Marketing Accountability Standards Board

MASB brings marketers, academics and measurement providers together to establish and advance accountable marketing practices to drive brand and business growth by linking marketing activities to financial outcomes. How accountable is your marketing?
Current Projects
MASB Marketing Metric Certification
MASB Events
Member Roster
Sponsorship Accountability Part 3: The Business Case for the Business Case
This is part three in the MASB Sponsorship Accountability series. Part 1 provides an overview of the current state of sponsorship use and management....
Read More "Sponsorship Accountability Part 3: The Business Case for the Business Case"
Sponsorship Accountability Part 2: Sponsorship Strategy and Brand Fit
Sponsorship Strategy and Brand Fit: A means to achieving the brand’s long-term ambition Just as brand ambitions may take years to realize, so should sponsorships...
Read More "Sponsorship Accountability Part 2: Sponsorship Strategy and Brand Fit"
Sponsorship Accountability Part 1: Elusive Dream or Quantifiable Reality?
Few marketing activities garner as much excitement and inspiration as sponsorships. When we’re experiencing an exhilarating moment during a concert or witnessing a momentous...
Read More "Sponsorship Accountability Part 1: Elusive Dream or Quantifiable Reality?"
Sinclair and Keller, Meier Honored at Summer Summit
Two awards were presented to three well-deserving individuals at MASB Summer Summit, Aug. 8-9 in Chicago. Kevin Lane Keller, Ph.D., and Roger Sinclair, Ph.D.,...
Read More "Sinclair and Keller, Meier Honored at Summer Summit"

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.

MASB, the Marketing Accountability Standards Board, draws on accountable marketing best practices to equip marketers with exceptional knowledge and considerable resources.

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!