EU Business News - Q4 2025 Berti Bari has enjoyed a fruitful career so far, having held key roles at organisations like Google and Oracle. At Oracle, he managed some of the largest banks and insurance accounts across EMEA, where he gained valuable insight into how enterprise clients operate and the strategies that drive results. He then spent five years working at Google in Dublin, managing clients like PayPal, TransferWide, Worldpay, and Regus. “I was selected for a global rotation programme, which took me to Mexico City for five months, where I worked as Special Performance Advisor for the 2016 Copa America and the 2016 Olympics,” he tells us. “While at Google, I completed the Stanford Global Advanced Project Management course – an experience that, along with Google’s culture of pushing boundaries, sharpened my skills and confidence.” In 2018, Berti established MarketingLens, the mission being to make the high level of expertise only available at goliath organisations such as Google accessible for mid-market enterprises. Today, the company works with clients operating across ecommerce, fintech, banking, and B2B, where data makes a tangible difference. “Every day, I use my experience to help clients scale smarter, optimise spend, and turn their data into actionable insights – building long-term partnerships that deliver real impact,” he says. Berti’s finger remains on the pulse of the marketing and data industry, with awareness that it is at a tipping point with AI and advanced analytics. He notes that hardware and software are largely democratised, and the real challenge for businesses is keeping control of their own data – consolidating it, moving it freely, and making it AI-ready so that models can be tailored to their business. On one hand, processes are becoming highly automated, while on the other, the ecosystem is increasingly complex. MarketingLens exists Data-Driven Marketing CEO of the Year 2025 (Republic of Ireland): Bertalan Bari Bertalan Bari – aka Berti – founded MarketingLens Ltd so that mid-market companies can also benefit from the enterprise-level marketing strategies that global giants rely on. His cutting-edge team comprises ex-Google, ex-Meta, ex-Accenture, and ex-Oracle, including individuals that have led some of the most advanced tier-1 clients across the UK, US, and EMEA. Their unparalleled expertise allows them to support clients in scaling smarter, optimising spend, and making data-driven decisions with confidence. In light of Berti's success within the European CEO of the Year Awards 2025, we speak to the man himself to learn more about his successful career to date and the brilliance of MarketingLens. to simplify the complexity, focusing on digital marketing and sales first to deliver quick, tangible results – the goal being to radically increase the client's signalto-noise ratio and highlighting what truly matters for their growth. With company core values of transparency, innovation, and focus on results, Berti’s goal with MarketingLens is simple: to empower businesses to thrive in a world where marketing, data, and technology converge faster than ever. He shares, “We’ve been aggressively pivoting from a digital marketing-first approach to a data-first strategy. While digital marketing remains part of our expertise, our priority is now to become a fully data-driven company, supported by deep marketing intelligence.” “We focus on the intersection of data and marketing – because traditional digital marketers often lack advanced data analytics skills, and pure data teams rarely understand marketing nuances. By combining both, we deliver solutions that are technically sophisticated yet strategically actionable.” The team specialises in advanced digital marketing analytics using BigQuery, and they run GA4BigQuery.com, sharing cutting-edge solutions that help clients to consolidate data and get AI-ready. “Our team has developed in-house Marketing Mix Modelling (MMM) and BigQuery solutions, built by our data experts and advised by our marketing specialists. This allows us to optimise campaigns, generate actionable insights, and truly measure marketing impact,” explains Berti. He goes on to say, “As we operate at the forefront of IT, AI, data, and digital marketing, we embrace “simplexity” – aggressively simplifying processes in an ever-changing, complex world. Techniques we use include consolidating client data for AI readiness, building tailored dashboards, tracking KPIs in real time, and milestonebased project structures for flexibility and accountability. This approach ensures we maximise ROI, reduce wasted spend, and help clients make smarter, data-driven decisions, all while maintaining our laser focus on the customer.” In terms of the process that the customer can expect when working with MarketingLens, Berti tells us that it begins with in-depth research, where the team will study the client’s business, growth trajectory, competitive landscape, and available assets. They will aim to reverse-engineer the client’s business strategy, identify market gaps, and anticipate challenges. From there, the client will be invited to a discovery call, where the team will ask qualifying questions and assess their digital maturity. Often, the team will propose a deeper audit to explore internal systems, marketing, sales, and data processes. Key within the process is transparency, with clients having access to advanced tools to track KPIs, benchmark data, and other metrics in real time. MarketingLens’ robust, tailored systems generate actionable insights and help the client to run their business more effectively. Engagements are structured with multiple milestones, which enables incredible flexibility for both MarketingLens and the client. Notably, MarketingLens won’t charge a percentage of the client's budget like most agencies, because its goal is to maximise efficiency and value, not overspend.
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