Many marketers are interested in the financial dimensions of creativity and how creativity should be managed. In the new MASB white paper, Measuring Financial Return on Creativity, MASB Chair David W. Stewart, Ph.D., introduces the MASB Measuring Creativity Initiative. “We’re trying …
Since there is some confusion about revenue marketing, how should one define it? Revenue marketing is not properly defined but given its current popularity, the Marketing Accountability Standards Board (MASB) is developing a fresh definition for the Universal Marketing Dictionary, …
Samford University has joined the Marketing Accountability Standards Board, and the MASB Sponsorship Accountability Metrics Project team has a valuable new member: Darin White, Ph.D., Executive Director of Samford’s Center for Sports Analytics. “I am truly honored to join MASB …
THE SITUATION: In early April, transgender social media influencer Dylan Mulvaney released March Madness-related, sponsored Instagram posts promoting Bud Light that were immediately met by a wave of criticism within social media. MEDIA RESPONSE: Within days, the news media was …
Smucker’s $5.6 billion acquisition of Hostess Brands validates the contribution of the financial value of brands to future cash flows, as detailed in the white paper, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms, …
Insights from Unstructured (Big) Data for Marketing Value Purush Papatla, Professor of Marketing and Co-Director of the Northwestern Mutual Data Science Institute at the University of Wisconsin-Milwaukee demonstrates how unstructured (big) data have insights which, if extracted, can lead to …
Intellectual Capital in the Boardroom – A New Standard Avasta CEO Edgar Baum explains the commercial benefits of implementing a standard for appropriate oversight of intellectual capital value/enhancement and risk mitigation newly released by the American National Standards Institute (ANSI) …
Fireside Chat: Mark Stouse, CEO, Proof Analytics Mark Stouse, former CCO and VP at BMC Software, discusses with MASB CEO Joanna Seddon why people should stop seeing Data Analytics as “a judge in black robes” when they should be seeing …
Kate Sirkin, EVP, Global Data Partnerships at Publicis Epsilon, has received the 2023 Margaret H. Blair Award for Marketing Accountability, presented at MASB Summer Summit by Chair David W. Stewart. Kate spearheaded and nurtured many initiatives which put in place …
Former finance executive and current MASB Trustee/Treasurer Jim Meier saw the Bud Light “brand divorce” coming. He and co-author Frank Findley (Bud Light “Brand Divorce” Continues – with no end in sight) believed that the travails of the popular beer …
