2021
Customer segmentation with BigQuery + Looker Studio
A SQL-first segmentation that runs entirely in the warehouse and lands in a dashboard. No separate ML stack required.
Context
Most segmentation tutorials assume a Python notebook, a data scientist, and a way to operationalise the output. Many teams have none of that, but they do have BigQuery and a BI tool.
Approach
- RFM-style scoring written as a single BigQuery query against transactional data.
- Segment definitions surfaced as a Looker Studio dashboard, so marketing can filter and act without re-running anything.
- Designed for teams where the data scientist isn't always in the room.
Outcome
A reproducible, warehouse-native segmentation pattern, published as a step-by-step guide on Towards Data Science.
Stack
- BigQuery
- SQL
- Looker Studio
- RFM