I help your company define the identikit of your customers and design  journeys to transform users into qualified leads by calibrating digital presence and targeting communication.

CUSTOMER
EXPERIENCE

DIGITAL
TRANSFORMATION

RADIO &
PODCASTS

About Marcello Peluso

More than 20 years working in Customer Experience for international projects, and journalist since 2005.
With a strong customer focus and a problem-solving attitude, I’m a data-driven decision maker and I love combining technology, data analytics, creativity, communication, research, and content creation to help companies (including start-ups) face the future.

Digital Transformation

2016-Now

MyNoiLab srl

Milan (Italy) - Digital Innovation Advisor & Project Manager

2022

Tecsa Group Ltd

Riyadh (KSA) - Loyalty Programme Manager

2020-2022

Sky Italia

Milan (Italy) - Digital Transformation & Big Data Senior Programme Manager

2016-Now

CoffeeBI | Coffee Business Intelligence

Milan (Italy) - Co-founder

2017-Now

Associazione Mystery Audit Italia

Milan (Italy) - Member of Steering Commettee and head of Communication

2018-2019

Eyra Artificial Intelligence Ltd

Chiasso (Switzerland) - Start-up Marketing Consultant

2014-2015

Toluna Ltd

London (UK) - Southern Europe Associate Director

2010-2014

Nectar Italy

Milan (Italy) - CRM & Strategy Team Leader
2018

GFK Eurisko

Milan (Italy) - Senior Insight Analyst

2003-2008

Kantar

Milan (Italy) - Consumer Insight Specialist

2001-2003

Databank - Cerved

Milan (Italy) - Marketing Analyst

Journalist

2021 - Now

Kristall Radio Milano

Milan (Italy) - Journalist, Media relations coordinator, Radio host.

2020-2021

Radio BlaBla Net.

Milan (Italy) - Editorial Director and radio host.

2016-2020

CoffeeBI Magazine

Milan (Italy) - Journalist and editorial staff coordinator

2011-2019

Fanpage.it

Milan (Italy) - Blogger at "Fanpage d'autore"

2006-2009

La Voce d'Italia

Milan (Italy) - Columnist and head of Radio Observatory

2005-2006

The Nation

Bangkok (THA) - Contributor from Europe for Nation Junior

2004-2005

OhMy News International

Seoul (KOR) - Citizen Reporter from Italy

2018-2021

Radio Punto Zero

Naples (Italy) - Journalist, author and radio host

1998-2000

Calcio Campano eMagazine

Naples (Italy) - Co-founder and journalist

1997-1999

RadioMusic Magazine

Bologna (Italy) - Correspondent from Naples

1996-1997

Radio Antenna Uno

Naples (Italy) - Radio host

1995-1996
Zeta FM

Radio host

Naples (Italy)

1994

Radio Antenna Partenope

Naples (Italy) - Radio host

My Customer Experience Approach

I believe that every client is different from others and their experience is the key driver of success in their decision process.

Users, Customers, Clients, Buyers, Prospects or whatever you want to call them, when you sell physical products or digital outcomes or provide services, your users’ experience begins in the first contacts with your company, continues during the purchase process,  and go through delivery (whatever is provided by you or other companies), and it continues with your communication and post-sales capacity to build loyalty.

Grouping users into homogenous categories and tailoring their paths to profiles improves their good experience and the chance of purchase to a new customer by up 20% and to an existing customer by up to 70%.

Some analyses and KPIs to measure your product or service experience

  • Firmographics/Demographics/Psychographics
  • Behaviour and attitude analysis (Customer Effort Score –  CES, Purchase/Usage propension, A/B tests)
  • Retention metrics (Customer Satisfaction – CSAT, Customer Churn, Net Promoter Score, Customer Retention Rate, Average Order Value, Customer Lifetime Value, Churn rate)
  • Engagement Metrics (Unique Visitors, New vs Returning, Visitors, Pageviews,
    Time on Page, Pages per Session, Conversion Rate, bounce rate etc.)
  • Adoption Metrics (Active Users, Product Access,
    Average Time Spent with Product, Feature Adoption Rate)
  • Real monitoring metrics (User Satisfaction Score/Apdex, HTTP Requests)
  • Usability tests (Task Success Rate, Time-on-Task, Use of Search vs. Navigation, User Error Rate, Task Level Satisfaction, Test Level Satisfaction)

Podcasts & Videos

Podcast

Mystery Walker, il viandante misterioso

Interviews

Books

Che verso hanno le tazzine da caffè?

Akkuaria Edizioni, 2007

La città che brucia

0111cEdizioni, 2011

Rac-Corti, mini storie per chi va di fretta (A.A.V.V.)

LAB Giulio Perrone Editore, 2008

Trips & Pics

Contact

How Can I Help You?