MASB Director since 2008, Allan R. Kuse, assists the MASB Chair and project teams and is Chief Advisor of the MMAP Center, developing and directing the training and advisory services of MASB. The Center includes experienced marketing scientists qualified to train and advise individual organizations with respect to the Marketing Metric Audit Protocol (MMAP), a formal process for connecting marketing activities to intermediate outcome metrics to the financial performance of the firm.
Dr. Kuse has a thirty-year track record in applying the science of measurement development, knowledge, and process management to the art of marketing. Previously, he was EVP of Research at rsc THE QUALITY MEASUREMENT COMPANY (ARS Group) and on the advisory boards for the MMR Program at Terry School of Business University of Georgia and the MSMR Program at the University of Texas Arlington. He also served on the research faculty at the University of Colorado, Boulder. He holds a BA from Purdue and MS and PhD in quantitative psychology from the University of Colorado.