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 Summer Summit 2020

Resources

MASB Channel Weekly Feature: Problems Accounting for Marketing

In this week's feature, Neil Bendle, currently Associate Professor of Marketing at the University of Georgia, outlines the challenges faced when trying to account...

MASB Welcomes University of Georgia

Neil Bendle, Chair of the MASB Advisory Council, has moved to a new role as an Associate Professor of Marketing at the Terry College...

MASB Channel Weekly Feature: Measuring Engagement Quant AND Qual

In this week's feature, Gary Vaynerchuk (AKA Gary Vee), Chairman of VaynerX/CEO of VaynerMedia, discusses the importance of both the qualitative and quantitative measurement of engagement...

Seddon Recognized for Marketing Accountability, Marketing Hall of Fame

Recognizing contributions to marketing measurement and accountability, the 2020 Margaret H. Blair Award for Marketing Accountability has been presented remotely to brand strategy consultant...

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!