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Marketing Effectiveness deserves a certification

Luc Eeckhout, Manager Media & Agencies
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Marketing has never been under more pressure to prove its value. Budgets are scrutinised, expectations are higher than ever and management teams increasingly demand clear evidence of business impact. Yet at the same time, our profession continues to struggle with an overload of metrics, unclear definitions and inconsistent measurement practices. In this context, UBA is launching a certification in marketing effectiveness to bring clarity and structure to how we measure and report marketing impact.

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