College of Charleston Joins MASB

MASB is honored to welcome College of Charleston as a member. The Business Research Guide ranks it 15th among the top 30 prominent business schools for global business and study abroad programs. The school’s mission is “to prepare socially responsible students for career opportunities around the world.” Representing the school as a MASB advisor will be Robert Pitts, Professor of Marketing …

Forbes-MASB: How Marketers Can Create More Value

The Forbes CMO Practice and MASB are hosting an exclusive gathering of performance-led marketers to share proven ways to measure and grow the contribution of marketing investments and strategies to enterprise value. The event takes place May 17, 2018, 8AM to Noon at Forbes on Fifth in New York City. In this morning session, analysts, academics and marketing …

An Appreciation: Margaret Henderson Blair, Marketing Science Pioneer (1943–2018)

A LIFETIME OF ACHIEVEMENTS Dr. Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability. Her numerous achievements include: Founding president of the ARS Group, once recognized by Advertising Age as one of the nation’s 10 fastest growing research organizations Founding President and CEO …

In Memoriam

It is with great sorrow that we announce the unexpected passing of our leader and driving force, Margaret (Meg) Henderson Blair. For the past year, she has served as Chair of the Marketing Accountability Foundation following ten years as Founding President and CEO of MASB. Although many were involved in forming the Marketing Accountability …

Who Was Who at MASB Winter Summit 2018

Our gathering last month in New Orleans was a terrific collection of marketing thought leaders putting their minds to such issues as sample quality, sponsorship metrics and digital advertising accountability. Check out the Who’s Who of Marketing Accountability from MASB Winter Summit 2018. Summits come twice per year. Don’t miss MASB Summer Summit 2018, August …

Creating Pillars of Quality for Respondent Sampling

“There are existing standards for sampling practices,” says Frank Findley, “but there is growing sentiment that they are not substantial enough for modern day. We’re looking to create pillars of quality that potentially extend the existing standards.” Findley, Executive Director of the Marketing Accountability Standards Board, led the Respondent Sample Quality Panel at MASB …

MSW•ARS Copy Test Solution TouchPoint Completes Independent Metric Audit

MSW•ARS Research announced today that their advertising research solution, TouchPoint® has completed the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between a marketing measurement and financial performance as established by the Marketing Accountability Standards Board (MASB). Using TouchPoint®, MSW•ARS is able to measure, forecast and optimize advertising messages – …

Marketing Dictionary Popularity Rising

Monthly users of the Common Language Marketing Dictionary website (marketing-dictionary.org) surpassed 12,000 in January, making this free educational resource the definitive source for marketing terms and definitions. The site has grown to include more than 1,700 edited marketing terms, with new ones being added monthly. In 2010, a diverse group of marketing professors and corporate executives …

BrandEmbrace Metric Successfully Completes MASB Audit

BrandEmbrace® Expected Utility Metric Shown To Be a Valid, Reliable, Sensitive and Calibrated Predictor of Brand Preference BrandEmbrace®, a behavioral economics metric provided by Behavioral Science Lab, LLC (BSL) has completed the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between a marketing measurement and financial performance provided by the Marketing Accountability Standards Board …