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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?
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Sponsorship Accountability Part 4: Driving Sponsorship Value with Stewardship and Strategic Activation
Sponsorship Accountability Part 4: Driving Sponsorship Value with Stewardship and Strategic Activation
This is part four in the MASB Sponsorship Accountability series. Part 1 provides an overview of the current state of sponsorship use and management....
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Sponsorship Accountability Part 3: The Business Case for the Business Case
Sponsorship Accountability Part 3: The Business Case for the Business Case
This is part three in the MASB Sponsorship Accountability series. Part 1 provides an overview of the current state of sponsorship use and management....
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Sponsorship Accountability Part 2: Sponsorship Strategy and Brand Fit
Sponsorship Accountability Part 2: Sponsorship Strategy and Brand Fit
Sponsorship Strategy and Brand Fit: A means to achieving the brand’s long-term ambition Just as brand ambitions may take years to realize, so should sponsorships...
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Sponsorship Accountability Part 1: Elusive Dream or Quantifiable Reality?
Sponsorship Accountability Part 1: Elusive Dream or Quantifiable Reality?
Few marketing activities garner as much excitement and inspiration as sponsorships. When we’re experiencing an exhilarating moment during a concert or witnessing a momentous...
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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.

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!