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,…
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Strategy & Data
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Budgets, buyer journeys, return on investment and industries: how to decide where to invest and how to measure whether it was worth it.
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Articles on Strategy & Data
23 articles
STRATEGY & DATA
Google Tag Manager: how to set up conversion tracking
Google Tag Manager is Google's free tool for managing your website's measurement codes in a single container: GA4, Google Ads, Meta and the others.…
STRATEGY & DATA
When campaigns, CRM and revenue don't add up: how to check your data from click to sale
Google Ads, GA4, Meta, the CRM and the management system count different things, with different dates and rules: it's normal for the numbers not to…
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…
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…
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
Industrial marketing: B2B digital strategies for manufacturing SMEs
Industrial marketing for Italian manufacturing SMEs needs a structured digital approach, very different from B2C: decision cycles are long and three…
STRATEGY & DATA
Food marketing: how food companies win online
Digital food marketing works when it starts from clear positioning and consistent communication across every channel. Content that adds real value,…
STRATEGY & DATA
Gym marketing: how to win and keep members
Gym marketing doesn't end with the new-year campaigns. Winning and keeping members takes concrete tools: a well-kept Google Business Profile, a…
STRATEGY & DATA
Marketing for craft breweries: how to grow in today's market
In today's market, product quality is only the first step: to really stand out, a craft brewery needs a marketing strategy that turns its production…
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…
STRATEGY & DATA
How to find sponsors for a running race: 5 digital strategies to win them over
Finding sponsors for a running race today calls for a different approach: brands no longer buy "logos" but "audiences" and a measurable ROI. The…
STRATEGY & DATA
Sports digital marketing: building community and B2B value in running
Sports digital marketing is essential to turning a running event into a success. The article explains how this strategy isn't just about selling race…
STRATEGY & DATA
How to promote a running race: the winning strategy for a sell-out
Increasing the number of entrants to a running race takes a clear strategy. Starting from the importance of creating a high-quality event, the…
STRATEGY & DATA
B2B marketing budget: a guide to allocating it strategically and successfully
A B2B marketing budget isn't static: it has to adapt to the market. You start from the goals, not the costs. Digital accounts for up to 70%, but…
STRATEGY & DATA
The future of the B2B customer journey: personalisation, AI and human contact
The B2B customer journey has become fragmented, collective and unstable. Today you need an up-to-date map that takes account of every touchpoint,…
STRATEGY & DATA
Beyond the MQL: how to build a B2B funnel that generates revenue, not just leads
The MQL has lost its meaning if it isn't followed by real revenue. Building an effective B2B funnel takes a systemic approach: every stage needs…
STRATEGY & DATA
Digital marketing ROI: the key metrics and tools for measuring it
Measuring digital marketing ROI is essential for assessing how effective your investments are and optimising your strategies. The key metrics include…
STRATEGY & DATA
Omnichannel marketing: offer a seamless customer experience on every channel
Omnichannel marketing lets you create a smooth, consistent customer experience across all channels, overcoming the fragmentation typical of…
STRATEGY & DATA
First-party data: building relationships of trust with your customers
First-party data, collected directly from customers, lets you personalise campaigns and improve loyalty. This information, gathered in line with…
STRATEGY & DATA
Data-driven marketing: how to make marketing decisions based on data
Data-driven marketing replaces gut feeling with analysis based on real data. Personalisation and budget optimisation are now essential for success.…
STRATEGY & DATA
Transforming CRO with the Jobs to be Done (JTBD) framework
This article looks at the Jobs-To-Be-Done (JTBD) framework in digital marketing and how it can improve Conversion Rate Optimisation (CRO). It…
STRATEGY & DATA
6 essential metrics for B2B lead management
Discover the key metrics for B2B marketing: conversion rate, CPA, lead quality, lead velocity, sales cycle length and CLV. Essential for effective…