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Marketing Effectiveness deserves a certification

Marketing has never been under more pressure to prove its value. Budgets are scrutinised, expectations are ...
March 3, 2026
Luc Eeckhout, Manager Media & Agencies
UBA Focus News
Newsletter_20260303_Marketing_Effectiveness_Certification_iStock-1386452720.jpg
Read more

  1. Cross-media measurements with an eye for effectiveness

    How do players such as Ads & Data, DPG Media Advertising and Vlaamse Audiovisuele Regie ...
    March 9, 2026
    Wout Ectors, SPYKE & Bart Lombaerts, SPYKE
    UBA Focus News
    Newsletter_20260310_CIM_Interview publishers_iStock-876880428.jpg

  2. A strong event briefing makes the difference

    A successful event does not start with the venue, the catering or the speakers, but with a w...
    March 9, 2026
    Delphine Baise, Spring Yellow
    News
    Client event briefing_cover_Scherm­afbeelding 2026-03-09 om 13.28.28.png

  3. Belgian Shopper Trends 2026 - How shoppers seek stability yet still treat themselves in uncertain times

    Across Europe in 2026, shoppers are navigating an environment marked by economic tension, so...
    March 3, 2026
    Yves Uerlings, YouGov Belgium
    News
    YouGov_header visual_169 formaat.jpg

Everything about sustainably building a brand

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New 60 minutes series - How agentic AI is transforming marketing, media, search and customer experience

  1. Agentic AI in customer support

    How agentic AI is redefining customer support and service automation. This is the last session in a series of four.

    Online English
    UBA Focus
    AI & market research.jpg
    Show event

  2. Agentic AI: how context-driven AI is a key lever

    Why context is the new power behind AI-driven marketing. This is the third session in a series of four.

    Online English
    AgenticAI.jpg
    Show event

  3. Agentic AI in search marketing

    From SEO to GEO: how AI is reshaping search and brand visibility. This is the second session in a series of four.

    Online English
    UBA Focus
    AI_search
    Show event

  4. Agentic AI for media campaigns

    How agentic AI is transforming media planning and campaign performance. This is the first session in a series of four.

    Online English
    UBA Focus
    SearchHabits_AI_Social_Forum.jpg
    Show event

Master Classes

  1. Implementing AI in teams and organisations

    How to implement AI successfully in your company and harness AI agents to supplement your workforce.

    Online English
    UBA Focus
    AIActivities2024.jpg
    Show event

  2. Responsible AI for advertisers

    How can brands use AI creatively, safely and effectively without risking trust, compliance or reputation?

    Offline English
    UBA Focus
    Responsible AI.jpg
    Show event

  3. Brand activation strategy

    How to activate your brand strategically?

    Offline English
    Brand Activation.jpg
    Show event
Discover the UBA Academy

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Being a member of UBA offers numerous benefits. Depending on your membership type, you will have free access to the full range of services or benefit from significant discounts on our training and events. The membership applies to the entire company, so all employees can take advantage of the benefits.

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Do you want to get the most out of your UBA membership? I’m happy to help you make the most of the benefits and strengthen your network. Not a member yet? I can also provide you with all the information you need without obligation.
Kristin Hannon

Sales & Loyalty manager

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Strictly necessary cookies 22 cookies

These cookies are necessary in order to enable our website to function properly and are therefore installed without your consent. We use them e.g. to protect our website. These cookies permit you to navigate between the different parts of the website, to complete forms. If you block these cookies, it is possible that certain parts of the website will not function optimally. We do not collect any personal data with these cookies, and we never pass the collected information on to third parties. Along with the following cookies, cookies are also installed by our partner Vimeo when you make use of our Training 24/7 offer.
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 current session
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ID used to identify users for 24 hours after last activity

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accept-cookies UBA

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cachekey UBA

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has_logged_in Vimeo - 10 weeks
is_logged_in Vimeo - 10 weeks
pb-sa-* UBA

Supports performance improvements of the website

 current session
pbSurvey* UBA

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 1 year
pbTrackId* UBA

Identification of logged in users

 1 month
player Vimeo

Stores preferences for player controls (i.e. volume, stream quality, captions).

 1 year
ppms_privacy_* Piwik PRO

Stores the visitor’s consent to data collection and usage.

 7 days
probase_notice UBA

Shows functional notifications to the visitor

 1 day
procurios-consent UBA

Saves the visitor's cookie consent

 6 months
rememberDevice2FA* UBA

Identification of the device on which the user used two-factor authentication

 30 days
survey-trainingIds UBA

Saves the ID's of the survey filled in by the visitor.

 current session
vuid Vimeo

Vimeo-generated ID used for generating analytics information for the video owner.

 2 years

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These cookies simplify the functioning of our websites, make them more enjoyable for the visitor and ensure that you receive a more personalised surfing experience. These are, for example, cookies that remember whether you were already asked to participate in a survey, so that we do not propose the same survey to you over and over, or a cookie that offers you a personalised layout as a result of a previous visit.
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visitedcampaignBanner-* UBA

Stores the user preference regarding the display of a banner.

 1 week

Analytical cookies 7 cookies

We use analytical cookies in order to collect information about how visitors use our website, for the purpose of improving its content, better adapting it to the wishes of visitors and increasing its user-friendliness.
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Used to store a few details about the user such as the unique visitor ID

 13 months
_pk_ses* Piwik PRO

Short lived cookies used to temporarily store data for the visit

 30 minutes
stg_externalReferrer Piwik PRO

Stores an URL of a website that referred a visitor to your website.

 current session
stg_last_interaction Piwik PRO

Determines whether the last visitor's session is still in progress or a new session has started.

 1 year
stg_returning_visitor Piwik PRO

Determines if the visitor has already been to your website — they are returning visitors.

 1 year
stg_traffic_source_priority Piwik PRO

Stores the type of traffic source that explains how the visitor reached your website.

 30 minutes
stg_utm_campaign Piwik PRO

Stores the name of the campaign that directed the visitor to your site.

 session

Marketing cookies 6 cookies

These cookies are installed for marketing purposes and are used in order to follow your surfing behaviour after you visited our website and/or to show you personalised ads. They can be installed on our website by us or by third parties. You decide for yourself whether or not to consent to the installation of such marketing cookies.
Name Vendor Description Expiry
bcookie LinkedIn

Used by LinkedIn to track the use of embedded services.

 180 days
li_fat_id LinkedIn

Member indirect identifier for Members for conversion tracking, retargeting, analytics

 1 month
li_gc LinkedIn

Used to store guest consent to the use of cookies for non-essential purposes

 6 months
li_sugr LinkedIn

Used to make a probabilistic match of a user's identity.

 90 days
lidc LinkedIn

To facilitate data center selection.

 1 day
pbVisitorID UBA

Identification of returning visitors

 1 year

External cookies 8 cookies

Some cookies are installed, with UBA´s consent, by third parties for the purpose of drawing your attention to certain products and services or to give you direct access to social media. For the cookies that are installed by these external parties, the information they collect with them and the purpose for which this information is used, we refer to the privacy statements of these parties on their own websites. These statements can be modified regularly, something over which UBA has absolutely no control.
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ARRAffinitySameSite Microsoft

When using Microsoft Azure as a hosting platform and enabling load balancing, this cookie ensures that requests from one visitor's browsing session are always handled by the same server in the cluster.

 1 year
VstsSession Microsoft

Unknown, Microsoft didn't provide any information on this cookie.

 5 months
WFESessionId Microsoft

This cookie is necessary to enable a Power BI session, a Microsoft tool that helps visualize data.

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ai_session Microsoft

This is a unique anonymous session identifier cookie.

 current session
ai_user Microsoft

This is a unique user identifier cookie enabling counting of the number of users accessing the application over time.

 1 year
sp_landing Spotify

Required to ensure the functionality of the integrated Spotify plugin.

 1 day
sp_m Spotify

Required to ensure the functionality of the integrated Spotify plugin.

 180 days
sp_t Spotify

Required to ensure the functionality of the integrated Spotify plugin.

 180 days