Marketing Effectiveness deserves a certification

There are literally hundreds of KPIs used in marketing today. Awareness, consideration, reach, engagement, ROI, ROMI, penetration, mental availability, short-term sales uplift, long-term brand equity… The list goes on. But which ones truly matter? How do they connect to each other? And how do they link to sustainable business growth?

At UBA, we believe it is time to bring structure, clarity and rigour to how we measure and report marketing communication effects. That is why we are launching the UBA Effectiveness Certification.

From complexity to clarity: the 36 essential KPIs

The foundation of this initiative is a clear and practical framework built around the 36 most important KPIs for marketing effectiveness. These KPIs are structured into six coherent groups within the Effectiveness framework, covering: campaign performance, brand development and business impact.

The goal is not to add more metrics to your dashboard. On the contrary. The goal is to help you focus on what really drives value and to understand how different indicators work together across the short and long term.

Participants will learn how to distinguish marketing effectiveness from marketing efficiency, how to set relevant and realistic targets, how to avoid common measurement pitfalls and how to communicate results clearly to the C-suite.

A Master Class and an official certification

On 26 May 2026, UBA will organise a dedicated Online Master Class. This session will guide participants step by step through the full framework of 36 KPIs and the underlying logic of the UBA Effectiveness framework. After attending the Online Master Class, participants will receive a comprehensive compendium covering the complete framework. They will then have 30 calendar days to complete an online exam. Those who successfully pass will obtain the UBA Effectiveness Certification.

This certification is more than a diploma. It is a signal that you master a structured and business-oriented approach to measuring marketing impact.

Registrations are now open

Registrations for the UBA Effectiveness Certification Program are now open. Participation is free of charge for UBA members. To ensure broad access across our members, the first session is limited to a maximum of two participants per company. We encourage interested members to register promptly, as places are limited.

The UBA Effectiveness Certification is designed for CMOs, marketing directors, brand managers, communication and media managers, as well as insights and analytics professionals. In other words: anyone who wants to take ownership of marketing performance and elevate the quality of reporting and decision-making.