Marketing Accountability Standards Board | MASB – Where marketing activities meet financial return

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 Summits

MASB Finance in Marketing Library

Hear the Voices of Marketing Research

The MASB FINANCE in MARKETING Library has more than 75 informational marketing videos featuring today's top minds in marketing and marketing research, including David...

Valuing B2C Service Innovations

The value that both p-service and e-service innovations provide for a firm is outlined by marketing professors Venkatesh Shankar of Mays Business School at...

MASB CHANNEL FEATURE: Marketing with Auto-Pilot

Will Thompson, Chief Strategy Officer at Forbes Ignite, compares the “Rube Goldberg” theory of marketing with the “human” theory. “Nothing has – nor I...

2021 Blair Marketing Accountability Award Nominations Open

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...

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!