Smarter marketing can drive up sales profits for any company. Koen Pauwels, author of It’s Not the Size of the Data—It’s How You Use It: Smarter Marketing with Analytics and Dashboards shared his insights about using marketing for better ROI (Return on Investment) with the AMA Edgewise team on a recent podcast.
Koen Pauwels, consultant and expert on marketing ROI (Return on Investment), describes why smarter marketing can help drive up sales profits for any company. How is big data affecting marketing trends today? In many ways it sets the benchmark for marketing to be held more accountable for business profits. And with analytics becoming such an essential component to any business, companies need to get smarter. Pauwels offers several examples on how his methodology for smarter marketing has actually helped companies, including saving a major corporation $150 million in advertising for a green product.
Koen Pauwels is an award-winning professor, consultant, and expert on the topic of marketing ROI. After receiving his Ph.D. at UCLA, he taught at Dartmouth’s Tuck School of Business before joining Ozyegin University.