“Amidst the hype surrounding the potentially disruptive impact of A.I. on marketing analytics, there is a need to set realistic expectations.” At MASB Spring Summit, Mar. 20-21 at SMU Cox School of Business, Jean-Pierre Dubé from the University of Chicago – …
In 2019, the Texas Rangers were playing their final season in beloved Globe Life Park while gearing up to unveil Globe Life Field, a sparkling new ballpark designed for the next generation of fans. This exciting chapter sparked the beginning …
A.I. systems are bringing about a new age of transparency in marketing results. Fleeting is the time where returns from marketing and brand activities are ambiguous. Simultaneously, a new groundbreaking legal ruling in the McDonald’s Corporation Stockholder Derivative Litigation case …
As digital privacy regulations tighten and third-party cookies phase out, marketers face new challenges in measuring and optimizing their campaigns. Traditional data-driven methods, once reliant on granular user tracking, must now adapt to a privacy-first world. At MASB Spring Summit …
Kantar’s Meaningful Different Salient (MDS) Framework, a conceptual and practical model to measure and diagnose brand equity, has achieved metric certification by the Marketing Accountability Standards Board (MASB) according to its Marketing Metrics Accountability Protocol, a formal process for connecting …
An up-and-coming social media marketing startup has joined the accountable marketing movement. New MASB member Reddify is a marketing tech company that describes itself as “a lean Gen-Z and Millennial team that is headquartered in Singapore … a marketing platform …
2024 was a most productive year for the Marketing Accountability Standards Board. Here are just some of the highlights: MASB Winter Summit was held remotely and featured panels on Measuring Creativity and A.I., Causal Analytics & Marketing Accountability. Nobuyuki Fukawa …
Don’t miss the next episode of our Making Marketing Accountable webinar series on Wednesday, January 8, 2025, when Ray Katz, COO of Collegiate Sports Management Group, breaks down a hot topic in sponsorship marketing: Naming Rights – Rights, Wrongs & …
The Marketing Accountability Standards Board is delighted to welcome new member Shiv Gupta and his data-driven marketing consulting firm, Quantum Sight. “We’re happy to add Quantum Sight’s unique perspective to our projects and our summit discussions,” said MASB Executive Director …
MASB has had an extremely successful year. As December draws to a close, we are overwhelmed! Our goal for 2024 was to make our vision a reality. As the year progressed, the need to elevate the CMO to their rightful …
