MAC
The MASB Advisory Council (MAC) broadens involvement and participation to all constituencies, delegated authority by the Foundation to consult with the MASB on project priorities, technical issues, and selection and organization of advisory and project teams. The MAC is comprised of a Chair and 12-18 senior managers of constituency organizations who collectively represent diverse backgrounds, possess knowledge of marketing measurement and business, and have concern for the marketing community overall.
MAC appoints Advisory Teams to ensure that all are served including global businesses, small businesses, users with specific interests (verticals, channels, etc) and measurement providers with specific interests. They are appointed for three-year terms and eligible for a second term.
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.”
© 2010. Marketing Accountability Foundation. All rights reserved.