Andrea Veggiani

The architecture always wins.

Platforms come and go, acronyms multiply, vendor claims get bolder. What decides whether a MarTech stack delivers value is the data model underneath it, the integration patterns, and the organisational alignment around them. That is what this channel is about.

I am Andrea Veggiani, Head of Cross-Channel Marketing and MarTech Solutions at BitBang in Bologna. For 25 years I have designed and implemented customer data and engagement systems for brands in retail, fashion, insurance and financial services.

Current series

The Architecture Behind the Acronyms. What each category actually does, where it came from, and which durable job it still performs. CDP, DMP, CEP, and the rest of the alphabet.

Written and narrated by me. No vendor sponsorship, no product demos.

Full articles, diagrams and sources: https://andrea.veggiani.com