Episode
Season 7, Episode 6: Measuring the long-term effects of brand advertising (with Carl Mela and Ross Link)
- Podcast
- Mobile Dev Memo Podcast
- Published
- Feb 10, 2026
- Duration seconds
- 3607
- Processing state
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Summary
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 Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast: INCRMNTAL . True attribution measures incrementality, always on. Xsolla . With the Xsolla Web Shop, you can create a direct storefront, cut fees down to as low as 5%, and keep players engaged with bundles, rewards, and analytics. Branch . Branch is an AI-powered MMP, connecting every paid…