Common Language

Establishing common language and definitions of marketing activities and metrics will eliminate ambiguity in marketing terminology and encourage trust and collaboration within and across the marketing industry & business communities. Marketing activities and metrics added or edited by MASB on Wikipedia include:

Standards For Feedback

A rationale and proposed set of principles for brand valuation.

Read Brand Valuation Principles >

The Marketing Metric Audit Protocol (MMAP) is a formal process for connecting marketing activities to financial performance.

Read MMAP  >

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.

Read TV Example  >

The characteristics, practices and processes underlying the development and management of an “ideal metric.”

Read Ideal Metric >

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