Underway
The following MASB projects are currently underway:
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Common Language for Marketing Activities
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Marketing Metrics Catalogue (Profiled to MMAP)
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Views from The Street
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Measuring & Improving Return from Interactive
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Measuring & Improving CPG Return with CLV
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Measuring & Improving Return from Branding
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Practices Underlying Development of Ideal Metrics
Interim Findings & Project Status are avaible to members (using password/key)
For a brief description of all MASB Projects click here.
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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