Books & Publications

Understand AI, reshape your company and catch the wave before your competitors do.

Bringing AI into a company isn't a tech project you can hand off. It's a strategic and organizational decision, and it belongs to the person in charge. No course, vendor or IT manager can make it for the CEO. This handbook gets CEOs ready to ride the AI wave, and it speaks business, not tech. It explains what AI agents really are, how to rethink your business model and organization one step at a time, and how to choose an AI consultant as a strategic partner.

Qualify as an AI consultant and become the partner who leads SMEs into the future.

Italian SMEs aren't looking for yet another tool. They need someone who can design, deploy and run AI agent systems inside their real processes. This handbook sets out what it takes to be a qualified AI consultant today: the skills, the working method and the professional standards that separate people who sell software from people who guide a business through change.

Retail moves fast and never stands still, so companies have to adapt quickly to stay competitive.

Retail E-Commerce Management is a complete guide for industry professionals. It covers the digital transformation and the new strategies that are reshaping retail.

Data, data and more data. This book covers what data is, how to read it and how to use it to sell online.

For B2C e-commerce, digital marketing in the 2020s has become far more complex because it depends so heavily on data. The book takes a fresh look at e-commerce marketing that breaks away from traditional digital marketing. It shows how to use analytics tools to shape strategy, track trends and decide which moves will improve performance.

Retargeting is now a core part of modern digital marketing, where data, and above all smart, personalized online advertising, drives success in online business.

This book shows you how to design, plan, run and analyze online campaigns that build interest (prospecting) and turn it into sales (retargeting). The material is built up step by step. The first part is for anyone working in online marketing. The second is for experts and goes deeper into techniques and platforms such as ClickMeter, Google AdWords, Awin, Fanplayr, GTM, Google Analytics, SalesManago and other third-generation digital marketing tools. You'll also learn how to analyze traffic and visit data, along with the latest conversion attribution models.