FMCG company CavinKare, one of India’s most thriving enterprises, has become a member of the Marketing Accountability Standards Board (MASB), and Insights Leader Shobha Venugopal has joined the MASB Advisory Council. “We are delighted to welcome CavinKare to MASB,” said …
“Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measuredin financial terms, the strength of brands and the resulting customer franchise must also be expressed and analyzed in financial terms. Regular measurement and analysis of …
The Marketing Accountability Standards Board has added a dynamic new academic member to its Advisory Council. Nobuyuki Fukawa, PhD, is an Associate Professor of Marketing at Missouri University of Science and Technology. He is also a Distinguished Visiting Associate Professor …
The Marketing Accountability Standards Board has honored a marketing measurement superstar with the Margaret H. Blair Award for Marketing Accountability. Jerry Nichols, Vice President of Marketing Data, Analytics, and Insights at Bottomline, is being recognized for implementing the principles of …
The Marketing Accountability Standards Board (MASB) honored three marketing metrics that directly link marketing actions to financial performance. The certification process includes the conceptual linking of marketing activities to intermediate marketing outcomes and the cash drivers of the business using …
Marketing measurement providers Avasta and Liquid have collaborated to produce the Challenger Index, a report for both the B2B and B2C sectors offering a strategic perspective to evaluate brand strength, market alignment and potential for growth. At MASB Spring Summit, Mar. …
How can sports marketers use all of the new technologies to make informed decisions, drive marketing strategy, and cultivate brand loyalty? How is sports marketing success measured? These and many other questions will be answered by the Sports Marketing Discussion …
In 1997, Clayton Christensen wrote The Innovator’s Solution, which The Economist named as one of the six most important business books ever written. In the almost 30 years since it was published, “disruption” now appears on the second or third slide of …
The Marketing Accountability Standards Board’s long and productive relationship with the Association of National Advertisers, a founding MASB member organization, continues with the appointments of a new ANA representative to the MASB Board of Directors. MASB CEO Joanna Seddon: “We …
“Amidst the hype surrounding the potentially disruptive impact of A.I. on marketing analytics, there is a need to set realistic expectations.” At MASB Spring Summit, Mar. 20-21 at SMU Cox School of Business, Jean-Pierre Dubé from the University of Chicago – …