Linking Marketing Actions to Financial Performance

MARKETING ACCOUNTABILITY means Finance and Marketing working together to link marketing actions to financial outcomes.

MARKETING ACCOUNTABILITY STANDARDS are generally accepted metrics and standards that enhance the credibility of the discipline, improve the effectiveness and efficiency of marketing activities, and enable continuous improvement in performance over time.

MASB, the Marketing Accountability Standards Board, is THE independent, cross-industry forum that sets the measurement and accountability standards that visionary leaders in Finance and Marketing rely on to guide investment decisions for enterprise value.


OUR 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.

GAME-CHANGING PROJECTS

The BIV Project has completed Phase I

BIV Project Phase I

MASB Project Teams are tackling the key issues driving marketing accountability, including:

BRAND INVESTMENT & VALUATION
valuing brands and guiding investment decisions

BRAND EVALUATION STANDARDS
representing the U.S. in the ISO Brand Evaluation Project

MARKETING METRIC AUDIT PROTOCOL (MMAP)
compare competing measures with confidence

CONTINUOUS IMPROVEMENT IN RETURN
creating a scorecard to measure and track success

IMPROVING FINANCIAL REPORTING
establishing brand as a cash-generating unit & sizable intangible asset

COMMON LANGUAGE IN MARKETING
establishing industry-endorsed definitions to eliminate ambiguity and encourage trust


SAP's Carsten Hahn

Carsten Hahn of SAP addresses MASB Winter Summit 2016

OUR MEMBERS

Our membership crosses all industries and includes marketer companies, business schools, industry associations, media providers, media & advertising agencies, measurement providers and independent consultants that believe in linking marketing actions to financial performance.

LEADING THE WAY

MASB represents an unprecedented opportunity to significantly influence the future of Finance and Marketing. We serve as the private sector, self-governing body establishing measurement and accountability standards across industry and domain for continuous improvement in financial return…attending to marketing measurement as the foundation and catalyst for advancement.

Join us as we lead the way on marketing accountability, marketing metrics, marketing performance measurement and processes management.

Marketing Accountability Summit

Finance and Marketing Work Together at MASB Summer Summit 2015 in Chicago

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