Executive Summary In June 2021, the Marketing Accountability Standards Board (MASB), issued the landmark publication, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms. A fundamental premise of the publication is that the measurement and …
Venkatesh “Venky” Shankar’s pioneering works on marketing mix models and attribution techniques have advanced the state-of-the-art in ROI measurement. Multiple marketers have successfully used these to annually benchmark their performance and adjust their marketing strategies and tactics. At its fall …
David Haigh’s innovative work on techniques for financial brand valuation helped lay the foundation for brands to be treated as valuable corporate assets – an important theme for MASB, the Marketing Accountability Standards Board. At its fall summit last week, …
The American Marketing Association – New York interviewed new MASB CEO Joanna Seddon in front of the Charging Bull statue that symbolizes financial optimism and prosperity in New York City’s Financial District. “The Marketing Accountability Standards Board is an organization …
Please join us for an exciting and thought-provoking program at MASB Fall Summit 2022, Thursday & Friday, October 13-14. We will be launching the new MASB brand and vision, sharing some powerful marketing content, presenting an important emerging issue, and discussing the role …
Investment in sponsorships, partnerships and experiential marketing continues to grow as brands look for the best way to engage with their consumers and shape brand perceptions to generate demand and drive organic growth. Measuring and quantifying the contribution that sponsorship …
Marketing activities have traditionally focused on success in the product marketplace, but the C-Suite is increasingly requiring marketing to view its ultimate purpose as contributing to the enhancement of shareholder returns. The reinvigoration of the accountability functions of marketing through …
Joanna Seddon’s vision is marketing elevated to its rightful position. “We are the people responsible for the demand chain, which is growth. So why aren’t marketers more respected in the boardroom? It’s because of the lack of marketing accountability.” Newly …
Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing …
MASB, the Marketing Accountability Standards Board, has assembled a wide array of research and educational resources available for improving business communication and linking marketing activities to financial return. Take advantage of them! MASB WHITE PAPERS Our research is highly regarded …