Fabrizio Barbarossa on LinkedIn
FrancoAngeli · 2010
Google Marketing
A guide to the world's largest marketAn economic analysis of search engines and their role in connecting demand, intent and commercial opportunity.
Buy on Amazon
ABOUTFabrizio Barbarossa.
Fabrizio Barbarossa.
Numbers, marketing and technology.
Accountant, lecturer, author and entrepreneur: for more than thirty years he has combined economic analysis, customer knowledge and innovation to turn marketing into measurable results.
PROFILE
Bringing business, research and execution together.
Fabrizio Barbarossa approaches marketing with the perspective of someone who also understands financial statements, margins and business organization. A chartered accountant and statutory auditor, he began researching artificial intelligence applied to economics in the early 1990s.
He presented experimental neural-network research at international conferences, developed MarTech patents and founded businesses specializing in predictive automation. Today he brings that experience to Barbarossa & Partners projects and the strategic leadership of EmailGenius: proprietary technology, 1:1 personalization and data-supported decisions.
He teaches Digital Marketing and User Experience at the Department of Economics of the “G. d'Annunzio” University of Chieti-Pescara and contributes to executive education. Teaching is not separate from field work: method, research and application inform the same way of solving business problems.
THE JOURNEY
Thirty years of innovation without chasing trends.
1992–1994
Research into artificial neural networks applied to law and economics, presented at the GWAI conference in Bonn and the World Congress of Neural Networks in San Diego.
Marketing and business
Consulting, advertising, customer profitability and online business treated as one system: economic value first, channels and tools second.
Products and patents
MarTech and predictive automation solutions turn research into software used on real processes, customers and campaigns.
Today
Strategy at Barbarossa & Partners, chairmanship of EmailGenius, university teaching and AI applications built around company processes.
BOOKS
A method written to be shared.
Two books charting the evolution of digital marketing, from search engines to the continuous growth of customer value.
White Rabbit · 2019
The Customer Factory
The evolution of digital marketingMarketing as a system for acquiring customers, understanding them and increasing their long-term value.
Buy on AmazonResearch continues: in 2022 he published “The Accounting-Marketing Interface” with Luca Ianni and Armando Della Porta, examining the role of controllers and information systems in Customer Profitability Analysis.
THE TEAM
Different skills, one measure: results.
The work does not stop with Fabrizio's vision. Every project brings together a multidisciplinary group spanning strategy, marketing, UX/UI, backend development, social media, content and data analysis.
Within the EmailGenius ecosystem, the team includes Raffaele Batori on digital transformation and operational growth, Felice Casiere on web development and user experience, Romualdo Lupacchino on social strategy, Federico Bianchi on backend systems and Aurora Colantonio on marketing leadership, supported by an international development team.
Not isolated departments handing work from one to another, but people who examine the same problem from different perspectives and work toward the same economic objective.
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