CYE#2 – Dr. Koen Pauwels: Measuring the Really Hard Stuff in Marketing

In this episode with Dr. Koen Pauwels, we talk about:

- Cross-channel effects (including blending historical & experimental data)

- The effects of WOM vs. traditional marketing

- Frameworks on the causality of buying decisions

- Long-term effects of Price Promotions on Brand Choice

- And tons more…

Dr. Koen Pauwels is the Associate Dean of Research and Distinguished Professor at Northeastern University and founding General Director of its Digital, Analytics, Technology and Automation (DATA) Initiative.

If you have any questions, bring them to our next Live Forum.

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