MASB CEO Joanna Seddon reviews past progress as well as future goals and challenges for the many projects and initiatives of the Marketing Accountability Standards Board, which is elevating the CMO by making marketing accountable with standards and principles that …
Proven applications changing the work and culture of Marketing were discussed at MASB Winter Summit by Venky Shankar of Southern Methodist University (Moderator); J. Walker Smith of Kantar; Nobuyuki Fukawa, of the Missouri University of Science and Technology; and Mark Stouse …
Not all customers are brand-led the same way. Measuring where and when your brand matters can drive marketing efficiency by 20-45+ percent in driving revenue. Identifying the variability of when, where, and with who your brand drives purchasing decisions is …
The Measuring Creativity Intiative produced two sessions at MASB Winter Summit 2024 on March 6. First Deliverables & Next Steps from the project was presented by Latha Sarathy, Chief Research Officer at the Association of National Advertisers. Kerry Benson, Creative …
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 …
The Truth About Brand Boycotts Jim Meier and co-author Frank Findley saw the Bud Light “brand divorce” coming. Meier explains how their conclusions are supported by the MASB Brand Investment & Valuation (BIV) model, which established drivers of a “generally …
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 …
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, …
