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.
UBA Marketing Effectiveness Certificate
Marketing is under pressure to prove real business impact. The UBA Marketing Effectiveness Certificate brings clarity with a practical framework built around 36 essential KPIs. Learn how to focus on what truly drives growth, set meaningful targets and report results with confidence to the C-suite. Join the Master Class, pass the exam and earn an official certification that proves your expertise in marketing effectiveness.
Knowledge and Insights
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UMA-UBA Benchmark: collaboration reshapes the media mix
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Trainings
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Marketing Effectiveness Certification Program
Become certified in Marketing Effectiveness.
Show eventUBA Focus
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From guesswork to growth: how MMM transforms your strategy
Move beyond assumptions and uncover the real impact of every channel. Learn how to optimize ad spend, boost ROI and lead with data-backed decisions.
Show eventUBA Focus
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Fundamentals of CRM strategy
How can companies turn customer data into long-term relationships and measurable business value?
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).
