The Marketing Accountability Standards Board (MASB), brings together marketers, measurement and media providers, industry associations and business academics for the common goal of increasing the contribution of the marketing function through the development of accountable marketing standards and practices that drive business growth.
The MASB board is comprised of a chair and directors who are senior marketing scientists and finance professionals from constituent organizations who collectively represent diverse backgrounds, possess knowledge of marketing measurement and have concern for the marketing community as a whole.
The Role of MASB
MASB is the operating organization delegated authority by the Marketing Accountability Foundation (MAF) to establish standards and processes necessary for evaluating marketing measurement in a manner that insures credibility, validity, transparency and understanding.
MASB will delve into the practices underlying the development and management of ideal measures as well as those practices utilized to create knowledge, determine causality, and apply to process management for improved return.
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.