Leverage the Power of Looker to Extract Data Value at Web Scale

4455
Of your peers have already read this article.
3:00 Minutes
The most insightful time you'll spend today!
Data science can be applied to business problems to improve practices and help to strengthen customer satisfaction. In this blog, we address how the addition of Looker extends the value of your Google Cloud investments to help you understand your customer journey, unlock value from first-party data, and optimize existing cloud infrastructure.
Data is a powerful tool
While everyone doesn’t need to understand the nuts and bolts of data technologies, most people do care about the value data can create for them — how it can help them do their jobs better. Within the data space, we are seeing a trend of ongoing failure to make data accessible to “humans” – the industry still hasn’t figured out how to put data into the hands of people when and where they need it, how they need it.
What if everyone in your organization could analyze data at scale, and make more-informed, fact-based decisions? Data and insights derived from data are valuable but only if your users see it. We think Looker helps solve that.
Solutions tell a larger story of how it all fits together
Across all verticals and industries, businesses benefit from knowing and understanding their customers better. Many business goals are to increase revenue by improving product recommendations and pricing optimization, improving the user experience through targeted marketing and personalization, and reducing churn while improving retention rates. To help reach these goals, key strategies should focus on understanding customer needs, their motivations, likes and dislikes, and using all available data – in other words, put yourself in the shoes of your customer.
Our goal with Looker solutions is to offer the right level of out-of-box support that allows customers to get to value quickly, while maintaining the necessary flexibility. We aim to offer a library of data-driven solutions that accelerate data projects. Many solutions include Looker Blocks (pre-built pieces of code that accelerate data exploration environments) and Actions (custom integrations) that get customers up and running quickly and lets you build business-friendly access points for Google Cloud functionality like BQML, App Engine and Cloud Functions.
Below, you’ll find a sampling of the newest Looker solutions.
Listening to customers by looking at the data
Looker’s solution for Contact Center AI (CCAI), helps businesses gain a deeper understanding and appreciation of their customers’ full journey by unlocking insights from all their company’s first-party data. Call centers can converse naturally with customers and deliver outstanding experiences by leveraging artificial intelligence. CCAI‘s newest product —CCAI Insights — reviews conversations support agents are having, finding and annotating the data with the important information, and identifying the calls that need review. We’ve partnered with the product teams at CCAI to build Looker’s Block for CCAI Insights, which sets you on the path to integrating the advanced insights into your first-party data in Looker, overlaying business data with the customer experience.

Businesses can better understand contact center experiences and take immediate action when necessary to make sure the most valuable customers receive the best service.
Realizing full business value of First-Party data
Looker for Google Marketing Platform (GMP) provides marketers the power to unlock the value of their company’s first-party data to more effectively target audiences. The Looker Blocks and Actions for GMP offer interactive data exploration, slices of data with built-in ML predictions and activation paths back to the GMP. This strategic solution continues to evolve with the Looker Action for Google Ads (Customer Match), the Looker Action for Google Analytics (Data Import) and the Looker Block for Google Analytics 4 (GA4).
- The Looker Action for Customer Match allows marketers to send segments and audiences based on first-party data directly into Google Ads. Reach users cross-device and across the web’s most powerful channels such as Display, Video, YouTube, and Gmail. The entire process is performed within a single screen in Looker, and is able to be completed in a few minutes by a non-technical user.
- The Looker Action for Data Import can be used to enhance user segmentation and remarketing audiences in Google Analytics by taking advantage of user information accessible in Looker, such as in CRM systems or transactional data warehouses.
- The Looker Block for Google Analytics 4 (GA4) expands the solution’s support with out-of-the-box dashboards and pre-baked BigQuery ML models for the newest version of Google Analytics.The Looker Block offers up reports with flexible configuration capabilities to unlock custom insights beyond the standard GA reporting. Customize audience segments, define custom goals to track and share these reports with teams who do not have access to the GA console.
From clinical notes to patient insights at scale
Taking a look at the Healthcare vertical, the Looker Healthcare NLP API Block serves as a critical bridge between existing care systems and applications hosted on Google Cloud providing a managed solution for storing and accessing healthcare data in Google Cloud. The Healthcare NLP API uses natural language models to extract healthcare information from medical text, rapidly unlocking insights from unstructured medical text and providing medical providers with simplified access to intelligent insights. Healthcare providers, payers, and pharma companies can quickly understand the context and relationships of medical concepts within the text, such as medications, procedures, conditions, clinical history, and begin to link this to other clinical data sources for downstream AI/ML.
Specifically, the natural language processing (NLP) Patient View (pictured below) allows you to review a single selected patient of interest, surfacing their clinical notes history over time. It informs clinical diagnosis with family history insights, which is not currently captured in claims, and captures additional procedure coding for revenue cycle purposes.

The dashboard below shows the NLP Term View which allows users to focus on chosen medical terms across the entire patient population in the dataset so they can start to view trends and patterns across groups of patients.

This data can be used to:
- Enhance patient matching for clinical trials
- Identify re-purposed medications
- Drive advancements for research in cancer and rare diseases
- Identify how social determinants of health impact access to care
Managing Costs Across Clouds
Effective cloud cost management is important for reasons beyond cost control — it provides you the ability to reduce waste and predictably forecast both costs and resource needs. Looker’s solution for Cloud Cost Management offers quick access to necessary reporting and clear insights into cloud expenditures and utilization.
This solution brings together billing data from different cloud providers in a phased approach: get up and running quickly with Blocks optimized for where the data is today (Google Cloud, AWS or Azure) as you work towards more sophisticated analysis for cross-platform planning and even cloud spend optimization with the mapping of tags, labels and cost centers across clouds.

The Looker Cloud Cost Management solution provides operational teams struggling to monitor, understand, and manage the costs and needs associated with their cloud technology with a comprehensive view into what, where and why they are spending money.
Making better decisions with Looker-powered data
Leading companies are discovering ways to get value from all of that data beyond displaying it in a report or a dashboard. They want to enable everyone to make better decisions but that’s only going to happen if everyone can ask questions of the data, and get reliable, correct answers without using outdated or incomplete data and without waiting for it. People and systems need to have data available to them in the way that makes the most sense for them at that moment.
It’s clear that successful data-driven organizations will lead their respective segments not because they use data to create reports, but because they use it to power data experiences tailored to every part of the business, including employees, customers, operational workflows, products and services.
As people’s way of experiencing data has evolved, more than ever before, dashboards alone are not enough. You can use data as fuel for data-driven business workflows, and to power digital experiences that improve customer engagement, conversions, and advocacy.
From Nov. 9 – 11th, Looker is hosting its annual conference JOIN, where we’ll be showing new features, including how we help to:
- Build data experiences at the speed of business
- Accelerate the business value with packaged experiences
- Unleash more insights for more people in the right way – Deliver data experiences at scale
There is no cost to attend JOIN. Register here and learn how Looker helps organizations build and deliver custom data-driven experiences that goes beyond just reports and dashboards, scales and grows with your business, allows developers to build innovative data products faster, and ensures data reaches everyone.
3012
Of your peers have already watched this video.
25:00 Minutes
The most insightful time you'll spend today!
Data Catalog for Data Discovery and Metadata Management
Data discovery and metadata management is a common pain point for most enterprises. Data Catalog is a managed service that addresses this pain point with a scalable and performant solution.
“Data catalog, simply put, enables users to discover, understand, and manage all their data assets,” says Shekhar Bapat, Product Manager, Google Cloud.
Data Catalog also offers integration with DLP for auto detection and tagging of sensitive data and facilitates better data governance. Data Catalog provides support for non-Google Cloud data assets and enables customers to discover, understand, and manage ALL their data.
The session is co-presented with Shruti Thaker, Head of Alt Vendor Data and Alpha Capture, BlackRock, which has invested in Data Catalog. Thaker will share how BlackRock is using Data Catalog to create an effective metadata solution for BlackRock data assets.
How Modern is Your Data Warehouse? Find Out With This Test

3552
Of your peers have already read this article.
10:00 Minutes
The most insightful time you'll spend today!
As more and more businesses turn to advanced data analytics to help them make smarter decisions, run real-time analytics, and improve business operations, an increasing number are modernizing their data warehouses to make it all possible.
For many businesses, knowing how to modernize means understanding where their data warehouse sits on the spectrum between traditional and cutting edge.
To help, we collaborated with TDWI to offer the data warehouse maturity assessment. By answering a few questions on their current warehouse environment, businesses can get a customized report with helpful tips and recommendations.
A report card for your data warehouse
The data warehouse maturity assessment evaluates five different categories, assigning your business a rating for each that spans from “traditional warehouse” to “advanced/visionary.”
- Data diversity: How well does your warehouse support disparate data types, and does it provide users with a current and holistic view of data from a variety of internal and external sources?
- Infrastructure agility: How well does your warehouse support the various needs of your organization by allowing access from anywhere, ingesting data in real time, and separating storage from compute to enable independent scaling?
- Analytics support: How easy is it to adopt sophisticated analytical techniques at scale, such as machine learning, predictive analytics, deep learning, and IoT analytics?
- Collaboration and sharing: Can teams within your organization and beyond share information and work together quickly and easily using data from your warehouse, and is your data strategy aligned with your business goals?
- Security and governance: Are there tools and techniques in place to control data access, support data governance, and ensure compliance with data security standards?
In addition to the assessment you’ll also receive a detailed report with guidance and best practices that can help you determine your next steps in your modernization journey.
Getting started
Fill out a brief form to launch the survey, then take 15 minutes to answer a series of questions about the platforms, systems, and hardware you use to integrate, manage, and store business data for reporting and analytics. You’ll see your results right away.
4335
Of your peers have already watched this video.
20:00 Minutes
The most insightful time you'll spend today!
The New and Upcoming Infrastructure for Google Cloud’s AI and ML Solutions
How does Google manage to provide its customers a differentiated compute platform experience and define ways to fully leverage its infrastructure supporting its cutting-edge AI and ML offerings? Easy-to-use, scalable and ability to create innovative products and services to end-users at low cost of ownership is the narrative behind Google Cloud’s AI and ML solutions. Explore Google Cloud’s ML infrastructure and accelerator innovation for 2021.
Watch the video to find out how Google Cloud’s leadership in AI through Google research, Deep Mind and also practical application of AI within Google Products drive innovative platforms and offerings that cater to customers’ AI and ML use cases!
redBus: Mastering Big Data with Google BigQuery

5395
Of your peers have already read this article.
2:30 Minutes
The most insightful time you'll spend today!
In 2006, online travel agency redBus introduced internet bus ticketing in India, unifying tens of thousands of bus schedules into a single booking operation. (Think of it as Expedia for bus booking.) Using BigQuery, redBus crunches terabytes of booking and inventory data in mere seconds and at a fraction of the cost of other big data services. BigQuery also helps engineers fix glitches quickly, minimize lost sales, and improve customer service.
Challenge
Executives at the Bangalore-based redBus needed a powerful tool to analyze booking and inventory data across their system of hundreds of bus operators serving more than 10,000 routes. They considered using clusters of Hadoop servers to process the data but decided the system would take too much time to set up and would require a specialized staff to maintain it. It also would not provide the lightning-fast analysis they needed.
“It would have taken at least a couple of hours to analyze anything,” says Pradeep Kumar, a technical architect at redBus. “Crunching very large data sets would have been a day’s job. We needed something more powerful to get the real-time analysis we were looking for.”
Solution
Kumar and his colleagues learned about BigQuery and realized it was the right match for their data processing needs. The web-based service, which enables companies to analyze massive datasets using Google’s data processing infrastructure, is easy to set up and manage since its simple, SQL-like query language doesn’t require complex technology or specialized personnel. It also has low overhead costs.
The redBus team uses BigQuery as part of an intricate data collection and analysis process. Applications hosted on a range of servers continually pump information related to customer searches, seat inventory, and bookings into a centralized data collection system. Engineers upload the data to BigQuery, which provides answers to complex queries within seconds. For example, BigQuery helps redBus staff:
- Learn how many times customers searched for seats and found none or very few available, indicating more seats should be added to a route
- Investigate decreases in bookings and notify engineers if a technical problem is the cause
- Identify server problems by quickly analyzing data related to server activity
Results
BigQuery provides near real-time data analysis capabilities at 20% of the cost of maintaining a complex Hadoop infrastructure. Queries that would have required a day to analyze on a Hadoop framework take less than 30 seconds using Google’s web-based service.
“We explored several data analytics solutions. Nothing comes remotely close to the sheer power of Google BigQuery,” Kumar says. “It made large-scale data collection and crunching possible with little effort, which has translated to a significant business advantage.”
Google Cloud Platform results
- Analyzes data sets as large as 2 terabytes in less than 30 seconds using a simple, SQL-like language
- Saves time analyzing technical problems and customer booking trends
- Spends 80% less than they would have on a Hadoop infrastructure and avoids setting up and maintaining a complex infrastructure in-house
- Strengthens the company by improving customer service and engineering quality
The fast insights gained through BigQuery are also making redBus a stronger company. By minimizing the time it takes staff members to solve technical problems, BigQuery has helped improve customer service and reduce lost sales.
“Getting to the root of problems used to be really time-consuming,” Kumar says. “By the time we figured it out, customers might have given up. Now if there are booking problems, BigQuery helps us understand the reason right away. Choosing Google BigQuery was the right decision for our company.”
This Chart, from Home Depot, Dramatically Demonstrates the Power of a Cloud Data Warehouse

7617
Of your peers have already read this article.
2:30 Minutes
The most insightful time you'll spend today!
The Home Depot (THD) is the world’s largest home-improvement chain, growing to more than 2,200 stores and 700,000 products in four decades. Much of that success was driven through the analysis of data. This included developing sales forecasts, replenishing inventory through the supply chain network, and providing timely performance scorecards.
However, to compete in today’s business world, THD has taken this data-driven approach to an entirely new level of success on Google Cloud, providing capabilities not practical on legacy technologies.
The pressures of contemporary growth that drove much of the work are familiar to many businesses. In addition to everything it was doing, THD needed to better integrate the complexities in its related businesses, like tool rental and home services. It needed to better empower teams, including a fast-growing data analysis staff and store associates with mobile computing devices. It wanted to better use online commerce and artificial intelligence to meet customer needs, while maintaining better security.
Even before addressing these new challenges, THD’s existing on-premises data warehouse was under stress as more data was required for analytics and data analysts were utilizing the data with increasingly complex use cases. This drove rapid growth of the data warehouse, but also created constant challenges for the team in managing priorities, performance, and cost.
In order to add capacity to the environment, it was a major planning, architecture, and testing effort. In one case, adding on-premises capacity took six months of planning and a three-day service outage. Within a year, capacity was again scarce, impacting performance and ability to execute all the reporting and analytics workloads required. The capacity refresh cycles were shrinking, and the expecations for data were growing. There had to be a better way.
Still, THD did not take its move to the cloud lightly. A large-scale enterprise data warehouse migration involves tremendous effort among people, process, and technology. After careful consideration, THD chose Google Cloud’s BigQuery for its cloud enterprise data warehouse.
BigQuery, a scalable serverless data warehouse, was better on cost, infrastructure agility, and analytics capability, driving better insights with improved performance. There are no service interruptions when capacity is added, and that capacity can be added within a week (and soon same day). It doesn’t require complex system administration, and its standard SQL support means people can easily ramp up quickly. Valuable BigQuery products like Identity and Access Management meant THD could create many separate Google Cloud projects, while ensuring that different teams weren’t interfering with each other or accessing protected data.
THD also utilizes BigQuery’s flat-rate monthly pricing model that allows teams to budget their capacity based on need and provides billing predictability. The capacity not being used by a given project is available for enterprise use. This ensures no surprises when the monthly bill arrives and provides all analytical users access to significant computing power.
While THD’s legacy data warehouse contained 450 terabytes of data, the BigQuery enterprise data warehouse has over 15 petabytes. That means better decision-making by utilizing new datasets like website clickstream data and by analyzing additional years of data.
As for performance, look at this chart:
With the cloud EDW migration complete, and the legacy on-premises data warehouse retired, analysts now execute more complex and demanding workloads that they would not have been able to complete before, such as utilizing Datalab for orchestrating analytics through Python Notebooks, utilizing BigQuery ML for machine learning directly against the BigQuery data (no movement of large datasets), and AutoML to help determine the best model for predictions.
Additionally, engineers at THD have adapted BigQuery to monitor, analyze, and act on application performance data across all its stores and warehouses in real time, something that was not practical in the on-premises system.
With over 600 projects that THD now has on Google Cloud, the BigQuery story is just one of the many ways that Google Cloud is working with THD to deliver meaningful business results, every day.
More Relevant Stories for Your Company

Report on API-led Digital Transformations in 2020 and the Future
In 2020, many businesses across industries turned their focus and investments towards digital strategies. APIs being an integral part of every organization's digital disruption, will grow in relevance throughout 2021. Read the report to gain more insights on driving API-led digital transformations and in-depth analysis of Google Cloud's Apigee API

Home Depot Leverages Google Cloud’s BigQuery and DataFlow to Break Data Silos and Craft Personalized CX
The Home Depot, Inc., is the world’s largest home improvement retailer with annual revenue of over $151B. Delighting our customers—whether do-it-yourselfers or professionals—by providing the home improvement products, services, and equipment rentals they need, when they need them, is key to our success. We operate more than 2,300 stores throughout

Transform ‘Dark Data’ from Documents with Document AI, Cloud Functions and Workflows
At enterprises across industries, documents are at the center of core business processes. Documents store a treasure trove of valuable information whether it's a company's invoices, HR documents, tax forms and much more. However, the unstructured nature of documents make them difficult to work with as a data source. We

Zeotap Uses Big Data to Enable Personalized, Precision Marketing at Scale
Customers today expect brands to know what they want. In fact, Forbes cited that 71% of customers feel frustrated when the shopping experience is impersonal. From interests to purchase habits, companies need to target customers effectively in order to stand out from the plethora of competitors in the online marketplace. "Our mission






