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Kentik provides a network observability solution that helps its customers maintain the availability and performance of network-based services for their users.

As Justin Guerra, head of business operations for Kentik, describes it, “Kentik is the network observability company. Our platform is a must-have for the network front line. Network professionals turn to our Network Observability Cloud to plan, run and manage any network, relying on our infinite granularity, AI-driven insights, and ridiculously fast search. Kentik makes sense of network, cloud, host and container flow, internet routing, performance tests, and network metrics. That’s why data-driven companies like IBM, Box, New Relic, Zoom and others rely on Kentik to provide network observability.”


Siloed and Decentralized Data Hurt Kentik’s Bottom Line

To support its business operations, Kentik was leveraging a variety of data integration vendors and platforms, such as Fivetran, Looker, and Google BigQuery, all of which needed to not only operate seamlessly, but the architecture had to also be scalable to drive and support the organization’s growth. The initial challenge was not necessarily with the tools but with the manner in which they were initially implemented and maintained.

Additionally, Kentik didn’t have good data visualizations to assist its business goal setting, prioritization, and decision-making processes. This was due to the number of data silos that had been built up over time leaving the company without a single source of truth for all its data.


A Modern Data Architecture Providing a Single-Source-of-Truth

We recommended a modern data architecture solution with some of the current software platforms Kentik was using, along with some additions.

This new architecture included integrating the various tools that were already in place as well as implementing a new dbt instance for data modeling, data quality and data source freshness. By leveraging dbt as part of its data stack, Kentik is now able to keep business logic in the backend helping to improve overall query time within Looker.

The three main areas that we focused on to improve Kentik’s data analytics, insights, and resourcing challenges included:


  • Developing a company-wide dashboard in Looker to provide a comprehensive and cohesive understanding of Kentik’s business as a whole, instead of disparate and segmented views.
  • Creating product-specific dashboards to bring product and sales data into one place for the first time to understand both revenue trends and data usage. This allows Kentik to identify clients not fully leveraging their products so they can proactively decrease churn by coordinating product utilization and sales data.
  • Implementing a data health and monitoring dashboard to ensure data quality and integrity.

Financial Insights

  • Leveraging dbt snapshots to gain insight into how Kentik’s sales pipeline changes over time allowing the company to better understand and maximize its sales funnel.
  • Enabling Kentik to glean insights related to sales inflows and outflows based on time horizons. Users are now able to adjust date ranges to analyze projected sales for any period.


  • Collaborating with Kentik’s recruiting agency, to understand their recruiting process and pipeline. We recreated agency’s UI visualizations for Kentik creating a single dashboard for the most important recruiting insights.

Data Accuracy and Accessibility Drive Operational Efficiency

Perhaps most important result of the new data architecture was the entire organization has the ability to quickly and easily access data. Centralized data enabled the Kentik team to create customizable formatting solutions, effective with a fast back end and consistent, trusted, source-of-truth front end.

More areas of improvement from the project included:

  • A more tightly integrated data stack.
  • More and better insight from comprehensive dashboards at all levels of the business.
  • Engineering resources to supplement and support a growing data team.

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