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.