Hi, I’m Ruben Ugarte

I write, send a weekly newsletter and advise the most innovative companies globally. Learn more about me on the “Start Here” page.

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How I Can Help You and Your Company


Advisory provides you with access to just-in-time advice and a strategic sounding board when you need it by Zoom, phone, email, text, and when mutually convenient, face-to-face.


Training provides your team with strategic ideas, best practices, and cutting-edge tactics. We can do it through keynotes, workshops, and other formats.


Coaching provides you with tangible behavioral help, and we can work on adopting your internal best practices, making rapid decisions, and establishing a culture of experimentation.


Audits help you diagnose where your team is excelling and where it can get even better. We can run audits on your data or your decisions. Both can be done in less than 30 days.

Practico helped us design an analytics strategy for our company that could help us accomplish our short term goals while laying a solid foundation for the future. Internally, we understood deeply how to make our product better but we lacked expertise around analytics and how to properly implement tools like Segment.com and Mixpanel.

Gaston Blanchet Head of Growth

Ruben helped us understand how our app (Insights) was performing and how this would affect our redesign efforts. After launching our v2, we were able to see exactly how our users were adopting our new product and the impact of our redesign instead of assuming that something worked or didn't worked. He also served as trusted advisor for our company and always responded quickly to requests or questions.

Saisai Wright Product

Practico helped our engineering team stay focus on the thing we do very well: building a great product. They provided guidance on the best tools that would work for us over the long term and helped us understand the technical implications of tools like Segment.com. The Practico team gave me the confidence that we were implementing data in the best way possible and we weren't going to shoot ourselves in the foot in the long run.

John Rush CTO

Ruben from Practico Analytics is quite simply a Mixpanel Guru and Analytics wiz. Extremely professional, very knowledgeable, and just amazingly helpful guy who will ensure you get your Mixpanel and Segment (or any other tool) tracking configured the right way, as trust me, it's so easy to make mistakes and put your data in a bad format.

Simon Turner Growth Manager

Ruben from Practico Analytics helped us understand the weaknesses in how our team was using data and prepared a strategy that would allow us to solve these challenges and level up your analytics capabilities. I would highly recommend Ruben to any company that needs an outside perspective on how to solve critical issues like hiring the right people and selecting the right tools.

Sam Magnant Finance & Strategy

Before we got hooked up with Ruben, we had several questions that we were trying to figure out and didn't have complete confidence in the data we were seeing. We need an expert and Ruben was a fantastic partner. We were able to achieve all of what we outlined in the project, and we're very, very happy with the results.

Hunter Hillegas CTO

Working with Ruben from Practico has been crucial to our business. He started by helping us audit our Google Analytics setup and found critical setup issues that affected our reporting. He then worked with us to sort through our data and helped us create our core reports while avoiding the sampling issue in Google Analytics.

Having him as an expert resource made it easier for our team to understand exactly what our users were doing and how we could present this information to our stakeholders.

We had an absolute abundance of data available to us through and we didn't know what to do with it and we didn't know how to turn it from a lot of data into something really useful and tangible for us to learn as a business, but also for our customers to learn. Ruben helped us create dashboards for our own business insights but also for our vendors and our users. I'm sure we'll work with you again in the future.

Orrin Benford CTO

Before we started working with Practico Analytics, we had tried to implement Mixpanel but struggled to get any useful insights out of the tool. Our team didn't have much analytics experience which is why we reached out to Ruben. Ruben was able to help us create a tracking plan for Mixpanel and Segment.com which helped us track our users across our web and mobile apps. He also helped our development team properly implement this plan and he provided training on these tools to our management team. Our team is now able to see exactly what our users are doing inside our product.

Paul Greenberg CEO


Practico Analytics was essential for our implementation of a fully functioning analytics program within our company. Without our own in-house data expert, we could not have set up our analytics program without Practico. They started by helping us to analyze all the metrics we were currently tracking across the company, and what data we wished we were tracking. They then helped us to drill down and determine which metrics were essential for the stage of growth we were at. Finally, they helped us to design an automated system for tracking the data from all the disparate sources that our B to C company was dealing with. I cannot recommend them more highly.

Chris Boas Founder

Practico Analytics has helped us lay the proper analytics foundation for different projects by guiding us on the best practices of implementing tools like Segment, Mixpanel and Google Analytics. This foundation ensures that we are tracking the right metrics and are able to access the data that we need to make marketing and product decisions.

Richard Chimelis Founder


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