Digital technology offers increasing flexibility and choice to consumers. As a result, the retail industry is dramatically shifting toward more tailored and personalized experiences for shoppers, and businesses are rethinking how they deliver value to customers.

This couldn’t be more true for the beauty retailing industry where leading companies are turning to digital technology to create customized shopping experiences.

At Google Cloud, we’re particularly excited about our work with Ulta Beauty, the largest beauty retailer in the United States with more than 1196 stores in all 50 states, and how the company is using Google Cloud technology solutions to power personalization and redefine beauty retailing.

Established in 1990, Ulta Beauty has had incredible success as a company, and as customers become more discerning and curious about their purchases, the company is finding new ways to meet their changing needs.

Recently, leaders at Ulta Beauty recognized a huge opportunity to complement and enhance the shopping experience by helping beauty enthusiasts navigate through more than 500 brands and 25,000 products carried in their stores and online channel.

They decided to leverage the data from Ulta Beauty’s successful Ultamate Rewards loyalty program to create and offer more unique and personalized user experiences.

With more than 30 million members generating data through sales, transactions, product reviews, and social media engagement, Ulta Beauty’s Loyalty Program creates a comprehensive data set, and the company sought the right technology partner to help organize, analyze and transform that data into valuable insights for its customers.

Ulta Beauty’s leaders knew they had an opportunity to leverage data analytics and machine learning to reach customers in new ways, enhance the guest experience, and continue to grow their active loyalty member base. After considering a number of cloud providers, they chose to expand their existing partnership with Google Cloud.

“Google Cloud listened to our needs and worked in tandem with our engineering team to address our challenges,” said Michelle Pacynski, vice president of digital innovation at Ulta Beauty. “The ease of working with the Google Cloud team and their breadth of experience made the decision a no-brainer, laying the foundation for a great partnership.”  

In 2019, Ulta Beauty announced it was working with Google Cloud Platform to unify and organize its data, using:

• BigQuery to perform data analysis and generate dynamic content, personalized product recommendations, and event-based messages for customers.
• Cloud Storage to provide highly available, secure, resilient and cost-effective access to data across the entire enterprise.
• Compute Engine for the high-performance scalability needed to grow with customer demand while painlessly migrating existing applications to the cloud.
• Anthos to build a hybrid cloud foundation that allows their applications to take advantage of all this data, combining the power and flexibility of GKE with the ability to leverage their existing investment in secure infrastructure on-premises.

Our partnership with Ulta Beauty has enabled increased engagement with customers in store and online, and the creation of new tools and capabilities, including a new Virtual Beauty Advisor tool to deliver tailored recommendations and help shoppers choose the right products, and a Customer Conversation Platform that’s enabling deeper connections with guests, ultimately driving customer loyalty.

“It’s been a really efficient process so far due in part to the ease of working with the Google team,” said Michelle Pacynski, vice president of digital innovation at Ulta Beauty. “They’re experienced, approachable, and their can-do style makes for a great partnership. They listened to our needs and worked in tandem with our engineering team, figuring things out, and getting it done.”

As part of our ongoing series on cost management for observability data in Google Cloud, we’re going to share four steps for getting the most out of your logs while on a budget. While we’ll focus on optimizing your costs within Google Cloud, we’ve found that this works with customers with infrastructure and logs on prem and in other clouds as well.

Step 1: Analyze your current spending on logging tools

To get started, create an itemized list of what volume of data is going where and what it costs. We’ll start with the billing report and the obvious line items including those under Operations Tools/Cloud Logging:

• Log Volume – the cost to write log data to disk once (see our previous blog post for an explanation)
• Log Storage Volume – the cost to retain logs for more than 30 days 

If you’re using tools outside Cloud Logging, you’ll also need to include any costs related to these solutions. Here’s a list to get you started:

• Log vendor and hardware costs — what are you paying to observability vendors? If you’re running your own logging solution, you’ll want to include the cost of compute and disk.
• If you export logs within Google Cloud, include Cloud Storage and BigQuery costs
• Processing costs — consider the costs for Kafka, Pub/Sub or Dataflow to process logs. Network egress charges may apply if you’re moving logs outside Google Cloud.
• Engineering resources dedicated to managing your logging tools across your enterprise often are significant too!

Step 2: Eliminate waste — don’t pay for logs you don’t need

While not all costs scale directly with volume, optimizing your log volume is often the best way to reduce spend. Even if you are using a vendor with a contract that locks you into a fixed price for a period of time, you may still have costs in your pipeline that can be reduced by avoiding wasteful logs such as Kafka, Pub/Sub or Dataflow costs. 

Finding chatty logs in Google Cloud

The easiest way to understand which sources are generating the highest volume of logs within Google Cloud is to start with our pre-built dashboards in Cloud Monitoring. To access the available dashboards:

1. Go to Monitoring -> Dashboards
2. Select “Sample Library” -> “Logging”

This blog post has some specific recommendations for optimizing logs for GKE and GCE using prebuilt dashboards.

As a second option, you can use Metrics Explorer and system metrics to analyze the volume of logs. For example, type “log bytes ingested” into the filter. This specific metric corresponds to the Cloud Logging “Log Volume” charge. There are many ways to filter this data. To get a big picture, we often start with grouping by both “resource_type” and “project_id”. 

To narrow down the resource type in a particular project, add a “project_id” filter. Select “sum” under the Advanced Options -> Click on Aligner and select “sum”. Sort by volume to see the resources with the highest log volume.

While these rich metrics are great for understanding volumes, you’ll probably want to eventually look at the logs to see whether they’re critical to your observability strategy. In Logs Explorer, the log fields on the left side help you understand volumes and filter logs from a resource type.

Reducing log volume with the Logs Router 

Now that we understand what types of logs are expensive, we can use the Log Router and our sink definitions to reduce these volumes. Your strategy will depend on your observability goals, but here are some general tools we’ve found to work well.

The most obvious way to reduce your log volume is not to send the same logs to multiple storage destinations. One common example of this is when a central security team uses an aggregated log sink to centralize their audit logs but individual projects still ingest these logs. Instead, use exclusion filters on the _Default log sink and any other log sinks in each project to avoid these logs. Exclusion filters also work on log sinks to BigQuery, Pub/Sub, or Cloud Storage.

Similarly, if you’re paying to store logs in an external log management tool, you don’t have to save these same logs to Cloud Logging. We recommend keeping a small set of system logs from GCP services such as GKE in Cloud Logging in case you need assistance from GCP support but what you store is up to you, and you can still export them to the destination of your choice!

Another powerful tool to reduce log volume is to sample a percentage of chatty logs. This can be particularly useful with 2XX log balancer logs, for example. This can be a powerful tool, but we recommend you design a sampling strategy based on your usage, security and compliance requirements and document it clearly.

Step 3: Optimize costs over the lifecycle of your logs

Another option to reduce costs is to avoid storing logs for more time than you need them. Cloud Logging charges based on the monthly log volume retained per month. There’s no need to switch between hot and cold storage in Cloud Logging; doubling the default amount of retention only increases the cost by 2%. You can change your custom log retention at any time.

If you are storing your logs outside of Cloud Logging, it is a good idea to compare the cost to retain logs and make a decision. 

Step 4: Setup alerts to avoid surprise bills

Once you are confident that the volume of logs being routed through log sinks fit in your budget, set up alerts so that you can detect any spikes before you get a large bill. To alert based on the volume of logs ingested into Cloud Logging:

1. Go to the Logs-based metrics page. Scroll down to the bottom of the page and click the three dots on “billing/bytes_ingested” under System-defined metrics. 
2. Click “ Create alert from metric”
3. Add filters (For example: use resource_id or project_id. This is optional). 
4. Select the logs based metric for the alert policy.

You can also set up similar alerts on the volume for log sinks to Pub/Sub, BigQuery or Cloud Storage.

Conclusion

One final way to stretch your observability budget is to use more Cloud Operations. We’re always working to bring our customers the most value possible for their budget such as our latest feature, Log Analytics, which adds querying capabilities but also makes the same data available for analytics, reducing the need for data silos. Many small customers can operate entirely on our free tier. Larger customers have expressed their appreciation for the scalable Log Router functionality available at no extra charge that would otherwise require an expensive event store to process data. So it’s no surprise that a 2022 IDC report showed that more than half of respondents surveyed stated that managing and monitoring tools from public cloud platforms provide more value compared to third-party tools. Get started with Cloud Logging and Monitoring today.

This year at Google I/O, we announced the general availability of Cloud-based maps styling for the Maps JavaScript API. In an effort to provide you with more options and more control to help create the best experience for your users, today we’re releasing new features to Cloud-based maps styling. You may already be familiar with these features from the consumer Google Maps web and mobile apps—Landmarks and Building Footprints. We’re also releasing updates to our industry optimized map styles to provide even more map details while providing the flexibility to craft the best experience for your users. Let’s take a look.

Help users quickly scan and orient themselves with Landmarks

You may have noticed some enhancements for prominent places in the consumer Google Maps web and mobile apps, these landmarks help show your users points of interest that help them orient and navigate cities they are exploring or visiting.

You now have the ability to bring this same experience to your users by creating maps using Cloud-based maps styling. This feature is available in 100 cities globally including New York, Dubai, Paris, Mumbai, and Singapore. To enable landmarks for your map, log into the Cloud console and in our style editor navigate to the Points of interest feature type and select ‘Illustrated’ under Marker Style.

Simplify maps features by switching to Building Footprints

Sometimes less is more. In dense, highly vertical cities, showing 3D building heights can add cognitive load for users. Now, in addition to 3D buildings, we offer building footprints as an option in the style editor. Building footprints can provide a strikingly different basemap balance and composition to better support use cases that may not benefit from the added complexity that 3D buildings can present.

Fill and stroke geometries can also be styled independently to support various color themes. To enable Building Footprints, log into the Cloud console and in our style editor navigate to Buildings and choose ‘Footprints’ under building style.

Industry Optimized Map Styles now include Landmarks and Building Footprints, plus Detailed Street Maps

In January of this year we launched Industry Optimized Map Styles for the travel, real estate, retail, and logistics industries, providing customers with pre-styled map configurations, available via Cloud-based maps styling. Landmarks are now included in all of our Industry Optimized Map Styles and we have turned on Building Footprints in the travel style map.  If you are already an Industry Optimized Map Styles user, these new features will be applied to your map with no action needed from you. If you would like to disable these changes, you can use the style editor to turn off these features.
For Industry Optimized Map Styles only, we are also excited to enable Detailed Street Maps. You may have seen these features in our consumer products at Google I/O, released back in August of 2020 for the consumer Google Maps web and mobile apps. Detailed Street Maps are available in San Francisco, New York, London, and Tokyo, and we are targeting expansion to 50 new cities by the end of 2021.

Detailed Street Maps are on by default for all Industry Optimized Map Styles and we created a new settings menu to change the visibility, as needed. We are working on bringing the full styling capability for Detailed Street Maps features to all Cloud-based maps styles in the future.

Landmarks and Building Footprints as well as the updates to Industry Optimized Map Styles are only available via Cloud-based map styling in the Google Cloud Console and are included in Google Maps Platform pricing. Learn more about how to use Landmarks and Building Footprints and Industry Optimized Map Styles. To get started with Cloud-based map styling, check out our documentation for JavaScript.

For more information on Google Maps Platform, visit our website.

As Google Cloud has become a choice for more startups, I’ve experienced an increase in founders asking how they should think about cloud services. Though each startup is different and requirements may vary across industries and regions, I’ve seen a few core best practices that help startups to succeed—as well as several traps to avoid. 

For example, If you go with a public cloud provider, you’re ideally not starting from ground zero like you would running your own data center, but it’s important not to introduce similar complexity in a virtualized environment. Just because you’re using public cloud infrastructure doesn’t mean you want to manage it.

Instead, you want to leverage platforms that abstract away complexity so your team can focus on delivering value to customers. That’s where serverless comes in. Serverless platforms are fully managed by the provider, offering automatic scaling for workloads, as well as provisioning, configuring, patching, and management of servers and clusters. Freed from these resource-intensive tasks, your technical talent can focus on the things that differentiate your business, not on IT curation. 

This applies to not only running stateless applications, but also managing and analyzing data. You should be collecting data points about which features are most popular on your platform, what people are buying, the types of activities that help your customers get their jobs done, and so on. This information is essential to building and executing on a product roadmap that will serve your customers. However, it’s not enough to collect this data, you need to make your data accessible, secure, and easy for your team to analyze—so where do you run and host it? 

On Google Cloud, this is where options like Spanner and Cloud SQL can play a large role, as can BigQuery for analysis. You won’t have to worry about standing up infrastructure or patching servers—you can just stream your data to our data management platforms, where it’s available whenever someone needs to run a query. By leveraging a serverless architecture, your startup can be data-driven without having to invest in the traditional complexity of database administration and management—and that can significantly change your playing field. 

Serverless is just one of the factors you should consider as you build out your tech stack. To hear my thoughts on a range of other topics relevant to startups — such as security, cloud credits, and the differences among managed services — check out the below video or visit our Build and Grow page.

https://www.youtube.com/embed/gn4RjLbs8Hc?enablejsapi=1&