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 …
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 …
MASB Winter Summit 2021 Session 1 on Feb. 25 brought together authorities in three areas crucial to marketing accountability: financial valuation of brands, sponsorship marketing post pandemic, and digital marketing accountability. If you weren’t able to attend, check out these …
