There are a number of terms and concepts in cloud computing, and not everyone is familiar with all of them. To help, we’ve put together a list of common questions, and the meanings of a few of those acronyms. You can find all these, and many more, in our learning resources.

What are containers?

Containers are packages of software that contain all of the necessary elements to run in any environment. In this way, containers virtualize the operating system and run anywhere, from a private data center to the public cloud or even on a developer’s personal laptop. Containerization allows development teams to move fast, deploy software efficiently, and operate at an unprecedented scale. Read more.

Containers vs. VMs: What’s the difference?

You might already be familiar with VMs: a guest operating system such as Linux or Windows runs on top of a host operating system with access to the underlying hardware. Containers are often compared to virtual machines (VMs). Like virtual machines, containers allow you to package your application together with libraries and other dependencies, providing isolated environments for running your software services. However, the similarities end here as containers offer a far more lightweight unit for developers and IT Ops teams to work with, carrying a myriad of benefits. Containers are much more lightweight than VMs, virtualize at the OS level while VMs virtualize at the hardware level, and share the OS kernel and use a fraction of the memory VMs require. Read more.

What is Kubernetes?

With the widespread adoption of containers among organizations, Kubernetes, the container-centric management software, has become the de facto standard to deploy and operate containerized applications. Google Cloud is the birthplace of Kubernetes—originally developed at Google and released as open source in 2014. Kubernetes builds on 15 years of running Google’s containerized workloads and the valuable contributions from the open source community. Inspired by Google’s internal cluster management system, Borg, Kubernetes makes everything associated with deploying and managing your application easier. Providing automated container orchestration, Kubernetes improves your reliability and reduces the time and resources attributed to daily operations. Read more.

What is microservices architecture?

Microservices architecture (often shortened to microservices) refers to an architectural style for developing applications. Microservices allow a large application to be separated into smaller independent parts, with each part having its own realm of responsibility. To serve a single user request, a microservices-based application can call on many internal microservices to compose its response. Containers are a well-suited microservices architecture example, since they let you focus on developing the services without worrying about the dependencies. Modern cloud-native applications are usually built as microservices using containers. Read more.

What is ETL?

ETL stands for extract, transform, and load and is a traditionally accepted way for organizations to combine data from multiple systems into a single database, data store, data warehouse, or data lake. ETL can be used to store legacy data, or—as is more typical today—aggregate data to analyze and drive business decisions. Organizations have been using ETL for decades. But what’s new is that both the sources of data, as well as the target databases, are now moving to the cloud. Additionally, we’re seeing the emergence of streaming ETL pipelines, which are now unified alongside batch pipelines—that is, pipelines handling continuous streams of data in real time versus data handled in aggregate batches. Some enterprises run continuous streaming processes with batch backfill or reprocessing pipelines woven into the mix. Read more.

What is a data lake?

A data lake is a centralized repository designed to store, process, and secure large amounts of structured, semistructured, and unstructured data. It can store data in its native format and process any variety of it, ignoring size limits. Read more.

What is a data warehouse?

Data-driven companies require robust solutions for managing and analyzing large quantities of data across their organizations. These systems must be scalable, reliable, and secure enough for regulated industries, as well as flexible enough to support a wide variety of data types and use cases. The requirements go way beyond the capabilities of any traditional database. That’s where the data warehouse comes in. A data warehouse is an enterprise system used for the analysis and reporting of structured and semi-structured data from multiple sources, such as point-of-sale transactions, marketing automation, customer relationship management, and more. A data warehouse is suited for ad hoc analysis as well custom reporting and can store both current and historical data in one place. It is designed to give a long-range view of data over time, making it a primary component of business intelligence. Read more.

What is streaming analytics?

Streaming analytics is the processing and analyzing of data records continuously rather than in batches. Generally, streaming analytics is useful for the types of data sources that send data in small sizes (often in kilobytes) in a continuous flow as the data is generated. Read more.

What is machine learning (ML)?

Today’s enterprises are bombarded with data. To drive better business decisions, they have to make sense of it. But the sheer volume coupled with complexity makes data difficult to analyze using traditional tools. Building, testing, iterating, and deploying analytical models for identifying patterns and insights in data eats up employees’ time. Then after being deployed, such models also have to be monitored and continually adjusted as the market situation or the data itself changes. Machine learning is the solution. Machine learning allows businesses to enable the data to teach the system how to solve the problem at hand with machine learning algorithms—and how to get better over time. Read more.

What is natural language processing (NLP)?

Natural language processing (NLP) uses machine learning to reveal the structure and meaning of text. With natural language processing applications, organizations can analyze text and extract information about people, places, and events to better understand social media sentiment and customer conversations. Read more.

Learn more

This is just a sampling of frequently asked questions about cloud computing. To learn more, visit our resources page at cloud.google.com/learn.

AI, deep learning, and image recognition is transforming the shopping experience. These technologies enable consumers to use product images or screenshots rather than text to search for similar products. This improves the customer experience and enables retailers with online and offline outlets to provide a genuine omnichannel experience.

The lack of complexity and the ease of use of BigQuery has enabled ViSenze to reduce its data infrastructure and management costs by 30%–50%, and scale up without incurring downtime.

—Renjie Yao, Data Platform Lead, ViSenze

Visual commerce provider ViSenze is helping some of the world’s leading retailers improve conversion rates through image-based search.

The business’s products also enable media companies to use the platform to turn images and videos into engagement opportunities—driving new and incremental revenues.

Created through NExT—a research center established by the National University of Singapore and Tsinghua University of China—ViSenze now operates in the United States, United Kingdom, India, China, and Singapore. The business is backed by Japan-based internet and ecommerce company Rakuten and cross-border investment specialist WI Harper Group.

Growth in SMB and Mobiles

Renjie Yao, Data Platform Lead at ViSenze, sees opportunities for growth in the small-to-medium business sector, where companies do not have the resources to build similar technologies, and with mobile device OEMs to integrate ViSenze natively on smartphones.

Phone owners can activate a “shopping lens” on camera and gallery apps to capture an image of a product. They then receive matching results from more than 800 partner merchants and retailers and can then click through to product pages on partner apps or mobile websites. Alternatively, they may use a photo to compare products sold on different sites or shop matching styles.

“Our research found Google Cloud provided a complete, integrated ecosystem rather than a disparate collection of tools and components, and so was ideal for our needs.”

—Renjie Yao, Data Platform Lead, ViSenze

The ViSenze API analyzes the contents of a selected or clicked image and sends the information back to the organization’s visual commerce platform. The platform feeds back similar results based on that information.

The ViSenze offering also extends to image analysis for the tagging of product attributes—such as a white turtleneck cardigan with full sleeves—to provide an improved search experience.

Data Vital to ViSenze

Capturing and analyzing large volumes of data is integral to ViSenze. “We have to understand how consumers interact with our customers’ ecommerce websites and apps,” says Yao. “For example, we need to know who has looked at a particular pair of jeans on a website and whether that visit led to a conversion. We can then tell that customer whether they need to make more stock available.”

ViSenze also relies on data to provide high-quality training for its image recognition models and its domain-specific models for online retail.

Protect Customer Data

Data is vital to ViSenze—but customer privacy is most important. “All the data we collect is transparent to our customers, meaning they can decide what they do not want us to collect. In addition, all personal data processing complies with privacy protection regulations in each region, such as the General Data Protection Regulation in Europe.”

A Quick Move to the Cloud

ViSenze started operations using servers, storage, networking, and associated systems in an on-premises data center operated by NExT.

However, to support rapid growth, the business decided to move its workloads to the cloud. ViSenze opted for a multi-cloud architecture, using in part a Google Cloud data infrastructure.

“Our research found Google Cloud provided a complete, integrated ecosystem rather than a disparate collection of tools and components, and so was ideal for our needs,” says Yao. “We could connect different components with the click of a mouse.” Further, the business found it could easily configure rules and pipelines to route data logs to relevant Google Cloud services.

The review found Google Cloud’s extensive managed services would also remove administration and maintenance tasks from ViSenze’s in-house technology team—freeing team members to focus on more valuable tasks.

In addition, Google Cloud provided the security features—including custom hardware running hardened operating systems and file systems and encryption of data at rest and in transit—needed to protect sensitive information. Finally, the location of Google Cloud regions in several countries would enable the business to meet regulatory and data sovereignty requirements.

A Three-Month Implementation

ViSenze opted to move to Google Cloud in mid-2017 and completed a three-month implementation using internal resources. “The process was very smooth and intuitive, and we had no problems building our entire data platform within Google Cloud,” says Yao.

The business now uses an architecture comprising Google Kubernetes Engine to manage and orchestrate Docker containers running in Google Cloud Platform; BigQuery to provide an analytics data warehouse, with Google Data Studio providing customizable visualization and reports; Stackdriver to monitor and manage virtual machine instances and services inside Google Cloud; Cloud SQL to manage its relational databases for real-time analytics; Compute Engine to provide compute resources; Cloud Storage to store files and objects; Cloud Pub/Sub to provide real-time messaging between applications; and Cloud Functions to build event-driven applications.

After collecting the request logs of users in virtual machine instances and Docker containers, ViSenze distributes them in three directions. “We export raw logs into Cloud Pub/Sub for indexing inside an Elasticsearch search engine, and to a BigQuery data warehouse for further analytics,” explains Yao. “We also use Cloud Functions-created applications to obtain the logs from Cloud Pub/Sub to perform some real-time calculations.”

“We are currently using Airflow workflow management on Compute Engine as our hosted ETL platform, but are likely to move to Cloud Composer in future.”

500 Million Records Per Day

With Google Cloud providing its data infrastructure, ViSenze is well positioned to meet internal and customer demands for more granular insights. The business is now processing 500 million records per day through BigQuery and saves up to one year’s aggregated data—excluding any personal data—in the data warehouse for analysis.

The nature of ViSenze’s business means most reports are generated for data processed on an hourly, daily, or monthly basis. “BigQuery is extremely stable and performance optimized, regardless of the volume of data it processes,” says Yao. “Across BigQuery and other Google Cloud Platform services, we’ve recorded 99.99% availability over the past year.”

The lack of complexity and the ease of use of BigQuery has enabled ViSenze to reduce its data infrastructure and management costs by 30%–50%, and scale up without incurring downtime.

“With BigQuery, we have saved the equivalent of two full-time engineers and now need only half of one person’s time to maintain our whole data platform,” says Yao.

“In addition, BigQuery integrates closely with Data Studio, enabling non-technical people in our product and business teams to create dynamic, detailed analysis dashboards. We now use Data Studio to create nearly 50 separate reports.”

The business has now grown to offer access to more than 1 billion users and a listing of more than 400 million purchasable products.

Next Steps

ViSenze is now researching the potential of the Cloud AutoML suite of machine learning products to improve the training of its models and run a fully managed NoSQL database through Cloud Datastore.

“A NoSQL database service is the only missing piece of our architecture for now, and using Cloud Datastore would enable us to focus almost exclusively on our business,” says Yao. “With Google Cloud Platform, we are ideally positioned to continue providing support to our business team and help them continue expanding into new markets.

“In addition, we can help retailers and consumers to unlock the potential of the web and apps to transform the purchasing experience.”

With access to more data than ever before, companies have never been better positioned to adopt precision marketing methods and target the right customers at the right time. Emarsys, a digital marketing platform, enables its clients to collect, analyze, and act on a wide variety of data. From websites to mobile apps to emails, Emarsys’ customers can handle data from all its digital channels on a single, easy-to-use platform. Emarsys also makes sure that customers receive the highest quality data possible, making for smarter decisions and better business practices.

“We were close to the limits of our internal data warehouse, scalability-wise. We didn’t want to get to the point where we’d have to delete data or cancel projects. In Google Cloud we saw a platform that could scale with our ambitions and be optimized for AI and real-time solutions.”

—Levente Otti, Head of Data, Emarsys

Since launching as an email solutions provider in 2000, Emarsys has grown into the world’s largest independent digital marketing platform, with more than 2,500 clients worldwide and reaching more than 1.4 billion people. By 2016, the company felt that its existing data warehouse platform was close to its limits, affecting not just day-to-day operations but also important strategic goals.

“We were close to the limits of our internal data warehouse, scalability-wise. We didn’t want to get to the point where we’d have to delete data or cancel projects,” says Levente Otti, Head of Data at Emarsys. “In Google Cloud, we saw a platform that could scale with our ambitions and be optimized for AI and real-time solutions.”

Minimal maintenance, unlimited scale with Google Cloud

Digital marketing is a highly competitive environment. Emarsys works alongside big players with a huge market share on the one hand and smaller, specialist companies on the other. It has thrived by successfully combining the all-inclusive offerings of the former with the agility of the latter, constantly looking for ways to innovate and improve. In recent years, the company had started to feel that the ability to handle large quantities of data was no longer enough. The next challenge was speed. “We truly believe that in the future, everything will be done in real time, including data processing, analytics, and AI predictive models,” Levente says.

At the start of 2016, Emarsys’ existing data warehouse was a software-as-a-service solution running on-premises, which required hardware and software maintenance in order to keep up with the company’s growing appetite for data-heavy use cases such as prediction and analytics. The existing platform had proven its worth processing large amounts of data in batches, but its real-time capabilities were limited. Moreover, Emarsys had begun to experiment with AI technology, but found that its data warehouse couldn’t scale to accommodate some of the more resource-intensive processes, such as training the predictive models. The company decided that it needed a new, cloud-based data platform.

After evaluating some of the leading cloud providers, Emarsys chose Google Cloud for its mature AI capabilities and its ease of use. “With the other solutions, we still had to rent virtual machines and hardware and be responsible for maintenance. At the time, Google Cloud was the only provider that could take that management overhead away from us, while keeping customers accounted for on every query level,” Levente says.

To implement its new data platform, Emarsys teamed up with Google Cloud Partner Aliz. Over a series of meetings, workshops, and architecture reviews, Aliz helped Emarsys navigate the Google Cloud ecosystem to find the right products for the solution it was looking for. “Aliz really helped us set off in the right direction,” explains Levente.

With Google BigQuery, we can run queries which process terabytes of data, in seconds. We can also develop our own user-defined functions, incorporating Bayesian statistics into our predictive algorithms. That means we can take into account historical data, resulting in much more accurate predictions in a scalable way within seconds.”

—Levente Otti, Head of Data, Emarsys

Emarsys’ new data platform would actually be two: one platform for batch processing data and one for real-time analysis and interactions. Firstly, a proprietary publishing component gathered all the data points from Emarsys’ various channels including the website, mobile, emails, and custom events. With Cloud Pub/Sub and Cloud Dataflow, Emarsys transported and processed the data into BigQuery, which allows for further work and reviews that take into account errors or delayed events. After this, the data was exported to the main batch processing platform, which ran on BigQuery. For the real-time analytics, Emarsys used Cloud Bigtable to access data and Cloud Dataflow to pipeline it into the real-time platform, which could communicate with AI components or interaction components via an API to deliver real-time interactions with customers.

On top of the overall data infrastructure, Emarsys built a new AI platform with Google Cloud components. Training the predictive models had been an issue in the past due to the large number of resources required, so Emarsys chose to use Google Kubernetes Engine clusters, which can scale up and down on demand, without the need for hardware configuration or management. The trained models were held securely in Cloud Storage. From here, they were integrated with BigQuery for power and flexibility, allowing Emarsys to improve not just the speed of its AI predictions but also the quality.

“With Google BigQuery, we can run queries which process terabytes of data, in seconds,” shares Levente. “We can also develop our own user-defined functions incorporating Bayesian statistics into our predictive algorithms. That means we can take into account historical data, resulting in much more accurate predictions in a scalable way within seconds.”

Real-time insight, long-term satisfaction

Google Cloud enabled Emarsys to build a scalable data and AI platform that delivers powerful, actionable insights in real time. According to Levente, the company wanted to spend less time managing overload and more time considering how it should handle data. An immediate result of the new platform has been that data is now available in a scalable way, without hardware additions and management.

“With Google Cloud, we’ve been able to build a truly real-time data platform. The norm used to be daily batch processing of data. Now, if an event happens, marketing actions can be executed within seconds, and customers can react immediately. That makes us very competitive in our market.”

—Levente Otti, Head of Data, Emarsys

The clear and innovative pricing schemes of Google Cloud have also brought a new level of accountability to Emarsys’ costs in a way that wasn’t possible with its on-premises infrastructure. “Now that we only pay for what we use, we can assign costs to specific customers or queries, which has a huge impact on our pricing and product development strategies,” says Levente.

Thanks to the power of BigQuery and the scale at which it can handle data, Emarsys can now apply its analytics and AI tools to their full potential. “It’s very important to enable our clients to create the best possible experience for customers,” says Levente. At the same time, the company has cut its AI platform costs by 70% with Kubernetes while increasing scalability compared to the previous solution. The whole data platform was built to be scalable, and its first big test came during the retail peak of Black Friday, when it comfortably handled 250,000 events per second. “Perhaps the biggest impact on the business came with the real-time nature of the new platform,” says Levente.

“With Google Cloud, we’ve been able to build a truly real-time data platform,” he explains. “The norm used to be daily batch processing of data. Now, if an event happens, marketing actions can be executed within seconds, and customers can react immediately. That makes us very competitive in our market.”

Since implementing the new platform, Emarsys has continued to innovate with it and is about to release a new Real-Time Decision Framework, which will provide customers with even more real-time products and tools. The company continues to work with Aliz and Google Cloud, exploring other products such as Google BigQuery ML and TensorFlow to improve its AI processes. “We had a problem that we wanted to tackle now, and for us, Google Cloud was the best way of doing that,” says Levente. “But it was also about looking ahead. We felt that Google Cloud offered us the best way of future-proofing our platform.”

With SAP Sapphire kicking off today in Orlando, we’re looking forward to seeing our customers and discussing how they can make core processes more efficient and improve how they serve their customers.

One thing is certain to be top of mind – the global supply chain challenges facing the world today. It’s affecting every business across every industry, from common household items that once filled store shelves and are now on backorder, to essential goods and services like food and medical treatments, which are at risk. Even cloud-native companies are making changes to ensure they have the insights, equipment, and other assets they need to continue serving customers.

We are proud to work with SAP on many initiatives that are driving results for our customers and helping them run more intelligent and sustainable companies. I’d like to highlight three of these important initiatives and how they are helping address global supply chain challenges.

Enabling more efficient migrations of critical workloads

We know a key barrier to entry in the cloud is the ability to easily migrate from on-premises environments. Our cloud provides a safe path to help companies including Johnson Controls, PayPal, and Kaeser Compressor to digitize and solve large, complex business problems, reduce costs, scale without cycles of investment, and gain access to key services and capabilities that can unlock value and enable growth.

Singapore-based shipping company Ocean Network Express (ONE) has become more agile by running their mission-critical SAP workloads on Google Cloud and using our data analytics to improve operational efficiency and make faster decisions. They have gone from an on-premises data warehouse solution that would take a full day loading data from SAP S/4HANA, to using our BigQuery solution that delivers business insights in minutes.

Since The Home Depot moved its critical SAP workloads to Google Cloud, the company has been able to shorten the time it takes to prepare a supply chain use case from 8 hours to 5 minutes by using BigQuery to analyze large volumes of internal and external data. This helps improve forecast accuracy and more effectively replenish inventory by being able to create a new plan when circumstances change unexpectedly with demand or a supplier.

Accelerating cloud benefits through RISE and LiveMigration

At Google Cloud, we have dedicated programs to help migrate SAP and other mission-critical workloads to our cloud with our Cloud Acceleration Program for SAP.

For SAP customers moving to Google Cloud, we provide LiveMigration to provide superior uptime and business continuity. LiveMigration eliminates downtime required for planned infrastructure maintenance. This means that your SAP system continues running even when Google Cloud is performing planned infrastructure maintenance upgrades thus ensuring superior business continuity for your mission critical workloads.

We are also proud to be a strategic partner with the RISE with SAP program, which helps accelerate cloud migration for SAP’s global customer base while minimizing risks along the migration journey. This program provides solutions and expertise from SAP and technology ecosystem partners to help companies transform through process consulting, workload migration services, cloud infrastructure, and ongoing training and support. To secure your mission critical workloads, SAP and Google Cloud can provide a 99.9% uptime SLA as part of the RISE with SAP program.

Many large manufacturers have taken advantage of RISE with SAP to forge a secure, proven path to our cloud, including Energizer Holdings Inc., a leading manufacturer and distributor of primary batteries, portable lights, and auto care products. Energizer has turned to RISE with SAP on Google Cloud to power its move to SAP S/4HANA. The company wants to automate essential business processes, improve customer service, and boost innovation. It had been using a private cloud solution but needed to gain flexibility while better containing costs.

“SAP S/4HANA for central finance will help us automate essential business processes, improve customer service, and fuel innovation that grows our company’s leadership position globally. We selected RISE with SAP to begin our journey to SAP S/4HANA and maintain the freedom and flexibility to move at our own pace,” said Energizer Chief Information Officer Dan McCarthy.

Another example is global automotive distributor Inchcape, which moved its mission-critical sales, marketing, finance, and operations systems and data to Google Cloud. With its diverse data sets now in a single, secure cloud platform, Inchcape is applying Google Cloud AI and ML capabilities to manage and analyze its data, automate operations, and ultimately transform the car ownership experience for millions.

“Google Cloud’s close relationship with SAP and its strong technical expertise in this space were a big pull for us,” said Mark Dearnley, Chief Digital Officer at Inchcape. “Ultimately, we wanted a headache-free RISE with SAP implementation and to unlock value for auto makers and consumers in all our regions, while continuing to have the choice and flexibility to modernize our 150-year old business in a way that works for us.”

A new intelligence layer for all SAP Google Cloud customers

When moving mission-critical workloads to the cloud, companies not only need to migrate safely, they also need to quickly realize value, which we enable with Google Cloud Cortex Framework — a layer of intelligence that integrates with SAP Business Technology Platform (SAP BTP). Google Cloud Cortex Framework provides reference architectures, deployment accelerators, and integration services for analytics scenarios.

Like many large e-commerce companies, Mercado Libre experienced skyrocketing transactions that more than doubled in 2020 as people sheltered at home during the pandemic, and they are anticipating more growth. The Google Cloud Cortex Framework is enabling Mercado Libre to respond, run more efficiently, and make faster, data-driven decisions.

Continued partnership to support organizations around the world

Our longstanding partnership with SAP continues to yield exciting innovations for our customers, and we’re honored to work with them to help customers address the ongoing impact of global supply chain challenges. We’re looking forward to sharing new insights and innovations at SAP Sapphire this week, and to listening and learning from you about your plans and challenges, and how we can best support your transformation to the cloud.