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 …

Forbes & MASB Meet on Fifth Avenue

“It feels weird to be in a marketing meeting talking about accounting and finance,” commented John Kimmet of Celgene at How Marketers Drive Growth, the inaugural event of the Forbes Marketing Accountability Initiative powered by MASB. The purpose of the Dec. 6 gathering at Forbes on Fifth Avenue in New York City was to …

February’s Winter Summit Agenda

2018 Winter Board Meeting & Summit, Feb 22-23, New Orleans MASB is validating marketing’s contribution to growth. Join key leaders and influencers as we put the marketing accountability spotlight on DIGITAL ADVERTISING and BRAND SPONSORSHIP METRICS, with reports on our innovative projects and the Forbes Marketing Accountability Initiative powered by MASB. Start your marketing …

HOW MARKETERS DRIVE GROWTH Dec 6

The World’s Most Influential CMOs Gather at Forbes on Fifth to Discuss the Contribution of Marketing to Growth and Enterprise Value The Forbes CMO Practice and MASB will be hosting a morning workshop entitled “How Marketers Drive Growth” in a gathering of leading CMOs, Academics and Experts for a morning of discussion around the …

Forbes and MASB Team Up for Marketing Accountability Initiative

Forbes CMO Practice has joined forces with MASB, the Marketing Accountability Standards Board, to form The Forbes Marketing Accountability Initiative – powered by MASB. The goal is to help CMOs and the marketing industry communicate the contribution of marketing to enterprise value and identify common-sense ways to improve marketing accountability. At MASB Summer Summit …

MASB Tackling Sponsorship Accountability

According to the Independent Evaluation Group, global sponsorship spending on sports, entertainment, arts, causes and events is projected to increase from $60.1 to $62.8 billion in 2017. While sponsorship of sports-related properties is the largest share of spending, other forms of sponsorship have grown to the billion-dollar level in North America. Despite the size …

TV’s Brand-Building Power Still Potent

Is television as effective as it was in the 1980s? Has its role diminished to the point of non-viability? How does it compare to other media platform options available today?  These questions are answered in the MASB white paper Television’s Brand Building Power – from GRPs to PRPs, by MASB Executive Director Frank Findley, ESPN Vice …