Koen Pauwels Books
Koen Pauwels is a professor of marketing known for his research on marketing productivity, analytics, and performance measurement. He has published extensively in academic journals and consults for global firms on marketing effectiveness and data-driven decision-making.
Known for: It's Not the Size of the Data—It's How You Use It: Smarter Marketing with Analytics and Dashboards
Books by Koen Pauwels
It's Not the Size of the Data—It's How You Use It: Smarter Marketing with Analytics and Dashboards
This book explains how marketers can use analytics and dashboards to make smarter decisions, focusing on the quality and interpretation of data rather than its sheer volume. It provides practical frameworks for linking marketing metrics to business performance and offers case studies from leading companies to illustrate effective data-driven strategies.
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Linking Marketing Actions to Business Outcomes: The Power of Causality
One of the first distinctions you must grasp is the difference between correlation and causation. Many dashboards show relationships — for example, increased social media mentions coincide with higher sales — but without understanding causality, you don’t know whether your actions are driving those ...
From It's Not the Size of the Data—It's How You Use It: Smarter Marketing with Analytics and Dashboards
Making Metrics Matter Across Channels
Metrics are the vocabulary of your marketing performance story, but they must be chosen wisely. In my research and consulting work, I often find companies overwhelmed with key performance indicators, each owned by different departments and measured on conflicting scales. In this book, I guide you to...
From It's Not the Size of the Data—It's How You Use It: Smarter Marketing with Analytics and Dashboards
About Koen Pauwels
Koen Pauwels is a professor of marketing known for his research on marketing productivity, analytics, and performance measurement. He has published extensively in academic journals and consults for global firms on marketing effectiveness and data-driven decision-making.
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Koen Pauwels is a professor of marketing known for his research on marketing productivity, analytics, and performance measurement. He has published extensively in academic journals and consults for global firms on marketing effectiveness and data-driven decision-making.
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