Trade Lab

What Trade Lab does

TradeLab S.p.A. is an Italian data analytics and consulting firm founded in 1999 as a university spin-off from the CESCOM research centre of Bocconi University in Milan, listed on Euronext Growth Milan under ticker TRAI.MI since 2025. The company operates across four industry verticals — Pharma & Healthcare, Retail & Real Estate, Away From Home (AFH), and Public Administration & Territorial Marketing — serving both enterprise clients (pharmaceutical manufacturers, distributors, retailers, food service operators) and Italian municipalities and regional governments. TradeLab combines custom strategic consulting with a portfolio of proprietary digital platforms: OnTheMap (geomarketing across ~375,000 georeferenced AFH consumption points), QueryLab (on-demand pharmacist surveys), AFH Consumer Tracking (100,000 annual consumer web interviews), AFH Future Tracking (AI/ML-based predictive forecasting), AFH Business Discovery (business intelligence at provincial granularity), Control Room (pharma operational dashboard), Merchandising Performance Audit (MPA®), and In-Store Marketing Compliance certification. Technology is built internally on Google Cloud and Google Maps infrastructure.

The company generates revenue through three streams: project-based consulting services (the largest contributor at ~€5.9M in 2024, +78% vs. 2018), recurring platform and SaaS subscriptions, and continuous market intelligence offerings. Pricing is custom and engagement-based with no public tiers disclosed. Go-to-market is direct enterprise and mid-market field sales, supplemented by inside sales via segmented website contact forms, webinars, and industry events; all client relationships are managed directly with no reseller channel. TradeLab employs 11-50 staff and recorded €5.9M revenue in 2024. In December 2025, TradeLab announced the acquisition of Obiettivo Europa and Marker Web accompanied by a capital increase, signalling a shift toward inorganic growth immediately following its IPO. The company's largest shareholder is Mare Group S.p.A. (22.39%), with founders and management retaining collectively significant stakes and approximately 18.90% held by the market.

Name

Trade Lab

Legal name

Tradelab S.p.A.

Website

https://tradelab.it

Company type

Public

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

TradeLab S.p.A. is a Milan-based, publicly listed (Euronext Growth Milan: TRAI.MI) data analytics and consulting firm serving Italian enterprises and public administrations across four verticals — Pharma & Healthcare, Retail & Real Estate, Away From Home, and Public Administration & Territorial Marketing — through proprietary geomarketing, consumer tracking, and predictive forecasting platforms.

Ownership category

akta.pro rank

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Consulting Services: Customized consulting engagements in market analysis, strategy, and operational support across four industry verticals. Projects are tailored to client needs, typically involving strategic advisory, field analysis, and actionable recommendations. Revenue has grown from €2.2M in 2008 to €5.9M in 2024, with €5.9M representing 78% growth vs. 2018.
2. Proprietary Platforms & Software Subscriptions: Subscription and usage-based access to proprietary platforms including OnTheMap (geomarketing), AFH Consumer Tracking, AFH Future Tracking, AFH Business Discovery, QueryLab, and compliance tools. Delivered via SaaS/cloud model with recurring revenue characteristics.
3. Market Intelligence / Knowledge Hub: Continuous market monitoring and intelligence solutions providing ongoing market readings for client reference. Revenue model combines subscription components with project-based deliverables.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

TradeLab is an Italian market research, consulting, and proprietary-software firm that helps companies and public administrations make data-driven decisions across pharma, retail, away-from-home (AFH), and territorial marketing. It delivers customised consulting engagements together with recurring access to proprietary platforms — including OnTheMap (geomarketing), AFH Consumer/Future Tracking, QueryLab, MPA® and In-Store Marketing Compliance — combining location intelligence, AI-driven forecasting, and consumer behaviour analytics.

Product overview

TradeLab operates a platform-plus-modules architecture built around four industry verticals (Away From Home, Retail & Real Estate, Pharma & Healthcare, and PA & Marketing Territoriale) and four solution pillars (Geomarketing, Consulting, Market Intelligence, and Platforms & Technologies). The core proprietary technology stack includes OnTheMap (geomarketing platform across all industries), QueryLab (on-demand survey platform), AFH Consumer Tracking (consumer behavior monitoring), AFH Future Tracking (AI-powered predictive forecasting), and AFH Business Discovery (business intelligence). For Pharma & Healthcare, the platform integrates Control Room (market dashboard), On The Map Pharma (geomarketing), MPA® (merchandising performance audit), In-Store Marketing Compliance (certification system), and QueryLab. The four solution areas unify these tools into Geomarketing Tool, Consulting Service, Market Intelligence (Knowledge Hub), and Platforms & Technologies, serving both companies and public administrations.

Differentiator

Problem solved

Functional benefit

Brands

• TradeLab Digital Desk: Digital platform for managing online all phases of collection, management and evaluation of applications, definition of contribution amounts and compilation of the National Aid Register (RNA) for public funding programs.
• OnTheMap
• QueryLab
• Merchandising Performance Audit (MPA®)
• PharmaShopper

Products and services

• OnTheMap (Geomarketing Platform) Georeferenced geomarketing platform providing mapping of consumption points, points of sale, and pharmacies with updated market data for territory analysis, sales force management, and strategic planning across Away From Home, Retail & Real Estate, and Pharma & Healthcare.
• QueryLab Digital on-demand survey platform for instant surveys directed at pharmacists, delivering responses within one week through bi-weekly campaign launches. Supports rapid, unmediated decision-making for pharmaceutical clients.
• AFH Consumer Tracking Consumer-based tracking tool monitoring Away From Home consumption behaviours across 15 channels, 9 consumption occasions, and 30 macro-product categories. Conducted via 100,000 web interviews per year with daily launches, delivered through an online platform with monthly and quarterly reports.
• AFH Future Tracking Predictive forecasting tool for the AFH market using AI and machine learning algorithms on historical series, macroeconomic factors, and socio-demographic trends. Provides annual forecasts (updated quarterly) for visits and market value by channel and consumption occasion.
• AFH Business Discovery Customizable business intelligence platform containing contextual data on population, tourists, income, and entire AFH supply chain at provincial granularity. Supports sales, marketing, and trade marketing decision-making.
• Control Room Operational dashboard integrating measurement and channel monitoring in the health sector, serving as a control center for territory action planning with data visualization and reporting capabilities for pharma and healthcare clients.
• Merchandising Performance Audit (MPA®) Proprietary system measuring in-store marketing effectiveness in pharmacies across STORE VALUE (presence/positioning), TRADE VALUE (pharmacist judgment), CONSUMER VALUE (consumer recall), and SALES VALUE (sell-through metrics).
• In-Store Marketing Compliance Measurement and certification system for in-store marketing compliance between pharmaceutical industry and pharmacy retail, creating transparency and accountability in commercial agreements.
• Consulting Service Customised consulting services in market analysis supporting companies, public entities, and territorial operators in high-impact strategic decisions across the four verticals (Pharma, Retail, AFH, Public Administration).
• Market Intelligence (Knowledge Hub) Market intelligence solution providing tools for continuous reading of reference markets, supporting ongoing market monitoring, consumer behaviour analytics, and strategic insight generation for the four verticals.

Quantifiable outcome

• 774 commercial establishments censused in Collegno with 10.6% vacancy rate identified across 5 distinct areas, enabling targeted intervention planning
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

14 partnerships are on record, tiered supporting, key and core.

• ADVANT NctmsupportingImplementation/ SI/ Consulting Partner · 1 January 2025Appointed as Deal Legal Counsel for TradeLab's IPO, providing legal advisory services throughout the admission process.
• BDO Italia SpAsupportingImplementation/ SI/ Consulting Partner · 1 January 2025Appointed as statutory auditor, Financial Due Diligence Advisor, and Management Control System consultant for the IPO process.
• BDO Tax S.r.l. StpsupportingImplementation/ SI/ Consulting Partner · 1 January 2025Appointed as Tax Due Diligence Advisor for TradeLab's IPO, conducting tax structure review and compliance verification.
• BDO LAW Sta S.r.l.supportingImplementation/ SI/ Consulting Partner · 1 January 2025Appointed as HR Due Diligence Advisor for the IPO process, reviewing human resources and organizational aspects of the transaction.
• KT&PartnerskeyStrategic or Co-development Partner · 1 January 2025Appointed as Equity Research Provider for TradeLab, initiating coverage in October 2025 and providing ongoing MiFID II-compliant equity research. Also referenced as analyst coverage partner on the Investor Relations website.
• Adagio23supportingImplementation/ SI/ Consulting Partner · 1 January 2025Appointed as consultant for the verification of extra-financial (non-financial) data as part of the IPO process.
• TecnoStudiocoreImplementation/ SI/ Consulting Partner · 1 January 2024TradeLab developed the La Montagnola regeneration project in partnership with TecnoStudio, which contributed technical/architectural expertise to the project that won the Bando RU 2024 for the Comune di Campogalliano (€850,000 grant).
• Metrica RicerchecoreStrategic or Co-development PartnerMetrica Ricerche is explicitly referenced as a partner for market research integration. TradeLab integrates Metrica Ricerche's competencies into its research offerings for pharma and other verticals, combining TradeLab's analytical platforms with Metrica's survey and research expertise.
• Comune di BolognacoreStrategic or Co-development PartnerTradeLab supported the Comune di Bologna in establishing the Mercato delle Erbe Urban Hub under Regional Law 12/2023, working with the partnership including Confcommercio and Confesercenti.
• Confcommercio (Bologna)coreStrategic or Co-development PartnerPart of the Urban Hub partnership with the Comune di Bologna, contributing commercial operator perspective and industry expertise to the urban regeneration project.
• Confesercenti (Bologna)coreStrategic or Co-development PartnerPart of the Urban Hub partnership with the Comune di Bologna, contributing commercial operator perspective and industry expertise to the urban regeneration project.
• Comune di Collegno (TO)coreStrategic or Co-development PartnerTradeLab was commissioned by the Comune di Collegno to conduct a comprehensive commercial desertification analysis for the city's Urban Commerce District, including census, market analysis, and strategic recommendations.
• ASCOM di TorinosupportingStrategic or Co-development PartnerTradeLab coordinated with ASCOM di Torino in administering the Collegno operator questionnaire, leveraging the trade association's channels to reach commercial operators in the district.
• Distretti Urbani del Commercio delle Terre di MurgiacoreStrategic or Co-development PartnerTradeLab is accompanying the four Urban Commerce Districts of Gioia del Colle, Acquaviva delle Fonti, Cassano delle Murge, and Santeramo in Colle in a three-year strategic planning process for local development.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Kantar: Kantar provides consumer panels, market research, and analytics across multiple industries, overlapping with TradeLab's market intelligence and consumer tracking capabilities but at a global, multi-vertical scale.
• NielsenIQ: NIQ is a global consumer measurement and analytics provider covering retail, FMCG, and shopper behavior — a broader incumbent operating alongside TradeLab's retail and AFH intelligence offerings with much larger scale and geography.
• Ipsos: Ipsos is a global market research and survey-based insights firm serving consumer goods, retail and public sector — a broad incumbent that competes for the same Italian client budgets across TradeLab's research and consulting practice.
• GfK: GfK (now part of NIQ consumer panel business) historically provides consumer panels and retail measurement in Europe, overlapping with TradeLab's retail intelligence and forecasting stack but at a much larger incumbent scale.

Direct peers

• IQVIA: IQVIA offers channel analytics, patient and pharmacy data, and commercial effectiveness solutions for pharma — directly comparable to TradeLab's Pharma & Healthcare vertical including OnTheMap Pharma, QueryLab, and In-Store Marketing Compliance.
• Circana: Circana (formerly IRI/NielsenIQ retail measurement) provides retail measurement, shopper insights, and out-of-home analytics, overlapping with TradeLab's AFH Consumer Tracking, AFH Future Tracking, and retail geomarketing platforms.
• Cegedim: Cegedim provides pharma CRM, retail pharmacy data, and compliance tools across Europe, closely paralleling TradeLab's OnTheMap Pharma, QueryLab, and trade-marketing compliance offerings in the pharmaceutical channel.

Emerging players

• Geoblink: Geoblink is a Spanish location-intelligence SaaS for retail and real estate network planning, similar in scope to TradeLab's OnTheMap geomarketing but focused on Iberia/LATAM and slightly broader retail use cases.

Regional players

• Intage: Intage is Japan's largest market research and consumer panel provider; comparable in operating model to TradeLab's AFH consumer tracking and forecasting stack, but geographically concentrated in Japan rather than Italy.
• Doxa: Doxa is a long-standing Italian market research firm serving consumer goods, retail and media — directly comparable to TradeLab on geography and broad consumer insight capabilities, though without the proprietary geospatial platform stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tradelab

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Trade Lab