Marketing Effectiveness for brand builders
In today’s complex and competitive environment, marketing plays a vital role in building strong brands that drive long-term business growth. A brand is more than just a logo or campaign. It’s a mental anchor, an emotional connection, and a strategic asset.
While performance marketing delivers quick results and real-time metrics, an overemphasis on short-term gains risks overlooking what truly matters: the ability to make a lasting impact. And that ability lies in the strength of the brand.
To succeed, marketeers must develop a culture of effectiveness prioritising meaningful KPIs that demonstrate effectiveness through measurable outcomes, ensuring lasting value and relevance in a rapidly evolving landscape.
Measuring What Matters
“What gets measured gets done.” This familiar phrase holds particularly true in the world of marketing. But with hundreds of key performance indicators (KPIs) used to measure marketing activities, the central question is: how can we measure the real impact of marketing and communication?
UBA’s KPI framework for brandbuilders offers a standardised approach to understand and demonstrate the impact of marketing, especially marketing communication. It aims to establish a common standard with meaningful KPIs for measuring and reporting the effects of marketing communication. The goal: to provide clarity on how communication influences brand and business.
Master Classes on Effectiveness
To promote stronger marketing effectiveness, the UBA has launched new master classes as part of its Academy programme. These classes focus on three key pillars: Business Strategy (linking marketing to business outcomes), Brand Strategy (ensuring long-term brand health through trust, awareness, and differentiation), and Communication Strategy (evaluating the quality and impact of communication plans).
Accompanied by a practical guide, this structured approach equips marketers to measure and enhance the long-term impact of their marketing and communication efforts.
Knowledge and Insights
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Unboxing modern brand building in the creator era: Lessons from Effie Europe 2025
The Effie Awards Europe celebrates one thing above all: marketing effectiveness. And this ye...UBA Focus News 60 minutes
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Case study Effie Awards 2025: how Foodbag won gold with ‘Opscheppen met Foodbag’
Foodbag, the Belgian meal-kit pioneer, won a Gold Effie at the Effie Awards Belgium 2025 wit...UBA Focus News
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CIM boosts transparency in advertising
Figures show that brands are allocating an increasingly large share of their advertising bud...UBA Focus News
Trainings
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Media strategy evaluation
How do I best evaluate an annual media strategy?
Show eventUBA Focus
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Media & creativity
What are the key ingredients of effective communication?
Show eventUBA Focus
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Total Video Advertising
How can you master the video ecosystem to better optimise campaigns?
Show eventUBA Focus
Our Marketing Effectiveness expert is Luc
Luc Eeckhout, media expert, joined UBA in January 2024, bringing with him extensive expertise in media strategy and research. Throughout his career, Luc has focused on media analysis and data-driven strategies. He has previously held several leadership positions in the media industry and has been deeply involved in audience measurement, working closely with CIM (Centre for Information on the Media).
