Where Marketing Activities Meet Financial Return

MASB, the Marketing Accountability Standards Board, brings visionary marketers, top academics and leading measurement providers together to establish and advance accountable marketing practices that drive brand and business growth by linking marketing activities to financial outcomes. We draw on marketing accountability best practices to equip marketers with exceptional knowledge and considerable resources. How accountable is your marketing?
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Sponsorship Accountability Part 7: Social Distancing – A Boon for eSports?
In Part 6 of the Sponsorship Accountability series, we explored the benefits and challenges of adding eSports to a sponsorship portfolio. This article is...
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Marketing’s Vital Role in Tackling the Covid-19 Pandemic
The Covid-19 pandemic has disrupted almost all aspects of consumers’ lives and created widespread drops in confidence. The efforts of medical personnel, elected officials...
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Marketing classes canceled? The FINANCE in MARKETING Library is open!
MASB’s FINANCE in MARKETING Library is available on the YouTube MASB Channel. Critical topics in marketing are presented with a financial and accountable perspective...
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The Who’s Who of Marketing Accountability
Insights on sponsorship accountability, digital accountability, brand value and more were abundant at MASB Winter Summit 2020 at the Union League Club in Manhattan....
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How Accountable Is Your Marketing?

Marketing accountability means linking marketing actions to financial performance in order to:

1) drive business growth through continuous improvement in Marketing ROI; and

2) enhance CMO effectiveness by proving the contribution of Marketing to enterprise value.


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!