Marketing Accountability Initiatives Update

MASB Winter Summit 2016 Marketeer companies are bringing finance and marketing decision-makers together to improve financial performance, as related by MASB members at the Marketing Accountability Standards Board’s Winter Summit in Islamorada, Florida, Feb. 11-12. The Marketer Member panel discussion included MASB members: • Jamie Richardson of Kimberly-Clark (facilitator) • Jim Meier of MillerCoors …

MASB: The Next Generation

The baton of marketing accountability has passed from one generation to the next. Art Klein has replaced his father, Peter Klein, as the representative from Marketing Accountability Standards Board charter member MSW•ARS Research. Peter, who is a senior partner and executive chairman of MSW•ARS, has served on the MASB Advisory Council since the market research …

MSI Exec Endorses Accountable Marketing

Katherine (Kay) N. Lemon,  Accenture Professor, Boston College, and Executive Director, Marketing Science Institute, has endorsed the new MASB Book, Accountable Marketing: Linking Marketing Actions to Financial Performance (© 2016 – Routledge): “Marketing science has empirically demonstrated the impact of marketing on business success. By promoting common standards and language, MASB is advancing the dialogue with …

MASB Summit: The Finance & Marketing Interface

MASB Winter Summit 2016 About 40 finance and marketing thought leaders gathered in Islamorada, Florida, last week to review the status of current projects and plan new ones for improving financial performance from marketing activities. The Marketing Accountability Standards Board’s Winter Summit 2016 took place Feb. 11-12 at Islander Resort. MASB Chair David Stewart, PhD, …

Joining the MASB Team

John Willard, the Marketing Accountability Standards Board’s new Membership Director, has penned the missive: Why I’ve Joined the MASB Team. “MASB is working to bring the benefits of standardization to the marketing function and all relevant stakeholders, but particularly the CFO and CMO. MASB is doing this by developing metrics and processes that will …

MASB Members Write Top Download

What began as a presentation at the Marketing Accountability Standards Board’s 2015 Winter Summit has been recognized as MSI’s Top Download for 2015. Marketing Return on Investment: Seeking Clarity for Concept and Measurement was authored by Paul W. Farris, Dominique M. Hanssens, James D. Lenskold, and David J. Reibstein. Farris and Reibstein are MASB directors; Hannsens serves …

A Reference Point for Standards

It is said, “Don’t judge a book by its cover,” but the cover of Accountable Marketing: Linking Marketing Actions to Financial Performance gives an excellent indication of the scope and value of the new book by the Finance and Marketing thought leaders at MASB, the Marketing Accountability Standards Board. According to the jacket: The book covers core marketing …

Measuring Brand Preference

In every product or service category, some brands are more preferred than others. Brand preference is a crucial marketing metric because it anticipates the success of marketing activities and can be used to assess the financial performance of brands. “Measuring Brand Preference” is tackled in Chapter 4 of Accountable Marketing: Linking Marketing Actions to …

Lessons from the Quality Movement

“Today marketing is at a crossroads,” says David W. Stewart, Ph.D., “Executives have begun to realize that without scrutiny, they cannot determine if marketing is effective, nor can they figure out how to improve it.” Stewart, who holds the President’s Chair in Marketing and Law at Loyola Marymount University in Los Angeles, is author …

Brand Valuation Hot Topic

Last year saw a lot of attention paid to the topic of brand valuation, thanks in part to completion of the first phase of the Brand Investment & Valuation (BIV) Project by MASB, the Marketing Accountability Standards Board. When reporter Jack Neff of Advertising Age (adage.com) reported that MASB “believes it has a way …