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
-
The biggest threat to local media is not a lack of quality, but a lack of simplicity
How can Belgium’s media and advertising sector hold its ground in a market where inter...UBA Focus News
-
BPX and VIA call on the Flemish Government and the Wallonia-Brussels Federation to advertise in Belgian media
In his keynote at the State of the Union, Gauthier Elslander, Managing Director of Belgian P...UBA Focus News
-
Effie 2026: the campaigns that made a difference
23 awards, including two Golds: the Effie Awards 2026 once again put marketing effectiveness...UBA Focus News
Trainings
-
Measuring and reporting marketing communication effects
What KPIs should you focus on to build real value for the business?
Show eventUBA Focus Master Class
-
Fundamentals to be effective in media
Media & communication effectiveness: what works best?
Show eventUBA Focus Master Class
-
From prompt to action: Agentic AI for media strategy
How can marketers use agentic AI to automate their media decisions and radically accelerate collaboration with partners?
Show eventUBA Focus Master Class
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).
