Pauwels - Its not the size of the data--its how you use it: smarter marketing with analytics and dashboards
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PROFESSOR KOEN PAUWELS integrates research, teaching, and consultancy across Asia, America, and Europe. He is the most published and awarded researcher on marketing performance, with more than thirty peer-reviewed publications and over 2,000 citations. He won the 2010 Google/WPP Research Award, the 2011 Syntec Best Paper in Marketing/Decision Sciences Award, the 2001 EMAC best paper award, the 2007 O'Dell award for the most influential paper in the Journal of Marketing Research, the 2008 and 2009 Emerald Management Reviews Citation of Excellence, the 2009 and 2011 Davidson awards for the best paper in Journal of Retailing, and the 2009 Varadarajan Award for Early Career Contributions to Marketing Strategy Research. Pauwels was chosen as a Top 100 Highly Inspirational Alumnus out of 37,000 UCLA Anderson School alumni. His academic publications appear in four textbooks and other publications such as Harvard Business Review, Adweek, the GFK Marketing Intelligence Review, and the Marketing Science Institute reports.
Professor Pauwels has taught in executive education at UCLA, the Tuck School of Business at Dartmouth, Cannes Golden Lions, Geneva (HEC), Mainz (GfK Academy), Manisa (Turkey), and Jaipur (India). He is the first expert in Research/Metrics on the discussion forum at Marketingprofs.com, a global community of over half a million business professionals.
Pauwels is the cofounder of the MarketingProductivityGroup (USA) and the digital marketing coordinator at AIMark (Europe). He has consulted for dozens of companies including Heinz, Kayak, Marks & Spencer, Nissan, Sony Eurasia, and Unilever. His work at medium-sized company Inofec generated a 14-fold increase in profit in the field experiment that implemented his advice; he was a finalist for the prestigious Marketing Science Practice Prize for that work.
Pauwels was born in Belgium in 1971 and became a commercial engineer before moving to the United States, where he graduated with a PhD in Management at UCLA. Next he climbed the academic ladder at the Tuck School of Business at Dartmouth, becoming Associate Professor in Marketing in 2005. Joining the startup Ozyegin University in 2008, he moved to Istanbul, where he lives with his wife and their two boys.
Connect with Koen Pauwels at
www.notsizedata.com
https://twitter.com/koenhpauwels
AMONG THE MANY WONDERFUL PEOPLE that helped me throughout my professional development, I especially want to thank my advisor Dominique Hanssens, who continues to be an inspiration and a mentor. Likewise, I thank my academic colleagues at the Tuck School of Business and at Ozyegin University for their support. The scientific evidence for this book's insights comes from studies with several co-authors, including Shuba Srinivasan, Martin Lautman, Gokhan Yildirim, Marc Yanhuele, Amit Joshi, Evert de Haan, Jorge Silva-Risso, Sunil Gupta, Thorsten Wiesel, and Pavel Kireyev. Laura Patterson and Guy Powell both inspired me by their books on marketing performance management. Laura wrote the foreword to this book, and Guy Powell was so kind to give most useful and detailed comments. My colleagues at Marketing Productivity Group, including Craig Stacey, Stephen Dubuque, and Todd Kirk, provided contacts and empirical data for many of the U.S. case studies in this book. European and Asian case studies appear thanks to colleagues Joep Arts (Oxyme), Joris Merks (Google), Alfred Dijs, and Bernadette van Ewijk (AIMark). The ideas in this book were discussed and refined with dozens of managers, including the participants in the (executive) MBA programs at Tuck and Ozyegin University, and the annual Marketing Performance seminars of the GfK Academy in Mainz and of HEC Geneva. Especially important, Olena Svatko did a fantastic job drafting sections of this book, and motivating me throughout the process.
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