Marketing Accountability Standards Board

MASB brings marketers, academics and measurement providers together to establish and advance accountable marketing practices to drive brand and business growth by linking marketing activities to financial outcomes. How accountable is your marketing?
Current Projects
MASB Marketing Metric Certification
MASB Events
Member Roster
2019: The Year in Marketing Accountability
Marketing accountability is becoming an international movement and MASB is representing U.S. interests in the development of new global standards while leading the charge...
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Sponsorship Accountability Part 5: Measurement
“What gets measured, gets managed.” – Peter Drucker This is part five in the MASB Sponsorship Accountability series. Part 1 provides an overview of...
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Sponsorship Accountability Part 4: Driving Sponsorship Value with Stewardship and Strategic Activation
This is part four in the MASB Sponsorship Accountability series. Part 1 provides an overview of the current state of sponsorship use and management....
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Sponsorship Accountability Part 3: The Business Case for the Business Case
This is part three in the MASB Sponsorship Accountability series. Part 1 provides an overview of the current state of sponsorship use and management....
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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.

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!