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 …
Marketing measurement providers Avasta and Liquid have collaborated to produce the Challenger Index, a report for both the B2B and B2C sectors offering a strategic perspective to evaluate brand strength, market alignment and potential for growth. At MASB Spring Summit, Mar. …
How can sports marketers use all of the new technologies to make informed decisions, drive marketing strategy, and cultivate brand loyalty? How is sports marketing success measured? These and many other questions will be answered by the Sports Marketing Discussion …
In 1997, Clayton Christensen wrote The Innovator’s Solution, which The Economist named as one of the six most important business books ever written. In the almost 30 years since it was published, “disruption” now appears on the second or third slide of …
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 …
“Amidst the hype surrounding the potentially disruptive impact of A.I. on marketing analytics, there is a need to set realistic expectations.” At MASB Spring Summit, Mar. 20-21 at SMU Cox School of Business, Jean-Pierre Dubé from the University of Chicago – …
In 2019, the Texas Rangers were playing their final season in beloved Globe Life Park while gearing up to unveil Globe Life Field, a sparkling new ballpark designed for the next generation of fans. This exciting chapter sparked the beginning …
A.I. systems are bringing about a new age of transparency in marketing results. Fleeting is the time where returns from marketing and brand activities are ambiguous. Simultaneously, a new groundbreaking legal ruling in the McDonald’s Corporation Stockholder Derivative Litigation case …
As digital privacy regulations tighten and third-party cookies phase out, marketers face new challenges in measuring and optimizing their campaigns. Traditional data-driven methods, once reliant on granular user tracking, must now adapt to a privacy-first world. At MASB Spring Summit …
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 …