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Marketing Accountability Standards Board (MASB)

12 Jul Marketing Accountability Standards Board (MASB)

Posted at 13:35h in Uncategorized by

The Mission of MASB is to “Establish marketing measurement and accountability standards across industry and domain for continuous improvement in financial performance and for the guidance and education of business decision makers and users of performance and financial information.”

Establishing the Marketing Accountability Standards Board (MASB) was recommended by The Boardroom Project body after a three-year study of current practices, needs, and marketing accountability initiatives underway across the marketing industry. The study concluded that while marketing was not ignoring issues surrounding metrics and accountability, practices and initiatives underway were narrow in focus, lacking integration and generally not tied to financial performance in predictable ways.

“Measurement standards are essential for the efficient and effective functioning of a marketing-driven business because decisions about the allocation of resources rely heavily on credible, valid, transparent, and understandable information,” said Dr. David Stewart, MASB Chairman.

Below you’ll find a link to the “Common Language” definitions set by MASB.

MASB Common Language Definitions

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