SAY: a training day on Data Analysis for students at ITS Alto Adriatico

For the second consecutive year, SAY opened its doors to students from the Alto Adriatico Technical Institute for a day entirely dedicated to Data Analysis. An opportunity for discussion and in-depth analysis, designed to offer an operational overview of four key areas of digital marketing: SEO, Advertising, Social Media Marketing, and Digital Analytics.

In line with the values that guide the company—sharing real skills, direct experiences, and an approach to data—students were offered a series of speeches conducted by SAY specialists who work every day on national and international projects.

SEO: visibility and content, between users and search engines

Elisa Sedda, SEO & CRO Specialist at SAY, kicked off the day by guiding students through the fundamentals of search engine optimization. From the importance of search intent to content structure, through technical aspects such as the use of structured data and the importance of site performance, the focus was on how a well-constructed SEO strategy can transform online visibility into concrete results. There were practical examples from real projects and an in-depth look at the new challenges posed by artificial intelligence in search results.

ADV: analysis, strategy, and tactics at the service of conversions

Next, Michela Terrazzin, ADV & Strategy Specialist, explained how to build an effective advertising strategy, starting from defining objectives to measuring results. Students learned what it means to work on platforms such as Google Ads, Meta, TikTok, Spotify, and many others. Particular attention was paid to multi-channel strategies, to understand how different channels can positively influence each other with a view to maximizing performance. The key message? Advertising is not improvisation, but strategic planning supported by data and continuous testing.

Social Media: when content speaks to people

The third talk, given by Paola Pitzus, Social Media Manager, took the students to the heart of communication strategies on social media channels. From creating social brand identities to editorial plans, through to advertising campaigns and interpreting key social KPIs, it was a journey through creativity, analysis, and storytelling. The goal? To show that behind every successful post there is strategic work designed to build authentic relationships between brands and communities.

Digital Analytics: reading data to improve marketing activities

The day ended with a presentation by Aurora Zotto, SEO & Digital Analytics Specialist at SAY, who showed how data drives marketing decisions. After explaining the role of the Digital Analyst and its importance within agencies and companies, the students were taken on a journey through tools, processes, and real-life cases. They discussed Google Analytics 4, Google Tag Manager, Looker Studio, and BigQuery, highlighting how these tools are essential for collecting, analyzing, and using data effectively, while always respecting privacy. Collection alone is not enough: the key lies in the ability to read and interpret data, transforming it into measurable decisions and concrete actions.

“We are delighted to have once again welcomed students from ITS Alto Adriatico and to have shared with them our experiences and the skills we put into practice every day,” said Nicola Bruno, Managing Partner of SAY. “Our company has a special focus on research and development, and we have been collaborating with universities and research institutions for years. We are also committed to dissemination and training, and we are proud to be able to give back to the world of education through these initiatives. We wish all the students the best of luck in their future studies and careers!”