I'm Andrea Veggiani
Martech
Advisory & Architect.
I speak Boardroom and Boolean. Based in Bologna, Italy.
I've spent the last 25 years at the intersection of marketing strategy and technology architecture, designing, implementing, and evolving cross-channel customer engagement systems for brands across retail, fashion, insurance, and financial services.
Today I'm the Head of Cross-Channel Marketing & MarTech Architect at BitBang, a digital consultancy in Bologna where I lead platform selection, data architecture design, and implementation programmes for enterprise clients.
What I've learned after decades in this field is simple: the architecture always wins. Platforms come and go, acronyms multiply, vendor claims get bolder — but the underlying data model, the integration patterns, and the organisational alignment around them determine whether a MarTech stack actually delivers value. That's what I think about, and that's what I write about.
What I work on
MarTech Architecture
End-to-end design of customer data and engagement stacks, from data ingestion and identity resolution to journey orchestration and measurement frameworks.
CEP & Marketing Automation Platform Selection
First-hand production experience with Adobe, Braze, Bloomreach, Insider, Iterable, and Salesforce solutions. Honest evaluations without vendor bias.
Cross-Channel Strategy
Orchestrated, event-driven customer journeys across email, push, in-app, SMS, direct mail, designed around behaviour, not batch schedules.
Adobe Ecosystem
Certified across Adobe Experience Platform, Journey Orchestration, Campaign, Analytics, Target, and AEM. Deep technical and strategic expertise in the Adobe stack.
Agentic Marketing
Researching the shift from rule-based automation to AI-driven, autonomous engagement, what it means for data architecture, team structures, and the future of the CMO role.
Background & credentials
I studied at the Università di Bologna, one of the oldest universities in the world and a short walk from where I still live and work.
On the certification side: I hold 26 active certifications across the platforms I work with daily: Adobe (AJO, AEP, AEM, Campaign Classic, Marketo), Braze, Bloomreach, InsiderOne, Iterable, and Salesforce (Marketing Cloud and Account Engagement). I'm also a certified Professional Scrum Master.
I write in English and Italian, depending on the audience and topic.
Further reading
If you want to understand how I approach MarTech architecture, platform decisions, and client engagements, you can read more here:
If you are looking for the factual version of my background, roles, certifications, and platform experience:
Get in touch
The best place to find me is LinkedIn. I'm also on Medium where I publish my longer writing on marketing technology, platform evaluations, and the future of customer engagement.