Assistant Professor | Marketing
4285 Grainger Hall
(608) 263-4386

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