MSW•ARS Copy Test Solution TouchPoint Completes Independent MASB 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 …

Practical & Profitable Actions for Marketers

The contribution of marketing to enterprise value in an intangible, digitally-driven economy is significant – often more than 50 percent, according to the recently released Forbes Marketing Accountability Report. Based on a global survey of 800 marketing executives, the 90-page analysis also reveals that: Marketers who invest in building organizational incentives, processes, systems and skills to improve marketing performance measurement and …

2017: The Year in Marketing Accountability

MASB broadened its scope in 2017, beginning with a new look that illustrates our focus on bringing Finance, Analytics and Marketing together to chart the course to business growth. As the research arm of the new Forbes Marketing Accountability Initiative powered by MASB, we are helping CMOs and the marketing industry communicate the contribution of marketing to enterprise …

Digital Media Accountability Fellowship Open

Help lay the measurement foundations for accountable marketing as a MASB Fellow. MASB, the Marketing Accountability Standards Board, is seeking an experienced Marketing Scientist (or other Academic) to join in its mission of establishing marketing measurement and accountability standards across industry and domain for continuous improvement in financial performance and for the guidance and …

Forbes & MASB Meet on Fifth Avenue

“It feels weird to be in a marketing meeting talking about accounting and finance,” commented John Kimmet of Celgene at How Marketers Drive Growth, the inaugural event of the Forbes Marketing Accountability Initiative powered by MASB. The purpose of the Dec. 6 gathering at Forbes on Fifth Avenue in New York City was to …

February’s Winter Summit Agenda

2018 Winter Board Meeting & Summit, Feb 22-23, New Orleans MASB is validating marketing’s contribution to growth. Join key leaders and influencers as we put the marketing accountability spotlight on DIGITAL ADVERTISING and BRAND SPONSORSHIP METRICS, with reports on our innovative projects and the Forbes Marketing Accountability Initiative powered by MASB. Start your marketing …

HOW MARKETERS DRIVE GROWTH Dec 6

The World’s Most Influential CMOs Gather at Forbes on Fifth to Discuss the Contribution of Marketing to Growth and Enterprise Value The Forbes CMO Practice and MASB will be hosting a morning workshop entitled “How Marketers Drive Growth” in a gathering of leading CMOs, Academics and Experts for a morning of discussion around the …