In this episode of the podcast, I discuss the long-term effects of brand advertising with Carl Mela and Ross Link.

Carl Mela is the T. Austin Finch Foundation Professor of Business Administration at Duke University and one of the leading academics in the field of quantitative marketing and consumer choice. Ross Link is the CEO of Marketing Attribution, having previously served as the President of Global Marketing ROI Solutions at Nielsen. Carl and Ross provide a balanced perspective on brand marketing and measurement from both academic and industry lenses.

Among other things, our discussion covers:

What firms get wrong about brand measurement, both from an analytical and a conceptual standpoint
The most common internal political issues that Ross sees arise around marketing measurement within organizations
The non-obvious stakeholders for marketing measurement within an organization
How marketing teams can implement the two brand-performance measures that Carl introduced in his seminal Harvard Business Review piece, If Brands Are Built Over Years, Why Are They Managed Over Quarters?
The differences in approaches to marketing measurement taken across verticals for successful companies
The benefits and drawbacks of the various established methods of measuring long-term marketing effects
The tools available to a CMO to make the case for the long-term effects of brand advertising for a nascent brand

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The Mobile Dev Memo podcast is available on:

Season 7, Episode 6: Measuring the long-term effects of brand advertising (with Carl Mela and Ross Link)

Mobile Dev Memo Podcast