Enabling data democratisation without any migration.
Objective
Build a data stack in just two months ahead of fundraising.
Obstacle
Mapping out complex customer journeys and integrating sources.
Outcome
Detailed metrics across the whole 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. By utilising 100% renewable energy sources, 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: Data was fragmented across multiple sources, including GA4, internal databases, and third-party platforms, creating silos that hindered efficient access and integration. Additionally, limited data accessibility further complicated the situation, as different teams had varying data requirements, which made self-service analytics challenging and inefficient.
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 conducted an in-depth onboarding process to ensure full alignment across all stakeholders, clearly defining key objectives and expectations. As part of this process, we created a comprehensive Data Dictionary that outlined essential metrics and business terminology, promoting consistency and clarity across all reporting efforts. This foundational document helped establish a common language, ensuring that all team members, from marketing to data analysts, were on the same page. The metrics defined in the dictionary played a critical role in shaping our detailed tool stack recommendations, which we then used to implement a composable stack tailored to Rabot Energy’s specific needs.
Data Pipeline: 173tech developed a robust, automated data extraction pipeline that integrated multiple sources, including GA4, internal databases, and various marketing touchpoints. This system ensured that marketing performance data was refreshed daily, providing up-to-date insights into campaign effectiveness. The pipeline also enabled consistent tracking of the conversion funnel, ensuring that data flowed seamlessly from initial engagement through to final contract finalisation. By implementing version-controlled, automated data models in Git, we ensured that data was both reliable and flexible, with changes tracked and easily auditable for future adjustments.
The Proof Is In The Numbers...
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Implementation
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, enabling the marketing team to pinpoint what was driving success and where improvements were needed. With automated, real-time reporting and drill-down capabilities, stakeholders could quickly access the data they needed to make informed decisions. 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. Dashboards provided actionable insights, enabling marketing efforts to be continuously optimised. 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.
