Beyond the buzz what major events really leave behind
Istituto di tecnologie digitali per la comunicazione
Data: 13 aprile 2026 / 18:00 - 19:30
USI Lugano, Campus ovest Auditorium
In this meeting, Sara Bertone from Mastercard and Gianni Vacca from Playmarketing will explore the gap between assumptions and reality in major events, using two Mastercard studies on Eurovision and the UEFA Women’s tournament in Switzerland. The claim is simple: real data beats buzzwords. For tourism professionals and future AI users alike, a truly data-driven approach starts with reliable inputs, not generic narratives.
To bring this perspective to life, the meeting will feature two speakers whose complementary international backgrounds connect quantitative market intelligence with qualitative strategic interpretation.
Sara Bertone is Mastercard Growth and Innovation Manager and leads the development of the Retail & Commerce segment in Switzerland. Based in Zurich, she brings strong expertise in quantitative market data, digital transformation, e-commerce project management, and agile methodologies, helping companies turn complex transactional data into strategic business insight.
Gianni Vacca is CEO of Playmarketing.ch, a Swiss marketing design company based in Lugano. With an international background across Italy, the UK, the US, China, and the Balkans, he is specialized in combining qualitative market research, strategic communication, and business design to support data-driven decision-making.
