From theory to practice: the Webranking company visit for participants of the Master in Digital Marketing and Communication

3 April 2026

Stepping into an agency that works daily with data, platforms, and brand decision-making means observing digital marketing in its real state.

The company visit to Webranking offered participants of the Master in Digital Marketing and Communication this opportunity: to engage directly with professionals operating in one of the most advanced environments in the industry.

Welcomed by Nereo Sciutto, CEO and co-founder of Webranking, students explored organizational models, working methods, and the skills now required in a performance-driven agency.

Understanding industry dynamics

Several key elements that define today’s digital marketing landscape emerged during the meeting. Among them, the growing centrality of data and the role of web analytics, which is becoming increasingly critical compared to more widespread activities such as social media management.

As Dea Cakrani, participant of the Master, points out: “It was interesting to understand the less explicit dynamics of the working world: technical skills are not enough, the ability to collaborate, communicate, and be credible matters just as much.”

Joud Osama Yacoub Shakkour adds: “We had the chance to meet Nereo Sciutto, who built Webranking in the late 90s before social platforms even existed. What made the conversation interesting was that he wasn’t just talking theory. He shared real challenges, honest perspectives on the industry, and practical advice on building a career in digital.”

A particularly relevant insight also concerned how digital roles are structured, from SEO and social media to search, programmatic, and data science, bringing classroom frameworks closer to real-world practice.

The role of data and artificial intelligence

The visit also highlighted how deeply technology and marketing are now intertwined. Data enables increasingly personalized messaging, while artificial intelligence is accelerating the evolution of the field.

What emerges is not a replacement of skills, but their transformation. New roles are taking shape, and the ability to interact with advanced tools, interpret them, and guide their use is becoming part of everyday work.

Skills that make the difference

Another central point concerns how data is used. Collecting and analyzing it is not enough: it must be translated into decisions and communicated effectively.

“Being able to work with numbers is essential, but being able to tell their story is just as important,” Cakrani notes.

On this aspect, Shakkour highlights: “Nereo was clear that technical knowledge alone isn’t enough. He emphasized emotional intelligence and the ability to communicate ideas clearly. In a data-driven environment, these are the skills that make the difference between insight and impact.”

The ability to build clear insights and support ideas with solid evidence is what distinguishes professionals who can make an impact within a team.

This approach is an integral part of the Master, where tools such as SPSS, Excel, and analytics platforms are combined with project work and group activities focused on performance analysis and interpretation.

An ongoing dialogue with companies

The company visit to Webranking is part of a broader educational model that values direct engagement with companies, not as an additional activity, but as a core component of the learning process.

Interaction with professionals and organizations allows participants to understand how the skills developed during the Master apply in operational contexts, where speed, complexity, and constant change are the norm.

Preparing for an evolving industry

Digital marketing is a field where tools, roles, and models evolve rapidly. In this context, the ability to interpret data, adapt to change, and work across functions is essential.

The Master in Digital Marketing and Communication supports participants in developing these capabilities, offering a path that combines strategic vision and operational skills, in close connection with the market.