College of Charleston Joins MASB

MASB is honored to welcome College of Charleston as a member. The Business Research Guide ranks it 15th among the top 30 prominent business schools for global business and study abroad programs. The school’s mission is “to prepare socially responsible students for career opportunities around the world.” Representing the school as a MASB advisor will be Robert Pitts, Professor of Marketing …

Forbes-MASB: How Marketers Can Create More Value

The Forbes CMO Practice and MASB are hosting an exclusive gathering of performance-led marketers to share proven ways to measure and grow the contribution of marketing investments and strategies to enterprise value. The event takes place May 17, 2018, 8AM to Noon at Forbes on Fifth in New York City. In this morning session, analysts, academics and marketing …

Who Was Who at MASB Winter Summit 2018

Our gathering last month in New Orleans was a terrific collection of marketing thought leaders putting their minds to such issues as sample quality, sponsorship metrics and digital advertising accountability. Check out the Who’s Who of Marketing Accountability from MASB Winter Summit 2018. Summits come twice per year. Don’t miss MASB Summer Summit 2018, August …

Creating Pillars of Quality for Respondent Sampling

“There are existing standards for sampling practices,” says Frank Findley, “but there is growing sentiment that they are not substantial enough for modern day. We’re looking to create pillars of quality that potentially extend the existing standards.” Findley, Executive Director of the Marketing Accountability Standards Board, led the Respondent Sample Quality Panel at MASB …

Marketing Dictionary Popularity Rising

Monthly users of the Common Language Marketing Dictionary website (marketing-dictionary.org) surpassed 12,000 in January, making this free educational resource the definitive source for marketing terms and definitions. The site has grown to include more than 1,700 edited marketing terms, with new ones being added monthly. In 2010, a diverse group of marketing professors and corporate executives …

BrandEmbrace Metric Successfully Completes MASB Audit

BrandEmbrace® Expected Utility Metric Shown To Be a Valid, Reliable, Sensitive and Calibrated Predictor of Brand Preference BrandEmbrace®, a behavioral economics metric provided by Behavioral Science Lab, LLC (BSL) has completed the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between a marketing measurement and financial performance provided by the Marketing Accountability Standards Board …

Practical & Profitable Actions for Marketers

The contribution of marketing to enterprise value in an intangible, digitally-driven economy is significant – often more than 50 percent, according to the recently released Forbes Marketing Accountability Report. Based on a global survey of 800 marketing executives, the 90-page analysis also reveals that: Marketers who invest in building organizational incentives, processes, systems and skills to improve marketing performance measurement and …

2017: The Year in Marketing Accountability

MASB broadened its scope in 2017, beginning with a new look that illustrates our focus on bringing Finance, Analytics and Marketing together to chart the course to business growth. As the research arm of the new Forbes Marketing Accountability Initiative powered by MASB, we are helping CMOs and the marketing industry communicate the contribution of marketing to enterprise …

Digital Media Accountability Fellowship Open

Help lay the measurement foundations for accountable marketing as a MASB Fellow. MASB, the Marketing Accountability Standards Board, is seeking an experienced Marketing Scientist (or other Academic) to join in its mission of establishing marketing measurement and accountability standards across industry and domain for continuous improvement in financial performance and for the guidance and …