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.

MASB metric certification

Proof software by Proof Analytics has been added to the MMAP Certified Metric Catalog and is certified for confident use by MASB members and the marketing profession in general.

The certification process includes the conceptual linking of marketing activities to intermediate marketing outcomes and the cash drivers of the business. For measurement and software, it provides a review of the provider’s claims and the connection to monetary impact by an independent team of measurement experts. This transparency bolsters Marketer confidence while protecting the intellectual property of the provider.

“Proof is a terrific example of how the latest decision support technology is reshaping marketing accountability workflow,” said Frank Findley, MASB executive director. “In recent years, we have seen an increase in the volatility and velocity of marketplace change, making it difficult for marketers to quickly respond. The review team found that the software automates much of the analytics needed to provide optimized plans and financial forecasts. This enables the teams and their business partners to understand and maximize their go-to-market investments in light of ongoing marketplace changes.”

According to the assessment, Proof generates optimized plans and forecasts to explain, calibrate, and constantly improve marketing investments. The software can import time series data of all types, making it relevant across business operations in both B2B and B2C companies. It can be used for ad hoc questions as well as routine ones. Forecasts can be revised more often than with other marketing mix modeling techniques.

Mark Stouse, CEO of Proof Analytics, said, “The certification of Proof by the Marketing Accountability Standards Board means that go-to-market teams now have a fully credentialed causal analytics software tool that they can use with great confidence. Based on additional ongoing evaluations, we believe that Proof will receive other certifications from other organizations in 2024 and beyond.”

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