Context is King - Prof. Dr. Koen Pauwels | Northeastern University (English)

How mental states influence decisions and why hypertargeting is ineffective
A new theorem for optimizing the advertising budget (mpra.ub.uni-muenchen.de/10565)
Wright, Malcolm 2008 - Ehrenberg-Bass Institute, University of South Australia

Marketing in a recession (hbr.org/2020/08/dont-cut-your-marketing-budget…)

Book references:

Reality is Broken (amazon.de/Reality-Broken-Games-Better-Change/d…)

It´s not the Size of Data – It´s how you use it (amazon.de/Its-Not-Size-Data-How-ebook/dp/B00HS…)

Break the Wall: Why and How to Democratize Digital in Your Business (amazon.de/Break-Wall-Democratize-Marketing-Ass…)

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Contact Prof. Dr. Koen Pauwels:

linkedin.com/in/prof-dr-koen-pauwels-0789713