Personal Information
Organization / Workplace
Istanbul, Turkey Turkey
Occupation
Associate Professor
Industry
Advertising / Marketing / PR
About
A proven problem solver on marketing analytics and dashboards, Koen enjoys working with companies in mature and emerging economies to improve marketing effectiveness and efficiency.
Koen Pauwels is Professor of Marketing at Ozyegin University, Istanbul and Honorary Professor at the University of Groningen. He received his Ph.D. from UCLA and got tenure at the Tuck School at Dartmouth. Now available on Amazon is his book 'It’s not the Size of the Data, It’s How You Use it: Smarter Marketing with Analytics and Dashboards”. Koen shared his insights with managers at several companies including Heinz, Kayak, Marks & Spencer, Nissan, Sony, Swarovski and Unilever and with participants ...
Tags
return on investment
econometrics
kpi
metrics
dashboards
analytics
marketing
#marketingmixmodels
#allocation
#attribution
#marketing
#analytics
#bigdata
#omnichannel
#salesresponsemodel
emerging market; mature market; marketing effectiv
emerging market; attitude; marketing effectiveness
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