Does television advertising have the same brand-building power as in previous decades? MASB Director Kelly Johnson of ESPN and MASB Executive Director Frank Findley answered this question with the presentation, “Television’s Brand Building Power –…
According to Tina Moffett, marketers will begin proving their business value when they stop relying on click-through rates and embrace metrics tied more closely to costs and revenue. Moffett, a senior analyst for B2C Marketing…
Former MASB Director Pam Forbus, Senior Vice President of Global Insights and Analytics for PepsiCo, became a Marketing Accountability Foundation Trustee in 2015. She has now assumed the role of MAF Treasurer, replacing MJ Tisor, who has retired…
Neil Bendle, Assistant Professor at the Ivey Business School of Western University, has taken the leadership role for the MASB Advisory Council (MAC), which includes representatives of marketer companies, business schools, industry associations, media providers, media &…
MASB Director Kelly Johnson of ESPN will join MASB Executive Director Frank Findley in presenting Television’s Brand Building Power – From GRPs to PRPs at ARF Audience Measurement 2017, June 12-13 at the Hyatt Regency in…
By applying the MASB Brand Investment & Valuation model, finance teams can more easily tie changes in brand strength to changes in a financial metric, i.e. brand value. This brand valuation can be tracked over time.…
The suggestion that Coach overpaid for its recent purchase of Kate Spade highlights the need for generally accepted standards in measuring and reporting brand value, a large portion of 21st Century intangible assets. MASB formed…
MASB Executive Director Frank Findley will present Television’s Brand Building Power – From GRPs to PRPs at ARF Audience Measurement 2017, June 12-13 at the Hyatt Regency in Jersey City, NJ. Findley will address how…
In 2004, responding to mounting pressure from corporate boardrooms for accountability in marketing, a cross-industry/cross-discipline body of marketing scientists initiated The Boardroom Project. Recognizing that measurement standards tied to financial performance are essential for the proper allocation…
An article in the April 2017 Journal of Marketing Research poses the question: “Do Disclosures of Customer Metrics Lower Investors’ and Analysts’ Uncertainty but Hurt Firm Performance?” According to authors Emanuel Bayer, Kapil R. Tuli and…
