Context is King - Prof. Dr. Koen Pauwels - Northeastern University

How mental states influence decisions and why hypertargeting is ineffective

A new theorem for optimizing the advertising budget Wright, Malcolm 2008 - Ehrenberg-Bass Institute, University of South Australia

Marketing in a recession

Book references:

Reality is Broken

It´s not the Size of Data – It´s how you use it

Break the Wall: Why and How to Democratize Digital in Your Business

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Contact Prof. Dr. Koen Pauwels:

https://www.linkedin.com/in/prof-dr-koen-pauwels-0789713/