the Marketing Accountability Standards Board (MASB)

The Marketing Accountability Standards Board (MASB) is an organization that develops and promotes consistent, reliable ways to measure marketing performance and its impact on business outcomes. It creates standards and guidelines so companies can accurately assess how their marketing efforts contribute to sales, brand growth, and profitability. This helps businesses make informed decisions, demonstrate marketing’s value, and improve effectiveness. Essentially, MASB aims to ensure that marketing measurement is credible, transparent, and comparable across industries, fostering better understanding and accountability in how marketing activities drive results.