Elevating the Role of the CMO

Marketing drives growth. It's the engine of the demand chain. It is marketing that CEOs need most, but respect least. Why? Because the CMO’s crucial role in driving growth has not been well demonstrated. The Marketing Accountability Standards Board is changing this, making marketing accountable by uniting the profession behind standards and principles which show how investment in marketing creates revenue and unleashes new sources of growth. We call on all of you to join us!
Marketing Metric Certification
Current Projects
Finance in Marketing Library
MASB Summits
Winter Summit CEO Address
MASB CEO Joanna Seddon reviews past progress as well as future goals and challenges for the many projects and initiatives of the Marketing Accountability...
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Artificial Intelligence, Causal Analytics & Marketing Accountability
Proven applications changing the work and culture of Marketing were discussed at MASB Winter Summit by Venky Shankar of Southern Methodist University (Moderator); J. Walker...
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Measuring Your Brand to Drive Demand
Not all customers are brand-led the same way. Measuring where and when your brand matters can drive marketing efficiency by 20-45+ percent  in driving...
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Measuring Creativity Presentation and Panel from Winter Summit
The Measuring Creativity Intiative produced two sessions at MASB Winter Summit 2024 on March 6. First Deliverables & Next Steps from the project was...
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Linking Marketing Actions to Financial Performance

The Marketing Accountability Standards Board (MASB), brings together marketers, measurement and media providers, industry associations and business academics for the common goal of increasing the contribution of the marketing function through the development of accountable marketing standards and practices that drive business growth.

The MASB board is comprised of a chair and directors who are senior marketing scientists and finance professionals from constituent organizations who collectively represent diverse backgrounds, possess knowledge of marketing measurement and have concern for the marketing community as a whole.

The Role of MASB

Delegated authority by the Marketing Accountability Foundation (MAF), a 501(c)(3) nonprofit organization, MASB is establishing standards and processes necessary for evaluating marketing measurement in a manner that insures credibility, validity, transparency and understanding.

MASB will delve into the practices underlying the development and management of ideal measures as well as those practices utilized to create knowledge, determine causality, and apply to process management for improved return.

The MASB Mission

Establish marketing measurement and accountability standards across industry and domain for continuous improvement in financial performance and for the guidance and education of business decision-makers and users of performance and financial information.

Start your marketing accountability journey today!