Past, present and future were celebrated at MASB’s Ten Year Anniversary Summit & Board Meeting held in Boston, Aug. 10-11. Marketing Accountability Foundation Chair Meg Blair recounted the origins of the marketing accountability movement through The Boardroom Project, a cross-industry/cross-discipline body of marketing …
While MASB’s BIV Project team has worked over the past several years to establish generally accepted Brand Investment & Valuation standards, a parallel effort has been happening globally through the International Organization for Standardization (ISO). Now the Marketing Accountability Standards …
MASB Summer Summit 2015 An empirically proven model for brand valuation and guiding investment decisions has been completed by MASB’s Brand Investment Valuation Project. “It definitely has been a long haul,” commented Frank Findley, Vice President of R&D for MSW•ARS Research, as …
MASB Summer Summit 2015 The new wealth of available market information – including social media data – comes with significant challenges, according to participants in the Marketer Panel at MASB’s Summer Summit, moderated by Jamie Richardson of Kimberly-Clark. “Right now a lot …
MASB Summer Summit 2015 Transparency in metrics, processes and governance is essential for any business trying to improve return on marketing investment (ROMI), according to the Cross-Functional Roles in Accountability panel at MASB’s Summer Summit in August. Pam Forbus, PepsiCo’s Senior …
MASB Summer Summit 2015 A cross-functional team is one of six key elements that will lead companies to continuous improvement in return, according to Jane O’Keefe, director of Marketing Return Optimization at MillerCoors, speaking at MASB’s Summer Summit in Chicago. “If …
MASB Summer Summit 2015 MASB member companies are reporting a positive shift in the working relationship between marketing and finance departments. “This is what MASB is really about,” said Rick Abens of Foresight ROI, who led a Marketing and Finance …
