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 White Papers

MASB Finance in Marketing Library

MASB Summits

MASB Fall Summit Moved to Oct. 21

The date for MASB Fall Summit 2021 has been moved to Thursday, October 21, 9 AM – 3 PM at the historic Union League...

TV Advertising Still Crushing It, ARF Best Practitioner Paper Concludes

Despite the rise of digital media and new technological developments, television remains one of the most effective platforms for advertising, but advertisers need to...

2021 Blair Marketing Accountability Award Nominations Open

Dr. Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability, including co-founding...

Brands Must Be Valued in Financial Terms, Says New MASB Paper

Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measured in financial terms, the strength of brands and the...

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!