Marketing Accountability Standards Board (MASB)

The Marketing Accountability Standards Board (MASB) is an organization that develops guidelines to measure and evaluate the effectiveness of marketing efforts. Its goal is to ensure consistency and transparency in how companies assess marketing performance, making it easier for businesses to understand what’s working and to justify marketing investments. By creating standardized standards, MASB helps organizations make more informed decisions, improve accountability, and demonstrate the value of their marketing activities to stakeholders.