SOCIAL & CONTENT
LinkedIn for business: how to make your company page work (without an ad budget)
A LinkedIn company page works even without advertising if it does three things: it's complete and written in the words customers use, it regularly…
CEO and founder
Alessandro Papa
Alessandro Papa is the founder of Digital Runner. He works on client strategy, data and the agency’s automation and artificial intelligence projects, including Conversly, the virtual assistant built by the agency.
26 articles
WRITTEN BY ALESSANDRO
STRATEGY & DATA
GA4 for SMEs: the reports you actually need (and how to read them)
An SME needs just six GA4 views: traffic acquisition, key events, landing pages, a funnel exploration, the monetisation reports if it sells online,…
STRATEGY & DATA
Optimising your funnel with AI: from spotting the problem to the test that measures the result
A funnel is optimised one bottleneck at a time, through a six-step cycle: observe, diagnose, form a hypothesis, test it, measure, start again. AI…
ADVERTISING
How much to invest in Meta ads: how to calculate the budget from your company's numbers
A Meta ads budget is calculated from three numbers: how much you can spend to win a customer without losing margin, how many results the algorithm…
STRATEGY & DATA
From lead to contract: how to connect Google Ads, Meta, LinkedIn and your CRM to measure revenue
Measuring the revenue generated by your campaigns takes four pieces: the form saves UTMs and click IDs (gclid, gbraid, wbraid, fbc, li_fat_id) in…
AUTOMATION & AI
B2B lead scoring: a practical model for deciding which contacts deserve a sales call
B2B lead scoring gives each contact two scores: one for fit (role, industry, company size, geography) and one for behaviour (pricing page, demo…
STRATEGY & DATA
Account-based marketing for B2B SMEs: when it pays off, how to start and what budget you need
Account-based marketing pays off for a B2B SME when there are only a few hundred possible customers, a contract is worth a lot, the cycle lasts…
STRATEGY & DATA
Running in Italy: an ecosystem to decode
Running grew strongly in Italy in 2024: 53,825 marathon finishers (+16%) and almost 160,000 in half marathons, a sign that it's no longer a niche but…
WEB & E-COMMERCE
European Accessibility Act (EAA): what changes from 28 June 2025
The European Accessibility Act (EAA) marks a significant turning point for the web and digital in Europe. From 28 June 2025, companies providing…
SOCIAL & CONTENT
Social media trends: the 2024 data and the trends that shaped the sector
This report analyses the social media trends of 2024: usage data, how Facebook, Instagram, X and TikTok performed, emerging trends and forecasts for…
SOCIAL & CONTENT
A guide to Reels: strategy, formats and creators for vertical video marketing
There's a fundamental difference between publishing Reels and building a vertical video strategy that delivers results. In this guide we look at the…
SOCIAL & CONTENT
Instagram strategy: why quality beats quantity in your feed
Many businesses think that posting as much as possible on Instagram is the key to growth. In reality the algorithm rewards engagement, and too many…