Linking Marketing Actions to Financial Performance

Finance and Marketing are working together like never before, ushering in a new era of marketing accountability, where marketing actions are linked to financial outcomes. 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.


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.

The BIV Project has completed Phase I


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


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.

SAP's Carsten Hahn

Carsten Hahn of SAP addresses MASB Winter Summit 2016


The development of generally accepted marketing metrics and standards will enhance the credibility of the discipline, improve the effectiveness and efficiency of marketing activities, and enable continuous improvement in marketing performance over time.

MASB represents an unprecedented opportunity to make a significant contribution to the marketing profession, business and society. 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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