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
Super Bowl Marketing: Then and Now
Tony Pace, MASB President/CEO and former CMO of Subway Restaurants, reflects on the history of marketing the Super Bowl and the opportunities it offers...
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2021: The Year in Marketing Accountability
With a focus on sponsorship and digital marketing accountability, 2021 was another productive one for MASB and its project teams, delivering on the goal...
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Diversity Marketing: What’s the Definition?
The Association of National Advertisers chose "diversity" as the ANA 2021 Marketing Word of the Year. What is the definition of diversity marketing? The...
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Fall Summit Revisited
Catch up on the conversations at MASB Fall Summit 2021, Nov. 11 at the Union League Club in Manhattan and via Zoom. CMO Role,...
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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!