Marketing Accountability Standards Board | MASB – Where marketing activities meet financial return

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

2021 Blair Marketing Accountability Award Nominations Open

Dr. Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability, including co-founding...

Video MARKETING TERM of the WEEK: Region or Regional?

When is a brand "local" versus "regional"? When is it a "region brand?" MASB Director of Communication Erich Decker-Hoppen draws on the Common Language...

Thompson to Address Marketing in the Age of A.I.

Will Thompson thinks that when it comes to artificial intelligence, "the problem isn’t just the inadequacy of the tools for the macro challenges of...

MASB CHANNEL FEATURE: Keller Reaches 1,000 Views

Congratulations to Dartmouth College's Kevin Lane Keller, whose video What Is a Brand? for the FINANCE in MARKETING Library was the first to reach...

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!