As the era of “financial engineering” for growth winds down, marketing professionals are stepping up, mastering and applying the science of measurement and process management to the art of marketing. This fundamental change will usher in a new era of marketing accountability that will drive consistent growth, with improved methods for measuring, forecasting and improving the effectiveness of marketing activities and a narrowing of the gap between marketing efforts and financial outcomes.

MASB is enabling this transformation by serving as the independent, private sector, self-governing body, establishing measurement and accountability standards across industry and domain for continuous improvement in financial return…attending to marketing measurement as the foundation and catalyst for advancement.


Establish marketing measurement and accountability standards across industry and domain for continuous improvement in financial performance and for the guidance and education of business decision-makers and users of performance and financial information.


It began with The Boardroom Project, a visionary initiative by industry professionals and academics who saw an opportunity to increase the contribution of the marketing function through the development of standards for marketing measurement and processes that link marketing activities more objectively and more closely to the financial performance of the firm.

The development of generally accepted and common marketing standards will enhance the credibility of the discipline, improve the effectiveness and efficiency of marketing activities, and enable continuous improvement over time.

The Marketing Accountability Standards Board represents an unprecedented opportunity to make a significant contribution to the marketing profession, business and society. We are leading the way on marketing accountability, marketing measurement, marketing metrics and marketing standards. Engage with MASB and contribute to the realization of this vision!

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