MASB Summer Summit 2015 MASB member companies are reporting a positive shift in the working relationship between marketing and finance departments. “This is what MASB is really about,” said Rick Abens of Foresight ROI, who led a Marketing and Finance Pairs panel discussion at the August summit, “helping these two very different groups align …
The focus of most measures of marketing’s impact on sales is “short term.” Measurement and analyses that consider only short-term impact may put advertising at an unrealistic disadvantage when allocating marketing resources to maximize long-run profitability. In advance of its Summer Summit in Chicago next week, MASB is releasing to the public for the …
Frank Findley (MSW.ARS) and Lori Koehn (General Motors) presented findings at the August MASB meeting, indicating that the trials and their Analytics Sub-Team are well on the way to identifying an “ideal metric” for Consumer Brand Strength, demonstrating, empirically, its relationship to market results (market share, volume and price premium). At the same time, …
In partnership with AMA, ANA and MSI, MASB will be managing and sharing a web platform for Common Language in Marketing: The Global Resource for Defining Marketing Terms and Metrics. The dictionary will include links to the MASB Marketing Metrics Catalogue, as specific metrics undergo the MMAP audit. Establishing industry endorsed common language and …
In partnership with AMA, ANA and MSI, MASB will be managing and sharing a web platform for Common Language in Marketing: The Global Resource for Defining Marketing Terms and Metrics. The on-line marketing dictionary will include links to the MASB Marketing Metrics Catalogue, as specific metrics undergo the MMAP audit. Establishing industry endorsed common …