Koen Pauwels | Ozyegin University (original) (raw)

Papers by Koen Pauwels

J Market Res Chicago, 2008

Marketing Science, Dec 30, 2010

ABSTRACT Inofec, a small- to medium-sized enterprise in the business-to-business sector, desired ... more ABSTRACT Inofec, a small- to medium-sized enterprise in the business-to-business sector, desired a more analytic approach to allocate marketing resources across communication activities and channels. We developed a conceptual framework and econometric model to empirically investigate (1) the marketing communication effects on off-line and online purchase funnel metrics and (2) the magnitude and timing of the profit impact of firm-initiated and customer-initiated contacts. We find evidence of many cross-channel effects, in particular, off-line marketing effects on online funnel metrics and online funnel metrics on off-line purchases. Moreover, marketing communication activities directly affect both early and later purchase funnel stages (website visits, online and off-line information, and quote requests). Finally, we find that online customer-initiated contacts have substantially higher profit impact than off-line firm-initiated contacts. Shifting marketing budgets toward these activities in a field experiment yielded net profit increases 14 times larger than those for the status quo allocation.

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Abstract Marketing dashboards,have,become,far more,common,in organizationsof all sizes and in vir... more Abstract Marketing dashboards,have,become,far more,common,in organizationsof all sizes and in virtually all industry types. Marketers spend,a significant amount,of time trying to identify the “right“ metrics and communicate,them effectively to internal constituents,in an effort to better understand,(and in some cases,even justify) the relationships between,marketing,expenditures,and financial value creation for the firm. In this paper, the authors define marketing dashboards and examine the reasons

Marketing Science, Mar 7, 2014

ABSTRACT Marketing managers often use consumer attitude metrics such as awareness, consideration,... more ABSTRACT Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mix decisions. We propose four criteria – potential, responsiveness, stickiness and sales conversion – that determine the connection between marketing actions, attitudinal metrics, and sales outcomes. We test our approach with a rich dataset of four-weekly marketing actions, attitude metrics, and sales for several consumer brands in four categories over a seven-year period. The results quantify how marketing actions affect sales performance through their differential impact on attitudinal metrics, as captured by our proposed criteria. We find that marketing-attitude and attitude-sales relationships are predominantly stable over time, but differ substantially across brands and across product categories. We also establish that combining marketing and attitudinal metrics criteria improves the prediction of brand sales performance, often substantially so. Based on these insights, we provide specific recommendations on improving the marketing mix for different brands, and we validate them in a hold-out sample. For managers and researchers alike, our criteria offer a verifiable explanation for differences in marketing elasticities and an actionable connection between marketing and financial performance metrics.

Marketing Science, Sep 1, 2004

... 2000, Srinivasan et al. 2004), or (2) supporting it with other actions, such as backing a pro... more ... 2000, Srinivasan et al. 2004), or (2) supporting it with other actions, such as backing a product-line extension with advertising (Keller 1998). The over-time result of this chain of events is estimated as the net effect of the marketing action on sales. ...

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International Journal of Research in Marketing, 2016

Harvard Deusto Business Review, 2004

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J Retail, 2011

While many offline retailers have developed informational websites that offer information on prod... more While many offline retailers have developed informational websites that offer information on products and prices, the key question for such informational websites is whether they can increase revenues via web-to-store shopping. The current paper draws on the information search literature to specify and test hypotheses regarding the offline revenue impact of adding an informational website. Explicitly considering marketing efforts, a latent class model distinguishes consumer segments with different short-term revenue effects, while a Vector Autoregressive model on these segments reveals different long-term marketing response.We find that the offline revenue impact of the informational website critically depends on the product category and customer segment. The lower online search costs are especially beneficial for sensory products and for customers distant from the store. Moreover, offline revenues increase most for customers with high web visit frequency. We find that customers in some segments buy more and more expensive products, suggesting that online search and offline purchases are complements. In contrast, customers in a particular segment reduce their shopping trips, suggesting their online activities partially substitute for experiential shopping in the physical store. Hence, offline retailers should use specific online activities to target specific product categories and customer segments..▶ The revenue impact critically depends on the product category and customer segment. ▶ The lower online search costs are especially beneficial for sensory products and for customers distant from the store. ▶ Offline revenues increase most for customers with high web visit frequency. ▶ Online search and offline purchases are complements for some, but substitutes for other customers. ▶ Retailers should use specific online activities to target specific product categories and customer segments.

Journal of Marketing a Quarterly Publication of the American Marketing Association, 2009

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Marketing Science, Jul 1, 2007