Every day, marketing insights and analytics professionals are being challenged to justify their budgets and their very existence. MASB has the research and tools you need to link marketing actions to financial performance and prove that brand-building is an investment – not an expense! That’s what we call “accountable marketing.”
MASB is bringing the research, analytics and intellectual leadership needed to establish measurement as the foundation of accountability, and accountable marketing as a driver of growth. We invite you to join our amazing collaboration of Fortune 500 companies, marketing measurement firms, and business schools.
A 501(c)(3) nonprofit organization, the Marketing Accountability Standards Board 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 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.
“Marketing drives growth. It’s the engine of the demand chain. It is marketing that CEOs need most, but respect least. Why? Because the CMO’s crucial role in driving growth has not been well demonstrated. MASB is changing this, making marketing accountable by uniting the profession behind standards and principles which show how investment in marketing creates revenue and unleashes new sources of growth. We call on all of you to join us!” – MASB CEO Joanna Seddon
Contributing to Global Brand Evaluation Standards
In 2016, MASB joined ANSI (American National Standards Institute) in order to represent the United States on Technical Committee 289 of the International Organization for Standardization.
MASB members have leading roles in ISO-TC289 Brand Evaluation working groups that are developing a host of standards for valuing and evaluating brands as intangible assets. Participation in MASB gives your company a voice in the process.