MASB Certified Metrics: Comparing Marketing Metrics with Confidence
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 characteristics of an ideal metric.
CATALOG of CERTIFIED METRICSMarketing performance metrics certified through the MASB Marketing Metric Accountability Protocol [MASB membership required for access]
|
||
| PROVIDER | MARKETING METRIC | DATE CERTIFIED |
| Kantar | Meaningful Different Salient (MDS) Framework | Dec 2024 |
| Proof Analytics | Proof Causal.AI | Mar 2024 |
| Brand Finance | Brand Value Rankings | Apr 2019 |
| Kantar | Meaningfully Different Framework | Aug 2018 |
| MSW Research | CCPersuasion | Jan 2018 |
| Kantar Millward Brown | Link Copy Test | Feb 2017 |
| Behavioral Science Lab | BrandEmbrace | May 2016 |
| Nielsen | BASES | May 2016 |
| MSW•ARS Research | Brand Preference/Choice in Tracking | Apr 2016 |
| Blue Marble Enterprises | Customer Equity/Customer Lifetime Value | Sep 2012 |
| CoreBrand | Equity Construct | Oct 2011 |
| ARS Group | APM Facts | Sep 2010 |
Download METRIC CERTIFICATION INFO SHEET [PDF]
For marketers, MMAP provides access to a catalog of independently certified marketing metrics that allows them to compare competing metrics with confidence. For measurement providers, MMAP offers validation of a metric’s usefulness via a process that reveals strengths and weaknesses, often resulting in the metric’s improvement. See MMAP ENDORSEMENTS.
Marketing Metric Certification/Catalog Access
Both marketing metric certification and access to the catalog are currently included with MASB membership.
Contact [email protected] for more information.