MASB CEO Joanna Seddon reviews past progress as well as future goals and challenges for the many projects and initiatives of the Marketing Accountability Standards Board, which is elevating the CMO by making marketing accountable with standards and principles that …
Proven applications changing the work and culture of Marketing were discussed at MASB Winter Summit by Venky Shankar of Southern Methodist University (Moderator); J. Walker Smith of Kantar; Nobuyuki Fukawa, of the Missouri University of Science and Technology; and Mark Stouse …
Not all customers are brand-led the same way. Measuring where and when your brand matters can drive marketing efficiency by 20-45+ percent in driving revenue. Identifying the variability of when, where, and with who your brand drives purchasing decisions is …
The Measuring Creativity Intiative produced two sessions at MASB Winter Summit 2024 on March 6. First Deliverables & Next Steps from the project was presented by Latha Sarathy, Chief Research Officer at the Association of National Advertisers. Kerry Benson, Creative …
Creative strategy and accounting for creative impact will be the subject of the Measuring Creativity panel at MASB Winter Summit on March 6. Moderated by Kerry Benson, Creative Solutions Lead at Kantar, the panel will include David Kimmett, Director of Advertising Messaging …
Proven applications changing the work and culture of marketing accountability will be reviewed by the Marketing Digital Intelligence panel at MASB Winter Summit on March 6. Moderated by Venky Shankar, Professor of Marketing at Southern Methodist University, the panel will include …
The connection between the digital twin and related technologies such as artificial intelligence and machine learning will be examined at MASB Winter Summit 2024, a virtual event happening March 6. In his presentation, The Digital Twin Revolution: Enhancing Customer Experience …
MASB Director Neil Bendle, Associate Professor of Marketing at the University of Georgia, recently assembled an outstanding group of experts to draft a set of definitions for terms related to sustainable marketing, a topic rapidly growing in relevance. As a …
The Bud Light Brand Divorce Case Study recently released by the Marketing Accountability Standards Board (MASB) has been requested by marketing instructors from around the world, including Austria, Brazil, Canada, England, France, Germany, Greece, India, Ireland, Morrocco and, of course, …
MASB is gaining traction. We started 2023 with new one-year, two-year and five-year strategic plans. They are ambitious, including: new thought leadership research initiatives on the topics of most importance to the marketing industry creating new forums for interaction – …