MMAP Metric Catalog

Comparing Marketing Metrics with Confidence

MASB’s Marketing Metric Audit Protocol (MMAP) is a formal process for connecting marketing activities to the financial performance of the firm. It includes the conceptual linking of marketing activities to intermediate marketing outcome metrics to cash drivers of the business, as well as an audit as to how the metrics meet the validation & causality characteristics of an ideal metric. The MMAP assessment has been used over the past five years with many marketers benefitting.


Marketing Performance Metrics Profiled According to MMAP

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CURRENT ASSESSMENTS (valid for 3 years)
Brand Finance Brand Value Rankings 2019
Kantar Millward Brown Meaningfully Different Framework 2018
MSW•ARS Research CCPersuasion 2018
Behavioral Science Lab BrandEmbrace 2018
Kantar Millward Brown Link Copy Test 2017
Nielsen BASES 2016
MSW•ARS Research Brand Preference/Choice in Tracking 2016
CoreBrand Equity Construct
Blue Marble Enterprises Customer Equity/Customer Lifetime Value
ARS Group APM Facts

MMAP Components

The MMAP Metric Catalog is a collection of reports profiling each metric that has undergone a MMAP assessment. These reports provide vendors and users of marketing performance metrics with:

  1. a systematic way of thinking about specific metrics
  2. criteria for assessing their usefulness (i.e. predictive validity and sensitivity)
  3. their relationships between one another
  4. their relationships to measures of financial performance

Ten Characteristics of an Ideal Metric

  1. Relevant – addresses specific (pending) action
  2. Predictive – accurately predicts outcome of (pending) action
  3. Objective – not subject to personal interpretation
  4. Calibrated – means the same across conditions & cultures
  5. Reliable – dependable & stable over time
  6. Sensitive – identifies meaningful differences in outcomes
  7. Simple – uncomplicated meaning & implications clear
  8. Causal – course of action leads to improvement
  9. Transparent – subject to independent audit
  10. Quality Assured – formal/on-going processes to assure 1-9

Practices & Processes Underlying the Development & Management of an “Ideal Metric” – Measuring and Improving the Return from TV Advertising (An Example)