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. …
Volute Group, a leading marketing consultancy, has acquired MASB member Quantum Sight, which joined the Marketing Accountability Standards Board in 2024. Now Volute Group is continuing that relationship to become MASB’s newest member. MASB Advisor Shiv Gupta was CEO at …
The Marketing Accountability Standards Board (MASB) has certified the DE-YAN Experiential Revenue Impact Calculator (ERIC). The new tool has been added to the MASB Marketing Metric Catalog. Commissioned by DE-YAN, the study behind ERIC was conducted in collaboration with independent …
The Marketing Accountability Standards Board is launching the MASB Breakfast Club, a series of morning gatherings in New York City designed to unpack the latest research, issues, and challenges facing marketers. MASB member organizations and allies will be hosting. The …
Join us Wednesday, March 18, Noon ET for the next episdode in our Making Marketing Accountable webinar series. Art Klein, Partner, CEO at MSW Research, will present Measuring Advertising Effectiveness with MSW’s Creative Gauge AI™: Effectiveness, Financial Return, and Alignment …
Marketing organizations are under pressure to translate AI enthusiasm into measurable business impact. At MASB Winter Summit 2026, Feb. 18-19 on Zoom, Greg Stuart, CEO of the Marketing + Media Alliance (MMA) and co-host of Decoding AI for Marketing, will moderate the …
Collegiate naming rights are evolving, and jersey patches were just approved. What used to be considered prestige signage or logo placement is now becoming something far more powerful: a fully integrated performance channel embedded inside universities and their surrounding communities. …
AI is transforming how people navigate their daily lives, accelerating expectations for simplicity, personalization, and intelligent support across every interaction. As adoption rapidly expands across all generations, brands are entering a new era where consumer expectations outpace many organizations’ current …
“How many bad decisions will go unnoticed because AI made them look polished?” As multiple macro-trends converge to reshape the future of work, AI stands out as the enigmatic force capturing both our imagination and concern. While organisations scramble to …
As generative AI transforms market research and consumer insights, the risk of “metric hallucinations” threatens the integrity of marketing accountability. To address this, the Marketing Accountability Standards Board is evolving the Universal Marketing Dictionary (marketing-dictionary.org) from a “passive reference” into …
