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
Measuring VISA Sports Sponsorship Value
Investment in sponsorships, partnerships and experiential marketing continues to grow as brands look for the best way to engage with their consumers and shape...
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Srinivasan to Present “Marketing and Firm Value”
Marketing activities have traditionally focused on success in the product marketplace, but the C-Suite is increasingly requiring marketing to view its ultimate purpose as...
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Join Us for MASB Fall Summit Oct 13-14
Meet MASB's new CEO, Joanna Seddon, at MASB Fall Summit 2022, taking place Thursday & Friday, Oct. 13-14 at Columbia Business School's new Manhattanville Campus in...
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New MASB CEO Determined To Elevate Role of Marketing
Joanna Seddon’s vision is marketing elevated to its rightful position. “We are the people responsible for the demand chain, which is growth. So why...
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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!