MARKETING ACCOUNTABILITY means Finance and Marketing working together to link marketing actions to financial outcomes.
MARKETING ACCOUNTABILITY STANDARDS are generally accepted metrics and standards that enhance the credibility of the discipline, improve the effectiveness and efficiency of marketing activities, and enable continuous improvement in Marketing ROI over time.
MASB, the Marketing Accountability Standards Board, is THE independent, cross-industry forum that sets the measurement and accountability standards that visionary leaders in Finance and Marketing rely on to guide investment decisions for enterprise value.
MASB MISSIONEstablish 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. |
GAME-CHANGING PROJECTS
BIV Project Phase I
BRAND INVESTMENT & VALUATION
valuing brands and guiding investment decisions
BRAND EVALUATION STANDARDS
representing U.S. in ISO Brand Evaluation Project
FINANCE IN MARKETING COURSE PROJECT
teaching financial principles in a marketing context
MARKETING METRIC AUDIT PROTOCOL (MMAP)
compare competing measures with confidence
CONTINUOUS IMPROVEMENT IN RETURN
an annual assessment to measure and track success
IMPROVING FINANCIAL REPORTING
establishing brand as a cash-generating unit & sizable intangible asset
COMMON LANGUAGE IN MARKETING
establishing industry-endorsed definitions to eliminate ambiguity and encourage trust
OUR MEMBERS
MASB membership crosses all industries and includes marketer companies, business schools, industry associations, media providers, media & advertising agencies, measurement providers and independent consultants that believe in linking marketing actions to financial performance.
MASB Chair David Stewart addresses Winter Summit 2017 in Orlando
LEADING THE WAY
Marketing accountability is the future of business, and the Marketing Accountability Standards Board represents an unprecedented opportunity to bring Finance and Marketing together for continuous growth in Marketing ROI.
A 501(c)(3) nonprofit organization, MASB serves as the private sector, self-governing body establishing measurement and accountability standards across industry and domain for continuous improvement in financial return…attending to marketing measurement as the foundation and catalyst for advancement. Join us as we lead the way on marketing accountability, marketing metrics, performance measurement and processes management.
