Tuck School of Business at Dartmouth
TuckDartmouth

KOEN H. PAUWELS
Associate Professor of Business Administration
'Measuring and Improving Return on Marketing Investment'

Koen Pauwels is Associate Professor at the Tuck School of Business at Dartmouth and Ozyegin University, Istanbul, where he teaches and researches return on marketing investment. He won the 2001 EMAC best paper award, the 2007 O’Dell award for the most influential paper in the Journal of Marketing Research, the 2008 Emerald Management Reviews Citation of Excellence, the 2009 Davidson award for the best paper in Journal of Retailing, and the 2009 Varadarajan Award for Early Career Contributions to Marketing Strategy Research. Current research projects include the predictive power of market dashboard metrics and marketing effectiveness online and in emerging markets. Koen is on the advisory board of AIMark, MarketingNPV, MarketShare Partners and YouCastr.  He received his Ph.D. in Management from UCLA, and serves on the editorial boards of the International Journal of Research in Marketing, Journal of Marketing, Journal of Marketing Research and Marketing Science.

Highlights



"Which of our benefit claims drive sales? VAR-based leading indicators outperform surveys, conjoint or PERCEPTOR/ASSESSOR techniques. (Metrics that Matter)
My Thoughts
Your Thoughts


"How to market your brands in the age of provate label power?
My Thoughts
Your Thoughts


*** Coming soon to a conference near you***
'The Practice and Impact of Marketing Science' 01/15/10-01/16/10 MIT Finalist for the 2009/2010 ISMS-MSI Practice Prize Competition'


Forthcoming publication
"Mindset Metrics in Market Response Models: An Integrative Approach", with S. Srinivasan and Marc VAnheule, Journal of Marketing Research

New working papers:
"Monetary Value of Word-Of-Mouth Marketing in Online Communities", with Michael Trusov, Randolph E. Bucklin

"Assessing Customer Evaluation and Revenue Consequences of Component Sharing Across Brands in the Vertical Product Line," with P. Verhoef

Current teaching:
Statistics for Managers