C3 Metrics Joins MASB to Advance Transparency in Marketing Attribution

C3 Metrics, a global leader in cross-channel advertising measurement and accountability, has been named a member of MASB, the Marketing Accountability Standards Board, the not-for-profit organization dedicated to establishing marketing measurement and accountability standards across industry and domain. C3 Metrics joins MASB members who are among the marketers, measurement providers, industry associations and business academics …

Diorio Appointed MASB Fellow

NEW YORK, December 5, 2018 (Newswire.com) – Every movement needs its champions and marketing accountability has found one in Stephen Diorio, leader of the Forbes Marketing Accountability Initiative powered by MASB, which is helping marketing executives and their peers in Finance measure communicate and maximize the contribution of marketing to enterprise value and growth. …

A New Design for MASB

A new design has been created to graphically represent the Marketing Accountability Standards Board. It depicts the marketing sphere as a circle with MASB at center, bringing together the sphere’s three elements: marketers, marketing academics and marketing measurement providers. Marketing accountability impacts the entire marketing sphere, and MASB’s membership includes leading members of all …

Measured Thoughts Explores the Metrics of Success

For a unique view on marketing, listen to Measured Thoughts with David Reibstein, Professor of Marketing at The Wharton School and MASB Director Emeritus. Dave explores the metrics of success with upper management, and he takes calls during the show (844-942-7866) so you can share your perspective. The program airs Mondays, 4 pm – 5 pm Eastern, only on SiriusXM …

Common Language Marketing Dictionary Upgrade Announced

Members of the Common Language in Marketing Project Team have announced that its popular educational resource is being upgraded, with a relaunch of the Common Language Marketing Dictionary on a new platform slated for early September. Earlier this month at MASB Summer Summit in Boston, project team co-leader John Gaski of Notre Dame University …

Sponsorium Joins MASB, Sponsorship Accountability Metrics Project

Montreal-based firm Sponsorium International is bringing 25 years of experience in sponsorship and community investment management to the Marketing Accountability Standards Board and its Sponsorship Accountability Metrics (SAM) Project. “Joining MASB, and specifically being a part of the Sponsorship Accountability Metrics Project, is a natural for Sponsorium,” said President and Founder Paul Pednault. “We …

MASB Plans Digital Marketing Accountability Project

“In the future, there can be no marketing accountability if digital is not accountable.” This was the message delivered at MASB Summer Summit in Boston last week during the Digital Marketing Accountability session presented by MASB Advisor Charles Cantu. After showing that digital ad spending now surpasses television while the ability to measure digital …

Brand Valuation vs. Brand Evaluation – What’s the Difference?

The terms brand valuation and brand evaluation are in the news with the launch of unanimously-approved global standard ISO 20671 Brand Evaluation – Principles and Fundamentals. How different can these terms be that differ by just one letter? The new standard puts forth a framework of principles for conducting a brand evaluation, which includes …