Organization
MASB is the operating organization delegated authority by the Marketing Accountability Foundation to establish standards for marketing metrics and accountability. The MASB Board is comprised of a chair and ~16 Directors, Senior Marketing Scientists or Finance professionals from constituent organizations who collectively represent diverse backgrounds, possess knowledge of marketing measurement & business, and have concern for the marketing community as a whole.
MASB Directors guide the standards Projects and resolve technical and other issues from project start through completion. MASB is advised by the MASB Advisory Council (MAC) to consult on project priorities, technical issues, and selection and organization of project teams. The Council is comprised of a chair and 18+ senior managers and educators of constituency organizations.
The standards-setting body (MASB) and its Advisory Council (MAC) are governed by the Marketing Accountability Foundation (MAF).
For Feedback
The Marketing Metric Audit Protocol (MMAP) is a formal process for connecting marketing activities to the financial performance of the firm.
An example of how to evaluate marketing metrics according to MMAP, the learning from using an “ideal” metric over time, and how to improve return by applying to better marketing practice (process management).
The characteristics, practices and processes underlying the development and management of an “ideal metric.”
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