Rico Dittrich graduated in International Politics and History from Jacobs University, Bremen, before moving to Ireland to make ends meet by testing video games. Rico changed companies and joined Google and went on to troubleshoot large customers' issues with some of Google's most technical and advanced digital analytics services. He currently works as Digital Analytics Specialist at Google, collaborating with large German retailers to set them up for the future of online measurement, attribution and automation. He has lived in six countries, across three continents, in the last six years and is fluent in German, English, and Spanish.

At TEDxUniPaderborn 2017, Rico spoke on the topic “The difficulty of digital transformation & how to make it happen”. Born and raised in Germany, Rico Dittrich graduated in International Politics and History from Jacobs University, Bremen, before moving to Ireland to make ends meet by testing video games. Rico changed companies and joined Google and went on to troubleshoot large customers' issues with some of Google's most technical and advanced digital analytics services. He currently works as Digital Analytics Specialist at Google, collaborating with large German retailers to set them up for the future of online measurements, attributions and automation. He has lived in six countries, across three continents, in the last six years and is fluent in German, English, and Spanish. At TEDxUniPaderborn 2017, Rico will be speaking on the topic “Why Digital Transformation Is So Difficult and How to Make It Happen”. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx