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 …
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 …
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 …
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 …
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 …
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 …
“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 …
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 …