2016: The Year in Marketing Accountability

This year saw many gains toward establishing marketing measurement and accountability standards across industry and domain.

The Year in Marketing AccountabilityMASB’s first book was published! Accountable Marketing: Linking Marketing Actions to Financial Performance features game-changing work by 20 Finance and Marketing thought leaders.

MMAP audits were completed for MSW•ARS Research’s Brand Preference/Choice in Tracking metric and the BASES metric from Nielsen and Innovation Practice. MORE…

MASB member MSW•ARS Research launched The Brand Strength Monitor, with “an established, trusted, and independently validated measure of brand value.” MORE…

The Common Language Marketing Dictionary surpassed 1,500 terms!

NEW PROJECTS

Brand Evalution Standards Project: MASB joined ANSI to head the U.S. delegation to ISO Technical Committee 289 – Brand Evaluation. MORE…

Finance in Marketing Course Project: Designing a course that enables instructors to teach the application of financial principles and metrics to marketing students. MORE…

NEW WHITE PAPERS

Perspective on Ad Capitalization and Taxation (Moore & Stewart 2016) Examines research in economics, marketing and accounting that has addressed the short- and long-term effects of advertising on sales.

Brand Investment and Valuation:  A New, Empirically-based Approach (Findley 2016) An ambitious project that brought together leading academics, marketing and finance practitioners from six blue-chip corporations and specialists from several research companies.

THIS YEAR’S PODIUMS

PepsiCo’s Shyam Venugopal and MSW•ARS Research’s Frank Findley delivered the presentation “Brand Investment & Valuation: A New Empirical Approach” at the ARF Re!Think 2016 Conference in New York City. MORE…

MASB Winter Summit 2016 in Islamorada, Florida, featured a keynote address on enterprise financial systems by Carsten Hahn of SAP and Jim Meier of MillerCoors. MORE…

MASB Trustee Pam Forbus of PepsiCo presented PepsiCo: Unleashing the Art of New Marketing By Harnessing the Science of Predictive Measurement and Analytics at the 2016 ANA Masters of Measurement Conference in Naples, Florida. MORE…

MASB Chair David Stewart discussed Accountable Marketing: Linking Marketing Actions to Financial Performance in a live MSI Webinar in May. MORE…

MASB Summer Summit 2016 in Atlanta featured presentations by the ISO, IIRC, SASB and author Feng Gu. MORE…

NEW MEMBERS

MASB’s ranks were strengthened with the inclusion of Behavioral Science Lab, SAP, Western University-Ivey Business School, SC Johnson, BrandingDocs, Concentric, Northwestern University-Kellogg School of Management, Ad-ID, UW Milwaukee-Lubar School of Business and Willard Enterprises.

Here’s to an ACCOUNTABLE NEW YEAR!

 

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