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 …
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 …
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 …
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 …
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 …
“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 …
