Assistant Professor of Marketing, University of Wisconsin
I am an Assistant Professor of Marketing at the Wisconsin School of Business.
My research focuses on advertising and promotion effects, with the goal of better understanding consumer response and informing firm decision making. In a paper forthcoming in the Journal of Marketing Research, I develop a method to more accurately measure display advertising effectiveness in the presence of unobserved browsing behavior and individual level targeting. In other work, I am exploring the real time auction environment for display advertising impressions, and how this innovation impacts consumers and firms.
My goal is to answer managerially relevant questions using the most appropriate methods. In past research, I have utilized structural econometrics, empirical games, controlled field experiments, and both Bayesian and classical estimation methods.
In my spare time, I enjoy competing in triathlons, hanging out with my wife and dog, and watching college sports.