Marketing Accountability Standards Board

MASB brings marketers, academics and measurement providers together to establish standards and advance accountable marketing practices that drive business growth.
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MMAP Metric Catalog
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The Marketing Value Chain Revealed at MASB Winter Summit
MASB Fellow Stephen Diorio of the Forbes Marketing Accountability Initiative will lead a session on The Marketing Value Chain at MASB Winter Summit...
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GRAMMYs CMO Greene to Discuss Maximizing Sponsorship Return
Customizing Sponsorship Assets to Maximize Marketer Return will be addressed by Evan Greene, CMO of The Recording Academy, at MASB Winter...
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2018: The Year in Marketing Accountability
The movement for accountable marketing gained significant momentum this past year due to the joint efforts of the Marketing Accountability Standards...
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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!