Marketing Accountability Standards Board

MASB brings marketers, academics and measurement providers together to establish and advance accountable marketing practices to drive brand and business growth by linking marketing activities to financial outcomes. How accountable is your marketing?
Projects Under Way
MASB Marketing Metric Certification
MASB Events
Member Roster
Sinclair and Keller, Meier Honored at Summer Summit
Two awards were presented to three well-deserving individuals at MASB Summer Summit, Aug. 8-9 in Chicago. Kevin Lane Keller, Ph.D., and...
Read More "Sinclair and Keller, Meier Honored at Summer Summit"
The Who’s Who of Marketing Accountability
MASB Summer Summit 2019 was a terrific exchange of marketing wisdom and fresh ideas at the remarkable Blackstone Hotel in downtown...
Read More "The Who’s Who of Marketing Accountability"
MASB Hosts ISO Plenary Meeting
Thanks to Forbes, ANSI and all who participated in the ISO Technical Committee 289 Plenary in New York to further develop...
Read More "MASB Hosts ISO Plenary Meeting"
Brand Finance’s Brand Value Rankings Earn MASB Certification
The Marketing Accountability Standards Board (MASB) has announced that Brand Finance’s Brand Value Rankings have been certified through the Marketing Metric...
Read More "Brand Finance’s Brand Value Rankings Earn MASB Certification"

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!