We work with 109 Italian companies across 18 sectors. From that vantage point we gain an unusual view of the market. Here we publish what is worth sharing — real data, not opinions.
Companies speak the language of price lists, people the language of their problems. From the ethnographic study of communities of reference to the analysis of intents, tensions and conversations — why personas are no longer enough and how an enriched persona is built.
Read →22 July 2026A growing share of searches ends in an AI answer citing two or three sources: either you are among them, or you do not exist. How models pick sources, what makes a website citable — schema, llms.txt, answer-ready content — and where to start.
Read →June 15, 2026← Insight / Sustainability The sustainability report is the only marketing document nobody reads. A company decides to tell the world what it is doing to reduce its impact.…
Read →May 4, 2026When a marketing manager shows me their campaigns, the first thing I look at is not the ROAS. It is the gap between the ROAS Google reports and the revenue the management system shows. When the two curves do not speak the same language, there is almost always the same problem underneath.
Read →May 4, 2026Between late 2025 and early 2026 we analysed a high-density dataset of over 4,500 signals collected around the Italian banking & fintech sector. Five banks, thousands of public conversations. What we found contradicts almost everything the banks are currently communicating.
Read →May 3, 2026Over recent years we have audited 109 Italian Google Ads accounts. In 7 out of 10 cases the companies were paying Google to appear when someone searched for their own brand name. Invisible waste, inflated ROAS, budget burned on loyal traffic.
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