Google Analytics 4, the latest update to Google’s free web analytics service does away with the old Universal Analytics measurement model of users, sessions and hits and instead replaces it with the same type of visitor event-based model used by Segment, Snowplow Analytics and Mixpanel.

So how does Google Analytics…


One of the simplest but most actionable ways that you can analyse your customer base is to build an RFM (Recency, Frequency, Monetary Value) model and make that analysis actionable using a Looker dashboard such as the one in the screenshot below, used within our business to help us better…


We’ve been users of the Looker testing tool Spectacles since its days as an open-source project started by Josh Temple and Dylan Baker, and regularly make use of it on client projects to ensure that the SQL content within our LookML views and models is tested along with the LookML…


A couple of weeks ago I posted an article on this blog on Customer 360-Degree Analysis using BigQuery, dbt and new “reverse ETL” tools such as Hightouch and Rudderstack. In this article I’m going to talk a bit more about we’ve transformed our customer data warehouse into the core of…


One of the dashboards I find most useful for understanding the direction of our business is the Customer Cohort Performance dashboard I’ve created using Looker, shown with demo numbers in the screenshot below.

Across a number of key areas for our business such as efficiency of delivery, project profitability and…


Rittman Analytics are a Segment Implementation Partner and we use Segment Personas together with Segment Connections to connect all of our digital marketing touchpoints and create a single view of client and visitor interactions across those digital channels.

Customer Data Platform services such as Segment Personas are great for collecting…


One of the most common tasks in a data centralization project is to create single, deduplicated records for each of the companies, contacts, products and other entities the business interacts with.

Doing this allows you to connect sales activity from Salesforce and Hubspot to project delivery and invoicing data from…


Last year I blogged about our RA Data Warehouse for dbt, a set of data models, data transformations and data warehousing design patterns for dbt (“Data Build Tool”), Fivetran, Stitch, Segment, Google BigQuery that we use to rapidly build-out the data warehouse layer for analytics solutions and data platforms we…


One of our most popular services is helping Looker customers update and refresh their Looker dashboards, especially if they’ve been using Looker for a while now and the team who put it all together has since moved on.

Back when Looker first came out it’s fair to say that it…

Mark Rittman

CEO of Rittman Analytics, host of the Drill to Detail Podcast, ex-product manager and twice company founder.

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