The Design and Targeting of Compliance Promotions

Carl F. Mela is the T. Austin Finch Foundation Professor of Marketing at Duke University and past Executive Director of the Marketing Science Institute. He holds an engineering degree from Brown University, and a Ph.D. in Marketing from Columbia University. Prior to his Ph.D., he held management positions at Hewlett Packard, Hughes Space and Communications, and Proxima Corporation.

Prof. Mela is a data scientist focused on the long-term effects of marketing activity on brand equity and the effect of digital marketing technology on consumer and firm behavior. Articles along these lines appear in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Harvard Business Review, and the Journal of Consumer Research and have received or been a finalist for forty best paper awards including the INFORMS John D.C. Little and Long-Term Impact Awards and the American Marketing Association’s William O’Dell and Paul Green Awards.

An ISMS Fellow, Prof. Mela is also a co-editor at Quantitative Marketing and Economics, serves or has served as an Associate Editor of the Journal of Marketing Research and Marketing Science, and is or has been on the editorial boards of the Journal of Marketing and Marketing Letters. Professional boards include the Word of Mouth Marketing Association, Unilever, Information Resources, Incorporated, the Marketing Science Institute, and the Advertising Research Foundation.