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  • MEMBER ACCESS
    • LOGIN
    • Marketing Metric Certification
    • MASB Publications
    • MASB Summit Presentations
    • Exclusive Video Content for MASB Members
    • MEMBER DISCOUNT: Proof Analytics MRM
    • MEMBER DISCOUNT: Sponsorship Accountability Roadmap
  • ABOUT US
    • MASB Overview [PDF]
    • Frequently Asked Questions
    • The MASB Story
    • Member Organizations
    • MASB Board of Directors
    • MASB Advisory Council (MAC)
    • Marketing Accountability Foundation (MAF)
    • MAF Trustees
    • MASB Staff
    • Joseph Plummer MASB Trailblazer Award
    • Margaret H. Blair Award
  • PROJECTS
    • MASB Projects
      • Brand Evaluation Standards (BES)
      • Financial Value of Brands (FVB)
      • Marketing Metric Accountability Protocol (MMAP)
      • Sponsorship Accountability Metrics (SAM)
      • Universal Marketing Dictionary (UMD)
      • PROJECTS COMPLETED
        • Brand Valuation: BIV Project Phase I
        • Brand Valuation: BIV Phase II
        • Continuous Improvement in Return (CIR)
        • Finance in Marketing Education (FME)
        • Financial Reporting of Customer and Brand
        • The MASB Book: Accountable Marketing
        • Measuring and Improving CPG Return Using CLV
        • Measuring & Improving Return from Interactive
    • Special Initiatives
      • BIG DATA Initiative
      • Economic Impact of Marketing Initiative
      • Marketing Organization Best Practices Initiative
      • Measuring Creativity Initiative
      • Special Initiatives Completed
  • RESOURCES
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    • ISO 20671 Brand Evaluation
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    • Universal Marketing Dictionary (UMD)
  • Publications
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Home Archive for category "MASB Events" (Page 4)

Category: MASB Events

“The Digital Twin Revolution” at March 6 MASB Summit

The connection between the digital twin and related technologies such as artificial intelligence and machine learning will be examined at MASB Winter Summit 2024, a virtual event happening March 6. In his presentation, The Digital Twin Revolution: Enhancing Customer Experience …

02/05/2024 02/06/2024
Read More"“The Digital Twin Revolution” at March 6 MASB Summit"

SUMMER SUMMIT VIDEOS: Big Data & Economic Value of Marketing

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 …

08/31/2023 08/31/2023
Read More"SUMMER SUMMIT VIDEOS: Big Data & Economic Value of Marketing"

SUMMER SUMMIT VIDEOS: Brand Boycotts & Sponsorship Synergy

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 …

08/29/2023 08/31/2023
Read More"SUMMER SUMMIT VIDEOS: Brand Boycotts & Sponsorship Synergy"

SUMMER SUMMIT VIDEOS: Intellectual Capital & Opportunity Cost

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) …

08/29/2023 08/29/2023
Read More"SUMMER SUMMIT VIDEOS: Intellectual Capital & Opportunity Cost"

SUMMER SUMMIT VIDEOS: Analytics & Creativity

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 …

08/29/2023 08/29/2023
Read More"SUMMER SUMMIT VIDEOS: Analytics & Creativity"

Founding Director Sirkin Receives Blair Award

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 …

08/10/2023 08/28/2023
Read More"Founding Director Sirkin Receives Blair Award"

The Truth About Brand Boycotts to be Revealed

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 …

07/27/2023 09/13/2023
Read More"The Truth About Brand Boycotts to be Revealed"

Tower to Explore ESG-Related Decision-Making at Summit

According to Annette Tower, Assistant Professor of Marketing at Clemson University, marketing executives will likely face significant changes in their business strategy and communication approach in response to the regulatory advances in mandatory environmental, social and governance (ESG) reporting. The …

07/25/2023 07/25/2023
Read More"Tower to Explore ESG-Related Decision-Making at Summit"

Intellectual Capital in the Boardroom – Baum to Present New Standard

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 …

07/14/2023 07/14/2023
Read More"Intellectual Capital in the Boardroom – Baum to Present New Standard"

DeGaris to Take on Sponsorship Measurement

Despite the critical need, most sponsors still lack a standardized process for measuring their return on sponsorship. Larry DeGaris, Executive Director of the Medill Spiegel Research Center at Northwestern University, will address the issue at MASB Summer Summit, Aug. 9-10 at Marquette University …

07/13/2023 07/13/2023
Read More"DeGaris to Take on Sponsorship Measurement"

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