Marketing Accountability Standards Board

MASB brings marketers, academics and measurement providers together to establish standards and advance accountable marketing practices that drive business growth.
Projects Under Way
MMAP Metric Catalog
MASB Events
Member Roster
Kevin Keller Defines “Brand”
The MASB Finance in Marketing Course Project is producing a series of videos on financial issues that influence marketing strategy. In...
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Global Standards Organization Calls for Annual Brand Evaluations
The ISO (International Organization for Standardization), recognized leader in setting international industry standards, brought together standards boards from around the world...
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Nominations Open for Inaugural Blair Award for Marketing Accountability
Marketing drives financial value for enterprises and marketing accountability empowers marketing executives in the boardroom by demonstrating that value. The marketing...
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Marketing Metric Certifications Awarded at Summit
During MASB Winter Summit 2019 in San Diego last week, contributors to the MMAP Metric Catalog received awards to recognize the certification...
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How Accountable Is Your Marketing?

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.

MASB, the Marketing Accountability Standards Board, draws on accountable marketing best practices to equip marketers with exceptional knowledge and considerable resources.


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!