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
Brand Experts Gathering in Chicago
The 2019 MASB Summer Board Meeting & Summit takes place Aug. 8–9 at the historic Blackstone Hotel, 636 South Michigan Avenue,...
Read More "Brand Experts Gathering in Chicago"
DoubleCheck Advertising Joins MASB
MASB is pleased to announce the addition of DoubleCheck Advertising to its member ranks. The firm advises both brands and media...
Read More "DoubleCheck Advertising Joins MASB"
The FINANCE in MARKETING Video Library – Another Free Educational Resource from MASB
With its Common Language Marketing Dictionary ( continuing to grow steadily in usage, MASB, the Marketing Accountability Standards Board, is launching...
Read More "The FINANCE in MARKETING Video Library – Another Free Educational Resource from MASB"
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...
Read More "Kevin Keller Defines “Brand”"

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!