About
Measurement built around the decision.
Dario Colognesi is a data analyst working across marketing analytics, BI, automation and technical SEO. Based in Milan, Italy.
Background
11 years of turning messy data into decisions.
I have built measurement systems inside agencies, in-house teams and as an independent consultant. The pattern is always the same: the dashboard is not the hard part. Agreeing on what a conversion means, where the data comes from and who owns it is. I stay until those questions have an answer the team can defend.
- I start with the decision, then work backwards to the data model.
- Tracking, pipelines and dashboards are documented and handed over, not kept in my head.
- If the metric cannot be trusted, I say so before it reaches a board deck.
The dashboard is the output. Agreeing on the metric is the work.
Capabilities
Four areas I work across.
Measurement, reporting, automation and search. The tools change; the goal is the same: data a team can trust, understand and use.
Curriculum vitae
The full CV, one click away.
Experience and education in a structured timeline. Open the accordion to read the CV without downloading a PDF.
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Where I have done the work.
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Data Analyst & SEO/GEO Manager
Plan.Net Italia
Led data governance, analytics pipelines and BI integration for international clients, with responsibility for enterprise SEO, AEO and GEO strategy.
- Architected client- and server-side tracking on GA4 and Adobe Analytics, including GTM, consent states and data-quality controls.
- Built pipelines connecting web analytics, CDP and CRM data to support campaign reporting and attribution.
- Defined and executed organic strategies across SEO, AEO and GEO, integrated with paid media, UX and content teams.
- Developed Python workflows for technical audits, crawling and generative-search monitoring.
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Teacher in Digital Marketing Analytics, Tracking, SEO & Omnichannel
Fondazione ITS – JobsAcademy
Designed and delivered a technical programme of more than 200 hours to over 80 professionals, with a reported 95% satisfaction rate.
- Taught digital analytics, SEO, data modelling, BI architectures and CRO optimisation.
- Covered Power BI, Looker Studio, GTM, GA4, advanced tracking and omnichannel operations.
- Combined theoretical frameworks with practical labs based on real client scenarios.
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Data Analyst & SEO Consultant
Freelance
Consulted for international e-commerce businesses on conversion data modelling, tracking architecture and organic growth.
- Configured tracking in cookieless environments to preserve conversion attribution and CRM data accuracy.
- Built SQL models to map user journeys, identify funnel drop-offs and analyse checkout flows.
- Developed Python scripts for crawling, site migrations, sitemap matching and analysis of complex site structures.
- Executed technical SEO audits and content optimisation plans for international merchants.
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Data Analyst & SEO Manager
OTO Agency
Led multichannel strategies, established the internal BI function and managed SEO performance across the agency portfolio.
- Introduced KPI frameworks and custom dashboards, with a reported 25% increase in client retention.
- Optimised Google Ads campaigns for key clients, with reported conversion-rate increases of up to 290% on selected campaigns.
- Re-engineered navigation paths based on behavioural analysis, with a reported 25% increase in session duration and 40% reduction in bounce rate.
- Defined technical and content guidelines for agency SEO projects.
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Data Analyst & Inbound Marketing Manager
Free-way Agency
Coordinated data flows and CRM integrations for international brands, leading the outbound marketing team for Coyote Systems.
- Developed multi-country Power BI reporting to monitor European retail performance.
- Connected and optimised Salesforce and HubSpot architectures with corporate databases.
- Managed direct marketing activities and improved lead-generation data quality.
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Data Analyst & SEO Manager
Impresa A. Minieri S.p.A.
Managed organic positioning and the data analysis infrastructure during the launch of the company’s first e-commerce channel.
- Designed the e-commerce measurement plan, including goals, e-commerce tracking and conversion KPIs.
- Analysed browsing and purchase funnels to support UX decisions and dynamic pricing models.
- Defined the site information architecture and implemented on-page optimisation for transactional search intent.
The formal part of the training.
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Master in Big Data and Business Intelligence
University of Milan-Bicocca
Business Intelligence and Big Data Analytics.
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Bachelor in Foreign Languages and Literatures
University of Milan
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Computer Science Technician High School Diploma
ITIS
Computational Science.
Certifications
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HubSpot Inbound & CRM Certification
HubSpot Academy
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Text Mining Course
University of Milan-Bicocca
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Data Mining — Clustering and Association
University of Milan-Bicocca
Languages
- Italian Native
- English C2
- French C2
- Spanish C2
Outcomes
A measurement process that ends with data the team can run.
The sequence is deliberate: define the decision, check the data, build the layer, then validate and transfer it. The output should not depend on me being in the room.
Understand the decision
Clarify the decision the team needs to make, the KPIs that support it and who will use the output. This determines the data model before any dashboard is built.
DiscoveryAudit data and tracking
Review the available sources, tracking setup, consent state and CRM or CDP integration. Surface gaps, conflicting definitions and quality issues early.
AuditBuild the measurement layer
Implement the tracking, SQL models, pipelines and reporting views needed to answer the question. Add Python automation where manual work would otherwise repeat.
BuildValidate and hand over
Test the figures, document metric definitions, and walk the team through the model and dashboards. The handover includes what was built and what remains open.
HandoverOpen to analytics, BI and technical SEO opportunities
Have a measurement problem worth fixing?
Share the context, the decision you need to support and any deadline. I will reply with questions and a concrete next step.