“When marketing variables are measured in the short-term, the impact of those variables is only focused on the short-term shifts in sales, without a true understanding of how those marketing variables are influencing the future equity or price elasticity of …
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 …
“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 …
MSW•ARS Research’s Brand Preference/Choice in Tracking metric has passed through the rigors of 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. …
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: …
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 …
It is said, “Don’t judge a book by its cover,” but the cover of Accountable Marketing: Linking Marketing Actions to Financial Performance gives an excellent indication of the scope and value of the new book by the Finance and Marketing thought leaders at MASB, …
In every product or service category, some brands are more preferred than others. Brand preference is a crucial marketing metric because it anticipates the success of marketing activities and can be used to assess the financial performance of brands. “Measuring …
Research Business Report’s 20th Annual Predictions Issue features Marketing Accountability Foundation (MAF) President Meg Blair’s forecast for 2016: “Over the next year, … CFOs and CMOs will use a new brand investment and valuation model to monetize the impact and return of …
“Marketing has a long history of attention to measurement and the creation of metrics, yet most of the metrics used to assess the outcomes of marketing activities are tactical and not directly linked to the overall financial performance of the …
