Marketing Accountability Foundation

MAF Organizational Structure


The Marketing Accountability Foundation (MAF) is the independent, private sector, self-governing organization authorized by its membership to:

• Provide oversight, administration & funding for its standards-setting Mission
• Select members of its standards-setting Board and Advisory Council
• Select its President
• Protect the independence & integrity of the standards-setting process

The Foundation is incorporated exclusively for charitable, educational, scientific, & literary purposes within the meaning of Section 501(c) (3) of the Internal Revenue Code.

Sources of funding include Membership Contributions, Conferences, Workshops, Technical Services, Publications, and Training, Advisory & Auditing Services.

Standards For Feedback

The Marketing Metric Audit Protocol (MMAP) is a formal process for connecting marketing activities to financial performance.

Read MMAP  >

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.

Read TV Example  >

The characteristics, practices and processes underlying the development and management of an “ideal metric.”

Read Ideal Metric >

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