MASB Marketing Metric Certification

marketing metric certification

The MMAP Metric Catalog: Comparing Marketing Metrics with Confidence

To fulfill its mission of linking marketing activities to financial performance, MASB offers the only independent certification of marketing measurement metrics. The Marketing Metric Audit Protocol (MMAP) includes the conceptual linking of marketing activities to intermediate marketing outcome metrics to cash drivers of the business, plus an audit that examines how the metrics meet 10 characteristics of an ideal metric.

For measurement providers, MMAP offers validation of a metric’s usefulness via a process that reveals strengths and weaknesses, often resulting in the metric’s improvement. See MMAP ENDORSEMENTS.

For marketers, MMAP provides access to a catalog of independently certified marketing metrics that allows them to compare competing metrics with confidence.  MMAP INFORMATION SHEET

MMAP METRIC CATALOG

Marketing Performance Metrics Certified by
MASB’s Marketing Metric Audit Protocol

[MASB Membership Required for Access]

CURRENT ASSESSMENTS (valid for 3 years)
Brand Finance Brand Value Rankings 2019
Kantar Millward Brown Meaningfully Different Framework 2018
MSW 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
PAST ASSESSMENTS
CoreBrand Equity Construct
Blue Marble Enterprises Customer Equity/Customer Lifetime Value
ARS Group APM Facts
Laurence Newell receives the MASB Certification award for Brand Finance’s Brand Value Rankings from MASB Chair Dave Stewart and MMC Project Chair Karen Ebben.

Marketing Metric Certification and Catalog Access

Both marketing metric certification and access to the MMAP Metric Catalog are currently included with MASB membership.

Contact info@themasb.org for more information.