Biography
Paul Hoban is an assistant professor of marketing and the Wisconsin School of Business. His research leverages quantitative methods to study advertising effectiveness and firm decision making. Hoban earned his undergraduate degree in marketing from Michigan State University and his Ph.D. from UCLA.
Research
Selected Published Journal Articles
Hoban, P. & Bucklin, R. (2015). Effects of Internet Display Advertising in the Purchase Funnel: Model-Based Insights from a Randomized Field Experiment Journal of Marketing Research
Selected Submitted Journal Articles
Li, Y. & Vijayaraghavan, S. & Mallucci, P. & Hoban, P. (2020). Selling Exclusive Goods: The Need for Resale Markets Management Science
Hoban, P. & Tian, M. & Arora, N. (2020). Omnichannel Response to Multimedia Advertising: A Randomized Field Experiment Journal of Marketing Research
Tunuguntla, S. & Hoban, P. (2019). A Near Optimal Bidding Strategy for Real-Time Display Advertising Auctions Journal of Marketing Research
Hoban, P. & Arora, N. (2019). Measuring Display Ad Response using Observational Data Journal of Marketing Research
Practitioner-Oriented Publications
Bucklin, R. & Hoban, P. (2017). Marketing Models for Internet Advertising Handbook of Marketing Decision Models, 2nd Edition
Presentations
ISMS Marketing Science Conference (2019) Synergies, Spillovers, and Reactance: Omnichannel Response to Multimedia Advertising
Theory and Practice in Marketing (2018) Measuring Display Advertising Response Using Panel Data
NYU 2017 Conference on Digital, Mobile Marketing, and Social Media Analytics (2017) Cross Channel Effects and Synergies in Digital and Traditional Advertising
ISMS Marketing Science Conference (2017) Optimal Bidding for Online Display Advertising
ISMS Marketing Science Conference (2016) Temporal Differences in Display Advertising Effectiveness: The Impact of Browsing Objectives
(2015) Effects of Internet Display Advertising in the Purchase Funnel: Model-Based Insights from a Randomized Field Experiment
ISMS Marketing Science Conference (2014) Online Daily Deals: The Role of Online Reviews in Firm Decisions
University of Houston Doctoral Consortium (2013) Online Daily Deals: Discounting & Online Word of Mouth
ISMS Marketing Science Conference (2011) Internet Display Advertising and Consumer Purchase Behavior: Do Ad Platforms Matter?
Service
Editorial and Reviewing Activities
Management Science - Since January 2016
Ad Hoc Reviewer
Marketing Science - Since January 2016
Ad Hoc Reviewer
Journal of Marketing Research - Since January 2015
Editorial Board Member