www.givengain.com/project/koen-raising-funds-for-dreamfar-high-school-marathon-70732

Dreamfar Mentor

Northeastern University

HOW DO WE GET THERE? is the question I often answer for organizations who are eager or forced to transform from trial-and-error to evidence-based marketing. Revenue growth and cost cutting in the double digit % are typical in such projects across the globe in both B2B (e.g. office furniture, 2009 Practice Prize finalist) and B2C (e.g. health & beauty, 2018 Practice Prize winner). Larger clients in industries ranging from technology (e.g. Amazon) and packaging (e.g. Tetrapak) to durables (e.g. Nissan, Sony) and FMCG (e.g. Unilever). Let's connect on how to make the best use of your data for insights and action!

Distinguished Professor of Marketing

Distinguished Professor of Marketing, Founder of the DATA-Initiative

Marketing Professor

BI Norwegian Business School

Adjunct Professor

measuring and improving return on marketing investment

marketing consultant

Amazon

•Leads the Learning White Paper and Amazon Ads Research Awards programs
•Heads research and publications focused on changing the way data is leveraged to drive advertising success, sharing actionable insights with agencies and hundreds of thousands of advertisers

Principal Research Scientist

American Marketing Association

Executive Council of the American Marketing Association

President Elect Academic Council

INFORMS Society for Marketing Science (ISMS)

responsible for interface of ISMS with the practitioner community and others interested in the practice of marketing science.

Vice President of Practice

GfK Academy

Comparing and choosing methods to best integrate social media metrics with brand funnel metrics to predict performance; joining Board on the Future of Market Research, keynote speech on the GfK International Market Research conference, editing 'Truly Accountable Marketing' special issue of the Marketing Intelligence Review,

Professor of Marketing Performance

AIMark

presenter at the 2011 and 2012 annual conference, working with Google and GfK to understand the importance of the classic purchase funnel versus the online consumer decision journey in predicting sales

Academic Trustee

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

how do you show your #marketing builds your #brand's #pricingpower? Key #insights from my included webinar (also in Comments) with DPG Media België thx Sylvie Van Hecke Shuba Srinivasan Gokhan Yildirim Marc Vanhuele Berk Ataman Bernd Strauven

Prof. dr. Koen Pauwels

Top AI Leader 2025, best marketing academic, ex-Amazon, IJRM editor-in-chief, associate dean of research at DMSB. AI, retail media, marketing, land of the brave.

Your #CFO wants proof. This Debate helps you deliver it, baby! Register now for MMA Global's Great Debate on the Future of #Marketing #Attribution https://lnkd.in/eCBAmA3D

only 47 hours left for you to enjoy the Great Debate on #marketing effectiveness and measurement with Nancy Smith Tina Wilson Sorin Patilinet 📙 Marc Vermut and Rex Briggs

Today's marketing measurement toolkit is more complex than ever—MTA, MMM, RCTs—all promising answers yet often delivering conflicting results.
 
On Wednesday, December 3, at 12:00 PM EST, the Marketing + Media Alliance (MMA) convenes a powerhouse panel of experts to cut through the confusion and address the question every marketing leader is wrestling with:  What is the truth—and what can we actually trust?
 
Join an exceptional group of practitioners and thinkers shaping the future of attribution:

• Rex Briggs, Subject Matter Expert, Marketing + Media Alliance
• Sorin Patilinet 📙, Global Marketing Effectiveness, PepsiCo
• Jeremy Rose, Head of Unified Marketing Management, Bayer US
• Nancy Smith, President & CEO, Analytic Partners
• Marc Vermut VP, The Knowledge Lab, TransUnion
• Tina Wilson, Chief Administrative Officer, Nielsen
 
Moderated by:  Prof. dr. Koen Pauwels, – Distinguished Professor of Marketing, Northeastern University
 
This session will unpack:
 
• Where each measurement method excels — and where it lags
• Does AI introduce clarity of confusion
• Do we believe the models
• What it really takes to earn the trust of Finance and other stakeholders
 
If you’re responsible for proving marketing’s value, this discussion will elevate how you approach measurement in 2025 and beyond.
 
Register once for access to all three Great Debates sessions.
 
🔗 https://lnkd.in/gZMk9Wu9

#marketing #ai #cmo #finance

#Tesla picked #elonmusk over me. You chose...poorly

Tesla's Europe woes are only getting worse. 

According to the European Automobile Manufacturers' Association, Tesla EV registrations (a proxy for sales) in Europe fell to just 6,964 units in October, a 48.5% drop compared to a year ago. Meanwhile, total EV registrations in the region, which includes the UK and the European Free Trade Association, rose 32.9% in October, with overall registrations regardless of powertrain up 4.9%.

October's total marks the 10th straight month of declining Tesla sales in Europe. 

Meanwhile, the overall market share of EVs in the broader European region grew to 16.4%.

Read more: yhoo.it/4pst7en

AI made for brand builders.

I have been saying this for a while. My Slush notes said the same. Now the new McKinsey & Company State of Marketing report confirms it again. The focus for 2026 is building brands and doing it in a fully data driven way. Luckily, that is exactly what we built MyTelescope for.

1. Understand consumer pain points
 Identify the demand points that matter, track them over time, and make sure your brand becomes the natural answer when the question is asked. If people or AI agents look for a solution, you want your name to appear in the summary or in their brain - same same but different

2. Track your products and services
 Monitor interest and optimise your brand marketing spend based on monthly movements. If a trend starts moving away from you, advertising alone will not save it. Look across the full marketing mix. What people search for and ask about gives you very clear guidance.

3. Activate your creativity
 Build stronger briefs by grounding them in what people are really searching for. Real questions from real users become the best source of creative inspiration.
You can do all of this with MyTelescope. That is the exciting part.

Brand builders, this is our moment to shine.

Andrew Tindall, Jesper A., Cecilia Steenberg Forsberg, Lennart Schultz, Anne Årneby, Mats Georgson, Ph.D., Johan Rynell Johanna Björnfot

Thanks Aurelia Bettati, Dr. Jerome Alexander Koenigsfeld, Jesko Perrey, Dr. Kai Vollhardt, Thomas Bauer, Tjark Freundt, and Victor Fabius, with Dr. Caroline Meder, @Dominik Müller, and Sarah Sahel  McKinsey & Company for a great report

why it is key to measure how your marketing increases your #brand 's #pricingpower and how #AI can hep https://lnkd.in/eqANAXH6

International Marketing & Media

A.I.’s greatest contribution to marketing is yet to come and it will be around pricing.

Categories commoditise through excessive discounting. 
Brand’s contribution to profit, through price framing and maintaining its elasticity of demand, has been mostly unmeasured and therefore has lacked investment.

A.I. greatest contribution to marketing will be as an input, integrating marketing and sales data streams, and not as an output to deploy messaging. 

When there is integrated measurement that tracks marketing’s investment contribution to profit with A.I. enabled breadth, depth, and pace, we’ll see more of that investment being aligned to reducing price sensitivity than price cutting.
This is mainly achieved through an increased and sustained investment in being a more loved and famous brand.

#marketing #advertisingandmarketing #digitalmarketing #socialmedia #branding

Why your #customervalue strategy needs a reboot: Talking with companies navigating #AI transformation and geopolitical upheaval, I’m struck by how relevant our #dynamic #differentiation framework remains, Richard D'Aveni, and how urgently it needs updating for our current reality. “They were transparent about their AI use and we negotiated a price that reflected the efficiency. I paid for insight, not hours.” Valarie Zeithaml David De Cremer D'Amore-McKim School of Business at Northeastern University

the wonderful Sorin Patilinet 📙 on the 7 wonders of the #marketingeffectiveness world

Marketing engineer, curious by default • At PepsiCo I measure marketing • Books are my passion • I speak when people ask, and sometimes when they don’t

What do the 7 𝐖𝐨𝐧𝐝𝐞𝐫𝐬 𝐨𝐟 𝐭𝐡𝐞 𝐚𝐧𝐜𝐢𝐞𝐧𝐭 𝐰𝐨𝐫𝐥𝐝 & measuring marketing impact have in common?

Every marketing effectiveness conversation needs to cover the effectiveness of all 7 levers we can activate in our brand plans

1️⃣ STRATEGY 
2️⃣ PRODUCT 
3️⃣ PRICING
4️⃣ RETAIL 
5️⃣ MEDIA
6️⃣ CREATIVE
7️⃣ MEASUREMENT

For too long, we've confused marketing effectiveness with advertising effectiveness. Maybe because that's the toy we still feel we can play with. But marketing impact is so much bigger than advertising.

In my book, as in my keynotes, I fix this narrow view of effectiveness by offering solutions for measuring all seven levers. 

Jan Patera Blue Events

the #MartinLewis fake #crypto ad is part of #fraud that accounts for roughly 10% of Meta’s annual #advertising revenue, or $16bn in 2024 alone, as much as McDonald’s annual global profit.

A Meta memo from April 2025 concluded, with almost admirable candor, that “it is easier to advertise scams on #Meta platforms than #Google.” 

Who said relative #differentiation was hard to achieve?

not shocked to see Mark Ritson in his underpants, but that he believes 25% of #marketers are useful!

This #BlackFriday, #AI informed only 17% of sales, as volume fell 1% with 7% higher prices due to #tariffs and #highincome buyers. Fixed the headline for you, Reuters.

if #ozempic is already changing this much how we spend money and time, what will happen when the pills hit the market soon?

taplio

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Prof. dr. Koen Pauwels

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