The Marketing Accountability Standards Board has honored a marketing measurement superstar with the Margaret H. Blair Award for Marketing Accountability. Jerry Nichols, Vice President of Marketing Data, Analytics, and Insights at Bottomline, is being recognized for implementing the principles of marketing accountability to: (1) drive business growth through continuous improvement in Marketing ROI, and (2) prove the contribution of Marketing to enterprise value.
According to the nomination: “His pioneering work on creating brand and marketing measurement techniques at companies, including SAP and Bottomline, has advanced marketing measurement to new levels. Not only has he developed leading approaches to ROI measurement, but he has also succeeded in getting them implemented. This has transformed marketing data collection and analytics in the companies he has worked for.”
“I am incredibly honored to receive the 2025 Margaret H. Blair Award for Marketing Accountability,” Nichols responded. “This recognition is a testament to the impact, innovation, inclusiveness, and resilience achieved with my colleagues, team members, business partners, and mentors. Dr. Blair’s legacy of innovation, leadership, and accountability in marketing continues to inspire us all, and I am committed to advancing these principles in our industry with our next generation of talent.
“Marketing analytics is more than metrics, dashboards, models, or artificial intelligence – it is about the impact we have made through a continuous improvement process, aligned to our strategic objectives and measurement framework, on our customers, employees, society at large, and shareholders.
“As Dr. Blair once said, ‘Effective leadership is about creating value for all stakeholders, not just shareholders. It involves a commitment to ethical practices, innovation, and the well-being of employees and communities.’
“Thank you MASB for this prestigious acknowledgment.”
The nomination also commends Jerry’s recent appearances at marketing events. “The work he recently presented at Forrester and the MASB 2024 Summer Summit left senior audiences speechless. It truly represents best practices.”
Jerry’s previous honors and awards include:
2022 Sammys – Sales and Marketing Technology Award • Business Intelligence Group
2017 Echo Award for Best Diversity and Inclusion Campaign
2017 PR News Award for Best Diversity and Inclusion Campaign
2017 Best Use of Social Measurement: Paid, Owned, and Earned Media • AMEC (International Association for the Measurement and Evaluation of Communications)
2016 Marketing Effectiveness Award – Germany B2B News Category for Run Simple campaign Germany Effie Awards
2016 Most Effective Global B2B Communications Campaign: Run Simple Most Effective • AMEC
2015 Sirius Decisions Program of the Year Award; Reputation Measurement
2015 People’s Choice Award for Streamliners • SAP Business Management Operations
2012 Corporate Citizenship Award • Services for the Underserved
2009 SAP Top Talent 2009 • SAP Global Marketing Operations
2008 SAP Top Talent • SAP Global Marketing Operations
2008 SAP Global Marketing Best Practice Award
Founding President and CEO of MASB Margaret (Meg) Henderson Blair was a pioneer of both marketing measurement and marketing accountability. Her rich contributions to marketing and marketing measurement have been captured in the book: Master of Marketing Measurement.
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