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 Summits

MASB Finance in Marketing Library

College Athlete Sponsorhip: Leveraging Name, Image & Likeness

How can sports marketers take advantage of new NCAA rules on marketing college athlete name, image and likeness? In this week's MASB Channel feature,...

College Sports Sponsorship: Is There a Female Student Athlete Advantage?

Will new NCAA rules allowing student athletes to monetize their NAME IMAGE and LIKENESS create a marketing advantage for women college athletes? In this...

Panels to Discuss Sponsorship in the Evolving Pandemic

The Covid-19 pandemic has had a tremendous impact on both sports, sports sponsorship and event sponsorship. Sponsorship & Mega Events in the Evolving Pandemic will...

College Athlete Sponsorship: Engaging Student Athletes

Are sports marketers ready for new NCAA rules allowing college student athletes to benefit from their name, image and likeness starting with the 2021-22...

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!