Proof Analytics' Causal.ai Earns Exclusive MASB Certification

Proof Analytics has achieved a noteworthy distinction as the only causal analytics software so far to receive certification from the Marketing Accountability Standards Board (MASB), affiliating with the stringent standards of the American National Standards Institute (ANSI) and the International Organization for Standardization (ISO). This certification underscores the software's capacity for reliably connecting marketing efforts to tangible business outcomes.

MASB's vetting involves a rigorous evaluation of how marketing activities influence immediate outcomes and ultimately affect a company's financial health. The certification process aims at enhancing marketers' confidence by thoroughly examining the claims of software providers like Proof Analytics, ensuring their outputs credibly link to financial performance while safeguarding the provider’s intellectual property.

The MASB executive director lauded Proof Causal.ai as a prime example of modern technology's role in advancing marketing accountability. With the landscape of marketing undergoing rapid and unpredictable changes, this software significantly aids marketers by automating analytics, thereby facilitating the development of optimized plans and financial forecasts responsive to market dynamics.

Moreover, Proof Causal.ai's ability to handle diverse time series data makes it adaptable for both business-to-business (B2B) and business-to-consumer (B2C) companies. It supports a variety of queries and permits frequent updates to forecasts, offering a robust alternative to traditional marketing mix modeling techniques.

Mark Stouse, Proof Analytics' CEO, expressed optimism about the future prospects of Proof Causal.ai, anticipating additional certifications in 2024 and beyond, following this initial endorsement from MASB. This certification signifies a significant step forward for go-to-market teams, providing them with a trusted and thoroughly vetted analytics tool.