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Carl Mela
T. Austin Finch Foundation Professor of Business Administration at Duke University and a leading academic in quantitative marketing, known for research on brand equity and long-term advertising effects.
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19 snips
Feb 10, 2026
• 1h
Season 7, Episode 6: Measuring the long-term effects of brand advertising (with Carl Mela and Ross Link)
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Ross Link, CEO of Marketing Attribution and marketing measurement veteran, and Carl Mela, Duke quantitative marketing professor, discuss measuring long-term brand advertising. They cover what firms get wrong about brand measurement. They debate short-term metrics versus brand strategy and internal politics around measurement. They explain Carl’s two brand-performance metrics and practical tools for nascent brands.
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