We sat down with renowned Professor of Marketing Koen Pauwels, author of the book It's Not the Size of the Data, It's How You Use It: Smarter Marketing with Analytics and Dashboards and professor at Northeastern University in Boston.

Based on his extensive research and experience, we discussed burning topics related to data-driven marketing, such as:

• The role of data analytics in marketing: What does ‘data analytics’ mean and what can marketers gain from it?

• Data analytic tools & models: How do marketers use data analytics and how well are they using their tools?

• Data skills for marketers: Debate on which data skills should marketers have and how it will evolve in the future.

Fill out the form to discover his insights in an easy-to-read 3-piece article series. You'll receive the first article today. The second and third one will enter your inbox each after 1 week.