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

Marketing Accountability Starts Here

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 White Papers

MASB Finance in Marketing Library

MASB Summits

MASB Project Teams Seeking New Members

Additional team members are needed for the Marketing Metric Certification Project, which maintains the industry's only Metric Certification Catalog, and the Common Language in Marketing Project, which curates...

Blair Award for Marketing Accountability — Nominations Open!

Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability, including co-founding MASB,...

Name, Image, Likeness and Influence – What Have We Learned from the First Year of College Athlete Sponsorship?

Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and...

Resources for Marketing Academics & Professionals

MASB, the Marketing Accountability Standards Board, has assembled a wide array of research and educational resources available for improving business communication and linking marketing...

Linking Marketing Actions to Financial Performance

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!