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 resources. How accountable is your marketing?
Current Projects
MASB Marketing Metric Certification
MASB Summer Summit 2020
Member Roster
Nominations Open for Blair Marketing Accountability Award
Dr. Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability, including co-founding...
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Can Social Media Drive Accountable Sponsorship?
In Part 8, we examine the role social media plays in managing and measuring sponsorships. Part 1 provides an overview of the current state...
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MASB Summer Summit Going Remote
Due to the challenges of traveling and gathering that look to continue through next season, MASB Summer Summit 2020 will be conducted remotely in...
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Effectiveness and efficiency of TV’s brand-building power
The Journal of Advertising Research just published as a “digital first” a terrific paper titled, Effectiveness and efficiency of TV’s brand building power: A...
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Where Marketing Activities Meet Financial Return

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.


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!