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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …