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

Brand Valuation or Brand Evaluation: What’s the Difference?

This week's MASB Channel feature uses the Common Language Marketing Dictionary (marketing-dictionary.org) to define the two terms behind the ISO's global brand standards –...

It’s a Wonderful Strife!

This holiday season, families around the globe are gathering around their screens to share in what is becoming a heartfelt and cherished Yuletide tradition...

MASB CHANNEL FEATURE: Costs or Investments in a Marketing Budget

In this week's feature, Dutch marketing consultant and MASB Advisor Michiel van de Watering considers which marketing expenditures are costs and which are investments....

MASB CHANNEL WEEKLY FEATURE: Marketing Through Crisis

In this week's feature from May 2020, 4A’s President/CEO Marla Kaplowitz asks MASB President/CEO Tony Pace for his take on the Covid-19 pandemic's effect...

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!