Marketing Accountability Foundation
The Marketing Accountability Foundation (MAF) is the independent, private sector, self-governing organization authorized by its membership constituency to:
• Establish & improve marketing measurement & accountability standards
• Educate constituents about those standards
• Provide oversight, administration & funding for its standards-setting Board (MASB) and its Advisory Council (MASAC)
• Select Directors of the MASB and MASAC
• 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 Dues, Projects, Workshops, Technical Services, Publications, and Training, Advisory & Auditing Services.
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).
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