Marketing Accountability Standards Board

[4] The Boardroom Project found that marketing was often relegated to the “default” category of cost control because it lacked metrics reliably tying activities to financial returns.

[5] The MASB's mission is to “establish marketing measurement and accountability standards across industries and domains for continuous improvement in financial performance and for the guidance and education of business decision-makers and users of performance and financial information.”[2] The MASB develops standards and processes for evaluating marketing metrics to ensure they meet credibility, validity, transparency, and understandability criteria.

The MASB's Dynamic Marketing Metrics Catalogue serves as a repository for these evaluations, enabling organizations to select measures aligned with industry best practices.

[8] MMAP emphasizes the importance of validating intermediate outcome measures against both short-term and long-term cash flow to forecast and improve returns effectively.

MAF ensures the integrity of the standard-setting process, provides funding and administration, and selects MASB directors and MAC advisors.