Twitter CFO Now CMO Too

Advertising Age has reported that Twitter has put its chief financial officer, Anthony Noto, in charge of its marketing department after the social media giant reported its weakest quarterly revenue growth since going public. The move, which is generating much speculation and skepticism from marketers, may be a push toward increased marketing accountability. MASB Director Jim …

Brand Value Model Being Applied at MillerCoors

The Brand Investment & Valuation (BIV) Project Team has identified an “ideal metric” for Consumer Brand Strength –demonstrating its relationship to market results – and convened around a simple Cash Flow model linking consumer Brand Strength (brand preference/choice) to market results (market share, volume & price) and then to financial return (discounted cash flow).

Inaugural Fellow to Address Talent Gap

Cape Town-based Roger Sinclair has been appointed “Inaugural Fellow” to conduct research and recommend how MASB might help business schools cross marketing and finance silos and provide businesses with the new marketing professionals needed to meet the growing demand for measurement-based accountability, where curriculum is engineered with the role of marketing measurement central, integrated …

MASB in the News

MASB – through its visionary members – is gaining the attention of some major publications, including the Economist and CFO magazines. The Marketing Accountability Standards Board is also being highlighted on some prestigious podiums, such as Wharton’s Baker Center High Velocity Marketing Event, from which PepsiCo CFO Laxman Narasimhan said: “We’re tackling accountability together internally …

Brand Valuation Project Meets Major Milestones

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, …

Common Language Dictionary Launched

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 …