Volute Group’s systematic, analytic approach demonstrating how marketing drives business outcomes has been certified by the independent Marketing Accountability Standards Board (MASB).
The SightIQ™ Process provides a refined metric map, forecasting algorithms, and best practices for monitoring and managing marketing. It inherently adapts to the financial goals of the company and builds confidence in marketing’s contribution to the firm through empirical connections between marketing metrics and outcomes.
MASB certifies metrics according to its Marketing Metric Accountability Protocol (MMAP), which validates providers’ claims and includes the conceptual linking of marketing activities to intermediate marketing outcome metrics to cash drivers of the business.
“SightIQ was built to give marketers a clear, defensible read on the value their investments actually create, so putting it through MMAP certification was an obvious step for us,” said Chief Solutions Officer Shiv Gupta, who led the development of SightIQ at Quantum Sight before its recent acquisition by Volute Group. “Independent validation against a recognized standard is exactly what marketing measurement has needed. We wanted SightIQ held to that bar because our clients deserve metrics they can trust and act on, not just numbers that look good in a report.”
MMAP also includes a review of the metric against 10 Ideal Characteristics: relevant, predictive, objective, calibrated, reliable, sensitive, simple, causal, transparent, and quality assured.
“The MMAP assessment of Volute Group’s SightIQ highlighted its disciplined and direct approach,” stated Tim Gohmann of the MASB Metric Certification team. “It evaluates metric quality by assessing the causal relationship between marketing actions and financial performance. The result is a roadmap for both continuous improvement and a solid foundation for accountability, reliable forecasting, and decision-making.”
The MASB Catalog of Certified Metrics is available to MASB members for comparisons between measurement providers. MASB metric certification is included with MASB membership. For more information, contact info@themasb.org.
For more information on SightIQ, contact Shiv Gupta, sgupta@volutegrp.com – or meet Shiv at MASB Summer Summit, Aug. 5-6 at Rutgers University.