Rabot Energy - 173tech

Marketing Analytics

Unifying all customer journey data into a centralised location

Objective

Build a scalable data stack within two months to support fundraising readiness.

Obstacle

Complex, fragmented customer journeys spread across multiple systems and platforms.

Outcome

A unified, investor-ready analytics setup with detailed visibility across the entire customer lifecycle.

Background

Rabot Energy is an independent energy provider based in Hamburg, Germany, offering dynamic electricity tariffs for both private and business customers. Their tariffs are based on daily wholesale electricity prices, allowing customers to benefit from cost fluctuations in the energy market.

Rabot Energy enables customers to monitor and optimise their electricity consumption through a dedicated app, promoting both sustainability and cost savings.They partnered with 173tech to build a scalable and efficient data infrastructure that would empower their marketing and analytics teams. The goal was to streamline data extraction, transformation, and reporting while ensuring seamless integration with their existing tech stack.

Challenges

Lack Of Visibility: Rabot Energy’s customer data was scattered across GA4, internal databases, and third-party systems. Each team was working in isolation, making it difficult to track the full customer journey or access consistent metrics. The lack of a single source of truth limited both strategic decision-making and day-to-day optimisation.

Speed Of Implementation: Rabot Energy was preparing for an important fundraising round and needed to have a robust technology stack in place within a matter of weeks, rather than the usual timeline of several months. The urgency was driven by the need to present a strong, efficient, and scalable infrastructure to potential investors, ensuring they could demonstrate readiness for growth. In addition to the tech stack, Rabot Energy was looking to implement sophisticated modelling across their key customer acquisition channels to a gold standard. This required not only the ability to track and analyse customer data effectively but also to provide deep insights into the performance of their acquisition strategies.

Solution

Data Dictionary: We began with a deep-dive onboarding process involving all key stakeholders, from marketing to engineering. Together, we defined critical metrics, KPIs, and business logic, consolidating them into a comprehensive Data Dictionary. This became the foundation for all analytics and ensured clarity, consistency, and cross-team alignment.

Data Pipeline: To bring every customer interaction into one place, 173tech built a fully automated data pipeline that connects GA4, internal databases, and all major marketing channels. The new setup delivers fresh performance data every day, giving Rabot Energy’s team immediate insight into what is working, and what is not. With the entire conversion funnel tracked from first click to final contract, decisions are now guided by complete, real-time visibility. Version-controlled models in Git keep the system transparent, reliable, and easy to evolve as the business scales.

Impact

Marketing Performance: We built a comprehensive Marketing Performance Dashboard in Metabase, which served as the central hub for tracking and analysing key marketing metrics. This dashboard offered a detailed funnel analysis, tracking the journey from ad clicks to contract finalisation, allowing teams to identify drop-offs and opportunities for optimisation. It also provided granular insights by channel, campaign, and geography, so as the marketing team to pinpoint what was driving success and where improvements were needed. To ensure successful adoption of the new system, we conducted training sessions across teams, gathering feedback throughout the process and making final refinements based on user input.

Unified Data Infrastructure: Our new setup eliminated technical bottlenecks, allowing marketing teams to self-serve analytics and generate insights without waiting for support. Additionally, the flexible design of the system allows for future expansion, making it simple to integrate additional data sources and continue growing the platform as Rabot Energy’s needs evolve. This scalable solution is not only efficient but also future-proof, designed to adapt to the changing demands of the business.