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: CMO Role & Tenure, NIL+I Sponsorship and more!
Compelling Topics: Realtime Marketing, CMO Role & Tenure, NIL+I Sponsorship, and Digital Marketing Accountability Join us at MASB Fall Summit 2021 on Nov. 11,...
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Marketing Dictionary Celebrates 10 Years of Eliminating Ambiguity
MASB's online Common Language Marketing Dictionary is marking its 10-year anniversary. The free educational resource is independent, objective, regularly updated by marketing authorities and welcomes...
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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...
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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...
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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!