AI as Enabler
MASB is taking on AI! Anything to get away from the trite mouthing of generic platitudes. I’ve been to conference after conference where one speaker after another stands up and says, “AI can be useful but of course you have …
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Blair Award for Marketing Accountability Goes to Jerry Nichols!
The Marketing Accountability Standards Board has honored a marketing measurement superstar with the Margaret H. Blair Award for Marketing Accountability. Jerry Nichols, Vice President of Marketing Data, Analytics, and Insights at Bottomline, is being recognized for implementing the principles of …
How to Define “Revenue Marketing”
Since there is some confusion about revenue marketing, how should one define it? Revenue marketing is not properly defined but given its current popularity, the Marketing Accountability Standards Board (MASB) is developing a fresh definition for the Universal Marketing Dictionary, …
Bud Light “Boycott” May Not End, Here Is Why
For the past month, AB InBev, parent company to the Budweiser and Bud Light beer brands, has been facing what many are calling a product boycott. [1] This situation started in early April when transgender social media influencer Dylan Mulvaney …
Marketing Organization Best Practices Initiative
WHY THIS IS A PRIORITY It’s generally accepted that marketing organizations are in disarray. The CMO function has been widely questioned. Recent studies show that while 90% of CEOs trust their CFOs and CTOs, 80% of them distrust their CMOs. …
2022: The Year in Marketing Accountability
The Year 2022 was a tumultuous one for the Marketing Accountability Standards Board, with the unexpected passing of President/CEO Tony Pace and new leadership in the form of CEO Joanna Seddon, whose vision is marketing elevated to its rightful position. “Accountability is …
Edgar Baum
Edgar Baum has been a MASB Advisor intermittently since 2015. A practitioner, thinker and lecturer on brand measurement, evaluation and valuation, he is the founder and CEO of financial brand measurement firm Avasta and was previously CEO and Chief Brand …
Sponsorship Accountability Pt 9: Name, Image, Likeness AND Influence
What Brand Owners Need to Know About Sponsoring Student-Athletes Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties …
Can Social Media Drive Accountable Sponsorship?
Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing …
Sponsorship Accountability Part 6: eSports
Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing …