Vision
The vision of the Marketing Accountability Foundation is an independent standards body, with universal and voluntary collaboration and participation:
Laying the measurement foundations for marketing professionals to realize full accountability and strategic status in the Boardroom, as reliable forecasters and achievers of consistent growth in customer revenues, earnings and cash flows quarter-to-quarter and year-to-year.
See The MASB Vision.
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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