Experiment: Machine Learning Helps IGG Acquire High-value App Users - Build What's Next

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Case Study

Experiment: Machine Learning Helps IGG Acquire High-value App Users

What we set out to test 

Can machine learning help app businesses efficiently acquire high-value users at scale?

The background 

IGG (I Got Games) is a China-based online game developer with over 300 million players worldwide. They are always looking to acquire and grow a valuable user base for their games. They had previously done so by running manually optimized YouTube install campaigns. But manual optimization meant they had to analyse a vast amount of data (such as search, YouTube and Google Play data) across multiple channels to find the right gamers, build the perfect campaigns for them and find the best time and place to serve them.

The release of a new game “Lords Mobile” was a great opportunity to test the potential of Universal App Campaign to promote their new game application; a Machine Learning-powered solution that creates highly customized and targeted ads across multiple platforms, all done automatically and with real-time optimization.

How we set the experiment up

Experiment control and test groups split based on geography. Within the same market, control and test geographies were identified — roughly equal in terms of size and behaviour.

Control group: YouTube install Campaign

  • Manually optimized 
  • On YouTube network only

Test group: Universal App Campaign (UAC)

  • Uses Machine Learning to optimize for business goals (eg new app installs or in-app actions) and find your ideal audience 
  • Across Search, GDN, YouTube network

Solutions we used

What we learned

Universal App Campaigns can find high value app users, by selecting the right events to optimize for and by following creative best practices.

Competitive target Cost Per Acquisition bidding can strengthen Machine Learning predictions.

IGG update centered 1

This case study is part of the Experiment with Google Ads Program.

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You Can Now ‘Listen’ to Over 50 Tech Blogs on Google Cloud Reader

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You can now give your eyes some rest and yet catch up on the Google's latest tech blogs in audio format with Google Cloud Reader. Listen to your favorite from the 50 blogs or episodes on Google Podcasts, Apple Podcasts and Spotify.

🎧 Prefer to listen? Check out this episode on the Google Cloud Reader podcast

If you’re anything like me, you love reading, but also appreciate that sometimes your eyes need to be doing other things; whether it’s finding your exit off the highway, or keeping your puppy from destroying the couch.

And sometimes the thought of sitting down to read something just feels like it’s going to take valuable multi-tasking time away from my day. I know, I know, multitasking can be frowned upon, but it’s the way I live a good chunk of my life, and it’s working out so far. And while I’m not alone in my multitasking, I’m also not alone in my desire for a non-visual way to get this content, or any content.

*Google Cloud Reader enters the chat*

Google Cloud Reader is a podcast that lets you listen to the Google Cloud Blog posts that aren’t as dependent on visuals. This means they’re articles that are, or are adapted to be, less focused on graphs, or code samples, and instead describe the meaning behind those visual aids. 

It’s an easy, audible way to absorb content around all things new in Cloud, while still being able to make sure Ruthie doesn’t eat my work from home equipment. 

ruthie
Ruthie, a French Shepherd puppy, with her giant ears and feet dangerously close to filming equipment

So by now you’re probably thinking “OK, so you started a podcast during the pandemic, even though you definitely seemed like the type to start making sourdough”—and you’re right. My 53 plants agree with you. But rest assured, one can listen to an episode of this podcast *while* creating a macramé plant hanger, or waiting for bread to rise—multitasking, am I right?

We’re a little over 50 episodes/macrame plant hangers in, so you should check it out (Ruth and I would appreciate it).

Some of my personal favorites 

  • Beginners Guide to Painless Machine Learning – Learn how to get started with Google Cloud AI tools
  • Introducing GKE Autopilot: A Revolution in Managed Kubernetes – Learn more about GKE Autopilot, a revolutionary mode of operations for managed Kubernetes that lets you focus on your software, while GKE Autopilot manages the infrastructure.
  • Cook up your own ML recipes with AI Platform – ​​Learn about Mars Wrigley’s new ML-inspired recipe experiment on Google Cloud and how you can get started with your own.
  • Recovering Global Wildlife Populations using ML – Review Google’s Wildlife Insight’s ML project and help users create an image classification model for motion-sensor cameras (called camera traps) used to help protect wildlife in an non-invasive way by collecting and tagging species via pictures.

Let me know your favorite episodes, and what other articles you’d like to hear on Twitter @jbrojbrojbro!

No matter why you prefer an audio format, we’ve got you covered; Google Cloud Reader, where we read the tech blog for you, and to you.

Get all the Google Cloud Reader on your favorite podcast platform, including Google PodcastsApple Podcasts, and Spotify.

How-to

How AI Can Predict Consumer Demand and Retain Customers

DOWNLOAD HOW-TO

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How can AI help you target customers who are looking for products like yours? The challenge: This customer wants to buy the best cat food for her pets.

Reach the Right Customers

How can AI help you target customers who are looking for products like yours?
The challenge: This customer wants to buy the best cat food for her pets.

How AI Works

The Result
A targeted offer for a discount on luxury cat food is shown to the customer.

Predict What Customers Want

How can AI help you stay one step ahead when customer demand is uncertain?
The challenge: This lemonade seller isnt sure how much lemonade hell need in the week ahead.

How AI Works

The Result
The seller makes just the right amount of lemonade to satisfy his customers and earn a juicy profit.

Keep Your Customers

Your next job is retaining your customers. How can AI deliver campaigns that drive loyalty?
The challenge: This customer has bought products from a fitness brand. But can that brand ensure she becomes a loyal fan?

How AI Works

The Result
The brand delivers personalized offers that entice the customer to add to her sportswear collection — at exclusive discounts, too.

Case Study

Vodafone Leverages Google Cloud to Aid COVID-19 Frontline with Anonymized Insights on Population Mobility

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Vodafone and Google Cloud work together to retrieve anonymous, network-based insights from Google Cloud Storage and validate that data on Dataflow to power research on populations' mobility patterns across the EU for navigating COVID-19 challenges.

Editor’s note: When Europe’s largest mobile communications company, Vodafone, was asked by the European Commission to help understand population movement across the European Union and the UK to help fight COVID-19, it was able to provide anonymized mobile network-based insights to answer the call. Here’s how Vodafone, with the support of Google Cloud, rapidly mobilized the COVID-19 frontline, while respecting its customers’ privacy.

With the emergence of COVID-19 in early 2020, the European Commission—the executive branch of the European Union (EU)—knew that technology would be instrumental in its fight to control the pandemic. With various lockdowns imposed across its member states, the Commission was keen to predict and prevent the spread of COVID-19 and to manage the related social, political and financial impacts. 

Mobile network data helps track COVID-19 across the EU

Mobile networks produce location data, which can be turned into useful anonymous insights to understand population movement within a geographic area. The European Commission, working with mobile industry association GSMA (Groupe Speciale Mobile Association), asked Europe’s major mobile phone operators for help in producing insights to support the fight against COVID-19. As the largest mobile network operator within the EU, Vodafone saw this as a critical opportunity to participate. 

Vodafone had previous experience of using mobile network data to support pandemic research. For example, in 2019, Vodafone provided mobility pattern analysis to help track the spread of Malaria in Mozambique. And, during the early stages of the COVID-19 pandemic (prior to working with the European Commission), Vodafone assisted the Italian and Spanish governments in understanding their citizens’ mobility patterns. Vodafone had also previously offered anonymized and aggregated population mobility insights to support public transport and tourism authorities and retail organizations in a number of countries. Consequently, Vodafone was perfectly placed to play a greater role in supporting the European Commission’s response to the pandemic. 

When asked to assist the European Commission, Vodafone first considered how it could safely share its data with the governing body without providing details on the individual movements of its customers. It realized it could achieve this through an elaborate set of anonymization and aggregation techniques. Insights are aggregated from a minimum of 50 users and Vodafone only shared these anonymous insights and never the actual raw data with the Commission. As specified by the EU, these insights are then presented onto a large geographical region, typically a city or a county with thousands of people living in that area.

These insights illustrate how people move, helping to determine how lockdowns and self-isolation measures were impacting behaviors.

Using Google Cloud to collate and store population mobility data

In April 2020, Vodafone began migrating its operations, including its mobile data, to Google Cloud on servers in Europe and the UK with elaborate security safeguards, including encryption, building on a previous partnership. 

With the data residing in EU and UK data centers and not the United States, Vodafone could then retrieve anonymous insights from Google Cloud Storage instantaneously. Before supplying any information to the European Commission, however, Vodafone used Dataflow to validate the data and run a series of tests to ensure the database had accurate data, before ingesting and archiving the relevant metrics. For instant access, the data was then made available to the European Commission using a Redis database on Google Kubernetes Engine.

To ensure aggregate Vodafone customer data was always safe, secure, and anonymous, all entry points to the front-end were protected behind Google Cloud Armor, where only specific IP addresses were allowed. Using these tools, seamless data pipelines fed in predefined key performance indicators from each specified European market. While data quality measures ensured the definitions for metrics across markets were consistent and could be accurately compared.

The architecture (pictured below) shows how Vodafone integrated and anonymized its data on Google Cloud.

Vodafone.jpg

Live interactive dashboard shows population mobility in real-time

With its data integrated on Google Cloud, Vodafone created a live, interactive dashboard to track mobility patterns and share relevant information with the European Commission in real-time. 

The European Commission Joint Research Center (JRC) was able to gather valuable information from these insights, which enabled them to see where population mobility was aiding the spread of the disease, when cross-referenced with health data. It could also assess the implications of lockdowns on different populations and forecast cross-country spreading.

Mobile data aids disease modeling for multiple stakeholders

The Vodafone data became instrumental in modeling the likely course of the disease too. For example, the University of Southampton in the UK used it to predict the outcome of different coordinated COVID-19 exit strategies across Europe. This research was published in Science Magazine in September 2020. 

The Vodafone data dashboard continues to be used by individual governments, NGOs and organizations to further investigate the impacts of the pandemic and to measure the effectiveness of response strategies alongside the rollout of vaccination programs. The project also helped Vodafone win a DataIQ award for most effective stakeholder engagement

Using the learnings from this project, Vodafone has been able to adapt its own B2B solution, called Vodafone Analytics, by adaptIng and migrating the code to work in Google Cloud Platform. This solution has been rolled out across Germany, Greece, Portugal and South Africa, and new countries are being onboarded every day. Vodafone Analytics already has more than 100 customers leveraging it for a variety of use cases—Italian fashion retailer OVS, uses it for its smart retail operation, while global real estate company, JLL, uses it to understand the footfall passing through its properties. 

Working together, Vodafone and Google Cloud continue to help a range of organizations, governments, and NGOs navigate through the ongoing pandemic,  optimize their operations, and help the greater good, without infringing individuals’ fundamental rights to privacy.

To learn more about Google Cloud and Vodafone, watch our full interview here.

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Enhancing SAP Build Process Automation with Google Document AI and Google Workspace

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Streamline your SAP build process with the power of Google Document AI and Workspace. Discover how this integration can improve accuracy and efficiency in your organization.

SAP Build Process Automation is designed to optimize business processes and boost efficiency. The platform helps both business users and developers alike digitize core workflows and incorporate artificial intelligence (AI) into time consuming and error-prone manual tasks.

All digital paths can benefit from automation. The pandemic, supply chain shortages, and other disruptive events have upped the pressure on businesses and their workers to perform in more efficient and flexible ways.

Google Cloud and SAP have responded by providing an integrated toolbox that can fundamentally change the way businesses operate — all while creating value for their customers.

With a focus on taking process automation to an even more advanced level and removing inefficiencies from workflows, SAP has introduced integrations with Google Cloud Document AI, and Google Workspace for SAP Build Process Automation customers. This integration can reduce or eliminate many repetitive and error-prone tasks, so that companies can help save money, operate more productively, and scale more easily.

AI unleashes innovation

Continuous advances in digital systems and advanced technology introduce new opportunities to rethink workflows. SAP recognizes the role that AI-powered automation can play in transforming workflows, and that the benefits of doing so extend beyond basic time savings and cost cutting. By plugging Google Cloud Document AI into the application, SAP Build Process Automation’s low-code, no-code platform enables SAP to help its customers in lines of business and IT integrate multiple applications while democratizing access to governed machine learning technology.

Machine learning and process automation can drive efficiency with SAP S/4HANA

Customers using SAP S/4HANA can build workflow improvements into all major core processes, such as order entry, invoice creation, asset posting, and many others, helping them to be faster and more efficient in the process. Google Cloud Document AI extracts key elements — including addresses, article numbers, price, quantity, and more — within emails, PDFs, handwritten notes, and other formats.

Integrated automation can drive results for invoice and purchase order processing

An example of the improvements these integrations have made to SAP Build Process Automation is the use of AI, productivity tools, and automation for processing purchase orders. In the past, workers had to manually select relevant orders in their Gmail accounts and extract key data from large PDF files, including the order date, supplier details, article numbers, quantity, unit price, and the total amount. Then, workers would have to enter all of the individual line items one by one into the SAP S/4HANA system.

Today, through SAP’s integrated automation platform, customers can automatically extract and organize data by Google Workspace (Google Sheets, Google Drive, and Gmail) and Document AI. This works by extracting data contained in Gmail attachments, downloading it into Google Drive and extracting fields using Document AI’s pretrained models. The tool then enters the consolidated order information from Google Sheets into SAP S/4HANA. For example, the Canton of Zurich in Switzerland experienced a significant reduction of workload to process compensation forms once the organization implemented this automation. Furthermore, implementing the automation can avoid audit and compliance issues, and improve data quality.

The screenshot below shows how a workflow operates within the SAP Build Process Automation software.


Sales, procurement, finance, and other functions are also able to handle more strategic work that delivers greater value to customers with these SAP and Google Cloud integrations. They’ve also boosted both security and regulatory compliance for customers, including those in the financial services space.

For example, the Google Cloud Document AI technology can process thousands of supply chain invoices, validates and systematically approves them. And, over time, the machine learning and AI components improve the analysis process and ensure that data processed with SAP Build Process Automation is adhering to a company’s best practices and essential regulatory requirements.

SAP and Google Cloud put automation to work

Achieving the most accurate, efficient business processes is possible with an automation framework that embeds collaboration and productivity applications while giving lines of business and IT users access to machine learning technology. SAP Build Process Automation combined with Google Cloud Document AI, and Google Workspace has proven to be a catalyst in driving innovation and business transformation for customers across multiple industries, leading to an average of 22% to 30% faster time to market, and significant financial gains, including up to 20% accounts payable savings potential. An example of these improvements includes those experienced by TasNetworks, which had a 25% reduction in back-office processing efforts after implementing these technologies.

To learn more about how Google Cloud and SAP are building solutions for accelerating business value, visit cloud.google.com/solutions/sap. You can find more information about SAP Build Process Automation at sap.com/build-automation.

To start your transformation journey today, choose the SAP Business Technology Platform region that’s best for you. We’re also happy to announce that Google Cloud offers the first and only option to run BTP in the cloud in India — learn more here: Google Cloud’s newest SAP Business Technology Platform Region.

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Datashare for Financial Services: Securing the Publishers and Consumers’ Access to Market Data

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Google Cloud announces the general availability of Datashare for financial services to secure market data exchange between data publishers and data consumers Read this blog to learn how Datashare can bring the capital market ecosystem closer.

Access to the cloud has advanced the distribution and consumption of financial information on a global scale. In parallel, the global financial data landscape has been transformed by an influx of alternative data sources, including social media, meteorological data, satellite imagery, and other data. Exchanges and market data providers now find they need to include these new datasets to enrich their products and compete, which has meant they now must consider cloud-based models to keep up with the demands of their customers who expect easy, quick, flexible and cost-efficient ways to consume market data.

To address these needs, today we’re announcing the general availability of Datashare for financial services, a new Google Cloud solution that brings together the entire capital markets ecosystem—data publishers, and data consumers—to exchange market data securely and easily.

Datashare helps organize third-party financial information, making it accessible and useful to market data publishers and data consumers. We open-sourced the entire Datashare solution so market data publishers can now onboard their licensed datasets to Google Cloud securely, quickly and easily, while data consumers can consume that data as a service in tools of their preference, such as BigQuery.

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Three ways to distribute and consume your data

Batch data delivery

Datashare provides a batch data delivery mechanism for data publishers to deliver their reference data, historical tick data, alternative market data sources and more via BigQuery, reducing the administrative burden on data consumers to extract insights from data. 

Real-time data streaming delivery

By using this event-based data delivery channel for rapidly changing instrument prices, tick data, orders, news and others via Pub/Sub, data consumers can reliably process individual messages or rewind to a point in time to replay a prior market scenario and test model changes.

Monetizing licensed datasets

Market data publishers can onboard their licensed datasets to Google Cloud and make them available via a one-stop-shop on Google Cloud Marketplace, enabling a new sales channel to expand market reach.

Reference architecture

Check out the diagram below to see how you can share your batch and real-time data directly to your Google Cloud customers with BigQuery and Pub/Sub.

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As you can see in the above reference architecture, both publishers and consumers can derive several benefits from the solution:

Benefits for data publishers

  • You no longer have to maintain your own delivery and licensing infrastructure.
  • You can easily package and deliver granular data products and experiments with SQL.
  • You can have a solution that scales with your business as data volumes and number of customers grow.

Benefits for data consumers

  • Your data is ready for analysis and machine learning (ML)— you no longer have to maintain extract, transform, and load (ETL) pipelines to load files and transform data.
  • You can avoid the expense and burden of maintaining multiple copies of large data files.
  • You can be more targeted with consumption of data using BigQuery queries, improving performance, and compliance, and reducing cost.

Accessing the datasets

Google Cloud has been working with multiple industry firms on innovating in the market data space. By using Datashare for publishing, data publishers can make their entire datasets available on Google Cloud. Early adopters of Datashare include firms such as OneTick and Accern. OneTick’s datasets include reference and historical futures data (that can be accessed in our console with your login). Accern’s datasets include alternative data such as market sentiment and credit analysis data (that can be accessed in our console with your login).

To make it more helpful, we partnered with Accern to create a hypothetical scenario to describe the data acquisition and analytics process step-by-step.

Accern use case 

As a sustainability analyst, you require an economic, social and governance (ESG) dataset to determine which sector is the most widely covered ESG sector by analysts, and to also identify the sector with the lowest ESG sentiment score. Now, you can discover and acquire an ESG dataset in Google Cloud.

Step 1. Navigate to the Financial Services solutions page in the Google Cloud console:

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Step 2. Click a dataset, for example Accern AI-Generated ESG Insights, then review the overview details, plans and pricing, documentation and support information. To view the available pricing tiers, click ‘View All Plans’. Once you’ve decided on a tier that you would like to subscribe to, click ‘Select’, choose a billing account and review and accept the terms of service to complete the subscription. Once the steps are complete, click ‘Subscribe’ at the bottom. An overlay window will appear, click ‘Register with Accern’ to activate and complete the subscription.

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Step 3. Once activation is complete, you’ll be directed to the Datashare ‘My Products’ screen. Voila! You are now subscribed to Accern’s ESG Scores dataset and can access it in your Google Cloud instance using BigQuery. To access the data, click the hour glass icon on the corresponding ‘My Products’ record that you just purchased. An overlay will present you with the details on the dataset and/or table. Click the ‘Navigate to Table’ button to navigate through to the BigQuery console.

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Step 4. Now that you have access and are in the BigQuery console, it’s time to generate data insights.


For this example, we’ve eliminated the company identifying information that is included as part of the subscription and aggregated company ESG in a view where each row represents a day, an industry sector, a specific identified ‘ESG Issues’ (event_group and event) and the respective ‘ESG Sentiment’ per issue.

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For example, row 1 indicates that within the ‘Healthcare’ sector, there was a ‘Social – Civil Society’ issue identified and it had a negative ESG sentiment score of -15.35.

Step 5. Generate a report by exporting it to Data Studio to build visualizations and conduct additional analysis on the ESG data.

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Select ‘Export’ and ‘Explore with Data Studio’.

Step 6. Build a simple/basic report.

Now that the ESG data appears in Data Studio, you can start by building a simple chart to help you understand which industry sectors have the highest volume of discussions around ESG and the overall ESG Sentiment per industry sector.

To build the chart:

  • Select the chart type ‘Table’.
  • Include Entity_Sector as your dimension to aggregate results by ‘Industry Sector.’
  • Include Signal_ID as a measure to count the number of ESG passages identified per ‘Industry Sector.’
  • Include AVG(Event_Sentiment) as a measure to display the overall ESG Sentiment per ‘Industry Sector’ across ESG Issues.
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You can see sectors that are  most discussed when it comes to ESG related topics and their corresponding ‘ESG Sentiment’ scores.

Step 7. Build your final report in Data Studio.

As a next step you can further drill into the data to understand ESG data specific to each ‘Industry Sector’ and identify positive and negative ESG practices. 

Accern has built a more complex sample dashboard and made it available publicly here. You can interact with this report and play around with the data. The dashboard can help to identify material ESG insights for each sector to inform your investment and risk processes. If you have additional questions, you can reach out to Accern directly.

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Discovering, accessing and analyzing licensed datasets is quick and easy. Stay tuned for more updates on new licensed datasets.

Publishing your data via Datashare

If you are a publisher of market data, alternative, or exotic data, you can use Datashare to get it published on Google Cloud Marketplace.

Start by joining the Partner Advantage program by registering for the Partner Advantage Portal and applying for the Partner Advantage Build Model engagement. Visit our getting started guide for information to get started on publishing licensed datasets in the Marketplace. Stay tuned for a future blog post about using Datashare to publish datasets in the Marketplace.

More solutions for capital markets

Check out other Google Cloud solutions for capital markets.

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