How TeamSnap Improved Return on Ad Spend Significantly

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Anyone who has ever coached or played on a sports team, or had a child involved in sports, knows how difficult scheduling and logistics can be. From game and practice schedules, to uniforms and who’s bringing the snacks, it can be a lot for coaches, administrators, parents, and players to manage.
It’s no wonder that TeamSnap, a sports team, club, and tournament management app, has exploded in popularity worldwide. By syncing events to everyone’s personal calendars and providing messaging and payment tracking, TeamSnap makes communication and organization easy.
TeamSnap markets its app to coaches, players, and clubs via targeted YouTube ads. It also uses Google AdWords and DoubleClick to advertise on search results and run programmatic campaigns. These methods have been highly effective, helping TeamSnap grow to millions of users worldwide and become one of the most popular apps in the iOS app store.
As its business and data grew, TeamSnap was challenged to track ROI and measure the customer journey across channels and devices over time. The company’s marketing budget grew quickly, making it even more important to spend wisely. With data in Google Analytics 360, DoubleClick Campaign Manager, Google AdWords, and Salesforce, TeamSnap needed a way to link and correlate those data sources in a scalable, timely, and cost-effective way to understand the true impact of its digital marketing across websites and mobile apps.
To avoid the painstaking manual process of pulling data from multiple sources, TeamSnap began using Google Analytics 360, which integrates with Google BigQuery, to provide a fully managed big data analysis service. TeamSnap analyzes the data using Tableau, which connects directly to Google BigQuery for fast analytics and helps the company share and collaborate on that information with self-service ease.
The combination allows TeamSnap to easily track the activity of millions of users with self-service ease, without worrying about the scalability or availability of the big data platform.
“Before Google Analytics 360, Google BigQuery, and Tableau, tracking our return on ad spend was difficult because we had so much data,” says Ken McDonald, Chief Growth Officer at TeamSnap. “We didn’t always have insights to make the best choices. We don’t have that problem anymore because we’ve moved to real-time reporting. We find additional revenue growth opportunities almost daily.”
Making Ad Dollars Work Harder
TeamSnap now automatically imports unsampled Google Analytics 360 logs into the Google BigQuery data warehouse. To import data from other sources such as Google AdWords, DoubleClick, and YouTube, TeamSnap uses Google BigQuery Data Transfer Service. With all relevant data consolidated in Google BigQuery, TeamSnap can use Tableau to perform advanced analytics on its digital marketing, executing ad-hoc analyses in seconds, while eliminating data sampling issues, to improve accuracy. These analyses can also be reused and shared with internal and external stakeholders via Tableau Online, promoting governed reuse and consistency.
“Using Google Analytics 360 and Google BigQuery with Tableau to track our return on ad spend is ideal,” says Ken. “It’s easy to use SQL to query the data or explore it with drag-and-drop ease.”
With Google BigQuery, Ken and his team can bring all the data from the TeamSnap billing systems, internal CRM, and other Google services into one straightforward dataset that everyone uses. With Tableau, users are able to perform self-service analytics on this data and provision analyses via shared dashboards that communicate the same consistent truth across the company. These dashboards provide a single view of the business to discover new patterns and questions worth analyzing.
All of this results in enormous time savings because no one is re-inventing the wheel. “Using these tools, we immediately reallocated $300,000 of ad spend that was performing poorly, generating 200% ROI in the first two days,” says Ken.
Ken now spends his time analyzing data instead of trying to pull it all together, identifying pockets of inefficient spend in real time and reallocating those marketing dollars toward better performing campaigns.
“Before, we could only focus on the largest campaign-level datasets because it was so time consuming to pull the data,” he says. “With Google BigQuery and Tableau, we can examine our advertising ROI much more granularly and reallocate more than $10 million in ad spend annually to grow the company faster and more efficiently.”
More Effective A/B Testing
To make sure it is delivering the best customer experiences, TeamSnap uses Google Optimize to run A/B tests on its website. It uses Google BigQuery and Tableau to verify and supplement these findings by measuring longer-term customer behavior across devices, spanning both web and mobile apps.
By pulling in data from Google Optimize, Google Analytics 360, Salesforce, and in-house billing and CRM systems, and understanding it with Tableau, TeamSnap has increased the accuracy and effectiveness of its A/B testing, gaining a more complete picture of customer onboarding and activity. In some cases, it found that short-term indicators it previously trusted were actually poor predictors of long-term behavior.
“Integration between Google Analytics 360 and Google BigQuery is seamless, giving us much more confidence in our A/B testing,” says Ken. “We’re constantly finding new and interesting ways to use our digital marketing data. Often, making a simple change can increase revenue by hundreds of thousands of dollars a year.”
Improving Product Quality
TeamSnap also uses Google BigQuery and Tableau to improve its own product, tracking customer activity at such a granular level that usability and functionality issues can be exposed and addressed faster. It’s also increasing customer engagement by verifying that potential customers are coming in through the right onboarding path—for example, a coach versus a player, or a consumer versus a club or other sports business. Using A/B testing to make sure customers are routed to the appropriate flow, TeamSnap drove $4 million in additional customer value each year.
“We initially chose Google BigQuery and Tableau to help with marketing, but we realized quickly that they could help us on the product side as well,” says Ken. “Most of the testing we do is about making things better and easier for our customers, and we’re accelerating that process with Google BigQuery and Tableau.”
AgroStar: Small farms in India getting big help from the cloud

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AgroStar has launched a cloud-based mobile app that is helping to boost crop yields and encourage best practices for small farmers in India. Launched as an on-premises ecommerce platform selling farm tools in 2008, the firm turned to Google Cloud Platform (GCP) to expand its offering. It now uses cloud-based analytics and is deploying ML models to provide timely advice in five languages on everything from seed optimization, crop rotation, and soil nutrition to pest control.
A 2018 survey underscored the demand for agricultural planning for Indian farmers. While farming remains a dominant sector in India, employing half of its labor force, 70 percent of small farmers – those cultivating fewer than three acres – said their crops are damaged by unforeseen weather and pests. An even higher number – 74 percent – say they lack access to farming-related information.
Widening that gap is the relative lack of access to new, higher yield seeds and improved soil analyses for small farmers, who must otherwise rely on traditional methods. “It could take a few years for innovative information to trickle down from universities to small, grassroots farmers,” says Pritesh Gudge, AgroStar Software Engineer. “Today, just by clicking through our Android application, farmers learn about new, effective farming practices and receive advice customized to their crop and soil.”
Connecting a million farmers in the cloud
Operating in the Indian states of Gujarat, Maharashtra, Rajasthan, Orissa, Bihar, and Karnataka, AgroStar is closing the knowledge gap with a full-service, cloud-based SaaS solution – the only one of its kind in India. It combines agronomy, data science, and analytics to help farmers by providing a variety of resources.
AgroStar has reached over a million farmers through its Android app, the AgroStar Agri-Doctor. The mobile client is available as a web-based or full-featured native app. Both provide access to the firm’s knowledge base hosted on GCP, a Q&A forum that connects farmers to each other to help understand and better solve problems and to learn about innovative practices and products. Farmers can also click through to follow local and national market trends that help forecast crop prices.
In addition to the self-service knowledge base, AgroStar provides access to agronomy experts who use cloud-based analytics tools and historical data to provide season-and locale-specific advice to each farmer. “We are now tracking thousands of calls in 5 languages each day,” says Pritesh.
The AgroStar app also provides links to purchase and then track the delivery of farm tools and supplies such as cultivators and fertilizers. An in-house platform manages fulfillment centers and a doorstep delivery network simplifies the supply chain while giving farmers what they need, when they need it. By procuring directly from the manufacturers and primary distributors of farm supplies, Agrostar is achieving cost savings, which it passes on to farmers.
Build fast, pivot faster
From the start, the human and environmental variables of farming in India, not to mention the volume of AgroStar’s few hundred thousand monthly active users, made a highly scalable cloud-based solution inevitable. Farmers rely on the firm’s Agri-Doctor app to provide advice in multiple languages on topics that range widely throughout three growing seasons, each with distinct crop nutrition and rotation cycles and farm implementation requirements.
“For farmers, the focus keeps changing every month, and every season,” says Pritesh. “To serve our growing community, we needed a platform that could process images at high volume, fulfill tools and seed orders across thousands of miles, and respond to multilingual queries. We quickly moved away from spreadsheets and server-based solutions – we needed to build fast and pivot faster.”
Ending late-night deployments
The firm’s first cloud experience was with an AWS solution. At the time, AWS was the only cloud provider in India, but AgroStar wanted to find a solution that was easier to use and offered better integration with Android devices. “Deployment and processing costs were very high, and the developer tools and documentation were not as intuitive as we needed,” says Pritesh.
When GCP service arrived in India in October 2017, AgroStar embarked on a platform re-implementation that made possible dramatic changes in the way it developed and deployed its solution. Using Google Kubernetes Engine (GKE) for crop advice management and Compute Engine for its production application services, the firm built the backend for the Agri-Doctor discussion forum in only three weeks. The platform’s microservice architecture is implemented in Python and Golang and deployed on GCP.
AgroStar began to realize significant efficiencies in its build, deploy, and test cycles. “We previously needed to work overnight to deploy to production,” says Pritesh. “Now using Google for Kubernetes containers and a rolling update strategy, we can deploy during the day without any problems or interruptions to service.”
The move to GCP streamlined AgroStar’s stack. “We were running 12 independent instances on AWS,” says Pritesh. “With Google Kubernetes Engine, we are deployed on a single cluster at a cost savings of $1,300 per month and growing.”
Improving customer response times by 85 percent
With a managed deployment capability, AgroStar can devote more time and resources to executing on its platform and Agri-Doctor app development plan. A strategic goal was managing customer response times as the firm grew its base. GCP has helped the firm meet that goal, achieving an 85 percent improvement in customer response times even as traffic grew significantly.
“With our on-premises solution, we could handle around 100 customers daily, which took 30 to 50 minutes for each customer,” says Pritesh. “We now handle thousands of customers daily, taking only 4 to 5 minutes for each one.”
AgroStar used Firebase to implement its Agri-Doctor app. A real-time cloud database, Firebase provides an API that enables the Agri-Doctor advice forum to be synchronized across all its far-flung mobile clients, effectively sharing knowledge base updates with one million users in near real time.
Using cloud tools to manage and monitor
Cloud Pub/Sub, Kafka, and Cloud Dataflow manage data ingestion and queueing of event and transaction data to the analytics layer. BigQuery fetches and persists data to Cloud Storage. Cloud SQL and dashboards powered by Tableau deliver farmer crop and soil profiles within minutes.
Cloud IAM helps AgroStar control access to all its cloud resources. And Stackdriver, the integrated logging aggregation capability for GCP, helps monitor and speed debugging on every tier of the AgroStar solution.
Machine learning to enhance yields
AgroStar is developing a variety of ML components to improve responsiveness and extend its platform offerings.
To speed up the diagnosis of and treatment for crop blight, AgroStar is building a deep learning pipeline using TensorFlow. The pipeline relies on GoogLeNet models that use multi-layered convolutional visual pattern recognition. It will assess uploaded images to support a disease-detection capability on the mobile app. Based on the commercially successful AI algorithms that automated postal code processing, GoogLeNet offers improved performance and computational efficiencies by using a creative layering technique that distinguishes them from older, sequential recognition engines.
To improve its customer search experience, AgroStar is developing an ML pipeline that shrinks fetch times by suggesting tags mapped to stored data. Processed using TPUs, Cloud Natural Language and Video AI, the tags provide a metadata layer that supports queries in any of the ten natural languages that AgroStar farmers can use.
The AgroStar search pipeline consists of Long Short-Term Memory (LSTM) models of Recurrent Neural Networks. Recurrent networks exhibit “memory” through iterative processing and are distinguished from feedforward networks by a feedback loop connected to their past decisions, ingesting their own outputs moment after moment as input.
Implementing a recommendation engine
The firm is also adapting the Random Forests TensorFlow AI model to develop a crop and product recommendation engine. The model is trained by consuming numerical (rainfall, humidity, water availability per acre) and categorical (soil type, water sources) parameters to suggest appropriate products by season, region, and locale.
To simplify the product suggestion experience, AgroStar developers are testing Cloud Dialogflow, the Google Cloud conversational interface, to build a chatbot capability into its mobile app. The bot will track a farmer’s crop schedules and answer simple questions by linking to the recommendation engine.
AgroStar is also extending its analytics platform with AI-powered sales planning and forecasting. Using linear regression models implemented in TensorFlow and powered by Cloud ML Engine, the capability will enhance supply chain logistics as the company scales its operations across India.
To provide a credit on-demand offering for a range of seed-to-harvest cycle products, AgroStar is attempting to use Vision API to create an AI model that will convert uploaded photos of customer application records into standard data formats. The firm’s credit policy features a grace period in which farmers begin paying back loans after harvested crops go to market.
A versatile and friendly development ecosystem
AgroStar credits the convivial tools and documentation that GCP offers and its incremental, pay-as-you-go pricing model for both the firm’s success and its ability to manage growth.
“What Google Cloud offers is extremely good documentation and extremely simple-to-use tools and interfaces across all services,” says Pritesh. “It helped us initially deploy our platform and at every scale that we have required since then, and its cost effectiveness enabled us to staff up to meet new feature milestones.”
You Can Quantify and Maximize Value of Your Org’s AI/ML and Analytics Teams!

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Investing in Artificial Intelligence (AI) can bring a competitive advantage to your organization. If you’re in charge of an AI or Data Science team, you’ll want to measure and maximize the value that you’re providing. Here is some advice from our years of experience in the field.
A checklist to embark on a project:
As you embark on projects we’ve found it’s good to have the following areas covered:
- Have a customer. It’s important to have a customer for your work, and that they agree with what you’re trying to achieve. Be sure to know what value you’re delivering to them.
- Have a business case. This will rely on estimates and assumptions, and may take no more than a few minute’s work. You should revise this, but always know what justifies your team’s effort, and what you (and your customer) expect to get in return.
- Know what process you will change or create. You’ll want to put your work in production, so you have to be clear about what business operations are changing or created around your work and who needs to be involved to make it happen
- Have a measurement plan. You’ll want to show that ongoing work is impacting some relevant business indicator. Measure and show incremental value. The goal of these measurements is to establish what has changed because of your project that would otherwise not have changed. Be sure to account for other factors like seasonality or other business changes that may affect your measurements.
- Use all the above to get your organization’s support for your team and your work.
What measures to use?
As you start the work, what measures and indicators can you use to show that your team’s work is useful for your organization?
How many decisions you make. A major function of ML is to automate and optimize decisions: which product to recommend, which route to follow, etc. Use logs to track how many decisions your systems are making.
Changes to revenue or costs. Better and quicker decisions often lead to increased revenue or savings. If possible, measure it directly, otherwise estimate it (for example fuel costs saved from less distance traveled, or increased purchases from personalized offers).
As an example, the Illinois Department of Employment Security is using Contact Center AI to rapidly deploy virtual agents to help more than 1 million citizens file unemployment claims. To measure success the team tracked the two outcomes: (1) the number of web inquiries and voice calls they were able to handle, and (2) the overall cost of the call center after the implementation. Post implementation, they were able to observe more than 140,000 phone and web inquiries per day and over 40,000 after-hours calls per night. They also anticipate an estimated annual cost savings of $100M based on an initial analysis of IDES’s virtual agent data (see more in the link to case study).
Implementation costs. The other side of increased revenue or savings, is to put your achievements in the context of how much they cost. Show the technology costs that your team incurs and, ideally, how you can deliver more value, more efficiently.
How much time was saved. If the team built a routing system then it saved travel time, if it built an email classifier then it saved reading time, etc. Quantify how many hours were given back to the organization thanks to the efficiency of your system.
In the medical field, quicker diagnostics matter. Johns Hopkins University’s Brain Injury Outcomes (BIOS) Division has focused on studying brain hemorrhage aiming to improve medical outcomes. The team identified the time to insights as a key metric in measuring business success. They experimented with a range of cloud computing solutions like Dataflow, Cloud Healthcare API, Compute Engine, and AI Platform for distributed training to accelerate iterations. As a result, in their recent work they were able to accelerate insights from scans from approximately 500 patients from 2,500 hours to 90 minutes.
How many applications your team supports. Some of your organization’s operations don’t use ML (say reconciling financial ledgers) but others do. Know how many parts of your organization benefit from the optimization and automation your team builds.
User experience. You may be able to measure your customer’s experience: fewer complaints, better reviews, reduced latency, more interactions, etc. This is valid both for internal and external stakeholders. At Google we measure usage and regularly ask for feedback on any internal system or process.
One of our customers, The City of Memphis, is using VisionAI and ML to tackle a common but very challenging issue: identifying and addressing potholes. The implementation team identified the percentage increase of potholes identified as one of the key metrics along with accuracy and cost savings. The solution captures video footage from it’s public vehicles and leverages Google Cloud capabilities like Compute Engine, AI Platform, and BigQuery to automate the review of videos. The project increased pothole detection by 75% with over 90% accuracy. By measuring and demonstrating these outcomes, the team proved the viability of a cost-effective, cloud-based machine learning model and is looking into new applications of AI and ML that will further improve city services and help it build a better future for its 652,000 residents.
Acknowledgements
Filipe and Payam would like to thank our colleague and co-author Mona Mona (AI/ML Customer Engineer, Healthcare and lifesciences) who contributed equally to the writing.
Google Cloud’s Data Analytics May Recap

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May was a very busy month for data analytics product innovation. If you didn’t have the chance to attend our inaugural Data Cloud Summit, video replays of all our sessions are now available so feel free to watch them at your own pace.
In this blog, I’d like to share some background behind the innovations we released in May, why we built them the way we did, and the type of value they can bring your company and your team.
But first, a huge thank you!
This week, we had the honor to announce that Google has been named a Leader in The Forrester Wave™: Streaming Analytics, Q2 2021 report. Forrester gave Dataflow a score of 5 out of 5 across 12 different criteria, stating: “Google Cloud Dataflow has strengths in data sequencing, advanced analytics, performance, and high-availability”.
Google has more than a decade of experience in building real-time and internet-scale systems for its own needs, and we are excited to see that our ability to provide customers with a reliable, scalable, and performant platform is bearing fruit.
This announcement comes on the back of the release of The Forrester Wave™: Cloud Data Warehouse, Q1 2021 report, which also named Google Cloud as a Leader.
We couldn’t be more excited about the recognition and appreciate all your feedback and trust in the work that we do to support your goal in accelerating data-powered innovation.
Innovation galore
Your feedback and your passion is the fuel that drives our ambition to deliver more and better services to you. That’s why, this year, we didn’t want to wait until Google Cloud Next to share some great products we have been working on. On May 26, our team announced a slew of new products, services and programs. Watch a quick summary below:
https://youtube.com/watch?v=DG1mOPMXJvw%3Fenablejsapi%3D1%26
Meeting you where you are
An important design principle behind all of our services is “meeting you where you are”. This means we aim to provide you with the tools and software you need to innovate on your own terms. Here are three new services that will help you do just that:
Datastream
Datastream, our new serverless change data capture (CDC) and replication service, allows your company to synchronize data across heterogeneous databases, storage systems, and applications reliably and with minimal latency to support real-time analytics, database replication, and event-driven architectures. Datastream delivers change streams from Oracle and MySQL databases into Google Cloud services such as BigQuery, Cloud SQL, Cloud Storage, and Cloud Spanner, saving time and resources while ensuring your data is accurate and up-to-date.
- Under the hood, Datastream reads CDC events (inserts, updates, and deletes) from source databases, and writes those events with minimal latency to a data destination. It leverages the fact that each database source has its own CDC log—binlog for MySQL and LogMiner for Oracle—which it uses for its own internal replication and consistency purposes.
- Datastream integrates with purpose-built and extensible Dataflow templates to pull the change streams written to Cloud Storage, and create up-to-date replicated tables in BigQuery for analytics. It also leverages Dataflow templates to replicate and synchronize databases into Cloud SQL or Cloud Spanner for database migrations and hybrid cloud configurations.
- Datastream also powers a Google-native Oracle connector in Cloud Data Fusion’s new replication feature for easy ETL/ELT pipelining. By delivering change streams directly into Cloud Storage, customers can leverage Datastream to implement modern, event-driven architectures.
Looker and BigQuery Omni on Microsoft Azure
Research on multi cloud adoption is unequivocal — 92% of businesses in 2021 report having a multi cloud strategy. We want to continue supporting your choice by providing the flexibility you need to see your strategy through.
- This past month, we introduced Looker, hosted on Microsoft Azure. For the first time, you can now choose Azure, Google Cloud, or AWS for your Looker instance. You can also self-host your Looker instance on-premises.
- We also introduced BigQuery Omni for Azure, which along with last year’s introduction of BigQuery Omni for AWS, will help you access and securely analyze data across Google Cloud, AWS, and Azure.
The cost of moving data between cloud providers isn’t sustainable for many, and it’s still difficult to seamlessly work across clouds. BigQuery Omni represents a new way of analyzing data stored in multiple public clouds, which is made possible by BigQuery’s separation of compute and storage. By decoupling these two, BigQuery provides scalable storage that can reside in Google Cloud or other public clouds, and stateless resilient compute that executes standard SQL queries.
- Unlike competitors, BigQuery Omni doesn’t require you to move or copy your data from one public cloud to another, where you might incur egress costs. You also benefit from the same BigQuery interface on Google Cloud, enabling you to query data stored in Google Cloud, AWS, and Azure without any cross-cloud movement or copies of data.
- BigQuery Omni’s query engine runs the necessary compute on clusters in the same region where your data resides. For example, you can query Google Analytics 360 Ads data stored in Google Cloud and query logs data from your ecommerce platform and applications that are stored in AWS S3 and/or Microsoft Azure.
Then, using Looker, you can build a dashboard that allows you to visualize your audience behavior and purchases alongside your advertising spend.
Dataplex
We understand that most organizations still struggle to make high-quality data easily discoverable and accessible for analytics, across multiple silos, to a growing number of people and tools within their organization.
They are often forced to make tradeoffs. For instance, moving and duplicating data across silos to enable diverse analytics use cases or leaving their data distributed but limiting the agility of decisions.
- Dataplex provides an intelligent data fabric that enables you to centrally manage, monitor, and govern your data across data lakes, data warehouses, and data marts, while also ensuring data is securely accessible to a variety of analytics and data science tools.
- One of the core tenets of Dataplex is letting you organize and manage your data in a way that makes sense for your business, without data movement or duplication. For that, we provide logical constructs like lakes, data zones, and assets. These constructs enable you to abstract away the underlying storage systems and become the foundation for setting policies around data access, security, lifecycle management, and so on.
- For example, you can create a lake per department within your organization (e.g. Retail, Sales, Finance, etc.) and create data zones that map to data readiness and usage (e.g. landing, raw, curated_data_analytics, curated_data_science, etc.).
Once you have your lakes and zones setup, you can attach data to these zones as assets. You can add data from different types of storage (e.g. GCS Bucket and BigQuery dataset) under the same zone. You can also attach data across multiple projects under the same zone. You can ingest data into your lakes and zones using the tools of your choice, including services such as Dataflow, Data Fusion, Dataproc, Pub/Sub, or choose from one of our partner products. Dataplex comes with built-in 1-click templates for common data management tasks.
To find out more about Dataplex, head to cloud.google.com/dataplex or watch the video below:
https://youtube.com/watch?v=bbFeAt7cw1g%3Fenablejsapi%3D1%26
Helping you innovate everyday
Sharing data is hard. Traditional data sharing techniques use batch data pipelines that are expensive to run, create late arriving data, and can break with any changes to the source data. These techniques also create multiple copies of data, which brings unnecessary costs and can bypass data governance processes. They also fail to offer features for data monetization, such as managing subscriptions and entitlements. Altogether, these challenges mean that organizations are unable to realize the full potential of transforming their business with shared data.
Analytics Hub
To address these limitations, we are introducing Analytics Hub, a new fully managed service that helps organizations unlock the value of data sharing, leading to new insights and increased business value.
This new service is built on the tremendous experience and feedback we have received over the years. For example, BigQuery has had cross-organizational, in-place data sharing capabilities since its inception in 2010—and the functionality is very popular. Over a 7-day period in April, we had over 3,000 different organizations sharing over 200 petabytes of data. These numbers don’t include data sharing between departments within the same organization.

Analytics Hub takes sharing to the next level, making it easy for you to publish, discover, and subscribe to valuable datasets that you can combine with your own data to derive unique insights.
This includes:
- Shared datasets: As a data publisher, you create shared datasets that contain the views of data that you want to deliver to your subscribers. Data subscribers can search through the datasets that are available across all exchanges for which they have access and subscribe to relevant datasets. In addition, the publisher can track subscribers, disable subscriptions, and see aggregated usage information for the shared data.
- Curated, self-service data exchanges: Exchanges are collections used to organize and secure shared datasets. By default, exchanges are completely private, but granular roles and permissions make it easy to deliver data to the right audience—whether internal or public.
This is just the beginning for Analytics Hub. Please sign up for the preview, which is scheduled to be available in the third quarter of 2021.
Dataflow Prime
At Google Cloud, we have the great privilege of working with some of the most innovative organizations in the world. And this work provides us with a unique perspective into the future of big data processing. Dataflow Prime is a new platform based on a serverless, no-ops, and auto-tuning architecture that brings unparalleled resource utilization and radical operational simplicity to big data processing. This new service introduces a large number of exciting capabilities but I’d like to highlight three key aspects of the product:
- Vertical Autoscaling: Dataflow Prime dynamically adjusts the compute capacity allocated to each worker based on utilization, detecting when jobs are limited by worker resources and automatically adding more resources. Vertical Autoscaling works hand in hand with Horizontal Autoscaling to seamlessly scale workers to best fit the needs of the pipeline. As a result, it no longer takes hours or days to determine the perfect worker configuration to maximize utilization.
- Right Fitting: Each stage of a pipeline typically has a different resource requirement than the others. Until now, either all workers in the pipeline would have had the higher memory and GPU, or none of them would. Pipelines either had to waste resources or suffer slower workloads. Right Fitting solves this problem by creating stage-specific pools of resources, optimized for each stage.
- Smart Recommendations: Smart Recommendations automatically detects problems in your pipeline and shows potential fixes. For example, if your pipeline is running into permissions issues, a Smart Recommendation will detect which IAM permissions you need to enable to unblock your job. If you are using an inefficient coder in your job, Smart Recommendations will surface more performant coder implementations that can help you save on costs.
What’s next
We’re excited to hear your thoughts and feedback about all these exciting new services. I would also highly recommend that you connect with members of the community to learn more about their story and journey. A good example to start with is the Data To Value customer panel we produced at our inaugural Data Cloud Summit with the Chief Data Officers of Keybank and Rackspace. You can watch it for free below:
https://youtube.com/watch?v=ITI2Q3MkxuA%3Fenablejsapi%3D1%26
Apache and Dataflow Help with Real-time Indices Processing for Financial Institutions
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Financial institutions across the globe rely on real-time indices to inform real-time portfolio valuations, to provide benchmarks for other investments, and as a basis for passive investment instruments including exchange-traded products (ETPs). This reliance is growing—the index industry dramatically expanded in 2020, reaching revenues of $4.08 billion.
Today, indices are calculated and distributed by index providers with proximity and access to underlying asset data, and with differentiating real-time data processing capabilities. These providers offer subscriptions to real-time feeds of index prices and publish the constituents, calculation methodology, and update frequency for each index.
But as new assets, markets, and data sources have proliferated, financial institutions have developed new requirements. Financial institutions will need to quickly create bespoke and frequently updating indices that represent a specific actual or theoretical portfolio, with its unique constituents and weightings.
In other words, existing index providers and other financial institutions alike will need mechanisms for rapid creation of real-time indices. This blog post’s focus—an index publication pipeline collaboratively developed by CME Group and Google Cloud—is an example of such a mechanism.
The pipeline closely approximates a particular CME Group index benchmark, but with far greater frequency (in near real time vs. daily) than its official counterpart. It does so by leveraging open-source models such as Apache Beam and cloud-based technologies such as Dataflow, which automatically scales pipelines based on inbound data volume.

Machine learning’s production problem
In the past decade, advances in AI toolchains have enabled faster ML model training—and yet a majority of ML models are still not making it into production. As organizations endeavor to develop their ML capabilities, they soon realize that a real-world ML system is comprised of a small amount of ML code embedded in a network of complex and large ancillary components. Each component brings its own development and operational challenges, which are met by bringing a DevOps methodology to the ML system, commonly referred to as MLOps (Machine Learning Operations). To apply ML to business problems, a firm must develop continuous delivery and automation pipelines for ML.
This index publication collaboration is instructive because it demonstrates MLOps best practices for just such a pipeline. One Apache Beam pipeline, suited for operating on both batch and streaming data, extracts insights and packages them for downstream consumers. These consumers may include ML pipelines that, thanks to Apache Beam, require only one code path for inference across batch and real-time data sources. The pipeline is run inside Google Cloud’s Dataflow execution engine, greatly simplifying management of underlying compute resources.
But the collaboration’s value is not constrained to the ML and data science realm. The project shows that consumers of the Apache Beam pipeline’s insights may also include traditional business intelligence dashboards and reporting tools. It also demonstrates the simplicity and economy of cloud-based time series data such as CME Smart Stream, which is metered by the hour, quickly and automatically provisioned, and consumable at a per-product-code (not per-feed) level.
A focus on real-time processing for financial services
To illustrate the above points, the collaboration applies data engineering and MLOps best practices to a financial services problem. We chose the financial services domain because many financial institutions do not yet have real-time market data processing or MLOps capabilities today, owing to a significant gap on either side of their ML/AI objectives.
Upstream from ML/AI models, financial institutions often experience a data engineering gap. For many financial institutions, batch processes have sufficiently addressed business requirements. As a result, the temporal nature of the time series data underlying these processes is deemphasized. For example, the original purpose of most trade booking systems was to capture a trade and ensure that it found its way to the middle and back office for settlement. It was not built with ML/AI in mind, and its underlying data therefore has not been packaged for consumption by ML/AI processes.
And downstream from ML/AI models, financial institutions often encounter the aforementioned “ML production problem.”
As ML/AI becomes ever more strategic, these two gaps have left many financial institutions in a conundrum—unable to train ML models for lack of properly packaged time series data, and unmotivated to package time series data for lack of ML models. By recreating a key energy market index using open-source libraries and cloud-based tools, this collaboration demonstrates that for the financial services domain a solution to this conundrum is more accessible today than ever.
Creating a new index
We modeled our new index after one of CME Group’s many index benchmarks. The particular index expresses the value of a basket of three New York Mercantile Exchange—listed energy futures as a single price. Today, CME Group publishes the index at the end of the day by calculating the settlement price of each underlying futures contract, and then weighing and summing these values.
While CME Group does not currently publish this index in real time, this collaboration aims to create a near real-time solution leveraging Google Cloud capabilities and CME Group market data delivered via CME Smart Stream. However, in order to publish the value so frequently—every five seconds, with 40-second publish latency—this collaboration’s pipeline has to solve a number of challenges in near-real time.
First, the pipeline must process sparse data from three separate trades feeds in memory to create open-high-low-close (OHLC) bars. More specifically, for five-second windows for each of the three front-month (and sometimes second-month) energy contracts, a bar must be produced. This is solved by using the Apache Beam library to implement functions which, when executed on Dataflow, automatically scale out as input load increases. The bars must be time-aligned across the underlying feeds, which is greatly simplified by Beam’s watermark feature. And for intervals in which no tick data is observed, the Beam library is used to pull forward the last value received, yielding perfect gap-free bars for downstream processors.
Second, the pipeline must calculate volume-weighted average price (VWAP) in near real-time for each front-month contract. The VWAP calculations are also written using the Beam API and executed on Dataflow. Each of these functions requires visibility of each element in the time window, so the functions cannot be arbitrarily scaled out. Nonetheless, this is tractable because their input—OHLC bars—is manageably small.
Third, the pipeline must replicate CME Group’s specific settlement price methodology for each contract. The rules specify whether to use VWAP or another source as price, depending on certain conditions. They also specify how to weigh combinations of monthly contracts during a roll period. The pipeline again encapsulates these requirements as an Apache Beam class, and joins the separate price streams at the correct time boundary.
The end result is a new stream publishing bespoke index data to a Google Cloud Pub/Sub topic thousands of times daily, enabling AI models as well as traditional industry index usage, dashboards, and other tools to assist real-time decision making. The stream’s pipeline uses open source libraries that solve common time series problems out-of-the box, and cloud-based services to reduce the user’s operational and scaling burden.

The importance of cloud-based data
The promise of cloud-based pipeline execution services cannot be realized using legacy data access patterns, which often require market data users to colocate and configure servers and network gear. Such patterns inject expense and scaling complexity into the pipeline’s overall operation, diverting resources from the adoption of MLOps best practices. Instead, a newer, cloud-based access pattern—in which resources subscribe to data streams inexpensively, rapidly and programatically—is necessary.
In 2018, CME Group identified the customer need for accessible futures and options market data. CME Group collaborated with Google Cloud to launch CME Smart Stream, which distributes CME Group’s real-time market data across Google Cloud’s global infrastructure with sub-second latency. Any customer with a CME Group data usage license and a Google Cloud project can consume this data for an hourly usage fee, without purchasing and configuring servers and network gear.
CME Smart Stream met this index pipeline’s requirements for cost-effective, cloud-based streaming data, but this is just one use case. Since the launch of a CME Smart Stream offering on Google Cloud, globally dispersed firms have adopted the solution. For example, Coin Metrics has been using the offering to better inform its customers in the crypto markets. According to CME Group, Smart Stream has become popular with new customers as the fastest, simplest way to access CME Group’s market data from anywhere in the world.
Adapt the design pattern to your needs
By combining cloud-based data, open-source libraries, and cloud-based pipeline execution services, we created a real-time index using the same constituents as its end-of-day counterpart. Additionally, financial institutions will find this approach addresses many other challenges—real-time valuation of a large set of portfolios; benchmark creation for new ETPs; or external publication of new indices.
Give it a try
This approach is available to help you meet your organization’s needs. Please review our user guide, whose Tutorials section provides a step-by-step guide to constructing a simple Apache Beam pipeline to generate metrics on streaming data in real-time, and connecting a new data source to the pipeline. We’ll be discussing this topic in CME Group’s webinar End-to-End Market Data Solutions in the Cloud at 10:30 am ET on June 16th.
DocAI Lowers Customer’s Document Processing Cost by 60 Percent. Learn How

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Some of the most important data at your company isn’t living in databases, but in documents, and most business processes begin, involve or end with a document.
Yet most companies are still manually entering data and reliant on guesswork to make sense of it all as the volume and variety of data explodes. Organizations are also leaving heaps of value on the table in the form of new and better customer experiences that can be unlocked with artificial intelligence (AI) applied to documents.
The latest releases of Document (Doc) AI platform, Lending DocAI and Procurement DocAI, built on decades of AI innovation at Google, bring powerful and useful solutions to these challenges. Under the hood are Google’s industry-leading technologies:
- Computer vision (including OCR) and Natural Language Processing (NLP) that creates pre-trained models for high-value, high-volume documents.
- Google Knowledge Graph to validate and enhance the fields in your documents.
- Training and creation of your own custom document models.
- Human interaction with AI to ensure accuracy where needed.
Google Cloud DocAI platform, Lending DocAI and Procurement DocAI are now generally available. Thousands of customers have tried these products in the preview phase—and DocAI has already processed tens of billions of pages of documents across lending, insurance, government and other industries.
“The vast majority of enterprise content still resides in unstructured sources like documents. Google Cloud’s Document AI brings a fresh new perspective to the problem informed by the company’s decades of experience making sense of the largest unstructured corpus in the world—the world wide web.” —Ritu Jyoti, VP of AI Research, IDC
Cut document processing costs by up to 60%
Lending DocAI helps banks, mortgage brokers and other lending institutions fast track the loan application process from weeks to days, dramatically reducing the cost of issuing a loan. And Procurement DocAI enables companies to automate procurement data capture at scale, lowering processing costs by up to 60%.
These solutions are built on DocAI platform, a unified console for document processing that lets you quickly access all parsers and tools. From the platform, you can automate and validate documents to streamline workflows, reduce guesswork, and keep data accurate and compliant.
Get more value from AI with DocAI’s industry-specific solutions
According to Accenture’s AI: Built to Scale report: “Companies that scale successfully see 3x the return on their AI investments compared to those who have not fully rolled out AI capabilities.”
Core to our strategy at Google Cloud is the creation of industry-specific solutions that help companies get maximum value out of their investments in AI. We announced Lending DocAI, our first solution designed specifically for the financial services industry, at the Mortgage Bankers Association convention last year. It processes borrowers’ income and asset documents using a set of specialized machine learning (ML) models, and automates routine document reviews so that mortgage providers can focus on more important work.
Lending DocAI is now generally available and includes more specialized parsers for critical loan documents including paystubs, bank statements, and more. Our goal is to provide the right tools to help borrowers and lenders have a better experience and close home loans faster. For more, watch this video.
Procurement DocAI is also now generally available. This solution helps companies accelerate document processing for invoices, receipts, and other valuable documents in the procurement cycle.
Automating data capture is helping our customers increase accuracy and also lower their procure-to-pay processing costs. We are continually expanding the types of documents Procurement DocAI can process—the latest is a utility parser for electric, water and other bills. In addition, Procurement DocAI leverages Google Knowledge Graph to validate and enrich parsed information to make the data even more useful. Check out this overview video for more details.
One company that lives and breathes AI-enabled document management is AODocs. It uses Procurement DocAI to simplify invoice processing for enterprise customers and launched a new Gmail add-on, Invoice to Sheet, for SMB customers who just want to track their invoices in Google Sheets.
“Google Cloud’s Procurement DocAI service allows our document management platform to better automate the processing of invoices; AODocs customers who have tested our new account payables workflow estimate that the productivity of their A/P team has more than doubled, thanks to the reduction of manual data input brought by the Procurement DocAI.”—Stéphan Donzé, Founder and CEO, AODocs
The new specialized parsers for Lending and Procurement DocAI can be used alongside our existing AutoML Text & Document Classification and AutoML Document Extraction services. These technologies provide a state-of-the-art toolset for creating new document models and have been widely deployed by customers in financial services and other industries.
Partner to accelerate your AI deployment and results
Having the right partner to ease the complexity of rolling out your AI-strategy in mortgage document processing is critical to transforming your customers’ experience. We’re excited to announce a partnership with Mr. Cooper, a leader in mortgage servicing, to provide customers with more automation and workflow tools throughout their entire mortgage life cycle. As part of this agreement, both companies will collaborate on digitizing Mr. Cooper’s core mortgage platform, creating a more personal customer experience utilizing AI, and driving a broader culture of innovation to imagine and develop services and solutions that will transform the mortgage experience for American homeowners.
“Over the last few years, we have made substantial investments in our servicing technology and core mortgage platform that have revolutionized the customer experience, while providing dramatic efficiencies in operating cost. Our partnership with Google Cloud AI will build on those advances and help make these technologies available for the mortgage industry.” —Jay Bray, Chairman and CEO, Mr. Cooper Group
This builds upon the robust partner ecosystem we’re creating to help customers revolutionize the home loan experience, which includes last year’s partnership announcement with Roostify.
Integrate human review into ML predictions
Next up is the general availability of Human-in-the-Loop AI, a new DocAI feature that will help companies achieve higher document processing accuracy with the assurance of human review. Adding human review can increase accuracy and help businesses interpret predictions using purpose-built tools to enable those reviews.
Processing documents quickly and cost-effectively is important. But it’s often necessary to have a high level of assurance on data accuracy for compliance. CIOs and IT decision-makers need highly accurate ML predictions to fulfill compliance requirements, improve employee experience (e.g. less rework), and raise customer satisfaction (e.g. fewer data errors). Including human participation in ML processes allows AI and humans to work together for the best possible results.

Human-in-the-Loop AI provides the workflow to manage human review tasks and produces a percentage confidence score of how “sure” it is that the AI ingested the document correctly. Document AI extracts data from documents with ML, and when paired with Human-in-the-Loop AI, human reviewers are able to verify the data captured. This system is customizable, providing the flexibility to set different thresholds and assign individual groups of reviewers to various stages of the workflow. With Human-in-the-Loop AI, developers can choose trusted reviewers to assign to the task; these reviewers can be from within their own or partner organizations.
More Document AI resources
To learn more, check out the Document AI webpage and watch a demo of how to process sample forms in AI Platform notebooks to inspect data extraction and confidence scores. For more on how customers and partners like Workday, AODocs, and Mr. Cooper are using Document AI, listen to our fireside chat. And stay tuned for the exciting evolution of these technologies in future releases of DocAI.
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