About MASB

Establishing the Marketing Accountability Standards Board (MASB) was recommended by The Boardroom Project body after a three-year study of current practices, needs, and marketing accountability initiatives underway across the marketing industry. The study concluded that while marketing was not ignoring issues surrounding metrics and accountability, practices and initiatives underway were narrow in focus, lacking integration and generally not tied to financial performance in predictable ways.

“Measurement standards are essential for the efficient and effective functioning of a marketing driven business because decisions about the allocation of resources rely heavily on credible, valid, transparent and understandable information”, said Dr. David Stewart, MASB Chairman.

“The absence of well-accepted and uniform definitions of marketing constructs, measures and processes  has hampered the ability of the marketing discipline to be a full partner in the strategic decisions of the firm, much as operations was hampered by idiosyncratic processes and the lack of standards prior to the advent of the quality movement”, he added.

“This is a seminal opportunity to approach the measurement foundation of accountability & improvement at the highest level: across industries, disciplines & domains; with common language, purpose & financial denominators; and with collaboration & coordinated efforts over all & over time”, said Kate Sirkin, founding Director.

“Marketing will move from discretionary business expense to board-level strategic investment, only through an independent standards setting “authority” for measuring (forecasting & improving) the financial return from marketing activities” added Director MJ Tisor.

“As it was for product quality in manufacturing (with ANSI and ISO) and financial accounting and reporting (with FASB and IASB), marketers taking the lead in this will gain sustained competitive advantage”, added Director Dr. Joseph Plummer.

View and Download a 4 page pdf-about MASB facts