MASB Spring Summit 2023 features a CMO Insights Panel discussing “Demonstrating Marketing’s Contributions” with: Pamela Forbus, SVP/CMO, Pernod Ricard North America Kalli Chapman, VP/Head of Paid Media, Prudential Rafael Alcaraz, Head of Commercial Marketing Insights, CVS Health Additional sessions include: The BIG …
The Marketing Accountability Standards Board has brought on Lee Hornick to be Director of Membership. His job will be to demonstrate to marketer companies the many benefits of participating in MASB’s extraordinary work on marketing metric certification, sponsorship accountability, digital …
The Marketing Accountability Standards Board (MASB) has added to its Advisory Council a global expert in applying brand and business strategy, brand financial analysis & research, brand architecture & portfolio strategy, naming, positioning, analytics and project management. Nikhil Gharekhan is …
Don’t miss MASB Spring Summit 2023, April 13, 1-3 PM ET via Zoom, featuring: The BIG DEAL about Big Data & A.I. for Marketers Strategically leveraging big data and A.I. to make marketing more accountable Venkatesh (Venky) Shankar, Professor of …
In Part 4 of our Financial Value of Brands series, Kevin Lane Keller, Professor of Marketing at The Tuck School of Business at Dartmouth College, explains how The Moribund Effect makes it difficult to evaluate acquired brands. In June 2021, …
Big Data, characterized by 5Vs – volume, variety, velocity, veracity and value – has been around for over a decade. Many marketing organizations have jumped on the big data bandwagon and attempted to leverage big data with limited success. The …
In Part 3 of the Financial Value of Brand Series, Neil Bendle, Associate Professor at the University of Georgia Terry College of Business, discusses where we find ourselves today regarding financial disclosures of intangible assets and explains the Brand Value …
The Marketing Accountability Standards Board is on a roll for 2023! We are building and accelerating our growth, which is critical because we have a critical objective: To raise the CMO and Marketing to their rightful place in the boardroom …
The need for reaching specific consumer segments with focused messages has never been greater, but according to the Marketing Accountability Standards Board (MASB), the industry must take a hard look at current practices and quantify the financial implications of out-of-segment placement of …
In Part Two of the Financial Value of Brands video series, Joanna Seddon, Managing Partner at Presciant, discusses The Influence of Brands on Enterprise Value and illustrates how brands –through the future stream of cash flows – can be a primary …