Digital strategy, innovation management and digital transformation roadmap: from vision to concrete results
Too often digital is reduced to simple operational activity on the web. This is a failing approach.
Digital is today a strategic asset: an integrated ecosystem of web, omnichannel, e-commerce, content, data, processes and artificial intelligence. Its management requires deep technical skills, but also managerial capabilities and overall strategic vision.
Those who manage it must lead cultural change in the organization, implementing new business paradigms and acting as a bridge between IT and all other business functions.
My profile today can be defined as Chief Digital Officer or even CIO or something else, but what really matters is the mindset and the role must be to support and drive all other business functions, because you cannot transform a company alone.
On my blog you can read many contributions that explain my vision and references.
AI & Automation Strategy: beyond technology, the organization
Artificial intelligence is today transversal to any digital transformation strategy. Gen AI, machine learning, Robot Process Automation (RPA), low code and no code: the difference is made by the strategic approach.
Technology solves problems only when applied to the right issues and when the organization has the conditions to support it. The more sophisticated the tools, the more mercilessly the limitations will emerge: inadequate data, inefficient processes, obsolete infrastructure, unclear objectives.
My focus is always on strategy before technology
E-commerce & Omnichannel Retail Excellence: from online to the complete ecosystem
Since 2007 I have been coordinating e-commerce startup projects and developing tools that integrate traditional and online sales. I have participated in strategic international meetings, engaging with e-commerce managers of major global players.
From these experiences my conviction has matured: the future is in omnichannel retail. I oversee the development of complete technological ecosystems: e-commerce engine, CMS, DXP, Order Management Systems, Payment Service Provider, Fraud Management, Clienteling, Consumer Apps.
An integrated and organic approach that puts customer experience at the center.
Marketing Technology & Customer 360°: data-driven transformation
CRM is an approach, not software. Today it must build a 360-degree view of the customer, integrating all touchpoints beyond traditional sales channels.
The challenge is to consolidate data from every source - smart data and big data - to be truly relevant in the consumer's eyes. This data-driven approach must then activate marketing automation systems (martech) and advertising (adtech) based on first-party data.
The goal: communications and promotions at the right time, for the right people. Always supported by solid analytics.
Large-Scale Digital Programs: orchestrating complexity
Since 2002 I design and implement large digital projects with an end-to-end vision. Not just technology: I organize editorial structures, train teams, select the right suppliers and coordinate the entire execution.
Today a purely "digital" project makes no sense. My experience across different technological eras has taught me a fundamental lesson: success depends on understanding organizational impacts.
This is the real critical factor of digital transformation: orchestrating complexity - human and technological together.
Integrated Marketing & Communication: consistent messages, measurable results
In the current competitive context, marketing and communication are inevitably multichannel. The challenge is to coordinate all touchpoints technologically and strategically.
My experience covers the entire ecosystem: email marketing, SMS, chat systems (one-to-one and one-to-many), mobile web, consumer and clienteling apps, digital signage, proximity marketing.
The goal is always the same: a consistent message across all channels, based on a precise contact plan and measurable results.
Social Intelligence & Engagement: from conversation to conversion
I have participated in structured loyalty and CRM programs, developing system integration skills between online and offline systems. I have been following the world of social media since 2000, when it was still emerging.
I have implemented complex projects that integrate reputation monitoring, social networks, mobile, widgets and other tools. But the most interesting evolution is different.
Today these projects don't just serve to communicate better: they are strategic intelligence tools to truly understand customers and the market. From conversation to conversion.
Next-Gen Customer Experience: mobile, AR/VR, IoT and beyond
Mobile is just the tip of the iceberg of a revolution that is changing our way of living and doing business.
Since 2007 I have been experimenting with marketing possibilities on mobile devices. Today I coordinate pilots on emerging technologies: QR codes, augmented reality (AR) and virtual reality (VR), geolocation, iBeacon, NFC and other innovative tools.
The goal is to create a continuous point of contact with the target, enabling bidirectional interactions between physical and digital worlds. Next-generation customer experience.
Teaching, advisory and dissemination: training to transform
I teach in university and executive master's programs on all topics of digital transformation (see teaching section). I deal with enterprise 2.0 and internal communication, applying social media principles to improve sharing and productivity.
I train change evangelists: people who become engines of transformation in their organizations. I make my expertise available as a strategic advisor for all market players.
I write extensively on professional topics, out of passion and to build culture. I published a book with Franco Angeli in 2020. My contributions appear on Internetmanagerblog.com, on my channels, on various online/offline publications and industry books.