Co-CEO & Head of Analytics
Nico is passionate about humanizing marketing data—making it centered around and useful to people. He has helped hundreds of organizations and individuals improve results and maximize impact with data, starting when he first discovered Webtrends in the late 90’s, to his in-depth GA4 & Looker Studio tutorial videos in 2024.
A pioneer in search engine marketing (SEM) and optimization technologies, Nico managed the team that built the first SEM toolset, GoToast, which was bought by Atlas and later Microsoft. He helped launch the pioneering SEM agency, eonMedia, which was bought by Avenue A. Nico has consulted with many publishers, advertisers and agencies on digital media best practices and optimization, among them Yahoo, GroupM, and Microsoft.
As Two Octobers’ Head of Analytics, Nico builds data solutions that help marketers understand and use data, leveraging technology including GA4, Looker Studio, Google BigQuery, Dataform, Airbyte, Fivetran, Jepto, Jupyter notebooks and AI.
While Nico loves creating things with his hands or lines of code, great teams are what he loves creating most of all. At Two Octobers, Nico is driven to build a culture where people with diverse perspectives, great communication, and no small amount of talent accomplish more than they ever could as individuals. His superpower? Seeing the hidden superpower in others. Nico helped build Two Octobers’ apprenticeship program, and evangelizes apprenticeship as a path to a stronger and more equitable economy.