MASB Spring Summit 2023 features a CMO Insights Panel discussing “Demonstrating Marketing’s Contributions” with: Pamela Forbus, SVP/CMO, Pernod Ricard North America Kalli Chapman, VP/Head of Paid Media, Prudential Rafael Alcaraz, Head of Commercial Marketing Insights, CVS Health Additional sessions include: The BIG …
Don’t miss MASB Spring Summit 2023, April 13, 1-3 PM ET via Zoom, featuring: The BIG DEAL about Big Data & A.I. for Marketers Strategically leveraging big data and A.I. to make marketing more accountable Venkatesh (Venky) Shankar, Professor of …
Big Data, characterized by 5Vs – volume, variety, velocity, veracity and value – has been around for over a decade. Many marketing organizations have jumped on the big data bandwagon and attempted to leverage big data with limited success. The …
MASB Fall Summit 2022 at Columbia Business School was loaded with great presenters and outstanding content on numerous aspects of marketing accountability. Check out these sessions on the MASB Channel: To stay on top of MASB news and events, SUBSCRIBE …
Venkatesh “Venky” Shankar’s pioneering works on marketing mix models and attribution techniques have advanced the state-of-the-art in ROI measurement. Multiple marketers have successfully used these to annually benchmark their performance and adjust their marketing strategies and tactics. At its fall …
David Haigh’s innovative work on techniques for financial brand valuation helped lay the foundation for brands to be treated as valuable corporate assets – an important theme for MASB, the Marketing Accountability Standards Board. At its fall summit last week, …
The American Marketing Association – New York interviewed new MASB CEO Joanna Seddon in front of the Charging Bull statue that symbolizes financial optimism and prosperity in New York City’s Financial District. “The Marketing Accountability Standards Board is an organization …
Please join us for an exciting and thought-provoking program at MASB Fall Summit 2022, Thursday & Friday, October 13-14. We will be launching the new MASB brand and vision, sharing some powerful marketing content, presenting an important emerging issue, and discussing the role …
Investment in sponsorships, partnerships and experiential marketing continues to grow as brands look for the best way to engage with their consumers and shape brand perceptions to generate demand and drive organic growth. Measuring and quantifying the contribution that sponsorship …
Marketing activities have traditionally focused on success in the product marketplace, but the C-Suite is increasingly requiring marketing to view its ultimate purpose as contributing to the enhancement of shareholder returns. The reinvigoration of the accountability functions of marketing through …
