Luca Vicini
MarTech, analytics and GEO consultant. I design and build the measurement layer between marketing and data: GA4 and Google Tag Manager on the collection side, BigQuery and Dataform for the pipelines, Looker Studio for the reporting people actually use.
I work with marketing agencies and SMEs, in English, French, Italian and Spanish.
What I do
- Digital analytics — GA4/GTM implementation and audits, server-side tagging, consent mode and privacy-compliant tracking.
- Data engineering — BigQuery warehousing, Dataform transformation pipelines, automated Looker Studio reporting.
- GEO / AI search visibility — engine-by-engine audits (ChatGPT, Google AI Overviews, Perplexity, Claude), structured data and entity strategy, AI-referral measurement in GA4 and BigQuery. Creator of BabelGeo, an open-source multilingual GEO diagnostic tool.
- White-label technical delivery for creative and digital agencies.
I sit between marketing and engineering: I can read a CMO’s brief and a CTO’s architecture diagram, and I turn one into the other.
Stack: GA4 · GTM · BigQuery · Dataform · Looker Studio · Python · SQL · Schema.org
Based in Brussels and on the Costa Tropical
I split my time between Brussels and La Herradura (Granada), on Spain’s Costa Tropical — remote-first, with travel to client sites as needed. Central European time, which suits clients from London to Milan. The Mediterranean light doesn’t hurt either.
Background
- Deep Analytics — independent consultancy in marketing technology, data engineering and AI search visibility (GEO), relaunched April 2026. First founded in 2011 as a web analytics, SEO and online marketing practice in Almuñécar, Spain (2011–2014).
- Empathy Lab by EPAM (Nov 2021 – Mar 2026) — Lead Digital Marketing Specialist, MarTech & Data Lead. Strategic MarTech lead for EMEA across the UK, Switzerland, Belgium and France: Dataform, Python and SQL workflows on BigQuery, migration of manual reporting to automated Looker Studio dashboards, Generative AI evaluation for enterprise marketing operations. Accounts in banking, pharma and tobacco.
- Emakina (Nov 2014 – Nov 2021, acquired by EPAM) — Senior Digital Analytics & SEM Analytics specialist. GA360/GA4 deployments, data warehouse architecture and SEO strategy for international consumer and B2B brands.
- Earlier: marketing manager at Velasco Lawyers (Spain), interim country manager for HP.com Ireland at Hewlett-Packard, product manager at Pirelli Broadband Solutions (Milan), where I launched IPTV and video-conferencing set-top boxes.
Education
- M.Sc. Electronics Engineering, Université libre de Bruxelles
- MBA, Warwick Business School
- Web Analytics certification, University of British Columbia
Certifications
- Machine Learning Specialization, DeepLearning.AI (2026)
- Generative AI Leader, Google Cloud (2026)
- Google Analytics Certification, Google Skillshop (2025)
- Cloud Digital Leader, Google Cloud (2024)
Languages
Italian, French, English, Spanish.
How I work
In person, by video call or in writing — whatever suits the client and the stage of the project. What doesn’t change: I document as I go and keep configurations in version control, so every decision has a page you can go back to.