about MASB.4.15

MASB is the operating organization delegated authority by the Marketing Accountability Foundation (MAF) to establish standards for marketing metrics and accountability.

The MASB Board is comprised of a chair and directors, senior marketing scientists or finance professionals from constituent organizations who collectively represent diverse backgrounds, possess knowledge of marketing measurement & business, and have concern for the marketing community as a whole.

The Role of MASB

Summer Summit 2016 in Atlanta

The role of MASB is in setting the standards and processes necessary for evaluating marketing measurement in a manner that insures credibility, validity, transparency and understanding.

MASB will not endorse specific measures, rather it will document, reveal and highlight how various measures stack up against the Marketing Metric Audit Protocol (MMAP). The belief and assumption is that the market will select specific measures based on these evaluations. MASB’s Dynamic Marketing Metric Catalog will be the primary vehicle for documentation and publication.

MASB will also exemplify how to evaluate and identify ideal measures according to MMAP for specific marketing activities such as TV and On-Line advertising and/or any other activity or area for which there is need as identified by its membership constituency.

MASB will delve into the practices underlying the development and management of ideal measures as well as those practices utilized to create knowledge, determine causality, and apply to process management for improved return.

Overall, MASB will serve at the industry level in this fashion and with “open due process” in its work.

Precepts of Conduct

MASB Directors operate according to the following precepts of conduct:

  • Be open and objective in decision making
  • Weigh carefully the needs and views of constituency
  • Promulgate standards when:
    • Logical flow of the argument is tight
    • Empirical support material is convincing
    • Conclusions are managerially meaningful
    • Scientific evidence pros and cons are acknowledged
    • Benefits exceed costs
  • Ensure transparency of the standards setting activity through open due process
  • Assure output is understandable among practitioners
  • Bring about needed change while minimizing disruption
  • Review effects of past decisions (interpret, amend, replace)