What prompts and guardrails are needed for AI to deal effectively with open-ended survey questions and unstructured data? At MASB Winter Summit 2026, Feb. 18-19 on Zoom, marketing industry veteran Tim Gohmann, PhD, will present, Identification and Assignment of Sentiment to Purchase Drivers …
The Marketing Accountability Standards Board is pleased to announce the new membership of Dr. Talaya Waller, MBA, DBA, founder of Valuables, a data platform for brand valuation used in underwriting, due diligence, and executive risk analysis. “MASB’s work strengthens how …
What a year for marketing accountability! MASB CEO Joanna Seddon and Executive Director Frank Findley kept our numerous project teams on track and much progress was made by all. The Marketing Metric Certification and Universal Marketing Dictionary teams were busier …
According to Jeremy Korst and Stefano Puntoni, generative AI is transforming the collection, creation, and analysis of consumer and market insights—the lifeblood of strategic marketing. At the center of this transformation, they believe, will be two AI-generated tools designed to …
In 2026, consumer expectations continue to rise faster than brands can typically respond, reaffirming that emotion – not rational evaluation – drives the majority of purchase decisions. Insights from the Brand Keys Customer Loyalty Engagement Index, now in its 28th …
MASB is taking on AI! Anything to get away from the trite mouthing of generic platitudes. I’ve been to conference after conference where one speaker after another stands up and says, “AI can be useful but of course you have …
MASB CEO Joanna Seddon is joining 300+ individuals and organizations who since 1985 have received Marketing Club of New York’s Silver Apple Award for marketing industry achievement, leadership and giving back to the field and community. Seddon has been a MASB …
The DePaul University – Driehaus School of Business Department of Marketing has joined the Marketing Accountability Standards Board and is encouraging all of its faculty to participate. With more than 300 undergraduate majors and graduate programs, DePaul is the largest …
The Marketing Accountability Standards Board has had a keen eye on KraftHeinz throughout the difficulties that have resulted in its splitting up. On Aug. 13, just prior to the big announcement, MASB Trustee and former industry exec Jim Meier discussed …
“Change agent and future shaper” Eric Yoch has joined the Marketing Accountability Standards Board. Believing that authenticity is the foundation of successful brands, marketing, and products, he piloted Unilever’s first global project and has also worked in brand marketing at …
