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
MASB CHANNEL WEEKLY FEATURE: NIL and Influence
MASB CHANNEL WEEKLY FEATURE: NIL and Influence
In this week's feature, Name, Image & Likeness for college athletics is discussed by Tony Pace, MASB President/CEO; Dr. Christopher Parker, President & CEO...
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MASB CHANNEL WEEKLY FEATURE: Managing Intangible Assets
MASB CHANNEL WEEKLY FEATURE: Managing Intangible Assets
In this week's feature from the FINANCE in MARKETING Library, Jim Gregory, Senior Fellow at The Conference Board, offers a fresh perspective on valuing...
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Invest in Brand Preference Now to Handle Coming Inflation, Says Pace
Invest in Brand Preference Now to Handle Coming Inflation, Says Pace
“This is a great time to be a marketer,” says Tony Pace, President/CEO of MASB, the Marketing Accountability Standards Board, “because brand preference is...
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2020: The Year in Marketing Accountability
2020: The Year in Marketing Accountability
Despite the challenges brought by the Covid-19 pandemic, 2020 was a productive one for MASB and its project teams. Besides all of the output...
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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!