BASES Metric Completes MMAP Audit

The BASES metric provided by Nielsen and Innovation Practice has completed the Marketing Metrics Audit Protocol (MMAP), the Marketing Accountability Standards Board’s formal process for determining how a marketing metric relates to the financial performance of the firm. The BASES …

The Book for CMOs AND CFOs

“Accountable marketing” sounds like a Marketing term, and it certainly is one, but it is a crucial subject for Finance as well. Marketing accountability empowers both CMO and CFO with metrics that standardize marketing measurement, improving both forecasting and the assessment …

Accounting for Brands

How do you attach a price tag to something you can’t see or touch? This question was posed recently by corporate finance writer Vipal Monga in his WSJ.com article, “Accounting’s 21st Century Challenge: How to Value Intangible Assets.” He continues: …

Measuring Brand Strength

MASB member MSW•ARS Research has launched The Brand Strength Monitor, “a game changing deliverable of an established, trusted, and independently validated measure of brand value.” The Brand Strength Monitor methodology is behavioral but isolates brand strength by holding other factors …