The importance of brand has been amplified as a recognized driver of future value and risk mitigation in the latest published standard focused on present and future drivers of enterprise value. After nearly six years of development, a measurement and …
“There are 24 quintillion bytes of data created every day—that’s one billion billions… And 90% of that data is unstructured.” – Andy Pandharikar, founder and CEO of Commerce.AI “Unstructured (Big) data have insights which, if extracted, can lead to substantial …
Mark your calendar for MASB SUMMER SUMMIT 2023, August 9-10 at Marquette University in Milwaukee, Wisconsin. Program TBA. Request your invitation from events@themasb.org. MASB summits are important gatherings for experts driving the marketing accountability movement. Top finance, analytics and marketing professionals join with leading …
Johnson & Johnson, one of the world’s largest and most broadly based healthcare companies, is prioritizing marketing accountability and demonstrating marketing’s contribution by joining the Marketing Accountability Standards Board (MASB). Michael McCaffrey, Global Strategy & Insights Leader of Johnson & …
As brands are too often treated as incidental business expenses, the ISO (International Organization for Standardization) calls for brands to be proactively managed and measured at least annually to increase firm value as established by improvements in brand strength and …
It’s time to honor another maverick of accountable marketing with a Blair Award for Marketing Accountability, to be presented at MASB Summer Summit 2023 in August. MASB co-founder Meg Henderson Blair was a pioneer of both marketing measurement and marketing accountability, …
For the past month, AB InBev, parent company to the Budweiser and Bud Light beer brands, has been facing what many are calling a product boycott. [1] This situation started in early April when transgender social media influencer Dylan Mulvaney …
Our Spring Zoom event on April 13 featured valuable presentations by some very profound marketing authorities, like the outstanding CMO Insights Panel and our Spotlight Interview. Check out all this sampling of summit sessions on the MASB Channel on YouTube, …
MASB Spring Summit 2023 features a CMO Insights Panel discussing “Demonstrating Marketing’s Contributions” with: Pamela Forbus, SVP/CMO, Pernod Ricard North America Kalli Chapman, VP/Head of Paid Media, Prudential Rafael Alcaraz, Head of Commercial Marketing Insights, CVS Health Additional sessions include: The BIG …
The Marketing Accountability Standards Board has brought on Lee Hornick to be Director of Membership. His job will be to demonstrate to marketer companies the many benefits of participating in MASB’s extraordinary work on marketing metric certification, sponsorship accountability, digital …
