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Elevating the Role of the CMO
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Home Posts tagged "marketing ROI"

Tag: marketing ROI

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 …

01/29/2020 05/31/2022
Read More"Sponsorship Accountability Part 6: eSports"

Defining Marketing’s Contribution to Firm Profitability

The recently released ISO 20671 Brand Evaluation standard puts forth a “rigorous framework and set of principles” for regular brand …

06/14/2018 07/15/2018
Read More"Defining Marketing’s Contribution to Firm Profitability"

BrandEmbrace Metric Successfully Completes MASB Audit

BrandEmbrace® Expected Utility Metric Shown To Be a Valid, Reliable, Sensitive and Calibrated Predictor of Brand Preference BrandEmbrace®, a behavioral economics …

02/01/2018 02/05/2018
Read More"BrandEmbrace Metric Successfully Completes MASB Audit"

2017: The Year in Marketing Accountability

MASB broadened its scope in 2017, beginning with a new look that illustrates our focus on bringing Finance, Analytics and Marketing …

12/28/2017 01/02/2018
Read More"2017: The Year in Marketing Accountability"

Why is ‘Brand’ Missing from Boardroom Discussions?

Despite brands being central to business success, their health is infrequently discussed in the boardroom. Why? Simply put, brands are …

08/15/2017 08/15/2017
Read More"Why is ‘Brand’ Missing from Boardroom Discussions?"

TV Still Has Tremendous Power To Move Markets

Does television advertising have the same brand-building power as in previous decades? MASB Director Kelly Johnson of ESPN and MASB …

06/23/2017 06/29/2017
Read More"TV Still Has Tremendous Power To Move Markets"

Proving Marketing’s Contribution to Bottom Line

According to Tina Moffett, marketers will begin proving their business value when they stop relying on click-through rates and embrace …

06/13/2017 06/13/2017
Read More"Proving Marketing’s Contribution to Bottom Line"

Why spend on a brand if you don’t get credit for it?

By applying the MASB Brand Investment & Valuation model, finance teams can more easily tie changes in brand strength to …

05/15/2017 05/15/2017
Read More"Why spend on a brand if you don’t get credit for it?"

Applying MASB’s Model for Brand Valuation

The suggestion that Coach overpaid for its recent purchase of Kate Spade highlights the need for generally accepted standards in …

05/09/2017 05/15/2017
Read More"Applying MASB’s Model for Brand Valuation"
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