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# Marketing Accountability Standards Board | MASB

Elevating the Role of the CMO

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- [MASB News](https://themasb.org/masb-news/)
- [Bud Light “Boycott” May Not End, Here Is Why](https://themasb.org/bud-light-boycott-may-not-end-here-is-why/) - For the past month, AB InBev, parent company to the Budweiser and Bud Light beer brands, has been facing what many are calling a product boycott. [1] This situation started in early April when transgender social media influencer Dylan Mulvaney released March Madness-related, sponsored Instagram posts promoting Bud Light. These posts were immediately met by
- [Enhancing Brand Experiences with Rapid Rapport at MASB Summit Aug 5-6](https://themasb.org/enhancing-brand-experiences-at-masb-summer-summit/) - The best products and service in the world do not guarantee you positive brand recognition. The most important aspect is how the marketplace *feels* about your brand. At MASB Summer Summit, Aug. 5 – 6 at Rutgers Business School, IBM Chief Magic Officer David Reich will present Tactical Communication for Rapid Rapport to Enhance Brand Experiences. "All
- [Sports Marketing Panel to Engage on Positive Brand Experiences at MASB Summit](https://themasb.org/sports-marketing-panel-to-engage-on-positive-brand-experiences-at-masb-summit/) - Sports marketing currently faces hurdles with shrinking traditional viewership, media fragmentation caused by the shift to streaming, and fading brand loyalty among younger, multitask-heavy demographics. In addition, marketers must navigate volatile athlete unpredictability and high rights fees that complicate return-on-investment (ROI) tracking. At MASB Summer Summit, Aug. 5 – 6 at Rutgers Business School, a panel of industry professionals will share their perspectives on
- [New Theory on Consumer Preference Formation to be Proposed at MASB Summit](https://themasb.org/new-theory-on-consumer-preference-formation-to-be-proposed-at-masb-summit/) - How do individuals develop likes, dislikes, and brand affinities toward products, services, or experiences? At MASB Summer Summit, Aug. 5 – 6 at Rutgers Business School, Steven Jagger, Partner at MSW Research, will present, Adaptive Systems Theory of Consumer Preference Formation. "This presentation proposes an adaptive systems theory of how consumer preference is formed. Rather than treating
- [Sponsorship Measurement Firm Sailias Joins MASB](https://themasb.org/sponsorship-firm-sailias-joins-masb/) - Australia-based sponsorship measurement firm Sailias has joined the Marketing Accountability Standards Board, and co-founders Amanda Rischbieth and Matt Bywater will be serving as MASB Advisors. "Sailias is sponsorship measurement and decision infrastructure, built for brands and trusted by rights holders and talent," they explained. "Its methodology is evidence and attribution based – every result the
- [NY Giants' Dominik to Present on Winning Fan Experiences](https://themasb.org/ny-giants-dominik-to-present/) - Sports marketing currently faces hurdles with shrinking traditional viewership, media fragmentation caused by the shift to streaming, and fading brand loyalty among younger, multitask-heavy demographics. In addition, marketers must navigate volatile athlete unpredictability and high rights fees that complicate return-on-investment (ROI) tracking. At MASB Summer Summit, Aug. 5 – 6 at Rutgers Business School, David Dominik, Vice President of
- [Linking Strategy, Marketing and Operations at MASB Summer Summit](https://themasb.org/linking-strategy-marketing-and-operations-at-masb-summer-summit/) - Strategy defines where the business is going. Marketing determines how the organization creates and captures customer value. Operations ensures the business consistently delivers on that promise. Sustainable growth occurs when all three functions are fully aligned. In today's dynamic business environment, organizational structures are not always designed to deliver optimal business outcomes. At MASB Summer Summit, Aug.
- [Weedfald to Reveal Brand-Building Leadership Formula at MASB Summit](https://themasb.org/weedfald-to-reveal-brand-building-leadership-formula-at-masb-summit/) - What separates marketplace admiration from marketplace success? What separates applause from profitability? Why do some companies have the largest museum of failed products while others enjoy both product and market success kinetically? The world’s most admired brands are never built by chance, they are built by courageous leaders who dare to think and act differently,
- [SightIQ Certified as Demonstrating How Marketing Drives Outcomes](https://themasb.org/sightiq-certified-as-demonstrating-how-marketing-drives-outcomes/) - Volute Group’s systematic, analytic approach demonstrating how marketing drives business outcomes has been certified by the independent Marketing Accountability Standards Board (MASB). The SightIQ™ Process provides a refined metric map, forecasting algorithms, and best practices for monitoring and managing marketing. It inherently adapts to the financial goals of the company and builds confidence in marketing’s
- [Volute Group Joins MASB to Promote Marketing Accountability](https://themasb.org/volute-group-joins-masb-to-promote-marketing-accountability/) - Volute Group, a leading marketing consultancy, has acquired MASB member Quantum Sight, which joined the Marketing Accountability Standards Board in 2024. Now Volute Group is continuing that relationship to become MASB’s newest member. MASB Advisor Shiv Gupta was CEO at Quantum Sight and is now Chief Solutions Officer for Volute Group. "Marketing accountability matters more
- [Marketing Magic Featured at First MASB Breakfast Club](https://themasb.org/marketing-magic-featured-at-first-masb-breakfast-club/) - On May 12, the Marketing Accountability Standards Board launched the inaugural MASB Breakfast Club in New York City at the offices of the Association of National Advertisers, the event host. The new series of morning gatherings are designed to unpack the latest research, issues, and challenges facing marketers. This session featured David Reich presenting, “Overcoming marketing challenges with
- [DE-YAN Experiential Marketing ROI Approach Certified by MASB](https://themasb.org/de-yan-experiential-marketing-roi-approach-certified-by-masb/) - The Marketing Accountability Standards Board (MASB) has certified the DE-YAN Experiential Revenue Impact Calculator (ERIC). The new tool has been added to the MASB Marketing Metric Catalog. Commissioned by DE-YAN, the study behind ERIC was conducted in collaboration with independent market intelligence firm Avasta, Inc. The resulting tool provides a standardized analytic approach for calculating
- [MASB Breakfast Club to Start in NYC May 12](https://themasb.org/masb-breakfast-club-starting-in-nyc/) - The Marketing Accountability Standards Board is launching the MASB Breakfast Club, a series of morning gatherings in New York City designed to unpack the latest research, issues, and challenges facing marketers. MASB member organizations and allies will be hosting. The inaugual event happens Tuesday, May 12, 9 – 10:30 AM (doors open at 8:30). The
- [Winter Summit Videos on YouTube](https://themasb.org/winter-summit-videos-on-youtube/) - Videos from our terrific virtual summit event in February are available on THE MASB CHANNEL! To receive an invitation to our next summit or webinar, contact events@themasb.org.
- [Measuring Advertising Creativity Effectiveness | Mar 18 Webinar](https://themasb.org/measuring-advertising-creativity-effectiveness-mar-18-webinar/) - Join us Wednesday, March 18, Noon ET for the next episdode in our Making Marketing Accountable webinar series. Art Klein, Partner, CEO at MSW Research, will present Measuring Advertising Effectiveness with MSW’s Creative Gauge AI™: Effectiveness, Financial Return, and Alignment with MASB’s Measuring Creativity Project. Registration is FREE! Creativity is often celebrated in advertising, but how should
- [AI in Marketing: What’s Actually Working? | MASB Summit Feb 18-19](https://themasb.org/ai-in-marketing-whats-actually-working-masb-summit-feb-18-19/) - Marketing organizations are under pressure to translate AI enthusiasm into measurable business impact. At MASB Winter Summit 2026, Feb. 18-19 on Zoom, Greg Stuart, CEO of the Marketing + Media Alliance (MMA) and co-host of Decoding AI for Marketing, will moderate the discussion, AI in Marketing: What’s Actually Working, What’s Not, and Why, with Jay Altschuler, SVP Global
- [Naming Rights + Jersey Patches as Full-Funnel Media | MASB Summit Feb 18-19](https://themasb.org/naming-rights-jersey-patches-as-full-funnel-media-masb-summit-feb-18-19/) - Collegiate naming rights are evolving, and jersey patches were just approved. What used to be considered prestige signage or logo placement is now becoming something far more powerful: a fully integrated performance channel embedded inside universities and their surrounding communities. Today’s leading brands aren’t asking for “awareness.” They’re asking: Does this move product? Does this
- [Leading the Next Wave of Human-Centered Intelligence | MASB Summit Feb 18-19](https://themasb.org/leading-the-next-wave-of-human-centered-intelligence-masb-summit-feb-18-19/) - AI is transforming how people navigate their daily lives, accelerating expectations for simplicity, personalization, and intelligent support across every interaction. As adoption rapidly expands across all generations, brands are entering a new era where consumer expectations outpace many organizations’ current capabilities. At MASB Winter Summit 2026, Feb. 18-19 on Zoom, Kantar’s Jeff Herrmann, EVP, Technology, Telecommunications
- [8 Ways AI Is Reshaping the Workforce | MASB Summit Feb 18-19](https://themasb.org/8-ways-ai-is-reshaping-the-workforce-masb-summit-feb-18-19/) - “How many bad decisions will go unnoticed because AI made them look polished?” As multiple macro-trends converge to reshape the future of work, AI stands out as the enigmatic force capturing both our imagination and concern. While organisations scramble to understand its true impact, many have yet to grasp just how fundamentally AI could transform
- [Marketing Dictionary Getting Digital Twin | MASB Summit Feb 18-19](https://themasb.org/marketing-dictionary-getting-digital-twin-masb-summit-feb-18-19/) - As generative AI transforms market research and consumer insights, the risk of "metric hallucinations" threatens the integrity of marketing accountability. To address this, the Marketing Accountability Standards Board is evolving the Universal Marketing Dictionary (marketing-dictionary.org) from a "passive reference" into an integrated intelligence source. At MASB Winter Summit 2026, Feb. 18-19 on Zoom, Peter Fasano, Founder/CEO of MassLogic,
- [Sustainable Marketing – A Comprehensive View | New MASB White Paper](https://themasb.org/sustainable-marketing-a-comprehensive-view-new-masb-white-paper/) - According to the MASB Sustainable Marketing Accountability (SMA) Project, "sustainability should never be a way for managers to justify ideas that haven’t been fully thought through, nor should it be a way for companies to appeal to consumers with false promises of promoting a better world. Sustainability is about taking a long-term perspective to business
- [Google AI Research Head to Examine Brand Trust and Safety | MASB Winter Summit](https://themasb.org/google-ai-research-head-on-brand-trust-and-safety-masb-winter-summit/) - The use of artificial intelligence in marketing is evolving rapidly, and Reena Jana, Head of AI Research & Standards, Trust and Safety at Google, is helping get businesses up to speed. "Users now don't need to hear over and over again that AI makes mistakes or that it's risky," she says, "they actually want more
- [Stuart, Buckley and Ivie Join MASB Board](https://themasb.org/stuart-buckley-and-ivie-join-masb-board/) - The Marketing Accountability Standards Board welcomes three marketing industry luminaries to its Board of Directors. Greg Stuart is the CEO of the Marketing + Media Alliance, a global, non-profit community of senior marketing leaders advancing marketers’ ability to create value, with think tanks for Measurement, Marketing Org, Data & CX, and AI Leadership. MMA joined
- [Assigning Sentiment with AI | MASB Winter Summit Feb 18-19](https://themasb.org/assigning-sentiment-with-ai/) - What prompts and guardrails are needed for AI to deal effectively with open-ended survey questions and unstructured data? At MASB Winter Summit 2026, Feb. 18-19 on Zoom, marketing industry veteran Tim Gohmann, PhD, will present, Identification and Assignment of Sentiment to Purchase Drivers with AI. This presentation will describe a methodology for identifying and assessing driver sentiment (motivation
- [Valuables Founder Joins MASB to Advance Standards](https://themasb.org/valuables-founder-joins-masb-to-advance-standards/) - The Marketing Accountability Standards Board is pleased to announce the new membership of Dr. Talaya Waller, MBA, DBA, founder of Valuables, a data platform for brand valuation used in underwriting, due diligence, and executive risk analysis. "MASB’s work strengthens how organizations measure and communicate intangible value with neutrality and comparability," said Waller. "I joined to
- [2025: The Year in Marketing Accountability](https://themasb.org/2025-the-year-in-marketing-accountability/) - What a year for marketing accountability! MASB CEO Joanna Seddon and Executive Director Frank Findley kept our numerous project teams on track and much progress was made by all. The Marketing Metric Certification and Universal Marketing Dictionary teams were busier than ever. We went to Dallas and Chicago for two terrific summits, continued our webinars,
- [Transforming Market Research with AI | MASB Winter Summit 2026](https://themasb.org/transforming-market-research-with-ai-masb-winter-summit-2026/) - According to Jeremy Korst and Stefano Puntoni, generative AI is transforming the collection, creation, and analysis of consumer and market insights—the lifeblood of strategic marketing. At the center of this transformation, they believe, will be two AI-generated tools designed to act as proxies for people: the synthetic persona (representing a composite individual or group) and the digital
- [Customer Loyalty Engagement at MASB Winter Summit 2026](https://themasb.org/customer-loyalty-engagement-at-masb-winter-summit-2026/) - In 2026, consumer expectations continue to rise faster than brands can typically respond, reaffirming that emotion – not rational evaluation – drives the majority of purchase decisions. Insights from the Brand Keys Customer Loyalty Engagement Index, now in its 28th year and the world’s largest continuous brand-tracking database, demonstrate that brands best aligned with consumers’
- [AI as Enabler](https://themasb.org/ai-as-enabler/) - MASB is taking on AI! Anything to get away from the trite mouthing of generic platitudes. I’ve been to conference after conference where one speaker after another stands up and says, “AI can be useful but of course you have to have the human touch for creativity.” Most marketers know very little about AI but
- [MASB CEO Seddon Awarded Silver Apple](https://themasb.org/masb-ceo-seddon-awarded-silver-apple/) - MASB CEO Joanna Seddon is joining 300+ individuals and organizations who since 1985 have received Marketing Club of New York’s Silver Apple Award for marketing industry achievement, leadership and giving back to the field and community. Seddon has been a MASB member since 2015 and became CEO in 2022, leading the membership with her vision of marketing
- [DePaul University Marketing Joins MASB](https://themasb.org/depaul-university-marketing-joins-masb/) - The DePaul University – Driehaus School of Business Department of Marketing has joined the Marketing Accountability Standards Board and is encouraging all of its faculty to participate. With more than 300 undergraduate majors and graduate programs, DePaul is the largest private university whose faculty members' priority is teaching. Many of its professors work in Chicago
- [MASB Examines the KraftHeinz Split](https://themasb.org/masb-examines-the-kraftheinz-split/) - The Marketing Accountability Standards Board has had a keen eye on KraftHeinz throughout the difficulties that have resulted in its splitting up. On Aug. 13, just prior to the big announcement, MASB Trustee and former industry exec Jim Meier discussed the situation during his MASB Summer Summit presentation, How can “old” brands survive in the current
- [Change Agent Yoch Joins MASB](https://themasb.org/change-agent-yoch-joins-masb/) - "Change agent and future shaper" Eric Yoch has joined the Marketing Accountability Standards Board. Believing that authenticity is the foundation of successful brands, marketing, and products, he piloted Unilever’s first global project and has also worked in brand marketing at ConAgra, TopCo, and Universal Beauty Products. He is currently Senior Brand Marketing Manager at Sunstar
- [Cain to present MMM Uses & Pitfalls in Sep 24 webinar](https://themasb.org/cain-to-present-mmm-uses-pitfalls-in-sep-24-webinar/) - The next episode in the Making Marketing Accountable webinar series happens Wednesday, Sep. 24, Noon ET, and features Peter Cain, presenting MMM: Design, Uses and Pitfalls. Dr. Cain is Executive Director and Co-Founder of Marketscience, an independent marketing analytics consultancy specializing in advanced econometric modeling, statistical analysis and bespoke advice on traditional & digital marketing investments. He is widely
- [Discussion and Engagement – CEO View of Summer Summit](https://themasb.org/discussion-and-engagement-ceo-view-of-summer-summit/) - The MASB organization is now getting back to work after being consumed by the Summer Summit. It was worth it! The Summit was very successful. I’d like to give our many thanks to our hosts at the DePaul Kellstadt Graduate School, who enabled us to gather right in the center of Chicago, and to our
- [Brand Valuation League Tables Linked to Financials](https://themasb.org/brand-valuation-league-tables-linked-to-financials/) - During its recent Summer Summit at DePaul University, the Marketing Accountability Standards Board (MASB) awarded Brand Finance with Marketing Metric Certification for its Brand Valuation League Tables, which passed the rigors of the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between marketing measurement and financial performance. This second re-certification for
- [Bobby Calder Blazing Trails at MASB](https://themasb.org/bobby-calder-blazing-trails-at-masb/) - Northwestern University Kellogg School of Management Professor Emeritus of Marketing Bobby Calder was honored as a Joseph Plummer MASB Trailblazer during MASB Summer Summit, Aug. 13 at DePaul University. The trophy was presented by award namesake Joe Plummer. Trailblazer recognition is awarded periodically to individuals who embody the spirit of marketing accountability and have been
- [Navigating Challenges in the Era of Disruption | MASB Summer Summit](https://themasb.org/navigating-challenges-in-the-era-of-disruption-masb-summer-summit/) - In today’s volatile landscape, marketers face an unprecedented confluence of forces—from the rapid advancement of artificial intelligence to mounting geopolitical tensions and economic uncertainty. At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago, a panel of experts will discuss Navigating Today’s Challenges in the Era of AI and Geopolitical Disruption, exploring how brands can adapt and
- [Brand Building During Challenging Times | MASB Summer Summit](https://themasb.org/brand-building-during-challenging-times-masb-summer-summit/) - In an era marked by economic headwinds, shifting consumer expectations, and accelerated change, how can brands grow stronger? At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago, a panel of experts will discuss Building Your Brand During Challenging Times, exploring how leading organizations are using branding as a strategic engine for resilience and growth, highlighting proven
- [Insights-Driven Paths to Marketing Success | MASB Summer Summit](https://themasb.org/insights-driven-paths-to-marketing-success-masb-summer-summit/) - In uncertain times, bold insights lead to competitive advantage. At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago, J. Walker Smith, Knowledge Lead at Kantar and one of the foremost authorities on consumer trends, will present Thriving in Turbulence: Insights-Driven Paths to Marketing Success, exploring how marketers can uncover new opportunities amid economic volatility. Drawing on
- [Marketscience Joins MASB](https://themasb.org/marketscience-joins-masb/) - Marketscience has joined the marketing accountability movement by becoming a member of the Marketing Accountability Standards Board. The award-winning, independent marketing analytics consultancy is led by founders Sebastian Shapiro, David Dixon and Peter Cain, who each have more than 20 years of experience in advanced marketing analytics, management consulting and econometrics. "I have known and
- [Assessing and Managing Brand Risk at MASB Summer Summit](https://themasb.org/assessing-and-managing-brand-risk-at-masb-summer-summit/) - In this uncertain era, how can marketers assess and manage brand risk? Dr. Mark L. Frigo of DePaul University and Dr. Bobby Calder of Northwestern University recommend using the latest applied research on brand valuation, brand strategy, strategic risk assessment and strategic life-cycle analysis. At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago,
- [Marketing Opportunities in an Uncertain Era | MASB Summer Summit](https://themasb.org/marketing-opportunities-in-an-uncertain-era-masb-summer-summit/) - The marketing accountability authorities will put forth Marketing Opportunities in the Era of Economic Uncertainty at MASB SUMMER SUMMIT 2025, Aug. 13 – 14 at DePaul University Kellstadt Graduate School of Business in Chicago. Request your invitation from events@themasb.org. Wednesday, August 13, 9 AM – 5 PM CTreception and dinner Wednesday eveningThursday, August 14, 9 AM – Noon CT PROGRAM Building Your Brand
- [Growing Via New or Existing Customers? | MASB Summer Summit](https://themasb.org/growing-via-new-or-existing-customers-masb-summer-summit/) - Firms can grow their revenue by focusing on acquiring new customers or by expanding the revenue from existing customers through cross-selling or upselling, and reducing customer churn. The key questions are which of these two paths is more sustainable, which of these two paths companies pursue, how successful they are, which marketing metrics to use
- [How Can “Old” Brands Survive? Join the discussion at MASB Summer Summit!](https://themasb.org/how-can-old-brands-survive/) - Were insufficient marketing efforts a key causal factor in the underperformance of Kraft Heinz and other venerable brands? Former marketing finance executive Jim Meier has his suspicions. "Most articles written during the unfolding Kraft Heinz story cite as key causal factors changing consumer tastes and the failed efforts of zero-based budgeting. I concur with both
- [Ad Age Measurement Terms Added to Marketing Dictionary](https://themasb.org/ad-age-measurement-terms-added-to-marketing-dictionary/) - AdAge.com recently published the Ad Age Measurement Glossary, written by Jack Neff. After review by the project team, these 14 terms have been added to the Universal Marketing Dictionary, marketing-dictionary.org: Average minute audience C3 C7 Cohort Conversion Duration-weighted impression Individual commercial metrics Last-touch attribution Match rate Multi-touch attribution Propensity modeling Resonance Time to conversion Walled
- [MASB Big Data for Marketing Usage Survey](https://themasb.org/masb-big-data-for-marketing-usage-survey/) - The Marketing Accountability Standards Board (MASB) is conducting an important survey on Big Data techniques currently in use for marketing applications. We invite participation by all marketers! The objective of the survey is to document the traditional and emergent techniques currently employed. This information will support our broader effort to equip marketing leaders in the use of
- [Why Brands MUST Be Valued in Financial Terms!](https://themasb.org/why-brands-must-be-valued-in-financial-terms-jun-18-webinar/) - Check out Why Brands MUST Be Valued in Financial Terms, Episode 10 of the Making Marketing Accountable webinar series, featuring co-authors Jim Meier & Frank Findley. Then order your copy of The Financial Value of Brands Imperative – Second Edition. Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measured
- [CEO MESSAGE – Brand Matters!](https://themasb.org/ceo-message-brand-matters/) - In the world of upheaval and uncertainty in which we now live, brand matters more than ever. A brand is a guarantee. You know what you're getting, whether it's high quality, cool products, performance, or good value. That's why brands have such high value – contributing around 1/3 of market cap – and why their
- [Sustainable Brands Celebrated for World Brand Day](https://themasb.org/sustainable-brands-celebrated-for-world-brand-day/) - The MASB Sustainability Marketing Project recognized World Brand Day 2025 with a video celebrating four brands that have sustainability built into their business models: Tony's ChocoLonely, Emmy Store, Relove and ThredUp. Featuring Neil Bendle from the University of Georgia, Johanna Frösén from Aalto University in Finland, and MASB Executive Director Frank Findley.
- [Spring Summit on THE MASB CHANNEL](https://themasb.org/24686-2/) - If you weren’t able to participate in our event at SMU Cox School of Business last month, visit The MASB Channel on YouTube and check out these outstanding sessions: MASB SPRING SUMMIT 2025 on THE MASB CHANNELRequest your invitation to our next event from events@themasb.org.
- [India's CavinKare Joins Marketing Accountability Movement](https://themasb.org/indias-cavinkare-joins-marketing-accountability-movement/) - FMCG company CavinKare, one of India’s most thriving enterprises, has become a member of the Marketing Accountability Standards Board (MASB), and Insights Leader Shobha Venugopal has joined the MASB Advisory Council. “We are delighted to welcome CavinKare to MASB,” said Frank Findley, MASB Executive Director. “Their proven success in growing brands through marketing research excellence
- [MASB Publishes "The Financial Value of Brands Imperative"](https://themasb.org/masb-publishes-the-financial-value-of-brands-imperative/) - “Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measuredin financial terms, the strength of brands and the resulting customer franchise must also be expressed and analyzed in financial terms. Regular measurement and analysis of the financial value of brands demonstrates the material contribution of brands to the overall value
- [MASB Welcomes Missouri University of S&T's Fukawa](https://themasb.org/masb-welcomes-missouri-universitys-fukawa/) - The Marketing Accountability Standards Board has added a dynamic new academic member to its Advisory Council. Nobuyuki Fukawa, PhD, is an Associate Professor of Marketing at Missouri University of Science and Technology. He is also a Distinguished Visiting Associate Professor at Tokyo's Keio University Graduate School of Business and Commerce. "I look forward to collaborating
- [Blair Award for Marketing Accountability Goes to Jerry Nichols!](https://themasb.org/blair-award-jerry-nichols/) - The Marketing Accountability Standards Board has honored a marketing measurement superstar with the Margaret H. Blair Award for Marketing Accountability. Jerry Nichols, Vice President of Marketing Data, Analytics, and Insights at Bottomline, is being recognized for implementing the principles of marketing accountability to: (1) drive business growth through continuous improvement in Marketing ROI, and (2) prove
- [Three Marketing Metrics Awarded for Links to Financials](https://themasb.org/three-marketing-metrics-awarded/) - The Marketing Accountability Standards Board (MASB) honored three marketing metrics that directly link marketing actions to financial performance. The certification process includes the conceptual linking of marketing activities to intermediate marketing outcomes and the cash drivers of the business using 10 Characteristics of an Ideal Metric. This transparency bolsters Marketer confidence while protecting the intellectual
- [ANA Appoints New MASB Director](https://themasb.org/ana-appoints-new-masb-director/) - The Marketing Accountability Standards Board's long and productive relationship with the Association of National Advertisers, a founding MASB member organization, continues with the appointments of a new ANA representative to the MASB Board of Directors. MASB CEO Joanna Seddon: "We are thrilled to welcome Stephanie Fierman, who will be our new ANA representative on the
- [Kantar MDS Framework Metric Certified by MASB](https://themasb.org/kantar-mds-framework-metric-certified-by-masb/) - Kantar’s Meaningful Different Salient (MDS) Framework, a conceptual and practical model to measure and diagnose brand equity, has achieved metric certification by the Marketing Accountability Standards Board (MASB) according to its Marketing Metrics Accountability Protocol, a formal process for connecting marketing activities to the financial performance of the firm. Applicable to all types of brands
- [New MASB Member Reddify Committed to Accountability](https://themasb.org/new-masb-member-reddify-committed-to-accountability/) - An up-and-coming social media marketing startup has joined the accountable marketing movement. New MASB member Reddify is a marketing tech company that describes itself as “a lean Gen-Z and Millennial team that is headquartered in Singapore ... a marketing platform leveraging on the power of user-generated content on Reddit.” “Our commitment to integrity, innovation, and
- [2024: The Year in Marketing Accountability](https://themasb.org/2024-the-year-in-marketing-accountability/) - 2024 was a most productive year for the Marketing Accountability Standards Board. Here are just some of the highlights: MASB Winter Summit was held remotely and featured panels on Measuring Creativity and A.I., Causal Analytics & Marketing Accountability. Nobuyuki Fukawa from the Missouri University of Science and Technology spoke on The Digital Twin Revolution, and
- [Naming Rights & Wrongs webinar January 8](https://themasb.org/naming-rights-wrongs-webinar-january-8/) - Don't miss the next episode of our Making Marketing Accountable webinar series on Wednesday, January 8, 2025, when Ray Katz, COO of Collegiate Sports Management Group, breaks down a hot topic in sponsorship marketing: Naming Rights – Rights, Wrongs & What’s Next. Registration is FREE! Request your invitation from events@themasb.org. Naming rights refers to the practice of a corporation
- [Shiv Gupta Finds His People](https://themasb.org/shiv-gupta-finds-his-people/) - The Marketing Accountability Standards Board is delighted to welcome new member Shiv Gupta and his data-driven marketing consulting firm, Quantum Sight. "We're happy to add Quantum Sight's unique perspective to our projects and our summit discussions," said MASB Executive Director Frank Findley. "Their focus on measuring the full impact of marketing makes them a natural
- [CEO Perspective on 2024](https://themasb.org/ceo-perspective-on-2024/) - MASB has had an extremely successful year. As December draws to a close, we are overwhelmed! Our goal for 2024 was to make our vision a reality. As the year progressed, the need to elevate the CMO to their rightful place in the boardroom by making marketing accountable has become increasingly obvious and urgent. Only
- [Marketing Creativity Defined!](https://themasb.org/marketing-creativity-defined/) - An extensive review of marketing research literature has produced a new definition of "marketing creativity," published in the Universal Marketing Dictionary. Considered one of the most important and unique contributions of the marketing and advertising functions, creativity serves as a crucial driver of firm profitability and sustainability, enabling companies to increase business performance and gain
- [Bendle on Valuing Sustainability Investments](https://themasb.org/valuing-sustainability-investments-sep-25-webinar/) - On Sep. 25, Neil Bendle, Associate Professor of Marketing at the University of Georgia and MASB Director, presented the webinar, Demonstrating the Value of Sustainability Investments. Marketing accountability provides a useful way to help demonstrate the value of investments in sustainability. Sustainability and marketing share many similar challenges in demonstrating their importance. For example, both
- [Summer Summit Videos Part 1](https://themasb.org/summer-summit-videos-part-1/) - Excerpts from MASB Summer Summit 2024, August 8 - 9 at Rutgers Business School – New Brunswick: Measuring Brand as Revenue & Valuation Driver Driving Corporate Strategy Through Data Insights How Analytics Shapes Marketing Success in Today’s Connected World Five Compelling Reasons to Use Brand Preference Request an invitation to our next summit from events@themasb.org.
- [Summer Summit Videos Pt 2](https://themasb.org/summer-summit-videos-pt-2/) - More excerpts from MASB Summer Summit 2024, August 8 - 9 at Rutgers Business School – New Brunswick: How to Leverage the Brand to Impress Investors What Do Investment Analysts Really Think About Marketing? Sustainability as a Growth Driver Request an invitation to our next summit from events@themasb.org.
- [June 26 Webinar: "Strategically Leveraging AI for ROI"](https://themasb.org/june-26-webinar-strategically-leveraging-ai-for-roi/) - Artificial Intelligence (AI), Generative AI and Large Language Models (LLMs) are the rage these days. They are disrupting businesses, upending business models, and shifting marketing. They pose uncertainties and challenges related to investments and returns. What should companies and CMOs do to better prepare themselves in this emerging landscape? How can they proactively leverage AI
- [The Golden Ticket to Business Value Growth](https://themasb.org/the-golden-ticket-to-business-value-growth/) - In recognition of the inaugural World Brand Day, MASB CEO Joanna Seddon explains why financial brand valuation and evaluation as recommended by ISO standards are "the golden ticket" for growth-minded marketers. Episode 2 of the webinar series Making Marketing Accountable.
- [MASB Publishes Sponsorship Accountability Roadmap](https://themasb.org/masb-publishes-sponsorship-accountability-roadmap/) - Marketers’ use of sponsorships has evolved over the past decade or so. While sponsorship was once considered an activation tactic, it has become a strategy to influence specific kinds of consumers as brands support the sports, entertainment and causes important to those consumers. Yet for many sponsorship marketers, accountability based on the business impact of
- [ISO/TC289 Celebrates World Brand Day!](https://themasb.org/iso-tc289-celebrates-world-brand-day/) - China established its annual Brand Day eight years ago. At last December's plenary meeting, the Standardization Administration of China (SAC), currently serving as TC289 Secretariat, proposed expanding the celebration to global scale. Here are some of this year's World Brand Day proclamations and activities. BRAND DAY WEBINAR: The Golden Ticket to Business Value Growth Friday, 10
- [MASB Issues First Certification for Software](https://themasb.org/masb-issues-first-certification-for-software/) - For the first time, the Marketing Accountability Standards Board (MASB) has evaluated and certified a software product in accordance with the Marketing Metric Accountability Protocol, which includes 10 Characteristics of an Ideal Metric. Proof Causal.ai software by Proof Analytics has been added to the MMAP Certified Metric Catalog and is certified for confident use by MASB members
- [Driven By Our Vision!](https://themasb.org/driven-by-our-vision/) - We have ambitious goals for 2024 and beyond. We are driven by our vision—to elevate the CMO to their rightful place in the boardroom, by making marketing accountable. In 2023, we gained traction. 2024 is about making it happen. We’ve just had a very successful Winter Summit. We’re always nervous about whether a virtual summit
- [The Bud Light "Brand Divorce" Part 4 – Still No Reconciliation](https://themasb.org/the-bud-light-brand-divorce-part-4/) - Background From May through September of 2023, the Marketing Accountability Standards Board (MASB) published three articles that were compiled into the white paper, The Bud Light Brand Divorce: How impaired brand preference led to persistent sales volume decline. Now, with a full one-year cycle of market reaction nearly complete, we are providing an update on
- [Mondelēz International Joins MASB to Link Marketing and Return](https://themasb.org/mondelez-international-joins-masb-to-link-marketing-and-return/) - Snack industry giant Mondelēz International is making a commitment to accountable marketing by joining MASB, the Marketing Accountability Standards Board. Nick Graham, Global Head of Insights & Analytics at Mondelēz, will serve as MASB Advisor. He has over 20 years’ experience in insights & analytics and prior to joining Mondelēz in 2021 spent almost a
- [CSU Long Beach Joins Effort to Measure Creativity](https://themasb.org/csu-long-beach-joins-effort-to-measure-creativity/) - With a strong interest in measuring the financial impact of creativity, the California State University, Long Beach has joined the Marketing Accountability Standards Board. Ingrid M. Martin, Ph.D., Professor of Marketing in the College of Business, is participating as MASB Advisor and a member of the Measuring Creativity Initiative. She has published research in several top
- [Winter Summit CEO Address](https://themasb.org/winter-summit-ceo-address/) - MASB CEO Joanna Seddon reviews past progress as well as future goals and challenges for the many projects and initiatives of the Marketing Accountability Standards Board, which is elevating the CMO by making marketing accountable with standards and principles that show how investment in marketing creates revenue and unleashes new sources of growth. Check out
- [Artificial Intelligence, Causal Analytics & Marketing Accountability](https://themasb.org/artificial-intelligence-causal-analytics-marketing-accountability/) - Proven applications changing the work and culture of Marketing were discussed at MASB Winter Summit by Venky Shankar of Southern Methodist University (Moderator); J. Walker Smith of Kantar; Nobuyuki Fukawa, of the Missouri University of Science and Technology; and Mark Stouse of Proof Analytics. Check out all of the summit videos on The MASB Channel!
- [Measuring Your Brand to Drive Demand](https://themasb.org/measuring-your-brand-to-drive-demand/) - Not all customers are brand-led the same way. Measuring where and when your brand matters can drive marketing efficiency by 20-45+ percent in driving revenue. Identifying the variability of when, where, and with who your brand drives purchasing decisions is critical. At MASB Winter Summit on March 6, Edgar Baum, CEO of Avasta, provided a client
- [Measuring Creativity Presentation and Panel from Winter Summit](https://themasb.org/measuring-creativity-presentation-and-panel/) - The Measuring Creativity Intiative produced two sessions at MASB Winter Summit 2024 on March 6. First Deliverables & Next Steps from the project was presented by Latha Sarathy, Chief Research Officer at the Association of National Advertisers. Kerry Benson, Creative Solutions Lead at Kantar, moderated the panel, Infusing Creativity into Marketing Efforts, with panelists Greg
- ["Sustainable Marketing" Terms Defined for Marketing Dictionary](https://themasb.org/sustainable-marketing-terms-defined-for-marketing-dictionary/) - MASB Director Neil Bendle, Associate Professor of Marketing at the University of Georgia, recently assembled an outstanding group of experts to draft a set of definitions for terms related to sustainable marketing, a topic rapidly growing in relevance. As a result, eight new terms were approved by the project team and added to the Universal
- [Bud Light Case Study Being Taught Worldwide](https://themasb.org/bud-light-case-study-being-taught-worldwide/) - The Bud Light Brand Divorce Case Study recently released by the Marketing Accountability Standards Board (MASB) has been requested by marketing instructors from around the world, including Austria, Brazil, Canada, England, France, Germany, Greece, India, Ireland, Morrocco and, of course, throughout the U.S.! Compiled from a series of articles published between May and September 2023,
- [2023: The Year in Marketing Accountability](https://themasb.org/2023-the-year-in-marketing-accountability/) - At the beginning of this year, MASB unveiled its new logo, which represents our purpose of elevating marketing and getting it recognized as the driver of demand. The following list of accomplishments demonstrates our commitment to this purpose and our ability to gather the talent and resources required to achieve our goals. Thanks to our trustees,
- [Hitting the Ground Running in 2024!](https://themasb.org/hitting-the-ground-running-in-2024/) - MASB is gaining traction. We started 2023 with new one-year, two-year and five-year strategic plans. They are ambitious, including: new thought leadership research initiatives on the topics of most importance to the marketing industry creating new forums for interaction – conferences, webinars and videos growing our management team going more international exponentially increasing awareness of
- [MASB Represents U.S. at International Brand Conference](https://themasb.org/masb-represents-u-s-at-international-brand-conference/) - The implementation of global brand evaluation standards, including those for geographic indications and tourism cities, was the leading topic at the 9th Plenary Meeting of Technical Committee 289 of the International Organization for Standardization (ISO) which took place Nov. 30 and Dec.1. The event was hosted virtually by the Standardization Administration of China (SAC), currently
- [Samford University Joins MASB to Shape Future of Sponsorship Measurement](https://themasb.org/samford-university-joins-masb-to-shape-future-of-sponsorship-measurement/) - Samford University has joined the Marketing Accountability Standards Board, and the MASB Sponsorship Accountability Metrics Project team has a valuable new member: Darin White, Ph.D., Executive Director of Samford's Center for Sports Analytics. "I am truly honored to join MASB as an advisor, and I can't wait to roll up my sleeves and dive into
- [The Bud Light Brand Divorce – A New MASB White Paper](https://themasb.org/the-bud-light-brand-divorce-a-new-masb-white-paper/) - Compiled from a series of articles published between May and September 2023, this white paper from the Marketing Accountability Standards Board (MASB) describes how impaired brand preference led to persistent sales volume decline at AB InBev, parent company to the Budweiser® and Bud Light® beer brands, after sponsored Instagram posts promoting Bud Light were met
- [Measuring Financial Return on Creativity](https://themasb.org/measuring-financial-return-on-creativity/) - Many marketers are interested in the financial dimensions of creativity and how creativity should be managed. In the new MASB white paper, Measuring Financial Return on Creativity, MASB Chair David W. Stewart, Ph.D., introduces the MASB Measuring Creativity Initiative. "We’re trying to define creativity and identify what makes great creative. We’re working with CMO, CFOs, CEOs
- [How to Define "Revenue Marketing"](https://themasb.org/defining-revenue-marketing/) - Since there is some confusion about revenue marketing, how should one define it? Revenue marketing is not properly defined but given its current popularity, the Marketing Accountability Standards Board (MASB) is developing a fresh definition for the Universal Marketing Dictionary, but it's a work in progress. Generally, revenue marketing has referred to "marketing which works
- [The Bud Light “Brand Divorce” Part 3: Irreconcilable Differences?](https://themasb.org/the-bud-light-brand-divorce-part-3-irreconcilable-differences/) - MASB sees little upside on the near-term horizon for Bud Light. The MASB Brand Investment & Valuation (BIV) model has guided our perspective to this point...
- [Smucker’s Acquisition of Hostess Highlights Financial Value of Brands](https://themasb.org/smuckers-acquisition-of-hostess-highlights-financial-value-of-brands/) - Smucker’s $5.6 billion acquisition of Hostess Brands validates the contribution of the financial value of brands to future cash flows, as detailed in the white paper, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms, published in June 2021 by the Marketing Accountability Standards Board (MASB). Among the brand-centric enterprises
- [SUMMER SUMMIT VIDEOS: Big Data & Economic Value of Marketing](https://themasb.org/summer-summit-videos-big-data-economic-value/) - 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 substantial improvements in the return on investments in marketing. Economic Value of Marketing Discussion Chris
- [SUMMER SUMMIT VIDEOS: Brand Boycotts & Sponsorship Synergy](https://themasb.org/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 accepted” brand preference/choice standard metric. Each element of this model has played out already or
- [SUMMER SUMMIT VIDEOS: Intellectual Capital & Opportunity Cost](https://themasb.org/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) and the Licensing Executives Society (LES). Opportunity Cost & Sustainability in Marketing Marketing professors Annette
- [SUMMER SUMMIT VIDEOS: Analytics & Creativity](https://themasb.org/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 it as "a coach and a bodyguard.” The Measuring Creativity Initiative MASB Chair David Stewart
- [Founding Director Sirkin Receives Blair Award](https://themasb.org/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 what are now considered fundamental creative and media optimization techniques, tools, and processes: Science-based Advertising
- [Bud Light “Brand Divorce” Continues – with no end in sight](https://themasb.org/bud-light-brand-divorce-continues-with-no-end-in-sight/) - On May 10, 2023, the Marketing Accountability Standards Board (MASB) released its briefing, Bud Light ‘Boycott’ May Not End, Here Is Why. It opined that the travails of Bud Light which began in early April were not a consequence of a traditional boycott. Rather, Bud Light faced a much more permanent “brand divorce” whereby previously
- [Can Social Media Drive Accountable Sponsorship?](https://themasb.org/can-social-media-drive-accountable-sponsorship/) - Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for sponsorship as well as contractual considerations. Part 4 sets forth best
- [Johnson & Johnson Joins MASB](https://themasb.org/johnson-johnson-joins-masb/) - Johnson & Johnson, one of the world’s largest and most broadly based healthcare companies, is prioritizing marketing accountability and demonstrating marketing's contribution by joining the Marketing Accountability Standards Board (MASB). Michael McCaffrey, Global Strategy & Insights Leader of Johnson & Johnson Global Corporate Affairs, spoke at MASB Spring Summit in April (see below) and has
- [New ISO Brand Standard Addresses Geographical Indications](https://themasb.org/new-iso-brand-standard-addresses-geographical-indications/) - As brands are too often treated as incidental business expenses, the ISO (International Organization for Standardization) calls for brands to be proactively managed and measured at least annually to increase firm value as established by improvements in brand strength and brand performance. The process is called brand evaluation, and to aid in its implementation two
- [Name, Image, Likeness and Influence – What Have We Learned from the First Year of College Athlete Sponsorship?](https://themasb.org/name-image-likeness-and-influence-what-have-we-learned-from-the-first-year-of-college-athlete-sponsorship/) - Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for sponsorship as well as contractual considerations. Part 4 sets forth best
- [MASB Spring Summit on Video](https://themasb.org/masb-spring-summit-on-video/) - Our Spring Zoom event on April 13 featured valuable presentations by some very profound marketing authorities, like the outstanding CMO Insights Panel and our Spotlight Interview. Check out all this sampling of summit sessions on the MASB Channel on YouTube, and watch for news on our next LIVE event coming in August! What are the
- [Hornick Is New MASB Membership Director](https://themasb.org/hornick-is-new-masb-membership-director/) - The Marketing Accountability Standards Board has brought on Lee Hornick to be Director of Membership. His job will be to demonstrate to marketer companies the many benefits of participating in MASB's extraordinary work on marketing metric certification, sponsorship accountability, digital targeting accuracy and numerous other projects. "I look forward to working with the MASB leadership
- [Presciant's Gharekhan Joins MASB Advisory Council](https://themasb.org/presciants-gharekhan-joins-masb-advisory-council/) - MASB Advisory Council has added a global expert in applying brand and business strategy. Nikhil Gharekhan is Managing Partner at branding consultancy Presciant.
- [Accounting for Brands](https://themasb.org/accounting-for-brands-2/) - In Part 4 of our Financial Value of Brands series, Kevin Lane Keller, Professor of Marketing at The Tuck School of Business at Dartmouth College, explains how The Moribund Effect makes it difficult to evaluate acquired brands. In June 2021, MASB issued the landmark publication, The Financial Value of Brands Imperative: Why Brands Must be Valued
- [The Big Deal about Big Data and AI for Marketers](https://themasb.org/the-big-deal-about-big-data-and-ai-for-marketers/) - Big Data has been around for over a decade. The uncomfortable truth is that much of big data is not valuable...
- [The Brand Value Accounting Dilemma](https://themasb.org/the-brand-value-accounting-dilemma/) - In Part 3 of the Financial Value of Brand Series, Neil Bendle, Associate Professor at the University of Georgia Terry College of Business, discusses where we find ourselves today regarding financial disclosures of intangible assets and explains the Brand Value Accounting Dilemma. In June 2021, MASB issued the landmark publication, The Financial Value of Brands Imperative:
- [Financial Value of Brands Video Series Launched](https://themasb.org/financial-value-of-brands-video-series-launched/) - MASB Chair Dave Stewart is introducing a new video series to further promote the recommendation that brand-centric enterprises develop an internal methodology..
- [The Influence of Brands on Enterprise Value](https://themasb.org/the-influence-of-brands-on-enterprise-value/) - Joanna Seddon of Presciant illustrates how brands –through the future stream of cash flows – can be a primary driver of value for an enterprise.
- [CEO Message: MASB on the Move!](https://themasb.org/ceo-message-masb-on-the-move/) - The Marketing Accountability Standards Board is on a roll for 2023! We are building and accelerating our growth, which is critical because we have a critical objective: To raise the CMO and Marketing to their rightful place in the boardroom by demonstrating their contribution to enterprise value. The large and enthusiastic attendance of all the
- [Digital Advertising: Taking a Hard Look at Targeting Accuracy and ROI](https://themasb.org/digital-advertising-taking-a-hard-look-at-targeting-accuracy-and-roi/) - MASB and Truthset are partnering again to conduct very rigorous experiments to quantify the targeting accuracy on live campaigns and the resulting impact on....
- [Marketing Metrics: 10 Ideal Characteristics](https://themasb.org/marketing-metrics-10-ideal-characteristics/) - While marketing has developed numerous performance measures, many marketing metrics are NOT explicitly linked to financial performance in predictable ways. Cash flow both short-term and over time is the ultimate marketing metric to which all activities of a business enterprise, including marketing, should be causally linked through the validation of intermediate marketing measures. MASB's Marketing
- [2022: The Year in Marketing Accountability](https://themasb.org/2022-the-year-in-marketing-accountability/) - The Year 2022 was a tumultuous one for the Marketing Accountability Standards Board, with the unexpected passing of President/CEO Tony Pace and new leadership in the form of CEO Joanna Seddon, whose vision is marketing elevated to its rightful position. "Accountability is demonstrating the tangible business impact that marketing brings, which means demonstrating how marketing drives revenue,
- [TAMU Mays Business School Joins MASB](https://themasb.org/tamu-mays-business-school-joins-masb/) - The Marketing Accountability Standards Board (MASB) is pleased to announce the new membership of Mays Business School at Texas A&M University. Mays educates nearly 6,300 undergraduate, masters and doctoral students in accounting, finance, information systems, management and marketing, ranking consistently among the top public business schools in the country for its programs and faculty research.
- [Impact of Financial Value of Brands Verified](https://themasb.org/impact-of-financial-value-of-brands-verified/) - Executive Summary In June 2021, the Marketing Accountability Standards Board (MASB), issued the landmark publication, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms. A fundamental premise of the publication is that the measurement and analysis of the Financial Value of Brands [definition] demonstrates the material contribution of brands to
- [Shankar Joins MASB As Advisory Council Chair](https://themasb.org/shankar-joins-masb-as-advisory-council-chair/) - The Marketing Accountability Standards Board (MASB) is proud to announce that the Advisory Council chair left by new board member Neil Bendle is going to marketing science thought leader Venkatesh “Venky” Shankar, Ford Chair Professor in Marketing & E-Commerce and Director of the Research Center for Retailing Studies at Mays Business School, Texas A&M University. Shankar’s
- [Advisory Council Chair Bendle Joins MASB Board](https://themasb.org/advisory-council-chair-bendle-joins-masb-board/) - After a remarkably productive and extended term as Advisory Council Chair for the Marketing Accountability Standards Board (MASB), Neil Bendle is taking a seat on the MASB Board of Directors. Member of the council since 2016 and chair since 2017, he is Associate Professor of Marketing at the University of Georgia – Terry College of Business. Bendle
- [Joanna Seddon on Elevating the CMO](https://themasb.org/joanna-seddon-on-elevating-the-cmo/) - 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 whose purpose is to elevate the CMO to their rightful place in their boardroom. How
- [Shankar Recognized as Accountable Marketer](https://themasb.org/shankar-recognized-as-accountable-marketer/) - 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 summit last week, MASB, the Marketing Accountability Standards Board, named Shankar, who is Ford Chair
- [Haigh Recognized as Accountable Marketer](https://themasb.org/haigh-recognized-as-accountable-marketer/) - 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, MASB named Haigh as one of two recipients of the 2022 Margaret H. Blair Award
- [New MASB CEO Determined To Elevate Role of Marketing](https://themasb.org/new-masb-ceo-determined-to-elevate-role-of-marketing/) - Joanna Seddon’s vision is marketing elevated to its rightful position. “We are the people responsible for the demand chain, which is growth. So why aren’t marketers more respected in the boardroom? It’s because of the lack of marketing accountability.” Newly appointed as CEO of MASB, the Marketing Accountability Standards Board, Seddon shares its mission of
- [Sponsorship Accountability Part 7: Social Distancing – A Boon for eSports?](https://themasb.org/sponsorship-accountability-part-7-social-distancing/) - Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for sponsorship as well as contractual considerations. Part 4 sets forth best
- [Sponsorship Accountability Pt 9:  Name, Image, Likeness AND Influence](https://themasb.org/sponsorship-accountability-pt-9-nili/) - What Brand Owners Need to Know About Sponsoring Student-Athletes Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for sponsorship as
- [Sponsorship Accountability Part 1: Elusive Dream or Quantifiable Reality?](https://themasb.org/sponsorship-accountability-part-1-elusive-dream-or-quantifiable-reality/) - Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for sponsorship as well as contractual considerations. Part 4 sets forth best
- [Sponsorship Accountability Part 2: Sponsorship Strategy and Brand Fit](https://themasb.org/sponsorship-accountability-part-2-sponsorship-strategy-and-brand-fit/) - Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for sponsorship as well as contractual considerations. Part 4 sets forth best
- [Sponsorship Accountability Pt 3: The Business Case for the Business Case](https://themasb.org/sponsorship-accountability-part-3-the-business-case-for-the-business-case/) - Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for sponsorship as well as contractual considerations. Part 4 sets forth best
- [Sponsorship Accountability Part 4: Driving Sponsorship Value with Stewardship and Strategic Activation](https://themasb.org/sponsorship-accountability-part-4-driving-sponsorship-value/) - Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for sponsorship as well as contractual considerations. Part 4 sets forth best
- [Sponsorship Accountability Part 5: Measurement](https://themasb.org/sponsorship-accountability-part-5-measurement/) - Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for sponsorship as well as contractual considerations. Part 4 sets forth best
- [Sponsorship Accountability Part 6: eSports](https://themasb.org/sponsorship-accountability-esports-opportunity/) - Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for sponsorship as well as contractual considerations. Part 4 sets forth best
- [Resources for Marketing Academics & Professionals](https://themasb.org/resources-for-marketing-academics-professionals/) - MASB, the Marketing Accountability Standards Board, has assembled a wide array of research and educational resources available for improving business communication and linking marketing activities to financial return. Take advantage of them! MASB WHITE PAPERS Our research is highly regarded and regularly downloaded by marketers worldwide. We are proud that our library includes the 2021
- [Spring Summit Videos](https://themasb.org/spring-summit-videos/) - If you missed the fascinating content from MASB Spring Summit on April 7, check out these two sessions. Karen Ebben and Mike Wokosin of the MASB Sponsorship Accountability Metrics Project share progress and learnings from the first four years of this ambitious undertaking. Making and Saving Millions through Brand Measurement – How implementing the ISO
- [Ebben Celebrated as MASB Trailblazer](https://themasb.org/ebben-celebrated-as-masb-trailblazer/) - The Marketing Accountability Standards Board is celebrating marketing and advertising executive Karen Ebben with the Joseph Plummer MASB Trailblazer Award, announced by Joe Plummer himself at MASB Spring Summit on April 7. “I worked on General Motors all over the world...” Plummer recalled, “and I kept hearing about this amazing, brilliant advertising–marketing–sponsorship person. Then one
- [Tony Pace Tributes](https://themasb.org/tony-pace-tributes/) - Published Tributes: New York Times: L. Anthony Pace Obituary • Feb 2022 Sports Business Journal: Marketing and Sponsorship: ‘Tony liked the sizzle, but he demanded the steak.’ • Lefton • Feb 2022 Wall Street Journal: Subway Marketing Chief Promoted the $5 Footlong • Hagerty • Feb 2022 Variety: Tony Pace, Former Subway Ad Executive Who Pushed TV
- [Financial Value of Brands Imperative Now in Print!](https://themasb.org/financial-value-of-brands-imperative-now-in-print/) - The MASB paper, The Financial Value of Brands Imperative: Why Brands Must Be Valued in Financial Terms, is now available in print as well as digital form. Despite the obvious connection between marketing activities and the meeting of long-term monetary goals, the Financial Value of Brands is not systemically monitored or analyzed in most organizations. To fill
- [Pace Obituary and Funeral Arrangements](https://themasb.org/pace-obituary-and-funeral-arrangements/) - L. Anthony “Tony” Pace, marketing and advertising executive, died on February 8th, 2022, at the age of 64. The eldest child of Leonard and Maureen Pace, Tony was born on August 3, 1957, and grew up in Cranford and Summit, New Jersey. From a young age, Tony was deeply interested in sports. He played baseball
- [MASB Remembers Tony Pace](https://themasb.org/masb-remembers-tony-pace/) - MASB is incredibly saddened to share the news that our President/CEO and longtime marketing accountability advocate L. Anthony “Tony” Pace passed away as the result of a snowmobiling accident. Tony spent much of his life advising on sound marketing practices and demonstrating the positive role marketing plays in society. In his early days, Tony worked
- [Super Bowl Marketing: Then and Now](https://themasb.org/super-bowl-marketing-then-and-now/) - Tony Pace, MASB President/CEO and former CMO of Subway Restaurants, reflects on the history of marketing the Super Bowl and the opportunities it offers advertisers. "In terms of the size of the audience, the ability to double the audience outside the game itself, and the fact that the attention level is as high as it
- [2021: The Year in Marketing Accountability](https://themasb.org/2021-the-year-in-marketing-accountability/) - With a focus on sponsorship and digital marketing accountability, 2021 was another productive one for MASB and its project teams, delivering on the goal of accelerating the acceptance and application of accountable marketing practices to promote both individual enterprise and overall economic growth. HONORS Loyola Marymount University Professor of Marketing Emeritus David W. Stewart received the 2021 Margaret H.
- [Diversity Marketing: What's the Definition?](https://themasb.org/diversity-marketing-whats-the-definition/) - The Association of National Advertisers chose "diversity" as the ANA 2021 Marketing Word of the Year. What is the definition of diversity marketing? The Common Language Marketing Dictionary project team, led by John Gaski of Notre Dame University, prefers the terms "inclusive marketing" and defines it this way: Inclusive marketing (also called inclusion marketing or diversity marketing) refers to
- [Fall Summit Revisited](https://themasb.org/fall-summit-revisited/) - Catch up on the conversations at MASB Fall Summit 2021, Nov. 11 at the Union League Club in Manhattan and via Zoom. CMO Role, Deliverables and Tenure MASB President/CEO Tony Pace discusses the evolving role of Chief Marketing Officer with Stephen Diorio of The Revenue Enablement Institute. Sponsorship Accountability Panel: Name, Image, Likeness and INFLUENCE
- [Marketing Accountability Means Economic Growth, Says Pace](https://themasb.org/marketing-accountability-means-economic-growth-says-pace/) - According to MASB President/CEO Tony Pace, the Marketing Accountability Standards Board is on track in delivering on its goal of accelerating the acceptance and application of accountable marketing practices to promote both individual enterprise and overall economic growth. "If there is good marketing accountability, economic growth on a macro level will be greater," Pace stated
- [Stewart Awarded for Leadership in Marketing Accountability](https://themasb.org/stewart-awarded-for-marketing-accountability/) - Loyola Marymount University Professor of Marketing Emeritus David W. Stewart received the 2021 Margaret H. Blair Award for Marketing Accountability, presented annually by MASB to a marketing executive or academic who has implemented the principles of marketing accountability to 1) drive business growth through continuous improvement in Marketing ROI, and 2) prove the contribution of Marketing
- [Marketing Dictionary Celebrates 10 Years of Eliminating Ambiguity](https://themasb.org/marketing-dictionary-celebrates-10-years-of-eliminating-ambiguity/) - MASB's online Common Language Marketing Dictionary is marking its 10-year anniversary. The free educational resource is independent, objective, regularly updated by marketing authorities and welcomes input from the marketing community. In 2009, members of the recently formed MASB identified a lack of agreed-upon marketing terminology as an impediment to communication between functions and across firms, and
- [TV Advertising Still Crushing It, ARF Best Practitioner Paper Concludes](https://themasb.org/television-advertising-still-crushing-it-arf-best-practitioner-paper-concludes/) - Despite the rise of digital media and new technological developments, television remains one of the most effective platforms for advertising, but advertisers need to manage the quality of their messages and the media weight of their advertising more carefully than in the past. Four members of MASB, the Marketing Accountability Standards Board, reach this conclusion
- ["TV's Brand-Building Power" Wins ARF Best Practitioner Paper](https://themasb.org/tvs-brand-building-power-wins-arf-best-practice-paper/) - Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review — Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP (Journal of Advertising Research, Dec. 2020) has received the 2021 ARF Great Mind Award for Best Practitioner Paper. According to reviewer Mike Hess of Hess Consulting, “This extraordinary work has it
- [Brands Must Be Valued in Financial Terms, Says New MASB Paper](https://themasb.org/brands-must-be-valued-in-financial-terms-says-masb/) - Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measured in financial terms, the strength of brands and the resulting customer franchise must also be expressed and analyzed in financial terms. According to MASB, the Marketing Accountability Standards Board, regular measurement and analysis of the financial value of brands demonstrates
- [Pace on Brands and the Tokyo Olympics](https://themasb.org/pace-on-brands-and-the-tokyo-olympics/) - An AdAge article about the controversial 2021 Olympics is being reprinted by publications around the world and fomenting lots of discussion among marketers. In 5 Things Brands Should Know to Prepare for the Olympics, Ilyse Liffreing reports that despite the uncertainty, 15 global corporations have paid a record $3.3 billion to participate—at least twice as
- [NIL for College Athletes – Is there a first mover advantage for sports marketers?](https://themasb.org/nil-for-college-athletes-is-there-a-first-mover-advantage-for-sports-marketers/) - On June 29, 2021, the NCAA suspended amateurism rules related to name, image and likeness. Will there be a first mover advantage for sports marketers ready to serve this new market segment? Tony Pace of MASB asks Michael Zoerb of Opendorse and Ray Katz of Collegiate Sports Management Group and Columbia University for their predictions
- [Valuing B2C Service Innovations](https://themasb.org/valuing-b2c-service-innovations/) - The value that both p-service and e-service innovations provide for a firm is outlined by marketing professors Venkatesh Shankar of Mays Business School at Texas A&M University and Thomas Dotzel of the University of Nebraska College of Business. Please give it a "thumbs-up" if you like and subscribe to the MASB Channel! The MASB Channel
- [MASB CHANNEL FEATURE: Keller Reaches 1,000 Views](https://themasb.org/masb-channel-feature-keller-reaches-1000-views/) - Congratulations to Dartmouth College's Kevin Lane Keller, whose video What Is a Brand? for the FINANCE in MARKETING Library was the first to reach 1,000 views! Keller explains the difference between a "brand" and a "Brand." Please give it a "thumbs-up" if you like and subscribe to the MASB Channel! The MASB Channel and the
- [College Athlete Sponsorship: Are Sports Marketers Ready?](https://themasb.org/college-athlete-sponsorship-are-sports-marketers-ready/) - Are sports marketers ready for new NCAA rules allowing college student athletes to benefit from their name, image and likeness starting with the 2021-22 academic year? Is there a female student athlete advantage? How about one for "first movers?" Former student athlete Blake Lawrence of Opendorse and Ray Katz of Collegiate Sports Management Group and Columbia University discuss
- [New Trends in Brand Valuation, Sponsorship and Digital](https://themasb.org/new-trends/) - MASB Winter Summit 2021 Session 1 on Feb. 25 brought together authorities in three areas crucial to marketing accountability: financial valuation of brands, sponsorship marketing post pandemic, and digital marketing accountability. If you weren't able to attend, check out these videos - and mark your calendar for Session 2, April 8, 1-4 PM ET. Request
- [College Athlete Sponsorhip: Leveraging Name, Image & Likeness](https://themasb.org/college-athlete-sponsorhip-leveraging-name-image-likeness/) - How can sports marketers take advantage of new NCAA rules on marketing college athlete name, image and likeness? In this week's MASB Channel feature, former student athlete Blake Lawrence of Opendorse and Ray Katz of Collegiate Sports Management Group delve into the possibilities with Tony Pace of MASB. Please give it a "thumbs-up" if you
- [College Sports Sponsorship: Is There a Female Student Athlete Advantage?](https://themasb.org/college-sports-sponsorship-is-there-a-female-student-athlete-advantage/) - Will new NCAA rules allowing student athletes to monetize their NAME IMAGE and LIKENESS create a marketing advantage for women college athletes? In this week's MASB Channel feature, former student athlete Blake Lawrence of Opendorse and Ray Katz of Collegiate Sports Management Group discuss the possibilities with Tony Pace of MASB, the Marketing Accountability Standards
- [College Athlete Sponsorship: Engaging Student Athletes](https://themasb.org/college-athlete-sponsorship-engaging-student-athletes/) - Are sports marketers ready for new NCAA rules allowing college student athletes to benefit from their name, image and likeness starting with the 2021-22 academic year? In this week's MASB Channel feature, former student athlete Blake Lawrence of Opendorse and Ray Katz of Collegiate Sports Management Group discuss the challenges and opportunities of engaging student
- [Wise Words from a Marketing Measurement Master](https://themasb.org/wise-words-from-a-marketing-measurement-master/) - MASB Chair Dave Stewart and former MASB Executive Director Allan Kuse have collected the key works of MASB co-founder and advertising R&D pioneer Margaret (Meg) Henderson Blair in a book published by Cambridge Scholars. Over five decades, Blair conducted research and advised advertisers regarding how to create and identify effective advertising. She demonstrated how to
- [2020: The Year in Marketing Accountability](https://themasb.org/2020-the-year-in-marketing-accountability/) - Despite the challenges brought by the Covid-19 pandemic, 2020 was a productive one for MASB and its project teams. Besides all of the output detailed below, we successfully pivoted from our traditional biannual summit in-person event to a multi-session Zoom webinar format. Watch for more online events in 2021, starting with MASB Winter Summit, scheduled
- [Marketing Accountability Best Reads of 2020](https://themasb.org/marketing-accountability-best-reads-of-2020/) - Despite the challenging circumstances, 2020 was a productive one for MASB and its project teams. Numerous pioneering articles were published, including an article in the new JAR and a continuation of the momentous, well-received Sponsorship Accountability series on the MASBNEWS blog. Thanks to all of our contributors! Curl up near the fire with a cup
- [TV Advertising As Effective As Ever, New JAR Article Asserts](https://themasb.org/tv-advertising-as-effective-as-ever-new-jar-article-asserts/) - Despite the rise of digital media and new technological developments, television remains one of the most effective platforms for advertising. So asserts Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review, an article written by MASB members David W. Stewart, Kelly Johnson, Douglas Crang and Frank Findley, published in the December 2020 issue of
- [Brand Valuation or Brand Evaluation: What's the Difference?](https://themasb.org/brand-valuation-or-brand-evaluation-whats-the-difference/) - This week's MASB Channel feature uses the Common Language Marketing Dictionary (marketing-dictionary.org) to define the two terms behind the ISO's global brand standards – and introduces a new replacement term for one of them. Please give it a "thumbs-up" if you like and subscribe to the MASB Channel!
- [Seddon Recognized for Marketing Accountability, Marketing Hall of Fame](https://themasb.org/seddon-recognized-for-marketing-accountability/) - Recognizing contributions to marketing measurement and accountability, the 2020 Margaret H. Blair Award for Marketing Accountability has been presented remotely to brand strategy consultant Joanna Seddon at MASB Summer Summit 2020. Before recently founding new firm Presciant, Seddon was Principal and Global Managing Partner of Brand Consulting at Ogilvy, founder and CEO of the global
- [Farris Recognized as Trailblazer for Developing Marketing Dictionary](https://themasb.org/farris-recognized-as-masb-trailblazer/) - Dr. Paul Farris, Landmark Communications Professor of Business Administration–Emeritus at the University of Virginia, Darden School of Business, has been presented the Joseph Plummer MASB Trailblazer Award by the Marketing Accountability Standards Board during its recent online summer summit. The award recognizes individuals who embody the spirit of marketing accountability and have been instrumental in
- [Effectiveness and efficiency of TV’s brand-building power](https://themasb.org/effectiveness-and-efficiency-of-tvs-brand-building-power/) - The Journal of Advertising Research just published as a “digital first” a terrific paper titled, Effectiveness and efficiency of TV’s brand building power: A historical review – why the Persuasion Rating Point (PRP) is a more accurate metric than the GRP, by MASB's own Dave Stewart, Frank Findley, Kelly Johnson and Doug Crang. Their work
- [Marketing’s Vital Role in Tackling the Covid-19 Pandemic](https://themasb.org/marketings-vital-role-in-tackling-the-covid-19-pandemic/) - The Covid-19 pandemic has disrupted almost all aspects of consumers’ lives and created widespread drops in confidence. The efforts of medical personnel, elected officials and government agencies to tackle the threat have taken center stage in media reporting. But marketers also have a vital role to play both during the pandemic and afterwards. Here are
- [The Who's Who of Marketing Accountability](https://themasb.org/the-whos-who-of-marketing-accountability-3/) - Insights on sponsorship accountability, digital accountability, brand value and more were abundant at MASB Winter Summit 2020 at the Union League Club in Manhattan. We had an outstanding array of speakers and panelists as well as a very inquisitive audience. Thanks to everyone who participated!
- [Brand Valuation vs. Brand Evaluation – What’s the Difference?](https://themasb.org/brand-valuation-vs-brand-evaluation-whats-the-difference/) - The terms brand valuation and brand evaluation are in the news with the launch of unanimously-approved global standard ISO 20671 Brand Evaluation – Principles and Fundamentals. How different can these terms be that differ by just one letter? The new standard puts forth a framework of principles for conducting a brand evaluation, which includes brand
- [2019: The Year in Marketing Accountability](https://themasb.org/2019-the-year-in-marketing-accountability/) - Marketing accountability is becoming an international movement and MASB is representing U.S. interests in the development of new global standards while leading the charge to link marketing actions to financial performance. This was a banner year for new marketing accountability resources from the Marketing Accountability Standards Board. Take advantage of them! Monthly usage of the
- [Carpe Brand - Proving the Value of the Brand](https://themasb.org/carpe-brand-proving-the-value-of-the-brand/) - The value of a brand, creating it, maintaining it or, even better, growing it, is of significant importance to any enterprise that currently has brands. Brands influence customer choice, and the power of a brand’s attraction influences sales today and tomorrow. And yet the measurement of brands and their value remains a complex topic to
- [The Who's Who of Marketing Accountability](https://themasb.org/the-whos-who-of-marketing-accountability-2/) - MASB Summer Summit 2019 was a terrific exchange of marketing wisdom and fresh ideas at the remarkable Blackstone Hotel in downtown Chicago - with many of today's brightest minds in marketing measurement and research. Thanks to all who participated, and don't miss MASB Winter Summit 2020, late February in New York City! photos by
- [Brand Finance’s Brand Value Rankings Earn MASB Certification](https://themasb.org/brand-finances-brand-value-rankings-earn-masb-certification/) - The Marketing Accountability Standards Board (MASB) has announced that Brand Finance’s Brand Value Rankings have been certified through the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between marketing measurement and financial performance. The audit is now included in the MMAP Metric Catalog. Brand Value Rankings are a global study of
- [The FINANCE in MARKETING Video Library – Another Free Educational Resource from MASB](https://themasb.org/the-finance-in-marketing-video-library-another-free-educational-resource-from-masb/) - With its Common Language Marketing Dictionary (marketing-dictionary.org) continuing to grow steadily in usage, MASB, the Marketing Accountability Standards Board, is launching the FINANCE in MARKETING Video Library, with segments recorded by some of the top minds in marketing research and measurement today. MASB is developing the Finance in Marketing Course to make it easy for
- [Kevin Keller Defines "Brand"](https://themasb.org/kevin-keller-defines-brand/) - The MASB Finance in Marketing Course Project is producing a series of videos on financial issues that influence marketing strategy. In this segment, Dartmouth College Marketing professor Kevin Lane Keller explains the difference between a brand and a Brand. The series, which is a work in progress, is available at FINANCE in MARKETING Video Library.
- [Global Standards Organization Calls for Annual Brand Evaluations](https://themasb.org/global-standards-organization-calls-for-annual-brand-evaluations/) - The ISO (International Organization for Standardization), recognized leader in setting international industry standards, brought together standards boards from around the world to publish ISO 20671, a global standard for brand evaluation designed to grow brand-owner value. As brands are too often treated as incidental business expenses, the new standard calls for brands to be proactively
- [The Who's Who of Marketing Accountability](https://themasb.org/the-whos-who-of-marketing-accountability/) - The vanguard of Marketing Accountability gathered at MASB Winter Summit 2019 in San Diego last week to analyze and strategize on sponsorship accountability, digital accountability, brand assessment, marketing value, metric certification and much more. Don't miss out on our upcoming events!​
- [2018: The Year in Marketing Accountability](https://themasb.org/2018-the-year-in-marketing-accountability/) - The movement for accountable marketing gained significant momentum this past year due to the joint efforts of the Marketing Accountability Standards Board, The Forbes Marketing Accountability Initiative powered by MASB and many other organizations. MASB represented the U.S. in the development of a new global standard for brand evaluation, ISO 20671, which recognizes that a brand’s primary purpose is to
- [Keys to Continuous Improvement in Return](https://themasb.org/keys-to-continuous-improvement-in-return/) - 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 your marketing folks are focused on improving brand image while your sales folks are focused
- [A New Design for MASB](https://themasb.org/a-new-design-for-masb/) - A new design has been created to graphically represent the Marketing Accountability Standards Board. It depicts the marketing sphere as a circle with MASB at center, bringing together the sphere's three elements: marketers, marketing academics and marketing measurement providers. Marketing accountability impacts the entire marketing sphere, and MASB's membership includes leading members of all three
- [Common Language Marketing Dictionary Upgrade Announced](https://themasb.org/common-language-marketing-dictionary-upgrade-announced/) - Members of the Common Language in Marketing Project Team have announced that its popular educational resource is being upgraded, with a relaunch of the Common Language Marketing Dictionary on a new platform slated for early September. Earlier this month at MASB Summer Summit in Boston, project team co-leader John Gaski of Notre Dame University reported
- [ANA/MASB Report Says Sponsorship Measurement Needs Improving](https://themasb.org/ana-masb-report-says-sponsorship-measurement-needs-improving/) - Marketing expenditures on sponsorship have increased considerably over the past several years, but progress in measuring and assessing sponsorship’s business impact has been marginal, according to Improving Sponsorship Accountability Metrics, a new study conducted by the ANA (Association of National Advertisers) and MASB (Marketing Accountability Standards Board) to provide greater insight and guidance into sponsorship measurement.
- [Defining Marketing’s Contribution to Firm Profitability](https://themasb.org/defining-marketings-contribution-to-firm-profitability/) - The recently released ISO 20671 Brand Evaluation standard puts forth a “rigorous framework and set of principles” for regular brand evaluation reporting. Included in the list of example financial metrics is return on brand and marketing investments. Yet no details on best practices for reporting such metrics are included. This can lead to ambiguity given the
- [Developing Global Brand Standards with ISO](https://themasb.org/developing-global-brand-standards-with-iso/) - By working with ISO Consultants, the International Organization for Standardization, MASB is playing an increasingly influential role in the development of new global brand standards. In 2007, ISO set up Technical Committee 289 to draft an international standard on monetary brand valuation. Released in 2010, ISO 10668 Brand Valuation set out principles for valuing any
- [New Brand Evaluation Standard ISO 20671 is Marketers' Golden Ticket](https://themasb.org/new-iso-brand-evaluation-standard-is-marketers-golden-ticket/) - A new global standard for brand evaluation, ISO 20671, recognizes that a brand's primary purpose is to increase total business value, reduce risk, and extend the sustainable existence of the brand-owning entity. For the first-time, brand owners have a globally applicable and accepted approach to monitoring their brands, and according to MASB, the Marketing Accountability Standards Board, this
- [New ISO Standard Offers Integrated Brand Value Reporting Process](https://themasb.org/new-iso-standard-offers-integrated-brand-value-reporting-process/) - The new ISO standard for Brand Evaluation is the Golden Ticket for marketers as it offers an integrated reporting process for brand value. MASB represented the U.S. in the development of ISO 20671 under the auspices of the American National Standards Institute (ANSI). ISO Technical Committee 289, which crafted the new standard, is meeting this
- [The Impact of Tax Rate Changes on Brand Value](https://themasb.org/the-impact-of-tax-rate-changes-on-brand-value/) - With a recently issued ISO global standard for brand evaluation calling for a better understanding of brands, MASB has added a section on the impact of tax rate changes on brand value to its previously released white paper, Applying the Brand Investment & Valuation Model. This guided tour through the model covers the steps taken
- [An Appreciation: Margaret Henderson Blair, Marketing Science Pioneer (1943–2018)](https://themasb.org/margaret-henderson-blair-appreciation/) - A LIFETIME OF ACHIEVEMENTS Dr. Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability. Her numerous achievements include: Founding president of the ARS Group, once recognized by Advertising Age as one of the nation's 10 fastest growing research organizations Founding President and CEO of
- [Few Sponsors Have Standardized Process for Measuring Sponsorship Return](https://themasb.org/few-sponsors-have-standardized-process-for-measuring-sponsorship-return/) - Billions of dollars a year are spent on sponsorships, but according to the Association of National Advertisers, just over one-third of marketers report that they have a standardized process for measuring their return on sponsorships. Bill Duggan, Group Executive Vice President at the ANA, presented to MASB Winter Summit 2018 preliminary results from the third
- [In Memoriam](https://themasb.org/in-memoriam/) - It is with great sorrow that we announce the unexpected passing of our leader and driving force, Margaret (Meg) Henderson Blair. For the past year, she has served as Chair of the Marketing Accountability Foundation following ten years as Founding President and CEO of MASB. Although many were involved in forming the Marketing Accountability Standards
- [Creating Pillars of Quality for Respondent Sampling](https://themasb.org/creating-pillars-of-quality-for-respondent-sampling/) - “There are existing standards for sampling practices,” says Frank Findley, “but there is growing sentiment that they are not substantial enough for modern day. We’re looking to create pillars of quality that potentially extend the existing standards.” Findley, Executive Director of the Marketing Accountability Standards Board, led the Respondent Sample Quality Panel at MASB Winter
- [Who Was Who at MASB Winter Summit 2018](https://themasb.org/who-was-who-at-masb-winter-summit-2018/) - Our gathering last month in New Orleans was a terrific collection of marketing thought leaders putting their minds to such issues as sample quality, sponsorship metrics and digital advertising accountability. Check out the Who's Who of Marketing Accountability from MASB Winter Summit 2018. Summits come twice per year. Don't miss MASB Summer Summit 2018, August 9
- [MSW•ARS Copy Test Solution TouchPoint Completes Independent Metric Audit](https://themasb.org/mswars-copy-test-solution-touchpoint-completes-independent-masb-metric-audit/) - MSW•ARS Research announced today that their advertising research solution, TouchPoint® has completed the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between a marketing measurement and financial performance as established by the Marketing Accountability Standards Board (MASB). Using TouchPoint®, MSW•ARS is able to measure, forecast and optimize advertising messages – for
- [BrandEmbrace Metric Successfully Completes MASB Audit](https://themasb.org/brandembrace-metric-completes-masb-audit/) - BrandEmbrace® Expected Utility Metric Shown To Be a Valid, Reliable, Sensitive and Calibrated Predictor of Brand Preference BrandEmbrace®, a behavioral economics metric provided by Behavioral Science Lab, LLC (BSL) has completed the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between a marketing measurement and financial performance provided by the Marketing Accountability Standards Board (MASB).
- [2017: The Year in Marketing Accountability](https://themasb.org/2017-the-year-in-marketing-accountability/) - MASB broadened its scope in 2017, beginning with a new look that illustrates our focus on bringing Finance, Analytics and Marketing together to chart the course to business growth. As the research arm of the new Forbes Marketing Accountability Initiative powered by MASB, we are helping CMOs and the marketing industry communicate the contribution of marketing to enterprise value
- [MASB Tackling Sponsorship Accountability](https://themasb.org/masb-tackling-sponsorship-accountability/) - According to the Independent Evaluation Group, global sponsorship spending on sports, entertainment, arts, causes and events is projected to increase from $60.1 to $62.8 billion in 2017. While sponsorship of sports-related properties is the largest share of spending, other forms of sponsorship have grown to the billion-dollar level in North America. Despite the size of
- [TV's Brand-Building Power Still Potent](https://themasb.org/tvs-brand-building-power-still-potent/) - Is television as effective as it was in the 1980s? Has its role diminished to the point of non-viability? How does it compare to other media platform options available today? These questions are answered in the MASB white paper Television's Brand Building Power – from GRPs to PRPs, by MASB Executive Director Frank Findley, ESPN Vice President
- [Ten Years of Marketing Accountability Celebrated](https://themasb.org/ten-years-of-marketing-accountability-celebrated/) - 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 scientists who agreed that measurement standards tied to financial performance are essential for proper resource allocation and results assessment. Project
- [Why is ‘Brand’ Missing from Boardroom Discussions?](https://themasb.org/why-is-brand-missing-from-boardroom-discussions/) - Despite brands being central to business success, their health is infrequently discussed in the boardroom. Why? Simply put, brands are not treated in the same way as other assets on corporate financial statements. BRANDS ON FINANCIAL STATEMENTS Illogically, the treatment of brands on financial statements varies depending on how they came to be owned: •
- [TV Still Has Tremendous Power To Move Markets](https://themasb.org/television-still-has-tremendous-power-to-move-markets/) - Does television advertising have the same brand-building power as in previous decades? MASB Director Kelly Johnson of ESPN and MASB Executive Director Frank Findley answered this question with the presentation, “Television’s Brand Building Power – From GRPs to PRPs," at ARF Audience Measurement 2017 in Jersey City, NJ. According to data provided by MSW•ARS Research, the
- [Proving Marketing’s Contribution to Bottom Line](https://themasb.org/proving-marketings-contribution-to-bottom-line/) - According to Tina Moffett, marketers will begin proving their business value when they stop relying on click-through rates and embrace metrics tied more closely to costs and revenue. Moffett, a senior analyst for B2C Marketing Professionals at Forrester Research, authored the recently released paper, Collaborate With Finance To Prove Marketing’s Business Value. To be on
- [Brand Preference Drivers Identified](https://themasb.org/brand-preference-drivers/) - Last year, Frank Findley presented Brand Investment & Valuation Project Phase I at the ARF ReThink Conference. On Mar. 8, Frank presented BIV Phase II: Establishing Drivers of Brand Preference/Choice in an ARF webcast. The question being answered is: “What marketing/advertising drivers can be identified to continuously improve consumer brand preference and thus improve financial impact and, ultimately, brand
- [Applying MASB’s Model for Brand Valuation](https://themasb.org/applying-masbs-model-for-brand-valuation/) - The suggestion that Coach overpaid for its recent purchase of Kate Spade highlights the need for generally accepted standards in measuring and reporting brand value, a large portion of 21st Century intangible assets. MASB formed its Brand Investment & Valuation Project team in 2010 to establish “generally accepted brand investment and valuation standards.” The project
- [Why spend on a brand if you don’t get credit for it?](https://themasb.org/why-spend-on-a-brand-if-you-dont-get-credit-for-it/) - By applying the MASB Brand Investment & Valuation model, finance teams can more easily tie changes in brand strength to changes in a financial metric, i.e. brand value. This brand valuation can be tracked over time. As an example, this model has been used within one company to illustrate the relationship between long-term marketing spending for
- [2016: The Year in Marketing Accountability](https://themasb.org/2016-the-year-in-marketing-accountability/) - This year saw many gains toward establishing marketing measurement and accountability standards across industry and domain. MASB’s first book was published! Accountable Marketing: Linking Marketing Actions to Financial Performance features game-changing work by 20 Finance and Marketing thought leaders. MMAP audits were completed for MSW•ARS Research’s Brand Preference/Choice in Tracking metric and the BASES metric from Nielsen
- [MASB Contributing to International Standards](https://themasb.org/masb-contributing-to-international-standards/) - 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 Board is making a direct contribution to international standards as a participant in ISO’s Brand
- [AMA, ANA, MSI & MASB Kick Off Common Language in Marketing](https://themasb.org/ama-ana-msi-masb-kick-off-common-language-in-marketing/) - In partnership with AMA, ANA and MSI, MASB will be managing and sharing a web platform for Common Language in Marketing: The Global Resource for Defining Marketing Terms and Metrics. The on-line marketing dictionary will include links to the MASB Marketing Metrics Catalogue, as specific metrics undergo the MMAP audit. Establishing industry endorsed common language
- [Common Language Dictionary Launched](https://themasb.org/common-language-dictionary-launched/) - In partnership with AMA, ANA and MSI, MASB will be managing and sharing a web platform for Common Language in Marketing: The Global Resource for Defining Marketing Terms and Metrics. The dictionary will include links to the MASB Marketing Metrics Catalogue, as specific metrics undergo the MMAP audit. Establishing industry endorsed common language and definitions
- [Brand Valuation Project Meets Major Milestones](https://themasb.org/brand-valuation-project-meets-major-milestones/) - Frank Findley (MSW.ARS) and Lori Koehn (General Motors) presented findings at the August MASB meeting, indicating that the trials and their Analytics Sub-Team are well on the way to identifying an “ideal metric” for Consumer Brand Strength, demonstrating, empirically, its relationship to market results (market share, volume and price premium). At the same time, Jonathan
- [Long-Term Effects of Marketing Actions](https://themasb.org/long-term-effects-of-marketing-actions/) - "When marketing variables are measured in the short-term, the impact of those variables is only focused on the short-term shifts in sales, without a true understanding of how those marketing variables are influencing the future equity or price elasticity of the brand." Popular marketing website Warc.com has published Long-term Effects of Marketing Actions by Michael
- [BASES Metric Completes MMAP Audit](https://themasb.org/basesmetric-completes-mmap-audit/) - The BASES metric provided by Nielsen and Innovation Practice has completed the Marketing Metrics Audit Protocol (MMAP), the Marketing Accountability Standards Board’s formal process for determining how a marketing metric relates to the financial performance of the firm. The BASES forecasting system combines consumer response to new initiatives (concepts and products) with the manufacturer’s planned
- [Brand Investment & Valuation Project Enters Phase II](https://themasb.org/brand-investment-valuation-project-enters-phase-2/) - Brand represents great value, but how can brand value be monetized? This critical question was answered by the first phase of the Brand Investment & Valuation Project (BIV), which built bridges from a highly predictive customer metric (Brand Preference/Choice) to market impact metrics and to financial outcome metrics…empirically. Through an 18-month trial tracking over 100 brands,
- [Brand Preference Metric Completes Audit](https://themasb.org/brand-preference-metric-passes-audit/) - MSW•ARS Research’s Brand Preference/Choice in Tracking metric has passed through the rigors of the Marketing Metrics Audit Protocol (MMAP), the Marketing Accountability Standards Board’s formal process for determining how a marketing metric relates to the financial performance of the firm. Brand Preference/Choice has proven to reflect market share with a high degree of accuracy (r
- [The Long-Term Impact of Advertising](https://themasb.org/what-is-known-about-the-long-term-impact-of-advertising/) - The focus of most measures of marketing’s impact on sales is "short term." Measurement and analyses that consider only short-term impact may put advertising at an unrealistic disadvantage when allocating marketing resources to maximize long-run profitability. In advance of its Summer Summit in Chicago next week, MASB is releasing to the public for the first
- [Brand Valuation Model Completed](https://themasb.org/brand-valuation-model-completed/) - 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 he presented the model at MASB’s Summer Summit. Representatives from General Motors, ConAgra, MillerCoors, PepsiCo,
- [MASB Book: Marketing Accountable in Finance Terms](https://themasb.org/masb-book-marketing-accountable-in-financial-terms/) - “Marketing has a long history of attention to measurement and the creation of metrics, yet most of the metrics used to assess the outcomes of marketing activities are tactical and not directly linked to the overall financial performance of the firm. It is critical that measures of return on marketing investment be firmly grounded in
- [MAF President's 2016 Prediction](https://themasb.org/maf-presidents-2016-prediction/) - Research Business Report's 20th Annual Predictions Issue features Marketing Accountability Foundation (MAF) President Meg Blair's forecast for 2016: "Over the next year, ... CFOs and CMOs will use a new brand investment and valuation model to monetize the impact and return of marketing activities on the financial performance of their firms. The surprisingly simple method will enable
- [Measuring Brand Preference](https://themasb.org/measuring-brand-preference/) - In every product or service category, some brands are more preferred than others. Brand preference is a crucial marketing metric because it anticipates the success of marketing activities and can be used to assess the financial performance of brands. “Measuring Brand Preference” is tackled in Chapter 4 of Accountable Marketing: Linking Marketing Actions to Financial
- [A Reference Point for Standards](https://themasb.org/a-reference-point-for-standards/) - It is said, "Don't judge a book by its cover," but the cover of Accountable Marketing: Linking Marketing Actions to Financial Performance gives an excellent indication of the scope and value of the new book by the Finance and Marketing thought leaders at MASB, the Marketing Accountability Standards Board. According to the jacket: The book covers core marketing issues
- [Measuring Brand Strength](https://themasb.org/measuring-brand-strength/) - MASB member MSW•ARS Research has launched The Brand Strength Monitor, "a game changing deliverable of an established, trusted, and independently validated measure of brand value." The Brand Strength Monitor methodology is behavioral but isolates brand strength by holding other factors in the buying experience – price, promotion, shelf position, etc. – constant. The process includes
- [The Book for CMOs AND CFOs](https://themasb.org/the-book-for-cmos-and-cfos/) - "Accountable marketing" sounds like a Marketing term, and it certainly is one, but it is a crucial subject for Finance as well. Marketing accountability empowers both CMO and CFO with metrics that standardize marketing measurement, improving both forecasting and the assessment of financial return. MASB addresses the complexities of the issue in the new book, Accountable Marketing:
- [Accounting for Brands](https://themasb.org/accounting-for-brands/) - How do you attach a price tag to something you can't see or touch? This question was posed recently by corporate finance writer Vipal Monga in his WSJ.com article, "Accounting's 21st Century Challenge: How to Value Intangible Assets." He continues: "The question is increasingly significant for investors as more companies collect information about their customers
- [Finance and Marketing Working Together](https://themasb.org/finance-and-marketing-working-together/) - 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 Pairs panel discussion at the August summit, “helping these two very different groups align on
- [Transparency Critical To Improving ROMI](https://themasb.org/transparency-critical-to-improving-romi/) - 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 Vice President of Global Consumer Demand Insights, led the discussion, “What will/does success look like when our
- [Data Handling & Visualization Challenges Marketers](https://themasb.org/data-handling-visualization-challenges-marketers/) - 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 of the data is disconnected,” commented Pam Forbus of PepsiCo. “As Dan Ariely says, ‘consumers

## Pages

- [Elevating the Role of Marketing](https://themasb.org/) - MASB elevates CMOs by linking marketing to financial performance. We provide metric certifications and represent the U.S. in developing global brand standards.
- [MASB Summit Registration Confirmation](https://themasb.org/summit-registration-confirmation/) - Thank you for registering for MASB Summer Summit 2025 at DePaul University on Aug. 13-14! You will soon receive an email with venue and program details. See you in Chicago! Suggested Nearby Hotels (distance to venue) Hampton Inn Majestic Chicago Theatre District: 22 W Monroe St, Chicago, IL 60603 (312) 332-5052 (0.3 miles) Palmer House
- [MASB Advisory Council (MAC)](https://themasb.org/advisory-council/) - Led by the MAC Chair, members of the MASB Advisory Council serve on project teams and support organization initiatives.
- [MASB Summit Presentations [Members Only]](https://themasb.org/masb-events/past-masb-summits/) - MASB Summit presentations are available to MASB MEMBERS ONLY. READ SUMMIT POSTS Summer Summit 2026 | Rutgers Business School Growing Enterprise Value by Building Brand Experiences Winter Summit 2026 | Online Profiting Through AI and Advanced Marketing Analytics Summer Summit 2025 | DePaul University – Kellstadt Graduate School of Business Marketing Opportunities in the Era
- [MASB Summer Summit 2026 | Rutgers Business School](https://themasb.org/masb-events/past-masb-summits/summer-summit-2026/) - A. Starting Announcements – Findley B. Welcome & Agenda Overview – Stewart C. MASB CEO Address – Seddon D. NY Giants Digital Playbook – Dominik F. Tactical Communication – Reich G. Linking Strategy, Marketing, and Operations – Routel I. Marketing Metric Certification Awards – Findley Seddon I2. MMC Award – Volute Group SightIQ – Gupta
- [MASB Summer Summit Presentations](https://themasb.org/summer-summit/) - Thank you for participating in MASB Summer Summit 2026! These presentation decks will be available to attendees through Sep. 11. Members will have unlimited access from PAST MASB SUMMITS. Summit session videos will be released over the next few weeks on THE MASB CHANNEL. A. Starting Announcements - Findley B. Welcome & Agenda Overview - Stewart
- [MASB Summits](https://themasb.org/masb-events/summits/) - MASB summits are productive gatherings of the experts shaping the future of accountable marketing. Request an invite to our next summit from events@themasb.org.
- [MASB Summit Overviews](https://themasb.org/masb-events/summit-overviews/) - Overviews of past MASB summits and SUMMIT POSTS are available to all, but summit presentation decks are restricted to MASB members. Videos from summit sessions are posted on the YouTube MASB Channel. SUMMER SUMMIT 2026 | Rutgers Business School WINTER SUMMIT 2026 | Online SUMMER SUMMIT 2025 | DePaul University SPRING SUMMIT 2025 | SMU Cox
- [MASB Summer Summit 2026 | Rutgers Business School](https://themasb.org/masb-events/summit-overviews/summer-summit-2026/) - MASB SUMMER SUMMIT 2026 Growing Enterprise Value by Building Brand Experiences RUTGERS BUSINESS SCHOOL – New Brunswick 100 Rockafeller Rd, Piscataway, New Jersey Wednesday, Aug. 5, 9 AM – 5 PM ET reception and dinner Wednesday evening Thursday, Aug. 6, 9 AM – Noon WEDNESDAY, AUGUST 5, 9 AM – Noon Welcome/Introduction to MASB David
- [MASB Breakfast Club](https://themasb.org/masb-events/breakfast-club/) - Tuesday, September 22, 2026 9 – 10:30 AM (Open for breakfast and networking at 8:30) Growing Brand Value While Maintaining Accountability – PANEL – Alex Craddock, Chief Marketing and Content Officer at Citi Joanna Seddon, CEO at Presciant Greg Stuart, CEO at Marketing + Media Alliance (MMA) Moderator: Lee Hornick, Director of Membership at MASB
- [The MASB Story](https://themasb.org/the-masb-story/) - The Marketing Accountability Standards Board began as a visionary initiative by industry professionals and academics who saw an opportunity to increase the contribution of the marketing function through the development of standards for marketing performance measurement and processes that link marketing activities more objectively and closely to the financial performance of the firm. THE BOARDROOM PROJECT In 2004,
- [MASB Members and Participants](https://themasb.org/membership/members/) - MASB MEMBERS (in order of joining) MASB member organizations are devoted to elevating the role of the CEO by linking marketing to financial return. Their representatives serve as directors or advisors of MASB, Marketing Accountability Foundation trustees, and/or participate on project teams. We are grateful for their dedication to marketing accountability! Advertising Research Foundation (ARF)
- [Emeritus & Former Officers](https://themasb.org/emeritus/) - The Marketing Accountability Foundation and the Marketing Accountability Standards Board are honored and grateful to have been served by some of the great minds in modern marketing. Don Sexton, founding Advisory Council member (2011) and MAF Trustee (2018-2024), is Professor Emeritus of Business at Columbia University. His research concerns marketing return on investment and branding strategy.
- [Marketing Metric Certification – Compare Metrics with Confidence](https://themasb.org/marketing-metric-certification/) - To fulfill its mission of linking marketing activities to financial performance, MASB offers the only independent certification of marketing measurement metrics. The Marketing Metric Accountability Protocol (MMAP) includes the conceptual linking of marketing activities to intermediate marketing outcome metrics to cash drivers of the business, plus a review that examines how the metrics meet 10
- [Marketing Metric Accountability Protocol (MMAP)](https://themasb.org/projects/marketing-metric-accountability/) - While marketing does not lack measures, it lacks standard marketing metrics explicitly linked to financial performance in predictable ways. The Marketing Metric Accountability Protocol (MMAP) is a formal process for connecting marketing activities to the financial performance of the firm. Cash flow both short-term and over time is the ultimate marketing metric to which all
- [SightIQ Process](https://themasb.org/marketing-metric-certification/sightiq-process/) - Provider: Volute Group Type of Service: Decision Support: Marketing Metrics, Forecasting Algorithms, and Internal Marketing Communication Tools Metric: SightIQ™ Process NOTE: SightIQ was developed by Quantum Sight, which has been acquired by Volute Group. Definition The SightIQ process is a systematic analytic approach that demonstrates how marketing drives business outcomes. The process provides a refined metric
- [PRESS & OUTSIDE MEDIA](https://themasb.org/resources/press/) - The marketing accountability movement is inspiring works by top players in Finance, Analytics and Marketing – and MASB project teams are leading the way. For more, see MASB PUBLICATIONS. 2026 Newswire: DE-YAN Becomes First Company to Earn MASB Certification for Experiential ROI • May 2026 Branding Strategy Insider: The CEO Must Be The CMO • Stewart • Mar 2026 2025 Branding
- [Experiential Revenue Impact Calculator (ERIC)](https://themasb.org/marketing-metric-certification/experiential-revenue-impact-calculator-eric/) - Provider: DE-YAN Type of Service: Decision Support: ROI Calculation/ Forecasting/Planning Algorithm and Supporting Marketing Metrics Metrics: Direct Purchases, Digital Amplification, Word-of-Mouth, Extended Lifetime Purchases, Experiential Revenue Impact Definition The DE-YAN Experiential Revenue Impact Calculator (ERIC), developed in cooperation with Avasta, Inc., provides a standardized analytic approach for calculating the return on investment (ROI) of event,
- [Measuring Creativity](https://themasb.org/finance-in-marketing-library/measuring-creativity/) - PUBLICATIONS MASB: The Financial Return on Creativity – The Case of Advertising • Bauer, Koslow, Matta, Stewart • October 2024 MASB: Measuring Financial Return on Creativity • Stewart • November 2023 MASB: Measuring Creativity Initiative Universal Marketing Dictionary Advertising effectiveness | Brand image | Creative work | Creativity VIDEOS  Measuring Ad Effectiveness with MSW’s Creative Gauge AI Creativity is often celebrated
- [Finance in Marketing Library](https://themasb.org/finance-in-marketing-library/) - The MASB Finance in Marketing Library is a free, educational resource for marketing practitioners, students and teachers. Marketing videos and publications by top marketers and marketing researchers focus on the role of finance in marketing and marketing accountability – linking marketing actions to financial performance. There are also many related links from our popular Universal
- [MASB Publications](https://themasb.org/resources/masb-publications/) - MASB publications on marketing education topics including brand valuation, marketing ROI, sponsorship marketing, measuring creativity and much more.
- [Brands & Intangible Assets](https://themasb.org/finance-in-marketing-library/intangible-assets/) - PUBLICATIONS MASB: The Bud Light Brand Divorce 2nd Ed. • Meier, Findley • June 2024 Forbes: Demystifying The Science Underlying Brand Positioning • Diorio • Aug 2022 ISO Focus: What’s in a Brand? featuring Bobby Calder • Calder Mar/Apr 2020 Forbes: The Financial Power of Brand Preference • Diorio Jan 2019 Newswire: Definition of ‘Brand’ Continues to Evolve • Decker-Hoppen Sep 2018
- [The Financial Value of Brands](https://themasb.org/finance-in-marketing-library/brand-valuation/) - PUBLICATIONS The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms | 2nd Ed. Meier, Findley, Pace, Rao • April 2025 AMAZON MASB: Impact of Financial Value of Brands Verified • Meier • Nov 2022 MASB: The Financial Value of Brands Imperative • Meier, Pace, Rao, Findley • June 2021 Strategic Finance: The Financial Value
- [Marketing Accountability](https://themasb.org/finance-in-marketing-library/marketing-accountability/) - PUBLICATIONS Branding Strategy Insider: Years Of Marketing Underinvestment Catch Up To Kraft Heinz • Meier • Sep 2025 Branding Strategy Insider: Why Marketing Lacks Credibility And Influence • Stewart • Aug 2025 JAR: The Accountability Crisis In Advertising and Marketing – Self-Regulation and Deeper Metrics Are Needed to Survive the Digital Age • Stewart Dec 2019
- [WINTER SUMMIT 2026 | Online](https://themasb.org/masb-events/summit-overviews/winter-summit-2026-online/) - MASB WINTER SUMMIT Profiting Through AI and Advanced Marketing Analytics A virtual event via Zoom February 18 – 19, 2026 9 AM – 12:30 PM ET MASB Members $49 | Non-Members $99 WEDNESDAY, FEB 18 MASB Marketing Accountability Report Joanna Seddon MASB CEO AI, Consumers & Trust: How Brands Can Lead the Next Wave of
- [MASB Webinars: Making Marketing Accountable](https://themasb.org/masb-events/webinars/) - This free marketing webinar series features the visionaries of marketing metrics and measurement elevating the role of the CMO through financial accountability.
- [Exclusive Video Content for MASB Members](https://themasb.org/member-access/exclusive-videos/) - These videos are available for viewing by MASB members only. PLEASE DO NOT SHARE! Transforming Market Research with AI Tools | MASB Winter Summit 2026 Generative AI is transforming the collection, creation, and analysis of consumer and market insights—the lifeblood of strategic marketing. At the center of this transformation will be two AI-generated tools designed
- [Measuring Creativity Initiative](https://themasb.org/initiatives/measuring-creativity/) - MASB is building a team to shape, define and prototype a new methodology for quantifying the relationship between marketing creativity and revenue growth.
- [MASB Events](https://themasb.org/masb-events/)
- [MASB Winter Summit 2026 | Online](https://themasb.org/masb-events/past-masb-summits/winter-2026-online/) - A. Starting Announcements – Findley B. Welcome & Program Overview – Stewart C. MASB CEO Address – Seddon D. AI Consumers and Trust: How Brands Can Lead the Next Wave of AI – Herrmann & Laughlin E. From Emotion to Action: 2026 Metrics That Predict Behavior – Passikoff F. Naming rights and Jersey Patches as
- [MASB Summer Summit 2025 | DePaul University](https://themasb.org/masb-events/past-masb-summits/summer-summit-2025-depaul-university/) - A. Starting Announcements – Findley B. Welcome & Agenda Overview – Stewart D. MASB CEO Address – Seddon E. Building Your Brand During Challenging Times – Milliken I. Growing Your Brand New or Existing – Skiera K. MASB Trailblazer Award – Plummer L. CFO CMO Strategic Risk Assessment – Frigo & Calder M1. Marketing Metric
- [MASB White Paper 14](https://themasb.org/resources/masb-publications/masb-white-paper-14/) - MWP14 Sustainable Marketing Accountability – From Risk to Return Bendle, Colamarino, DuPuy, Findley, Frösén• February 2026 Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research and invitations to MASB events.
- [MASB Publications [Member Access]](https://themasb.org/resources/masb-publications/member-access/) - Sustainable Marketing Accountability – From Risk to Return Bendle, Colamarino, DuPuy, Findley, Frösén• February 2026 This white paper gives advice on sustainable marketing accountability. First, it outlines what is meant by sustainability and addresses what this has to do with marketing. While marketing has been called upon to facilitate ESG (Environmental, Social, and Governance), marketing’s role in
- [Marketing Accountability Foundation](https://themasb.org/marketing-accountability-foundation-2/) - In 2007, having raised and recruited initial resources required to incorporate, staff, and proceed with a dozen standards projects, The Boardroom Project launched the Marketing Accountability Standards Board (MASB) of the Marketing Accountability Foundation (MAF). From this group of founders (and others who joined the MASB shortly thereafter), Interim Trustees and Officers were appointed to
- [Joseph Plummer MASB Trailblazer Awards](https://themasb.org/trailblazers/) - MASB Trailblazer recognition is awarded periodically at summits to individuals who embody the spirit of marketing accountability and have been instrumental in carrying out the MASB mission. The award is named for the first MASB Trailblazer, Joseph Plummer (see below). Bobby Calder 2025 Northwestern University Kellogg School of Management Professor Emeritus of Marketing Bobby Calder led
- [MASB Officers and Directors](https://themasb.org/officers-and-directors/) - Marketing Accountability Standards Board officers are C-Suite-level marketing & finance professionals who have a commitment to elevating the role of the CEO and Marketing through marketing accountability. Joanna Seddon MASB CEO Presciant David W. Stewart MASB Chair Loyola Marymount University (ret.) Jim Meier MASB Treasurer MillerCoors (ret.) Frank Findley Executive Director MASB Venkatesh Shankar MASB
- [Ed Buckley](https://themasb.org/officers-and-directors/ed-buckley/) - Ed Buckley is Principal at Lighthouse Advisors LLC, where he counsels clients on commercial operations and strategy, with specialization in the transportation and logistics industries. Additionally, he serves on the board of directors for Ascend LLC, a premium carrier providing dedicated contract carriage and truckload services. He also serves as a Senior Advisor at the management consulting
- [Continuous Improvement in Return (CIR)](https://themasb.org/projects/completed/continuous-improvement-in-return-cir/) - What is CIR? MASB is a visionary initiative by industry professionals and academics who see an opportunity to increase the contribution of the marketing function through the development of standards. The question for MASB leaders was how to help executives start and maintain marketing accountability over time. The answer is CIR, Continuous Improvement in Return,
- [Projects Completed](https://themasb.org/projects/completed/) - FINANCIAL REPORTING of CUSTOMER and BRAND (FRCB) Project Setting generally accepted brand investment and valuation standards for internally developed brands. READ MORE... BRAND INVESTMENT and VALUATION (BIV) PROJECT Phase II Having created an empirically proven model for brand valuation & guiding investment decisions, the objective is now to extend the BIV model to drivers of brand preference/choice. READ MORE... BRAND
- [Joanna Seddon](https://themasb.org/officers-and-directors/joanna-seddon/) - Joanna Seddon has been a MASB member since 2015 and became CEO in 2022, leading the trustees of the Marketing Accountability Foundation and MASB staff. Her vision is marketing elevated to its rightful position. “The Marketing Accountability Standards Board is an organization whose purpose is to elevate the CMO to their rightful place in their
- [MASB Submission Form Privacy Policy](https://themasb.org/privacy-policy/) - Thank you for your interest in the Marketing Accountability Standards Board! We value your privacy and, if submitted, your email address will only be used to contact you to schedule an informational meeting. It will NOT be added to our mailing list except by your request. MASB Administration
- [Reddify B2C Marketing Platform](https://themasb.org/marketing-metric-certification/reddify-b2c-marketing-platform/) - Reddify has developed three metrics for the challenges of the Reddit environment: Catalyst Surge Ratio (CSR), Sentiment Score (SS), and Conversion Rate (CR)...
- [Sustainable Marketing Accountability](https://themasb.org/finance-in-marketing-library/sustainable-marketing-accountability/) - Universal Marketing Dictionary Green marketing | Greendazzling | Greenhushing | Greenwashing | Sustainable innovation | Sustainable marketing | Sustainability VIDEOS  Celebrating Sustainable Brands The MASB Sustainable Marketing Accountability Project celebrates a few brands that have built #sustainability into their business models: Tony's ChocoLonely, Emmy Store, Relove and ThredUp. With Neil Bendle from the
- [Sponsorship Marketing](https://themasb.org/finance-in-marketing-library/sponsorship/) - PUBLICATIONS MASB: Sponsorship Accountability Pt 9 Name, Image, Likeness AND Influence • Katz/Pace Sep 2020 MASB: Sponsorship Accountability Pt 8 Can Social Media Drive Accountable Sponsorship? • Wokosin July 2020 MASB: Sponsorship Accountability Pt 7 Social Distancing – A Boon for eSports? Christensen/Ebben/Wokosin April 2020 Forbes: Proving The Financial Contribution Of Sponsorships • Diorio Feb
- [MASB Summer Summit Presentations](https://themasb.org/masb-summer-summit-ta/) - Thank you for attending MASB Summer Summit 2025. These presentations will be available here through Sept. 19. MASB members will have perpetual access from PAST SUMMITS. Summit session videos will be available on the YouTube MASB Channel. A. Starting Announcements – Findley B. Welcome & Agenda Overview – Stewart D. MASB CEO Address – Seddon
- [MASB Summer Summit 2025 | DePaul University](https://themasb.org/masb-events/summit-overviews/summer-summit-2025-depaul-university/) - MASB SUMMER SUMMIT 2025 Marketing Opportunities in the Era of Economic Uncertainty August 13 – 14 DePaul University Kellstadt Graduate School of Business 1 E. Jackson Blvd.; Chicago, Illinois 60604 Wednesday, August 13, 9 AM – 5 PM CT reception and dinner Wednesday evening Thursday, August 14, 9 AM – Noon CT PROGRAM MASB CEO Report:
- [Brand Valuation League Tables](https://themasb.org/marketing-metric-certification/brand-valuation-league-tables/) - Provider: Brand Finance Metrics: Brand Value, Brand Strength Index Definition Brand Valuation League Tables are a global study of brand strength and value across over 45 sectors, based on a transparent methodology and using publicly available data. The valuation methodology used is the Relief from Royalty method, which models the expected royalties a business would have
- [Brand Value Rankings](https://themasb.org/marketing-metric-certification/brand-value-rankings/) - Provider: Brand Finance Metrics: Brand Value, Brand Strength Index Definition Brand Value Rankings are a global study of brand strength and value, across over 40 sectors, based on a transparent methodology and using publicly available data. The valuation methodology used is the Relief from Royalty method, which models the expected royalties that a business would
- [MASB Staff](https://themasb.org/staff/) - Frank Findley, MASB Executive Director, oversees operations, organizes biannual summits, and administers the numerous project teams. Former EVP of Research at MSW•ARS Research, he is a recognized authority on brand valuation and brand preference and co-authored the December 2020 Journal of Advertising Research article, Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review. He
- [MASB Big Data for Marketing Usage Survey](https://themasb.org/masb-big-data-survey/) - MASB is conducting a survey on traditional and emergent Big Data techniques in use for marketing applications. We invite participation by all marketers!
- [BIG DATA Initiative: Maximizing Return on Customer Data](https://themasb.org/initiatives/big-data/) - MASB is recruiting Marketers to participate in an initiative to identify how to apply Big Data to drive greater revenues, profits, and financial value...
- [David W. Stewart](https://themasb.org/officers-and-directors/david-w-stewart/) - Co-founder of The Boardroom Project (2004), founding Director and current Chair of MASB, and MAF Foundation Trustee since 2017, David W. Stewart is President’s Chair in Marketing and Law Emeritus at Loyola Marymount University in Los Angeles. He previously served on the faculties of Vanderbilt University, the University of Southern California, and the University of
- [Frank Findley](https://themasb.org/officers-and-directors/frank-findley/) - Frank Findley became MASB Executive Director and Chief Advisor to the MMAP Center in March 2017. He joined MASB in 2015, serving as member and then co-leader of the Brand Investment & Valuation team. He also co-leads the Brand Evaluation Standards Project team. As EVP of Research for MSW•ARS Research, Frank was a key contributor to
- [Purush Papatla](https://themasb.org/officers-and-directors/purush-papatla/) - MASB Director since 2017, Purushottam “Purush” Papatla is Northwestern Mutual Data Science Institute Professor of Marketing and Co-Director of the Northwestern Mutual Data Science Institute in the Sheldon B. Lubar School of Business at the University of Wisconsin-Milwaukee. His current research is on using Bayesian methods and machine learning to understand how consumers interact with brands through Facebook,
- [Satya Menon](https://themasb.org/officers-and-directors/satya-menon/) - Satya Menon has been a MASB member since 2015 and became a MASB Director in 2021. As Managing Partner of ROI Practice at Kantar, she is responsible for guiding clients in the Marketing Effectiveness suite of solutions, and for coordinating Kantar’s ROI suite of solutions devoted to driving channel and content impact. She has extensive
- [Stephanie Fierman](https://themasb.org/officers-and-directors/stephanie-fierman/) - Stephanie Fierman, MASB Director since 2025, is a long-time senior marketing executive, serving F100 companies, mid-size organizations and start-ups in various industries including consumer financial services and media. She is presently the Executive Vice President of Brand & Media at the Association of National Advertisers. Immediately prior to joining the ANA, she was Chief Marketing
- [Venkatesh Shankar](https://themasb.org/officers-and-directors/venkatesh-shankar/) - Appointed MASB Advisory Council Chair at the end of 2022, Venkatesh (Venky) Shankar is Harold M. Brierley Endowed Professor with the Brierley Institute for Customer Engagement and also as a Professor of Marketing in the Cox School of Business at Southern Methodist University. The Brierley Institute enables MBA candidates studying marketing to specialize in customer
- [Karen Ebben](https://themasb.org/officers-and-directors/karen-ebben/) - MASB Director since 2012, Karen Ebben is President of Global Marketing Impact, LLC, an award-winning Fortune 100 Marketing and Advertising executive with 20+ years of global analytics, research & consumer insights experience, she is a consultant specializing in improving marketing effectiveness. Previously, she was Director of Global Advertising & Marketing Effectiveness for General Motors, where
- [Neil Bendle](https://themasb.org/officers-and-directors/neil-bendle/) - After joining the MASB Advisory Council in 2016 and serving as MAC Chair 2017-2022, Neil Bendle was appointed to the MASB Board of Directors. He is Associate Professor of Marketing at the University of Georgia – Terry College of Business. As co-lead of the Finance in Marketing Education Project, he helped create the Finance in Marketing
- [ABOUT US](https://themasb.org/about-us/) - MASB INFO SHEET (pdf) FAQs THE MASB STORY MARKETING ACCOUNTABILITY FOUNDATION MEMBER ORGANIZATIONS MASB OFFICERS EMERITUS & FORMER OFFICERS MASB ADVISORY COUNCIL MASB STAFF JOSEPH PLUMMER MASB TRAILBLAZER AWARD MARGARET H. BLAIR AWARD FOR MARKETING ACCOUNTABILITY
- [Pam Forbus](https://themasb.org/officers-and-directors/pam-forbus/) - MASB Director (2012-2015 and MAF Trustee since 2015, Pam Forbus is SVP, Global Chief of Insights & Analytics at Mondelēz International. She was previously SVP, Chief Marketing Officer at Pernod Ricard and SVP Consumer Analytics, Insights & CRM at Walt Disney Studios, focused on driving a consumer-centric culture shift across the studio. She joined Disney after
- [A Universal Language for Marketing](https://themasb.org/projects/universal-marketing-dictionary/) - Ambiguity and lack of referential integrity in marketing terminology hinders the integration, effectiveness and efficiency of processes and data, between functions within an organization, and across organizational partners. There are no commonly accepted definitions for marketing activities nor for the metrics used to evaluate their outcomes. In partnership with its industry association members, MASB manages
- [Sponsorship Accountability Metrics (SAM) Project](https://themasb.org/projects/sponsorship-accountability-metrics/) - The SAM Project brings together marketers, measurement providers, agencies and academic institutions to improve sponsorship marketing literature, establish standards, and address emerging sponsorship opportunities. All MASB members with an interest in the subject are invited to participate. In May 2024, the team published "Sponsorship Accountability: A Roadmap for Sponsorship Marketing Success, recommendations to improve the accountability of
- [Financial Value of Brands (FVB) Project](https://themasb.org/projects/financial-value-of-brands/) - The Financial Value of Brands (FVB) Project was created in 2020 as the merger of the Financial Reporting of Customer and Brand (FRCB) Project (formerly Improving Financial Reporting ) and the Brand Investment and Valuation (BIV) Project, as the two projects were converging on similar agendas. ISSUE Demand intangibles are not well reported & Marketing’s
- [Brand Evaluation Standards (BES) Project](https://themasb.org/projects/brand-evaluation-standards/) - In 2013, the International Organization for Standards (ISO) established ISO Technical Committee 289 to establish standards for branding, brand management and brand reporting. In 2016, MASB joined ANSI (American National Standards Institute) in order to represent the United States on ISO-TC289. The U.S. is one of 12 participating countries on the committee, along with Austria,
- [MASB Projects Current](https://themasb.org/projects/current/) - MASB project teams are shaping the future of Marketing with innovative research and standards-setting projects. Teams are comprised of MASB directors and advisors supported by MASB staff members. Each team meets monthly and reports progress at bi-annual MASB Summits. BRAND EVALUATION STANDARDS (BES) PROJECT MASB leads the ANSI-accredited U.S. Technical Advisory Group (TAG) that represents the U.S. on
- [MASB Special Initiatives](https://themasb.org/initiatives/) - BIG DATA Initiative: Maximizing Return on Customer Data PDF INFO SHEET Economic Impact of Marketing Initiative: Demonstrating How Investment Drives Growth & Returns PDF INFO SHEET Marketing Organization Initiative: Best Practices PDF INFO SHEET Measuring Creativity Initiative PDF INFO SHEET Sustainable Marketing Accountability Initiative INITIATIVES COMPLETED
- [MASB Special Initiatives Completed](https://themasb.org/initiatives/completed/) - Data Quality & Accountability Initiative: Targeting Accuracy and ROO/ROI PDF INFO SHEET
- [MASB Projects](https://themasb.org/projects/) - MASB project teams include representatives of our member organizations plus MASB staff members working on issues prioritized by the directors. Project teams hold monthly virtual meetings and report their work at our bi-annual summits. CURRENT PROJECTS SPECIAL INITIATIVES Projects Completed Initiatives Completed PROJECT STAGES MASB Projects generally follow these stages: I. Frame-Up (Emerging Issue
- [Sustainable Marketing Accountability Initiative](https://themasb.org/initiatives/sustainable-marketing-accountability/) - Marketing is being called upon to play a central role on corporate sustainability initiatives. This includes brand purpose, compliance, communication, adoption areas, product development & go-to-market strategy. Yet, there remains a lack of clarity in how marketing can fulfill its sustainability role. This initiative seeks to: clarify what sustainability is share examples of how marketing
- [Margaret H. Blair Award for Marketing Accountability](https://themasb.org/blair-award/) - This marketing award recognizes the use of marketing accountability to 1) drive business growth and 2) prove the contribution of Marketing to enterprise value.
- [Finance in Marketing Education Project](https://themasb.org/projects/completed/finance-in-marketing-education-project/) - Marketing programs in higher education may not provide students with the quantitative skills most desirable to companies. Because the teaching of quantitative marketing skills can be of less than ideal quality, marketing executives often struggle to communicate with their colleagues in Finance. Need has arisen for an academic course spanning the disciplines of Finance and Marketing.
- [Spring Summit 2025 | SMU Cox School of Business](https://themasb.org/masb-events/past-masb-summits/spring-summit-2025-smu-cox/) - Finding Marketing Opportunities in Disruption A. Starting Announcements – Findley B. Welcome & Agenda Overview – Stewart D. MASB CEO Report – Seddon E. Marketing Mix Modeling in Time of Privacy – Shankar F. Panel – Building and Nuturing Brands – Baum I. Panel – Navigating Challenges in Sports Marketing J. Disrupting Market Execution Through
- [MASB Spring Summit 2025 | SMU Cox Business School](https://themasb.org/masb-events/summit-overviews/spring-2025-smu-cox/) - MASB SPRING SUMMIT 2025 Finding Marketing Opportunities in Disruption Pricing and Brand • Brand Nationalism • Regulations Reduction Southern Methodist University Cox School of Business 6214 Bishop Blvd; Dallas, Texas Thursday, March 20, 9AM - 5 PM Thursday evening: reception and dinner Friday, March 21, 9AM - Noon FEATURING Disrupting Market Execution through Granular Insights
- [Meaningful, Different and Salient (MDS) framework](https://themasb.org/marketing-metric-certification/kantar-mds-framework/) - Provider: Kantar Metrics: Meaningful, Different, Salient, Demand Power, Pricing Power, Activation Power, Future Power Definition The Meaningful, Different and Salient (MDS) framework is a conceptual and practical model to measure and diagnose brand equity, applicable to all types of brands across the world. Brand perception measures gathered from surveys are used to calculate seven metrics: Meaningful,
- [Join the Marketing Accountability Vanguard!](https://themasb.org/membership/) - The Marketing Accountability Standards Board is a not-for-profit 501(c)(3) organization dedicated to establishing marketing measurement and accountability standards that link marketing actions to financial return. MASB members are changing the way business is done by improving the effectiveness and efficiency of marketing activities, enabling continuous improvement in financial return over time, and enhancing the credibility
- [Customer Equity (and Customer Lifetime Value)](https://themasb.org/marketing-metric-certification/customer-equity-and-customer-lifetime-value/) - Provider: Blue Marble Enterprises [1] (using model developed by Yoo & Hanssens) [2] Definitions A customer’s lifetime value (CLV) is measured as the net present value (NPV) of profit streams from the initial transaction (i.e., acquisition) and all future transactions anticipated by the customer (i.e., retention). The CLVs of all customers are summed to derive
- [APM Facts](https://themasb.org/marketing-metric-certification/apm-facts/) - Provider: ARS Group (Acquired by ComScore in 2010, then acquired by MSW●ARS Research in 2013; not audited since acquisitions) Definition APM Facts is a behavioral measure of TV advertising's impact on consumer brand preference (choice) for specific ads that air. Source Data Using large (500-1500) randomly selected samples, brand preferences (choices) are collected before and after incidental, clutter
- [CoreBrand Equity Construct - Familiarity & Favorability Metrics](https://themasb.org/marketing-metric-certification/corebrand-equity-construct/) - Provider: CoreBrand, LLC (Acquired by Tenet Partners in 2014; not audited since acquisition) Definition CoreBrand Equity is a modeled construct composed of CoreBrand Familiarity and Favorability metrics and financial information obtained from external sources.[1] Source Data CoreBrand Equity is calculated from 3 data sets: Using a sample of 8000 interviews among senior business executives (400
- [MASB White Paper 13](https://themasb.org/resources/masb-publications/masb-white-paper-13/) - MWP13 The Financial Return on Creativity – The Case for Advertising Bauer, Koslow, Matta, Stewart • October 2024 Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research and invitations to MASB events.
- [SUMMER SUMMIT 2023 | Marquette University](https://themasb.org/masb-events/summit-overviews/summer-summit-2023/) - MASB SUMMER SUMMIT 2023 Marquette University, Milwaukee, Wisconsin • August 9-10 Wednesday, August 9: 9 AM - 5PM plus Cocktails/Dinner Thursday, August 10: 9 AM - Noon PROVING MARKETING'S ECONOMIC IMPACT Breaking Ground with New Initiatives Joanna Seddon, CEO, MASB B2B GTM: Moving past a dysfunctional reality Mark Stouse, CEO, Proof Analytics DESCRIPTION Economic Value
- [Member Access](https://themasb.org/member-access/) - MASB members enjoy access to metric certification reports and summit presentation decks plus exclusive publications and video content. Join MASB today! LOGIN METRIC CERTIFICATION CATALOG SUMMIT PRESENTATIONS MASB PUBLICATIONS EXCLUSIVE VIDEOS MEMBER DISCOUNT: Proof Analytics MRM MEMBER DISCOUNT: Sponsorship Accountability Roadmap
- [Edgar Baum](https://themasb.org/edgar-baum/) - Edgar Baum has been a MASB Advisor intermittently since 2015. A practitioner, thinker and lecturer on brand measurement, evaluation and valuation, he is the founder and CEO of financial brand measurement firm Avasta and was previously CEO and Chief Brand Economist at Strata Insights. Edgar lectures at the University of Toronto where he has developed
- [MASB Summer Summit 2024 | Rutgers Business School](https://themasb.org/masb-events/summit-overviews/summer-2024/) - MASB SUMMER SUMMIT 2024 Driving Growth Through Marketing Accountability Rutgers Business School – New Brunswick 100 Rockafeller Road, Piscataway, New Jersey [free parking available] Thursday, August 8, 8 AM through Friday, August 9, 1 PM with lunch Thursday and reception/dinner Thursday evening request your invitation from events@themasb.org PROGRAM THURSDAY MORNING 8 AM – Noon Registration & Networking Breakfast Report on MASB
- [Brand Preference/Choice in Tracking](https://themasb.org/marketing-metric-certification/brand-preference-choice-in-tracking/) - Provider: MSW•ARS Research - The Brand Strength Monitor Service Definition Brand Preference/Choice is a behavioral measure of consumers’ choice of a particular brand from an array of competing brands within the same product category. [1,2] Source Data Large demographically representative samples (typically 1000 per month) are used to collect the Brand Preference/Choice measure. In its simplest iteration,
- [BASES](https://themasb.org/marketing-metric-certification/bases-forecasting-system/) - Provider: Nielsen, Innovation Practice Definition The BASES forecasting system model combines consumer response to new initiatives (concepts and products) with the manufacturer’s planned marketing support to produce an estimate of future sales. Five consumer response metrics, along with planned marketing activity, are used in the model. There are two levels of BASES forecasting available, determined
- [Link Copy Test](https://themasb.org/marketing-metric-certification/link-copy-test/) - Provider: Kantar Millward Brown Definition LinkTM is Kantar Millward Brown’s advertising copy test. While Link can evaluate advertising across most platforms, traditional and digital, 91% of Link surveys are conducted on TV ads. Source Data Respondents are recruited either randomly (offline tests) or from panels (online tests). For online tests, Lightspeed GMI Global panels are
- [BrandEmbrace® Expected Utility](https://themasb.org/marketing-metric-certification/brandembrace-expected-utility/) - Provider: Behavioral Science Lab, LLC Definition BrandEmbrace® reflects the degree to which a product or service satisfies a buyer’s purchase decision requirements (expectations) as defined by that individual’s unique decision process for the category. The metric is expressed as an expected utility number between -100 and +100. [1,2] The aggregation of BrandEmbrace® across individuals produces
- [CCPersuasion](https://themasb.org/marketing-metric-certification/ccpersuasion/) - Provider: MSW Research Service: TouchPoint® TV Copy Test Definition The primary measure is the CCPersuasionTM metric, a behavioral measure of advertising’s impact on consumer brand preference (choice). Related Recall, a measure of the ability of advertising to breakthrough and create a memorable impression in the minds of viewers, is most often used as a secondary measure,
- [Meaningfully Different Framework](https://themasb.org/marketing-metric-certification/meaningful-different-framework/) - Provider: Kantar Millward Brown Metrics: Meaningful, Different, Salient, Power, Premium, Potential Definition The Meaningfully Different Framework (MDF) is a conceptual and practical model applied to all types of brands across the world. Brand association measures gathered from surveys are used to calculate six dimensions: Meaningful, Different, Salient, Power, Premium, and Potential. Collectively these dimensions quantify consumers’
- [Proof Causal.AI](https://themasb.org/marketing-metric-certification/proof-causal-ai/) - Provider: Proof Analytics Name of Service: Proof Causal.AI Type of Service: Decision Support Software platform Definition Proof Analytics offers decision support software for marketing mix optimization and forecasting. It automates the creation of regression models to answer systematic and ad hoc marketing business questions. Models are built from those variables (e.g. marketing activity metrics and
- [Summer Summit 2015 | Chicago](https://themasb.org/masb-events/past-masb-summits/summer-summit-2015-chicago-il/) - Applying the Science of Measurement to the Art of Marketing Under Umbrella of Governance Thursday, August 13, 9:00AM–5:30PM Welcome & Announcements | Allan Kuse, MMAP Center Introduction & Charge | David Stewart, LMU Marketing & Finance Working Together Panel | Rick Abens, Foresight ROI Academic Perspective: Capitalizing Ad Spending | Shuba Srinivasan, Boston U CIR Project: Science & Governance | Jane O’Keefe, MillerCoors
- [Winter Summit 2016 Islamorada](https://themasb.org/masb-events/past-masb-summits/winter-summit-2016/) - WELCOME & ANNOUNCEMENTS (Allan Kuse, MMAP Center) INTRODUCTION & CHARGE (David Stewart, LMU) CONTINUOUS IMPROVEMENT IN RETURN (CIR) PROJECT: SCIENCE & GOVERNANCE (Rick Abens, Foresight ROI) MARKETER MEMBER PANEL ON THE JOURNEY (Jamie Richardson, Kimberly-Clark) BRAND INVESTMENT AND VALUATION PROJECT (BIV) PHASE II (Kevin Richardson, Nielsen & Frank Findley, MSW•ARS) MAKING BIV STANDARD METRIC READILY
- [Summer Summit 2016 Atlanta](https://themasb.org/masb-events/past-masb-summits/summer-summit-2016-atlanta/) - Check MASBNEWS for summit recaps and photos. A. Welcome-Announcements (Allan Kuse, MMAP Center) B. Intro-Charge (David Stewart, Loyola Marymount University) C. Finance & Marketing Panel (Sunil Garga, [m]PHASIZE) D. Applying Analytics to Human Resources (Lori Kuehn, General Motors) E. CIR Project Review (John Willard, MASB) F. CIR Keynote (Greg Banks, Maddock Douglas) G. Marketer Member Panel (John Willard, MASB) H. ISO-TC289 Brand
- [Winter Summit 2017 Orlando](https://themasb.org/masb-events/past-masb-summits/winter-summit-2017-orlando/) - A. Welcome. Announcements B. Intro. Charge C. Aligning Finance & Marketing D. Continuous Improvement in Return (CIR) Project Update E. PANEL - 1st Step of Governance: Marketing & Finance Working Together F. CIR Leading Practices G. KEYNOTE: CIR Best Practice Company - Tyson H. MARKETER PANEL - CIR Scorecard Process I. Brand Investment & Valuation (BIV) Project Phase
- [Summer Summit 2017 Boston](https://themasb.org/masb-events/past-masb-summits/summer-summit-2017-boston/) - A. Welcome Announcements B. Introductions and Charge C1. Ebben Retirement C2. MASB Vision D. Marketing-Analytics-Finance Working Together Panel E. Continuous Improvement in Return (CIR) Project Update F. Status on CIR Assessment Panel G. KEYNOTE: Bringing Brand into the Boardroom H. Improving Financial Reporting (IFR) Project Update I. Brands as Percent of Market Cap J. Brand
- [Winter Summit 2018 New Orleans](https://themasb.org/masb-events/past-masb-summits/winter-summit-2018-new-orleans/) - A. Welcome Announcements - Findley B. Introductions and Charge - Stewart C. Forbes CMO Marketing Accountability Report - Diorio D. E. Benchmark Compentences CIR Project - Banks F. Quantify Contribution of Brand/BIV Project - Findley G. IFR & BES Projects - Stewart H. Common Language Marketing Dictionary (CMD) Project - Farris I. Respondent Sample Quality
- [Summer Summit 2018 Boston](https://themasb.org/masb-events/past-masb-summits/summer-summit-2018-boston/) - A. Welcome and Announcements B. Introductions and Charge C. Brand Evaluation Standards (BES) Project Update/ISO 20671 – Marketers’ Golden Ticket D. How Successful Marketers Account for Marketing’s Value E. Member Spotlight: Christensen & Leonard F. Digital Accountability G. MMAP Metric Catalog (MMC) Project Report H. Kantar Millward Brown MMAP Results I. Common Language Marketing Dictionary (CMD) Project Report
- [Winter Summit 2019 San Diego](https://themasb.org/masb-events/past-masb-summits/winter-summit-2019-san-diego/) - A. Welcome Day One B. Introductions and Charge C. Marketing Accountability: The Year Ahead D. Customizing Sponsorship Assets to Maximize Marketer Return E. Sponsorship Accountability Metrics Results F. Sponsorship Case Study – Sponsorium PerforMind Financial Examples G. Digital Accountability Findings & Panel Discussion H. Blair Award for Marketing Accountability I. The Strategic Role of Content Marketing
- [Summer Summit 2019 | Chicago IL](https://themasb.org/masb-events/past-masb-summits/summer-summit-2019-chicago-il/) - A. Welcome & Agenda Overview B. Introductions and Charge C. Carpe Brand! Brand Value is Material D. Spotlight: Kevin Lane Keller E. Panel – Brand Value Briefing F. Panel – Northwestern Mutual Data Science Institute H. ISO TC289 Brand Evaluation and Valuation I. BBVA – Journey to Financial Measurement of Sponsorships J. Panel – Journey
- [Winter Summit 2020 | New York City](https://themasb.org/masb-events/past-masb-summits/winter-summit-2020-new-york-city/) - A. Welcome and Agenda Overview B. Introductions and Charge C. Spotlight Interview: Chris McDonough, LL Bean D. Common Language Marketing Dictionary E. ANA Brand Value Survey Report F1. Emerging Issues Survey Results F2. Spotlight Presentation – Making Marketing Work Better – C3 Metrics G. Digital Accountability Panel H. AI and the Magic Customer Creating Machine
- [Summer Summit 2020 | Remote](https://themasb.org/masb-events/past-masb-summits/summer-summit-2020-remote/) - Session 1: Brand Valuation – August 6 Welcome and Charge Marketing’s Vital Role in Tackling the Covid-19 Pandemic [VIDEO] Financial Value of Brands Panel - VIDEO ISO TC289 Brand Evaluation Update Brand Values Provider Fact Sheet Session 2: Future of Sponsorships Welcome and Charge Future of Sponsorships Panel -VIDEO Financial Value of Brands (continued) - VIDEO Common
- [Winter Summit 2021 | Remote](https://themasb.org/masb-events/past-masb-summits/winter-summit-2021-remote/) - Marketing on the Leading Edge: New Trends in Financial Brand Value, Engagement and Sponsorship Session 1 February 25 Welcome and Charge Financial Value of Brand Imperative/Spotlight Interview: David Haigh Sponsorship Panels Digital Marketing Accountability Announcements & Conclusions Session 2 April 8 Welcome and Charge Sponsorship Interview/Panel Financial Value of Brands Imperative Paper Marketing in the
- [Fall Summit 2021 | NYC & Remote](https://themasb.org/masb-events/past-masb-summits/fall-summit-2021-nyc-remote/) - A. Announcements B. Welcome & Charge C. President's Update on Marketing Accountability D. Spotlight Interview - Steve Micolo E. Sponsorship Panel: Name, Image Likeness and Influence F. Blair Award for Marketing Accountability G. Digital Marketing Accountability - Targeting H. CMO Role Deliverables and Tenure - Stephen Diorio
- [Spring Summit 2022 | Remote](https://themasb.org/masb-events/past-masb-summits/spring-summit-2022-remote/) - "FALL SUMMIT 2021 | NYC & REMOTE" A. Announcements – Morning B. Welcome & Chair's Update C. Learnings from implementing the ISO Brand Evaluation Standard D. Common Language Marketing Dictionary Update E. Sponsorship Accountability Metrics (SAM) Project Update F. Joseph Plummer MASB Trailblazer Award G. Announcements – Afternoon H. Designing a Better CMO Role [Note:
- [Spring Summit 2023 | Remote](https://themasb.org/masb-events/past-masb-summits/spring-summit-2023-remote/) - A. Starting Anouncements B. Welcome & Agenda Overview C. MASB CEO Address D. New ISO Global Standards E. Spotlight_Interview: McCaffrey F. The Measuring Creativity Initiative G. CMO Insights Panel I. Digital Targeting Accuracy Initiative J. Sponsorship Accountability NIL Update
- [Winter Summit 2024 | Remote](https://themasb.org/masb-events/past-masb-summits/winter-summit-2024/) - Boosting Marketing Effectiveness Through Leading-Edge Technology March 6, 2024 A. Starting Announcements B. Welcome and Agenda Overview C. MASB CEO Address D. Measuring Financial Impact of Creativity Project E. PANEL – Infusing Creativity into Marketing Efforts F. Avasta - Brand drives Demand G. Afternoon Annoucements H. Digital Twin Revolution - Fukawa I. PANEL - Marketing
- [Summer Summit 2024 | Rutgers Business School](https://themasb.org/masb-events/past-masb-summits/summer-summit-2024/) - Driving Growth Through Marketing Accountability A. Starting Announcement – Findley B. Welcome & Agenda Overview – Stewart C. MASB CEO Address – Seddon D. The Value of Measuring your Brand as a Revenue & Valuation Driver – Baum, Colossi E. From Backroom to Boardroom – Driving Corporate Strategy Through Sales and Marketing Data Insights –
- [Request Information on Membership](https://themasb.org/membership/request-info/) - If you would like more information on MASB membership, email info@themasb.org or submit this form: Thanks for reaching out! We will contact you shortly.
- [Subscribe to MASB NEWS by email](https://themasb.org/newsletter-subscribe/) - Extra! Extra! Read all about it. MASB is shaping the future of business. A new era of accountable marketing has begun! Keep up with the latest on marketing accountability, financial value of brands, brand evaluation, sponsorship metrics, digital accountability research and sustainability. Receive advance notice and updates about our monthly webinars and biannual summits. Complete
- [MASB White Paper 10](https://themasb.org/resources/masb-publications/masb-white-paper-10/) - The Financial Value of Brands Imperative: Why Brands Must Be Valued in Financial Terms • Meier, Pace, Rao, Findley • June 2021 Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research and invitations to MASB events.
- [CONTACT US](https://themasb.org/contact/) - The Marketing Accountability Standards Board (MASB) is an operation of the Marketing Accountability Foundation (MAF), incorporated exclusively for charitable, educational, scientific & literary purposes within the meaning of Internal Revenue Code Section 501(c)(3). E-mail: info@themasb.org Mailing address: Marketing Accountability Standards Board P. O. Box 121 Evansville IN 47701 SUBSCRIBE TO THE MASB E-NEWSLETTER (published sporadically)
- [Blair Award for Marketing Accountability 2024 Nomination](https://themasb.org/blair-award/blair-award-nomination/) - The Margaret H. Blair Award for Marketing Accountability is presented annually by MASB to a marketing executive or academic who has implemented the principles of marketing accountability to: 1) drive business growth through continuous improvement in Marketing ROI, and 2) prove the contribution of Marketing to enterprise value. To submit a nomination: [DEADLINE JULY 1,
- [MASB Winter Summit 2024 | Remote](https://themasb.org/masb-events/summit-overviews/masb-winter-summit-2024/) - Boosting Marketing Effectiveness Through Leading-Edge Technology Join us for MASB Winter Summit 2024, happening March 6, 9 AM to Noon and 1 PM to 4 PM ET, on Zoom. ○ Sponsored by KANTAR ○ MASB Measuring Creativity Initiative: First Deliverables & Next Steps Latha Sarathy, Chief Research Officer, Association of National Advertisers with Joanna Seddon,
- [MASB White Paper 12](https://themasb.org/resources/masb-publications/masb-white-paper-12/) - The Bud Light Brand Divorce Meier, Findley • December 2023 Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research and invitations to MASB events.
- [MASB White Paper 11](https://themasb.org/resources/masb-publications/masb-white-paper-11/) - Measuring Financial Return on Creativity Stewart • November 2023 Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research and invitations to MASB events.
- [Summer Summit 23 Temporary Access](https://themasb.org/summer-summit-23-temporary-access/) - Thank you for participating in MASB Summer Summit 2023 and thanks again to Marquette University College of Business Administration for hosting the event! Summit decks will be available to all attendees through September 10, 2023. MASB members have unlimited access through PAST SUMMITS. Summit videos will be posted to The MASB Channel. For upcoming summit
- [Summer Summit 2023 | Marquette University](https://themasb.org/masb-events/past-masb-summits/summer-summit-2023/) - PROVING THE ECONOMIC VALUE OF MARKETING A. Starting Announcements B. Welcome & Agenda Overview C. Marquette College of Business Administration Overview D. Breaking Ground with New Initiatives E. Fireside Chat with Mark Stouse & Joanna Seddon F. Sponsorship Accountability: The Power of Synergy G. Universal Marketing Dictionary Trends H. Insights from Unstructured (Big Data) [.zip file]*
- [Frequently Asked Questions](https://themasb.org/faq/) - What is marketing accountability? Marketing accountability means linking marketing actions to financial performance in order to: 1) drive business growth through continuous improvement in Marketing ROI; and 2) enhance CMO effectiveness by proving the contribution of Marketing to enterprise value. One critical aspect of marketing accountability is the financial value of brands, which MASB is addressing through the FVB
- [MASB Fall Summit 2022](https://themasb.org/masb-events/summit-overviews/fall-summit-2022/) - 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 of the CMO. It takes place at Columbia Business School‘s new Manhattanville Campus in New York City. Attendance via
- [MASB Spring Summit 2023](https://themasb.org/masb-events/summit-overviews/spring-summit-2023/) - MASB Spring Summit 2023 Demonstrating the Business Value of Marketing 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 Marketing and Ford Chair in Marketing & E-Commerce Mays Business School, Texas A&M University SPOTLIGHT INTERVIEW Michael McCaffrey
- [MASB Economic Impact of Marketing Initiative: Demonstrating How Investment Drives Growth & Returns](https://themasb.org/initiatives/economic-impact-of-marketing/) - WHY THIS IS A PRIORITY The Marketing Accountability Standards Board (MASB) was founded on the initiative of the major marketing associations. Why? Because they felt there was a critical need to increase the credibility and elevate the role of Marketing by demonstrating its economic impact. In today’s environment of geopolitical and economic uncertainty, this need
- [Marketing Organization Best Practices Initiative](https://themasb.org/initiatives/marketing-organization-best-practices/) - WHY THIS IS A PRIORITY It’s generally accepted that marketing organizations are in disarray. The CMO function has been widely questioned. Recent studies show that while 90% of CEOs trust their CFOs and CTOs, 80% of them distrust their CMOs. Research has demonstrated that board members with marketing experience represent only about 3% of all
- [Resources](https://themasb.org/resources/) - UNIVERSAL MARKETING DICTIONARY More than 1,800 marketing terms and definitions curated by a team of marketing academics and professionals. FINANCE in MARKETING LIBRARY Some of the top minds in marketing measurement and research break down marketing issues in financial terms. MASB MARKETING METRIC CERTIFICATION Compare marketing metrics with confidence using the Marketing Metric Audit Protocol
- [David Reibstein](https://themasb.org/david-reibstein/) - MASB Director 2010-2016 and Advisory Council member 2017-2021, David Reibstein is the William S. Woodside Professor and Professor of Marketing at The Wharton School, University of Pennsylvania. He was the Chair of the American Marketing Association (AMA) Board of Directors (2012– 2013), and previously served as Executive Director of the Marketing Science Institute. Dave has
- [Fall Summit 2022 | Columbia Business School](https://themasb.org/masb-events/past-masb-summits/fall-summit-2022-columbia-business-school/) - A. Announcements & Agenda B. Columbia Business School Welcome C. MASB Vision & Strategy D. Sponsorship Accountability Metrics Project Update E. Kanter – Sponsorship Effectiveness & ROI F. MASB Trailblazer Award – Ebben G. Blair Award for Marketing Accountability – Haigh H. Marketing and Firm Value H2. Marketing and Firm Value [BOOK] I. Marketing Dictionary
- [Organization](https://themasb.org/organization/) - The Common Language Marketing Dictionary defines marketing accountability as the use of metrics to link a firm’s marketing actions to financially relevant outcomes and growth over time. MASB, the Marketing Accountability Standards Board, brings together marketers, measurement and media providers, industry associations and business academics for the common goal of increasing the contribution of the marketing function through
- [MASB Spring Summit 2022](https://themasb.org/masb-events/summit-overviews/spring-summit-2022/) - MARKETING'S INSPIRED RALLY MASB Spring Summit 2022 happens April 7, 9 AM to 4 PM via Zoom. Request your invitation from events@themasb.org. Designing a Better CMO Role Why CMO role design is less than ideal and how to navigate it to achieve better outcomes Kimberly A. Whitler Frank M. Sands Sr. Associate Professor of Business
- [MASB Winter Summit 2020](https://themasb.org/masb-events/summit-overviews/winter-summit-2020/) - MASB Winter Summit 2020 takes place February 26 – 27 at the Union League Club, 38 E 37th St, Manhattan, New York, NY. The Summit runs Wednesday 1 PM to 6 PM followed by a dinner reception, and Thursday 8 AM to 4 PM. This invitation-only event has become the most important annual gathering for experts driving the marketing
- [MASB Summer Summit 2019](https://themasb.org/masb-events/summit-overviews/summer-summit-2019/) - The 2019 MASB Summer Board Meeting & Summit takes place Aug. 8–9 at the historic Blackstone Hotel, 636 South Michigan Avenue, Chicago IL. The program runs from 8 AM – 5 PM followed by reception and dinner on Thursday, and 8 AM–Noon on Friday. MASB SUMMER SUMMIT 2019 PROGRAM Contact events@themasb.org to request an invitation.
- [MASB Winter Summit 2019](https://themasb.org/masb-events/summit-overviews/winter-summit-2019/) - We’re heading to sunny San Diego February 26-27 for MASB Winter Summit 2019, with compelling speakers on key marketing topics, including: Evan Greene, CMO of The Recording Academy (The GRAMMYs) Customizing Sponsorship Assets to Maximize Marketer Return Stephen Diorio, Chief Analyst, Forbes CMO Practice & MASB Fellow The Marketing Value Chain Tony Pace, MASB President
- [Summer Summit 2018](https://themasb.org/masb-events/summit-overviews/summer-summit-2018/) - MASB is powering The Forbes Marketing Accountability Initiative to validate marketing’s contribution to growth. Marketing practitioners, academics and measurement experts are gathering to collaborate with peers and receive briefings on standards-setting projects, marketing research and education programs. The MASB 2018 Summer Board Meeting & Summit will be held at The Colonnade Hotel, 120 Huntington Ave, Boston MA
- [MASB Fall Summit 2021](https://themasb.org/masb-events/summit-overviews/fall-summit-2021/) - MASB Fall Summit 2021 Thursday, November 11, 9 AM – 4 PM ○ New York City ○ In Person or Via Zoom Compelling Topics: Realtime Marketing, CMO Role & Tenure, NIL+I Sponsorship, and Digital Marketing Accountability Join us at MASB Fall Summit 2021 on Nov. 11, 9 AM – 4 PM at the historic Union League Club in
- [MASB White Paper 01](https://themasb.org/resources/masb-publications/mwp01/) - Getting a Seat at the Table: C-Level Views on Marketing ROI Joseph Plummer PhD; Columbia University; Founding Director, MASB Meg Blair; President, Marketing Accountability Foundation Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research plus invitations to MASB events.
- [MASB White Paper 02](https://themasb.org/resources/masb-publications/mwp02/) - What Is Know About the Long-Term Impact of Advertising Dominique Hanssens, PhD UCLA Anderson School of Management; Founding Director, MASB Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research plus invitations to MASB events. MORE MASB WHITE PAPERS
- [MASB White Paper 03](https://themasb.org/resources/masb-publications/mwp03/) - Brand Investment and Valuation: A New, Empirically-based Approach Frank Findley, MSW•ARS Research; MASB BIV Project Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research plus invitations to MASB events. MORE MASB WHITE PAPERS
- [MASB White Paper 04](https://themasb.org/resources/masb-publications/mwp04/) - Perspective on Ad Capitalization and Taxation Michael Moore and David W. Stewart, PhD Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research plus invitations to MASB events. MORE MASB WHITE PAPERS
- [MASB White Paper 06](https://themasb.org/resources/masb-publications/masb-white-paper-06/) - Television's Brand Building Power – from GRPs to PRPs Frank Findley, Kelly Johnson & Douglas Crang Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research plus invitations to MASB events. MORE MASB WHITE PAPERS
- [MASB White Paper 07](https://themasb.org/resources/masb-publications/masb-white-paper-07/) - Applying the MASB Brand Investment & Valuation Model Meier/Stewart/Findley May 2018 Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research plus invitations to MASB events.
- [MASB White Paper 09](https://themasb.org/resources/masb-publications/masb-white-paper-09/) - Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP Findley/Johnson/Crang/Stewart • December 2020 Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research and invitations to MASB
- [MASB White Paper 08](https://themasb.org/resources/masb-publications/masb-white-paper-08/) - Proving the Value of the Brand Tony Pace, Stephen Diorio, Forbes Marketing Accountability Initiative powered by MASB • July 2019 Please register for a free download of this white paper and consider joining our email list for occasional news on marketing accountability activities and research and invitations to MASB events.
- [MWP09 TV's Brand-Building Power](https://themasb.org/resources/masb-publications/mwp09-tvs-brand-building-power/)
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- [MASB Winter Summit 2021](https://themasb.org/masb-events/summit-overviews/winter-summit-2021/) - MASB Winter Summit 2021 a remote Zoom event ○ February 25 & April 8 Session 1 February 25 | 1–4 PM ET The Financial Value of Brands Imperative Why Brands Must Be Valued in Financial Terms Tony Pace, President/CEO, MASB Spotlight Interview: David Haigh, CEO, Brand Finance Sponsorship & Mega Events in the Evolving Pandemic Panel 1: 2021
- [Blair Award for Marketing Accountability](https://themasb.org/blair-award/blair-award-thanks/) - Thank you for submitting a nomination. The 3rd Annual Blair Award will be presented at MASB Fall Summit 2021, November 7 in New York City.
- [ISO 20671 Brand Evaluation](https://themasb.org/iso-20671-brand-evaluation/) - Global brand evaluation standard ISO 20671 recognizes that a brand’s primary purpose is to "increase total business value, reduce risk, and extend the sustainable existence of the brand-owning entity." ​​​​​​The International Organization for Standardization (ISO), recognized leader in setting international standards for industry, brought together standards boards from around the world to publish this global standard for brand evaluation
- [Winter Summit 2021](https://themasb.org/winter-summit-2021-ta/) - Thank you for participating in our event. Presentation decks will be available to attendees for one month. Members have unlimited access on the PAST SUMMITS page. Session 1 February 25 | 1–4 PM ET Marketing on the Leading Edge: New Trends in Financial Brand Value, Engagement and Sponsorship PRESENTATION DECKS Welcome and Charge Financial Value of
- [Financial Reporting of Customer and Brand](https://themasb.org/projects/completed/financial-reporting-customer-brand/) - Financial Reporting of Customer and Brand (FRCB) Project [formerly Improving Financial Reporting (IFR) Project] All firms are required to report brand value when brands are acquired, but not yet for internally-developed brands. The valuations are generally performed by banks, accounting firms, or certified valuators, most without marketing metrics or marketing input. Marketing’s role in generating
- [Brand Valuation: BIV Project Phase II](https://themasb.org/projects/completed/brand-investment-valuation/) - Having completed BIV Project Phase I, developing the BIV Model, the Brand Investment & Valuation Project updated its objective in 2016 to "establishing drivers of a 'generally accepted' brand preference/choice standard metric." STRATEGY Find drivers to continuously improve the consumer brand preference metric to improve market impact and financial performance. EXPECTED OUTCOME Empirically proven drivers for increasing brand preference/choice
- [MASB Summer Summit 2020](https://themasb.org/masb-events/summit-overviews/summer-summit-2020/) - Session 1: Financial Valuation of Brands Aug 6 12:30 - 3:30 PM ET REGISTER Session 2: Future of Sponsorships Sep 17 12:30 - 3:30 PM ET REGISTER Session 3: Measures and Value of Engagement Oct 15 1:00 - 4:00 PM ET REGISTER Previously scheduled for Oct. 8, MASB will be holding the third session of
- [Kelly Johnson](https://themasb.org/kelly-johnson/) - MASB Director since 2014, Kelly Johnson is VP Ad Sales Measurement and Performance at DTCI, a unit of The Walt Disney Company). She previously served in various market research roles at ESPN since 2002. Johnson and her team at DTCI are responsible for delivering best-in-class audience insights, marketplace thought leadership, and innovative research solutions to
- [Confirm Subscription](https://themasb.org/confirm-subscription/) - Thank you!
- [Sponsorship Accountability Metrics Project Updates](https://themasb.org/projects/sponsorship-accountability-metrics/sponsorship-accountability-metrics-project-updates/) - Sponsorship Accountability Guidance (February 2020) Sponsorship Accountability Guidance (August 2019) Sponsorship Accountability Metrics Results (February 2019) Sponsorship Accountability Metrics Project Report (August 2018) Sponsorship Accountability Metrics Project Overview/Panel (February 2018) ANA Sponsorship Measurement Survey – Duggan (February 2018)
- [MMAP Metric Catalog Project Updates](https://themasb.org/projects/marketing-metric-accountability/project-updates/) - MMAP Metric Catalog Enhancements (February 2020) MMAP Metric Catalog Enhancements (August 2019) MMAP Metric Catalog.Status and MASB Certification Awards (February 2019) MMAP Metric Catalog.Status (August 2018) MMAP Metric Catalog.Status (February 2018) MMAP Metric Catalog.Status (August 2017) MMAP Metric Catalog.Status (February 2017) MMAP Metric Catalog.Status (August 2016) MMAP Metric Catalog.Status (February 2016) MMAP Metric Catalog.Status (August
- [FRCB (formerly IFR) Project Updates](https://themasb.org/projects/completed/financial-reporting-customer-brand/ifr-project-updates/) - Financial Reporting of Customer & Brand. Status (February 2020) Improving Financial Reporting.Status (August 2019) Improving Financial Reporting.Status (February 2019) Improving Financial Reporting.Status (August 2018) Improving Financial Reporting.Status (February 2018) Improving Financial Reporting.Status (August 2017) Brand Valuation NOT a Taxation Issue (August 2017) Improving Financial Reporting.Status (February 2017) Improving Financial Reporting.Status (August 2016) Improving Financial Reporting.Status (February
- [CIR Project Team Updates](https://themasb.org/projects/completed/continuous-improvement-in-return-cir/cir-project-updates/) - Best Practices Benchmarking – CIR Stories From the Field (February 2020) Continuous Improvement in Return.Status (August 2019) Continuous Improvement in Return Lite (February 2019) Continuous Improvement in Return.Status (August 2018) CIR Breakout Session Summary (February 2018) Continuous Improvement in Return.Status (August 2017) CIR Leading Practices (February 2017) Continuous Improvement in Return.Status (February 2017) CIR Keynote
- [Common Language Project Updates](https://themasb.org/projects/universal-marketing-dictionary/common-language-for-marketing/) - Common Language Marketing Dictionary Top Topics (February 2020) Common Language Marketing Dictionary – Top Topics (August 2019) Common Language Marketing Dictionary Top Topics (February 2019) Common Language Marketing Dictionary.Status (August 2018) Common Language in Marketing. Status (February 2018) Common Language in Marketing.Status (August 2017) Common Language in Marketing.Status (February 2017) Common Language in Marketing.Status (August 2016)
- [BES Project Updates](https://themasb.org/projects/brand-evaluation-standards/bes-project-updates/) - ISO TC289 Global Standards For Brand Evaluation and Valuation (February 2020) ISO TC289 Brand Evaluation and Valuation (August 2019) ISO TC289 – Brand Evaluation and Valuation (February 2019) Brand Evaluation Standards.Status (August 2018) Brand Evaluation Standards.Status (February 2018) Brand Evaluation Standards.Status (August 2017) Brand Evaluation Standards.Status (February 2017) Brand Evaluation Standards.Status (August 2016) ISO-TC289 Brand
- [BIV Project Updates](https://themasb.org/projects/completed/brand-investment-valuation/branding-investment-model/) - Brand Investment & Valuation.Status (Febrary 2020) Brand Investment & Valuation.Status (August 2019) Brand Investment & Valuation.Status (February 2019) Brand Investment & Valuation.Status (August 2018) Brand Investment & Valuation.Status (February 2018) Brand Investment & Valuation.Status (August 2017) Brand Investment & Valuation.Status (February 2017) Brand Investment & Valuation.Status (August 2016) Brand Investment & Valuation.Status (February 2016) Brand Investment & Valuation.Status
- [FME Project Updates](https://themasb.org/projects/completed/finance-in-marketing-education-project/fme-project-updates/) - Finance in Marketing Education. Status (Winter 2020) Finance in Marketing Course.Status (Summer 2019) Finance in Marketing Course. Status (Winter 2019) Finance in Marketing Course.Status (Summer 2018) Finance in Marketing Course.Status (Winter 2018) Finance in Marketing Course.Status (August 2017) Finance in Marketing Course.Status (February 2017)
- [WS2020 Presentations](https://themasb.org/masb-events/ws2020-presentations/) - Thank you for attending MASB Winter Summit 2020. Presentation decks will be available after the event on this page for one month. After that, MASB members will have access at PAST SUMMITS. A. Welcome and Agenda Overview B. Introductions and Charge C. Spotlight Interview: Chris McDonough, LL Bean D. Common Language Marketing Dictionary E. ANA
- [Presentations](https://themasb.org/resources/presentations/) - The marketing accountability movement is inspiring works by top players in Finance, Analytics and Marketing – and MASB project teams are leading the way. For more, see MASB WHITE PAPERS. RECENT PRESENTATIONS MASB Winter Summit: ISO TC289 – Brand Evaluation and Valuation - Calder/Pace Feb 2019 MASB Winter Summit: Marketing Accountability: The Year Ahead - Pace Feb 2019 MASB Winter Summit: Marketing Value
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- [Jim Meier](https://themasb.org/officers-and-directors/jim-meier/) - Jim Meier served as MASB Director (2013-2018) and was appointed Trustee and Treasurer of the Marketing Accountability Foundation in 2019. Jim graduated from Marquette University in 1984 with a Bachelor’s degree in Accounting. He spent 8 years as an auditor with Ernst & Young in Milwaukee. Jim subsequently spent 26 years with Philip Morris, Miller
- [MASB Fellows](https://themasb.org/masb-fellows/) - MASB Fellows are marketing scientists or others from academia or practice, working with MASB to provide businesses with a cadre of new marketing professionals to cross academic silos and meet the growing demand for measurement-based accountability processes – where the role of marketing measurement is central, integrated with other metrics along the value chain, and
- [Meg Blair Tributes](https://themasb.org/margaret-henderson-blair-marketing-science-pioneer/meg-blair-tributes/) - "I came to know Meg in the early 1980s while I was an assistant professor at Vanderbilt. She was a friend and mentor. I will miss her and MASB has suffered a great loss. Meg was one of a handful of industry leaders who understood the importance of measurement and who advanced best practices associated with
- [Margaret Henderson Blair, Marketing Science Pioneer (1943–2018)](https://themasb.org/margaret-henderson-blair-marketing-science-pioneer/) - Dr. Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability. Her numerous achievements include: Founding president of the ARS Group, once recognized by Advertising Age as one of the nation's 10 fastest growing research organizations Founding President and CEO of MASB, Chair of
- [MMAP Endorsements](https://themasb.org/marketing-metric-certification/endorsements/) - “Given the rigor that went into its development and validation, we were very comfortable taking the Meaningfully Different Framework through the third-party MMAP vetting process, where the tool was thoroughly evaluated against 10 criteria for ideal metrics, including relevance/actionability, predictive validity, sensitivity, simplicity, and transparency. We were impressed with MASB’s diligence during this audit process, and
- [MMAP MASTER](https://themasb.org/marketing-metric-certification/mmap-master/) - Provider: Service: Definition . Source Data How Derived How Used/Activities Strengths Limitations Relationship to Financial Metrics How does it meet the MMAP Characteristics of an Ideal Metric? For each numbered characteristic: first line identifies characteristic (bold type) and second line describes how (not bold). 1. Relevant…addresses and informs specific
- [Homepage alt1](https://themasb.org/homepage-alt1/) - Marketing is headed for fundamental change by mastering accountability, taking its rightful place at the head of the strategic growth table – permanently. MASB serves as the interface between Marketing and Finance, providing standardized performance measures that reliably tie marketing actions to financial return with Analytics. As was true for manufacturing and product quality –
- [Summer Summit 2017 Presentations](https://themasb.org/summer-summit-2017sa/) - Thank you for attending MASB Summer Summit 2017! These presentation decks will be available to all attendees on this page through Sept 15. MASB members will have unlimited access from the MASB Summit Presentations page. A. Welcome Announcements B. Introductions and Charge C1. Ebben Retirement C2. MASB Vision D. Marketing-Analytics-Finance Working Together Panel [release pending] E. Continuous Improvement in
- [Summer Summit 2015  |  Chicago](https://themasb.org/masb-events/past-masb-summits/summer-summit-2015-chicago/) - Applying the Science of Measurement to the Art of Marketing Under Umbrella of Governance Thursday, August 13, 9:00AM–5:30PM Welcome & Announcements | Allan Kuse, MMAP Center Introduction & Charge | David Stewart, LMU Marketing & Finance Working Together Panel | Rick Abens, Foresight ROI Academic Perspective: Capitalizing Ad Spending | Shuba Srinivasan, Boston U CIR Project: Science & Governance | Jane O’Keefe, MillerCoors
- [Marketing Accountability Foundation](https://themasb.org/marketing-accountability-foundation/)
- [Vithala Rao](https://themasb.org/vithala-rao/) - MASB Advisor since 2017, Vithala R. Rao is the Deane Malott Professor of Management and Professor of Marketing and Quantitative Methods in the Samuel Curtis Johnson Graduate School of Management at Cornell University. He has published over 135 papers in top journals on topics including conjoint analysis and multidimensional scaling, pricing, bundle design, brand equity,
- [CLV for CPG Project Updates](https://themasb.org/projects/completed/measuring-and-improving-cpg-return-using-clv/clv-for-cpg-project-updates/) - CLV for CPG.Status (February 2015) CLV for CPG.Status (February 2015) CLV for CPG.Status (August 2014) Application of CLV to CPG - Hanssens & Parcheta (August 2014) CLV for CPG.Status (February 2014) CLV for CPG.Status (August 2013) CLV for CPG.Status (February 2013) CLV for CPG.Status (September 2012) CLV for CPG.Status (March 2012) CLV for CPG.Status (August
- [Measuring & Improving Return from Interactive](https://themasb.org/projects/completed/measuring-improving-return-from-interactive/) - Interactive.Status (February 2015) Interactive.Status (August 2014) Interactive.Status (February 2014) Interactive.Status (August 2013) Interactive.Status (February 2013) Interactive.Status (September 2012) Interactive.Status (March 2012) Interactive: What is Known (August 2011) Interactive: What Is Known (February 2011)
- [Winter Summit 2010](https://themasb.org/masb-events/past-masb-summits/winter-summit-2010/) - A. Welcome - Stewart 3.10. B. Marketing Science Past & Present - Taylor 3 10 C. Marketing Science Future: Ideal Metric Charactistics.Practices - Kuse 3.10 D. Marketing Science Future: Ideal Metric Learning.Application - Gohmann 3.10 E. Marketing Science Future: Long-Term Impact w/Examples - Hanssens 3.10 F. Beyond the Science - Lees 3.10 G. Summary & Call to Action -
- [Summer Summit 2010](https://themasb.org/masb-events/past-masb-summits/summer-summit-2010/) - A. Welcome - Stewart 8.10 B. The First 3 Years - Hanssens 8.10 C. Beyond The Science -Taylor 8.10 D1. ANA Constitution - Liodice 8.10 D. KeyNote Panel - Reibstein 8.10 E. Summary.Call to Action - Blair 8.10 F.G. Game Changer I FASB.MASB Partnership - Plummer.Bielstein 8.10 H.I.J Game Changer II Branding Investment Model - Stewart.Lehmann
- [MASB White Paper 03](https://themasb.org/resources/masb-publications/masb-white-paper-03/) - THE LONG-TERM EFFECTS OF MARKETING ACTIONS Michael Hess Former Member, MASB Advisory Council Please register for a free download of this white paper. You will be added to the MASB NEWS list, but you may unsubscribe at any time. [inbound_forms id="9192" name="White Paper 03"]
- [Brand Valuation: BIV Project Phase I](https://themasb.org/projects/completed/brand-valuation-project-phase-1/) - Brand valuation is being redefined by the Brand Investment & Valuation Project, formed in 2010 to establish “generally accepted brand investment & valuation standards.” The first phase of the project brought together leading academics, marketing and finance practitioners from six blue-chip corporations, and specialists from several research companies to identify a cornerstone brand strength metric and validate a
- [Winter Summit 2012 | St Pete, FL](https://themasb.org/masb-events/past-masb-summits/winter-summit-2012-st-pete-fl-2/) - Aligning Marketing & Finance with “Generally Accepted Brand Investment & Valuation Standards” February 16-17, 2012 Thursday, February 16, 9:00AM-5:30PM Welcome & Charge | David Stewart, UCR MASB Warm-Up | David Reibstein, Wharton (What’s Been Accomplished & What’s Ahead) Keynotes on Brand Value: Communicating Value in the 21st Century | Bob Laux, Microsoft Evolution of the
- [MASB MarCom](https://themasb.org/projects/completed/masb-marcom/) - The MarCom Project The objective of this project was to effectively communicate the importance of MASB and its work to the advancement of the marketing discipline & business overall. Representatives from MASB Member Industry Associations comprised this team, recognizing that MASB will provide the heretofore critical missing links between the marketing & finance communities. In
- [The MASB Book: Accountable Marketing](https://themasb.org/projects/completed/masb-book-1/) - The MASB Book Project Team completed its first phase with the publication of Accountable Marketing: Linking Marketing Actions to Financial Performance (Routledge March 2016). The project team compiled the best of MASB work in an edited book that is accessible to the general business & academic communities, providing a rallying point for those committed to greater accountability in
- [MASB Book Project Updates](https://themasb.org/projects/completed/masb-book-1/masb-book-project-updates/) - MASB Book I.Status (August 2015) MASB Book I.Status (February 2015) MASB Book I.Status (August 2014) MASB Book I.Status (February 2014) MASB Book I.Status (August 2013) MASB Book I.Status (February 2013) MASB Book I.Status (September 2012) MASB Book I.Status (March 2012)
- [Measuring and Improving CPG Return Using CLV](https://themasb.org/projects/completed/measuring-and-improving-cpg-return-using-clv/) - CLV for CPG PROJECT Improvement in target marketing strategies for consumer packaged goods has been hampered by the inability to measure the return from those targets. This issue will become even more important as TV will soon be household addressable. Marketing to consumers has been measured at the store, market and product levels – not at
- [MarCom Project Updates](https://themasb.org/projects/completed/masb-marcom/marcom-project-updates/) - MASB MarCom.Status (August 2015) MASB MarCom.Status (February 2015) MASB MarCom.Status (August 2014) MASB MarCom.Status (February 2014) MASB MarCom.Status (August 2013) MASB MarCom.Status (February 2013) MASB MarCom.Status (September 2012) MASB MarCom.Status (March 2012) MASB MarCom.Status (September 2011)
- [Winter Summit 2015 | San Antonio](https://themasb.org/masb-events/past-masb-summits/winter-summit-2015-san-antonio/) - The Marketing Accountability Journey: Marketing & Finance Applying the Science of Measurement & Process Management Under Umbrella of Appropriate Governance, for Continuous Improvement in Financial Performance Thursday, February 12, 9:00AM–5:30PM Welcome & Announcements | Allan Kuse, MMAP Center Introduction & Charge | David Stewart, LMU New Marketing & Finance "Pairs" Panel | Jim Meier, MillerCoors
- [Summer Summit 2014 | Chicago](https://themasb.org/masb-events/past-masb-summits/summer-summit-2014-chicago/) - Applying the Science of Measurement & Process Management to the Art of Marketing II Thursday, August 14, 9:00AM–5:30PM Welcome & Announcements | Allan Kuse, MMAP Center Introduction & Charge | Paul Farris, Darden Marketing & Finance "Pairs" Panel | Jim Meier, MillerCoors Marketer Member Panel | Jamie Richardson, Kimberly-Clark Keynote: Adding "governance" to the Science | Greg
- [MASB Fellows Project Updates](https://themasb.org/masb-fellows/gff-project-updates/) - MASB Fellows Project.Status (August 2015) MASB Fellows Project.Status (March 2015)
- [Winter Summit 2007 | Islamorada](https://themasb.org/masb-events/past-masb-summits/winter-2007/) - The Boardroom Project/ANA Meeting February 16–17, 2007 at The MMAP Center Friday, February 16 (Noon–5:00PM) Welcome | Blair, The MMAP Center Academic Review | Stewart, USC Why So Many Metrics? | Plummer, ARF The Marketing Scientist’s Perspective | Duffy, Nielsen The CMO’s Perspective | Mirque, ANA The CFO’s Perspective | Benton, Benton Consulting Saturday, February 17 (9:00AM–Noon)
- [Summer Summit 2007 | Chicago](https://themasb.org/masb-events/past-masb-summits/summer-2007/) - MASB Kick-off August 16–17, 2007 at Starcom MediaVest Group Thursday, August 16 (Lunch/Noon–Dinner) Welcome Charter Members MASB: Establishing Marketing Measurement & Accountability Standards The CMO's Perspective | Cummings, Visa The CFO's Feedback & Perspective | Plummer, Columbia The Marketing Scientist/Analytics Perspective | Duffy, Nielsen Role of Standards | Stewart, UCR
- [Winter Summit 2008 | Islamorada](https://themasb.org/masb-events/past-masb-summits/winter-2008/) - MASB Projects and Emerging Issues March 13 & 14, 2008 at The MMAP Center Thursday, March 13, 9:00AM–5:00PM Welcome, Intro, Announcements | Stewart, UCR CFO Outreach: What the CFO Has/Needs | Plummer, Columbia TV Impact: Measuring According to MMAP | Blair, MAF/MASB Roadmap to Customer Lifetime Value for CPG | Abens, ConAgra Long-Term Impact: Measurement
- [Summer Summit 2008 | Chicago](https://themasb.org/masb-events/past-masb-summits/summer-2008/) - The Accountability Journey and Points of View August 14 & 15, 2008 at Starcom MediaVest Group Thursday, August 14, 9:00AM–5:00PM Welcome | David Stewart, UCR Long-Term Impact Project: Overview & Status | Hanssens, UCLA The Street Project: Overview & Status | Tisor, MSP CFO Outreach Project: Final Review for Posting | Plummer, Columbia Where Marketers
- [Summer Summit 2009 | Chicago](https://themasb.org/masb-events/past-masb-summits/summer-2009/) - Current State, Future State & Role of MASB August 6–7, 2009 at Nielsen Thursday, August 6, 9:00AM–5:30PM Welcome & Introduction | Stewart, UCR; Kumar, AMA/GSU Current State Where We Stand on Accountability Journey | Mirque, ANA Why #s Not Believable “Audit Ready” | Brewer & Baron, Ernst & Young Future State The
- [Winter Summit 2010 | Chicago](https://themasb.org/masb-events/past-masb-summits/winter-2010/) - Beyond the Science March 11-12, 2010 at Starcom MediaVest Group Thursday, March 11, 9:00AM-5:30PM Welcome & Introduction | Stewart, UCR Marketing Science Past & Present: P&IMS Conference | Taylor, MSI 40 Year Review | Urban, MIT; Lilien, Penn State; Attendees Marketing Science Future: Measurement Development & Process Management Characteristics of an “Ideal
- [Summer Summit 2010 | Boston](https://themasb.org/masb-events/past-masb-summits/summer-2010/) - Moving from the First 3 Years (Start-Up) to the Next 3 Years (Game Changers) August 12-13, 2010 Thursday, August 12, 9:00AM-5:30PM Welcome & Introduction | Stewart, UCR The First 3 Years: Start-Up | Hanssens, UCLA Beyond the Science | Taylor, MSI Key Note: The Next 3 Years - Changing the Game | Reibstein, Wharton
- [Winter Summit 2011 | Austin](https://themasb.org/masb-events/past-masb-summits/winter-summit-2011-austin/) - Marketing & Finance Are Aligned: Moving Forward to Change the Game February 17-18, 2011 Thursday, February 17, 9:00AM-5:30PM Welcome, Introduction & Charge | Stewart, UCR The First 3 Years: Start-Up | Hanssens, UCLA The Next 3 Years: Changing the Game | Reibstein, Wharton Key Note Addresses: The Need for Brand Valuation Standards |
- [Summer Summit 2011  |  Chicago](https://themasb.org/masb-events/past-masb-summits/summer-summit-2011-chicago/) - Aligning Marketing & Finance on Changing the Game with “Generally Accepted Brand Investment & Valuation Standards” August 11-12, 2011 Thursday, August 11, 9:00AM-5:30PM Welcome & Charge | David Stewart, UCR MASB Warm-Up | Dominique Hanssens, UCLA (Summary of Key Learning, Challenges, and What’s Ahead) Keynote on Brand Value: Why Brand Value Matters (Q&A) | CMO
- [Winter Summit 2012  |  St Pete, FL](https://themasb.org/masb-events/past-masb-summits/winter-summit-2012-st-pete-fl/) - Aligning Marketing & Finance with “Generally Accepted Brand Investment & Valuation Standards” February 16-17, 2012 Thursday, February 16, 9:00AM-5:30PM Welcome & Charge | David Stewart, UCR MASB Warm-Up | David Reibstein, Wharton (What’s Been Accomplished & What’s Ahead) Keynotes on Brand Value: Communicating Value in the 21st Century | Bob Laux, Microsoft Evolution of the
- [Summer Summit 2012  |  Chicago, IL](https://themasb.org/masb-events/past-masb-summits/summer-summit-2012-chicago-il/) - Marketing & Finance are Aligning On Measurement Standards for Return (Short Term & Over Time) August 16-17, 2012 Thursday, August 16, 9:00AM-5:30PM Welcome & Charge | MASB Chair David Stewart, LMU MASB Warm-Up | Earl Taylor, MSI What’s Been Accomplished & What’s Ahead Marketing & Finance Aligning (Brand Investment & Valuation Project): Journey to Brand
- [Winter Summit 2013 | Las Vegas, NV](https://themasb.org/masb-events/past-masb-summits/winter-summit-2013-las-vegas-nv/) - Across Industry, Marketing & Finance are Agreeing on Measurement for Creating Value Thursday, February 14, 9:00AM-5:30PM Welcome & Charge | MASB Chair David Stewart, LMU MASB Warm-Up | Earl Taylor, MSI The CMO's Accountability Agenda | Bill Zengel, ANA The CFO’s Accountability Agenda | Joe Plummer, Columbia Trailblazer Award Presented to Joe Plummer Marketing &
- [Summer Summit 2013  |  Boston](https://themasb.org/masb-events/past-masb-summits/summer-summit-2013-boston/) - Marketing & Finance are Agreeing on Measurement for Creating Value II Thursday, August 8, 9:00AM-5:30PM Welcome & Announcements | Allan Kuse, MMAP Center Introduction & Charge | MASB Chair David Stewart, LMU The CMO & CFO Top Concerns (ANA Surveys) | Arthur Tharpe, ANA Marketing & Finance “Pairs” III Panel | Jim Meier, MillerCoors Marketer
- [Winter Summit 2014 | Orlando](https://themasb.org/masb-events/past-masb-summits/winter-summit-2014-orlando-2/) - Applying the Science of Measurement & Process Management to the Art of Marketing Thursday, February 20, 9:00AM-5:30PM Welcome & Announcements | Allan Kuse, MMAP Center Introduction & Charge | MASB Chair David Stewart, LMU Marketer Panel | Jamie Richardson, Kimberly-Clark; Jim Meier, MillerCoors Where Marketing Stands, Part 1: Earl Taylor, MSI; David Reibstein, Wharton Where
- [MMAP Audit, Training & Advisory Services](https://themasb.org/projects/marketing-metric-accountability/audit-training-advisory-services/) - MMAP is the first “standard” approved by MASB as the process for connecting marketing activities to interim outcome metrics to financial performance metrics, and includes an audit of how the metrics meet the validation & causality characteristics of an ideal metric. While an example project profiles a specific “ideal metric”, members of MASB and an
- [Vision](https://themasb.org/marketing-accountability-foundation/vision/) - The vision of the Marketing Accountability Foundation is an independent standards body, with universal and voluntary collaboration and participation: Laying the measurement foundations for marketing professionals to realize full accountability and strategic status in the Boardroom, as reliable forecasters and achievers of consistent growth in customer revenues, earnings and cash flows quarter-to-quarter and year-to-year. See
- [Joseph Plummer](https://themasb.org/officers-and-directors/joseph-plummer/) - Joseph Plummer, a member of The Boardroom Project since 2006, founding Director of the MASB (2007), and founding Trustee of the MAF (2012), is on the faculty of Columbia University. His previous positions include Chief Research Officer of the Advertising Research Foundation, Executive Vice President Director of Research & Insight Development for McCann-Erickson World-Group, Vice

## Categories

- [Brand Valuation](https://themasb.org/category/brand-valuation/)
- [Marketing Accountability](https://themasb.org/category/marketing-accountability/)
- [MASB Events](https://themasb.org/category/masb-events/)
- [Podiums/Publicity](https://themasb.org/category/podiums-publicity/)
- [Finance in Marketing Education](https://themasb.org/category/finance-in-marketing-education/)
- [Sponsorship Accountability](https://themasb.org/category/sponsorship-accountability/)
- [Marketing Metric Catalog](https://themasb.org/category/metric-catalog/)
- [Brand Evaluation Standards](https://themasb.org/category/brand-evaluation-standards/)
- [Digital Marketing Accountability](https://themasb.org/category/digital-marketing-accountability/)

## Tags

- [marketing communications](https://themasb.org/tag/marketing-communications/)
- [marketing accountability](https://themasb.org/tag/marketing-accountability/)
- [marketing measurement](https://themasb.org/tag/marketing-measurement/)
- [MASB Summit](https://themasb.org/tag/masb-summit/)
- [marketing](https://themasb.org/tag/marketing/)
- [finance](https://themasb.org/tag/finance/)
- [David Stewart](https://themasb.org/tag/david-stewart/)
- [brand valuation](https://themasb.org/tag/brand-valuation/)
- [marketing performance](https://themasb.org/tag/marketing-performance/)
- [financial reporting](https://themasb.org/tag/financial-reporting/)
- [ROI](https://themasb.org/tag/roi/)
- [marketing dictionary](https://themasb.org/tag/marketing-dictionary/)
- [advertising](https://themasb.org/tag/advertising/)
- [marketing standards](https://themasb.org/tag/marketing-standards/)
- [Continuous Improvement in Return](https://themasb.org/tag/continuous-improvement-in-return/)
- [marketing terms](https://themasb.org/tag/marketing-terms/)
- [Accountable Marketing](https://themasb.org/tag/accountable-marketing/)
- [marketing metrics](https://themasb.org/tag/marketing-metrics/)
- [MASB](https://themasb.org/tag/masb/)
- [finance and marketing](https://themasb.org/tag/finance-and-marketing/)
- [Marketing Accountability Standards Board](https://themasb.org/tag/marketing-accountability-standards-board/)
- [Pam Forbus](https://themasb.org/tag/pam-forbus/)
- [ISO](https://themasb.org/tag/iso/)
- [marketing analytics](https://themasb.org/tag/marketing-analytics/)
- [marketing ROI](https://themasb.org/tag/marketing-roi/)
- [digital marketing](https://themasb.org/tag/digital-marketing/)
- [brand evaluation](https://themasb.org/tag/brand-evaluation/)
- [Kate Spade](https://themasb.org/tag/kate-spade/)
- [Frank Findley](https://themasb.org/tag/frank-findley/)
- [Jim Meier](https://themasb.org/tag/jim-meier/)
- [Paul Farris](https://themasb.org/tag/paul-farris/)
- [television advertising](https://themasb.org/tag/television-advertising/)
- [tv advertising](https://themasb.org/tag/tv-advertising/)
- [ESPN](https://themasb.org/tag/espn/)
- [sponsorship](https://themasb.org/tag/sponsorship/)
- [brand sponsorship](https://themasb.org/tag/brand-sponsorship/)
- [Forbes Marketing Accountability Initiative](https://themasb.org/tag/forbes-marketing-accountability-initiative/)
- [MROI](https://themasb.org/tag/mroi/)
- [marketing metric audit protocol](https://themasb.org/tag/marketing-metric-audit-protocol/)
- [data analytics](https://themasb.org/tag/data-analytics/)
- [sample quality](https://themasb.org/tag/sample-quality/)
- [Big Data](https://themasb.org/tag/big-data/)
- [sampling](https://themasb.org/tag/sampling/)
- [repondent sampling](https://themasb.org/tag/repondent-sampling/)
- [convenience sampling](https://themasb.org/tag/convenience-sampling/)
- [Meg Blair](https://themasb.org/tag/meg-blair/)
- [sponsorship metrics](https://themasb.org/tag/sponsorship-metrics/)
- [sponsorship accountability](https://themasb.org/tag/sponsorship-accountability/)
- [sponsorship ROI](https://themasb.org/tag/sponsorship-roi/)
- [tax impact](https://themasb.org/tag/tax-impact/)
- [Tony Pace](https://themasb.org/tag/tony-pace/)
- [ISO 20671](https://themasb.org/tag/iso-20671/)
- [golden ticket](https://themasb.org/tag/golden-ticket/)
- [ISO 10668](https://themasb.org/tag/iso-10668/)
- [sponsorship measurement](https://themasb.org/tag/sponsorship-measurement/)
- [digital marketing accountability](https://themasb.org/tag/digital-marketing-accountability/)
- [marketing sphere](https://themasb.org/tag/marketing-sphere/)
- [brand](https://themasb.org/tag/brand/)
- [brand definition](https://themasb.org/tag/brand-definition/)
- [marketing videos](https://themasb.org/tag/marketing-videos/)
- [business education](https://themasb.org/tag/business-education/)
- [marketing education](https://themasb.org/tag/marketing-education/)
- [ISO TC289](https://themasb.org/tag/iso-tc289/)
- [blair award](https://themasb.org/tag/blair-award/)
- [sponsorship marketing](https://themasb.org/tag/sponsorship-marketing/)
- [sponsorship activation](https://themasb.org/tag/sponsorship-activation/)
- [2019](https://themasb.org/tag/2019/)
- [esports](https://themasb.org/tag/esports/)
- [pandemic marketing](https://themasb.org/tag/pandemic-marketing/)
- [crisis marketing](https://themasb.org/tag/crisis-marketing/)
- [coronavirus](https://themasb.org/tag/coronavirus/)
- [playaparttogether](https://themasb.org/tag/playaparttogether/)
- [GRP](https://themasb.org/tag/grp/)
- [PRP](https://themasb.org/tag/prp/)
- [marketing award](https://themasb.org/tag/marketing-award/)
- [NIL](https://themasb.org/tag/nil/)
- [right of publicity](https://themasb.org/tag/right-of-publicity/)
- [Neil Bendle](https://themasb.org/tag/neil-bendle/)
- [digital media](https://themasb.org/tag/digital-media/)
- [marketing events](https://themasb.org/tag/marketing-events/)
- [intangible assets](https://themasb.org/tag/intangible-assets/)
- [name image likeness](https://themasb.org/tag/name-image-likeness/)
- [college athletes](https://themasb.org/tag/college-athletes/)
- [margaret henderson blair](https://themasb.org/tag/margaret-henderson-blair/)
- [marketing science](https://themasb.org/tag/marketing-science/)
- [college sports](https://themasb.org/tag/college-sports/)
- [student athletes](https://themasb.org/tag/student-athletes/)
- [sports sponsorship](https://themasb.org/tag/sports-sponsorship/)
- [NCAA](https://themasb.org/tag/ncaa/)
- [sports marketing](https://themasb.org/tag/sports-marketing/)
- [college sports marketing](https://themasb.org/tag/college-sports-marketing/)
- [marketing library](https://themasb.org/tag/marketing-library/)
- [definition of brand](https://themasb.org/tag/definition-of-brand/)
- [Kevin Lane Keller](https://themasb.org/tag/kevin-lane-keller/)
- [AI](https://themasb.org/tag/ai/)
- [artificial intelligence](https://themasb.org/tag/artificial-intelligence/)
- [service innovation](https://themasb.org/tag/service-innovation/)
- [services marketing](https://themasb.org/tag/services-marketing/)
- [ARF Great Mind Award](https://themasb.org/tag/arf-great-mind-award/)
- [Tokyo 2021](https://themasb.org/tag/tokyo-2021/)
- [Tokyo Olympics](https://themasb.org/tag/tokyo-olympics/)
- [MarketingAccountability](https://themasb.org/tag/marketingaccountability/)
- [marketing language](https://themasb.org/tag/marketing-language/)
- [diversity](https://themasb.org/tag/diversity/)
- [diversity marketing](https://themasb.org/tag/diversity-marketing/)
- [brand purpose](https://themasb.org/tag/brand-purpose/)
- [2021](https://themasb.org/tag/2021/)
- [marketing news](https://themasb.org/tag/marketing-news/)
- [financial value of brands](https://themasb.org/tag/financial-value-of-brands/)
- [Karen Ebben](https://themasb.org/tag/karen-ebben/)
- [MASB Trailblazer](https://themasb.org/tag/masb-trailblazer/)
- [marketing resources](https://themasb.org/tag/marketing-resources/)
- [student athlete](https://themasb.org/tag/student-athlete/)
- [marketing leaders](https://themasb.org/tag/marketing-leaders/)
- [Venky Shankar](https://themasb.org/tag/venky-shankar/)
- [brand value](https://themasb.org/tag/brand-value/)
- [marketing metric certification](https://themasb.org/tag/marketing-metric-certification/)
- [marketing accountabiltiy](https://themasb.org/tag/marketing-accountabiltiy/)
- [digital advertising](https://themasb.org/tag/digital-advertising/)
- [Nikhil Gharekhan](https://themasb.org/tag/nikhil-gharekhan/)
- [Presciant](https://themasb.org/tag/presciant/)
- [Bud Light boycott](https://themasb.org/tag/bud-light-boycott/)
- [AB InBev](https://themasb.org/tag/ab-inbev/)
- [buycott](https://themasb.org/tag/buycott/)
- [brand standards](https://themasb.org/tag/brand-standards/)
- [Johnson & Johnson](https://themasb.org/tag/johnson-johnson/)
- [sustainability](https://themasb.org/tag/sustainability/)
- [marketing awards](https://themasb.org/tag/marketing-awards/)
- [marketing creative](https://themasb.org/tag/marketing-creative/)
- [Hostess brands](https://themasb.org/tag/hostess-brands/)
- [sports analytics](https://themasb.org/tag/sports-analytics/)
- [revenue marketing](https://themasb.org/tag/revenue-marketing/)
- [brand strength](https://themasb.org/tag/brand-strength/)
- [creativity](https://themasb.org/tag/creativity/)
- [case study](https://themasb.org/tag/case-study/)
- [social influencers](https://themasb.org/tag/social-influencers/)
- [universal marketing dictionary](https://themasb.org/tag/universal-marketing-dictionary/)
- [digital twin](https://themasb.org/tag/digital-twin/)
- [metric certification](https://themasb.org/tag/metric-certification/)
- [marketing webinars](https://themasb.org/tag/marketing-webinars/)
- [World Brand Day](https://themasb.org/tag/world-brand-day/)
- [measuring creativity](https://themasb.org/tag/measuring-creativity/)
- [naming rights](https://themasb.org/tag/naming-rights/)
- [Association of National Advertisers](https://themasb.org/tag/association-of-national-advertisers/)
- [Kantar](https://themasb.org/tag/kantar/)
- [Proof Analytics](https://themasb.org/tag/proof-analytics/)
- [Reddify](https://themasb.org/tag/reddify/)
- [marketing publication](https://themasb.org/tag/marketing-publication/)
- [India marketing](https://themasb.org/tag/india-marketing/)
- [sustainable marketing](https://themasb.org/tag/sustainable-marketing/)
- [marketing research](https://themasb.org/tag/marketing-research/)
- [brand management](https://themasb.org/tag/brand-management/)
- [risk assessment](https://themasb.org/tag/risk-assessment/)
- [marketing insights](https://themasb.org/tag/marketing-insights/)
- [brand building](https://themasb.org/tag/brand-building/)
- [marketing webinar](https://themasb.org/tag/marketing-webinar/)
- [marketing mix modeling](https://themasb.org/tag/marketing-mix-modeling/)
- [MMM](https://themasb.org/tag/mmm/)
- [Kraft Heinz](https://themasb.org/tag/kraft-heinz/)
- [brand strategy](https://themasb.org/tag/brand-strategy/)
- [DePaul marketing](https://themasb.org/tag/depaul-marketing/)
- [customer engagement](https://themasb.org/tag/customer-engagement/)
- [marketing AI](https://themasb.org/tag/marketing-ai/)
- [brand experience](https://themasb.org/tag/brand-experience/)