Marketing measurement providers Avasta and Liquid have collaborated to produce the Challenger Index, a report for both the B2B and B2C sectors offering a strategic perspective to evaluate brand strength, market alignment and potential for growth. At MASB Spring Summit, Mar. …
How can sports marketers use all of the new technologies to make informed decisions, drive marketing strategy, and cultivate brand loyalty? How is sports marketing success measured? These and many other questions will be answered by the Sports Marketing Discussion …
“Amidst the hype surrounding the potentially disruptive impact of A.I. on marketing analytics, there is a need to set realistic expectations.” At MASB Spring Summit, Mar. 20-21 at SMU Cox School of Business, Jean-Pierre Dubé from the University of Chicago – …
In 2019, the Texas Rangers were playing their final season in beloved Globe Life Park while gearing up to unveil Globe Life Field, a sparkling new ballpark designed for the next generation of fans. This exciting chapter sparked the beginning …
A.I. systems are bringing about a new age of transparency in marketing results. Fleeting is the time where returns from marketing and brand activities are ambiguous. Simultaneously, a new groundbreaking legal ruling in the McDonald’s Corporation Stockholder Derivative Litigation case …
As digital privacy regulations tighten and third-party cookies phase out, marketers face new challenges in measuring and optimizing their campaigns. Traditional data-driven methods, once reliant on granular user tracking, must now adapt to a privacy-first world. At MASB Spring Summit …
Mark your calendar for MASB SPRING SUMMIT 2025, March 20-21 at Southern Methodist University Cox School of Business in Dallas, Texas! Program TBA. Non-members, request your invitation from [email protected].
In the ecosystem of marketing accountability, investment analysts can be a core stakeholder group. Their questions and attitudes can affect focus and strategies – including marketing. At MASB Summer Summit, Aug. 8-9 at Rutgers Business School, Fran Cassidy of Cassidy Media …
Brands are among the most valuable intangible assets of the firm. The billions of dollars assigned to Apple, Google, and Hermès on Interbrand’s annual ranking lists attest to their value. But notwithstanding these impressive numbers, do firms fully capitalize on …
During MASB Summer Summit, Aug. 8–9 at Rutgers Business School, Dawn Colossi and Edgar Baum will present “The Value of Measuring Brand as a Revenue and Valuation Driver.” Request your invitation from [email protected]. Colossi is CMO at Software AG and the former …
