Marketing Accountability Standards Board

MASB brings marketers, academics and measurement providers together to establish standards and advance accountable marketing practices that drive business growth.
Projects Under Way
MMAP Metric Catalog
MASB Events
Member Roster
A New Design for MASB
A new design has been created to graphically represent the Marketing Accountability Standards Board. It depicts the marketing sphere as a circle with MASB...
Read More "A New Design for MASB"
Measured Thoughts Explores the Metrics of Success
For a unique view on marketing, listen to Measured Thoughts with David Reibstein, Professor of Marketing at The Wharton School and MASB Director Emeritus. Dave explores the...
Read More "Measured Thoughts Explores the Metrics of Success"
Common Language Marketing Dictionary Upgrade Announced
Members of the Common Language in Marketing Project Team have announced that its popular educational resource is being upgraded, with a relaunch of the...
Read More "Common Language Marketing Dictionary Upgrade Announced"
Sponsorium Joins MASB, Sponsorship Accountability Metrics Project
Montreal-based firm Sponsorium International is bringing 25 years of experience in sponsorship and community investment management to the Marketing Accountability Standards Board and its...
Read More "Sponsorium Joins MASB, Sponsorship Accountability Metrics Project"

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.


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!