Google Cloud results

• Helps enable instant document approval with optical character recognition by Vision API
• Processes 100,000 documents in 20 minutes with automated document processing product Recognic, powered by Vision API and Apigee
• Helps increase the number of applications processed by 30% within the same timeframe

The insurance landscape in India has seen significant changes in recent years with the adoption of new technology. As one of the major insurance providers in the country, ICICI Prudential Life Insurance has aimed to lead in this transformation journey. “There has been a data explosion across India over the past few years, together with a high mobile penetration rate. Today, about 60% of our customers approach us via mobile, for example, which was certainly not the case before,” says Alpesh Karnik, SVP, IT, at ICICI Life Insurance.

Consumer expectations have also evolved, with easier access to information and online services. “Consumers today are more informed on the importance of investing in insurance products, so there’s much more of a pull factor when it comes to sales, but they also want to be able to get these products quickly and easily,” adds Alpesh. To meet the demands of these consumers, ICICI Prudential Life Insurance realized it needed to make its processes even faster and more efficient. Looking to upgrade its infrastructure, the company turned to Google Cloud.

“The biggest benefit of using Recognic and Vision API is that it eliminates the initial waiting time, which can result in drop-offs. Now customers can know immediately whether their documents are sufficient, or if they need to revise or submit any others.”—Alpesh Karnik, SVP, IT, ICICI Prudential Life Insurance

Serving customers better by speeding up processes with Google Cloud

ICICI Prudential Life Insurance’s distributors were already using tablets to input customer data faster and more efficiently, but many of the company’s solutions still required a team at the back end to manually sift through documents for approval. This meant that customers needed to wait five or six hours, or sometimes until the next working day, to know if their documents were approved or needed revision.

That all changed after partnering with Google Cloud Premier Partner Searce to take advantage of its AI/ML powered automated document processing product Recognic, which is built on Google Cloud. Developed using the optical character recognition (OCR) capabilities of Cloud Vision, Recognic reads, understands, and validates documents at scale, enabling organizations that handle massive amounts of paperwork to digitize these documents and then accurately store and index them.

“Google Cloud has cut down the middle- and back-office work, leading to a 30% increase in the number of applications we can process in the same time span without the need for additional resources.”—Alpesh Karnik, SVP, IT, ICICI Prudential Life Insurance

“In the case of ICICI Prudential, the biggest benefit of using Recognic and Vision API is that it eliminates the initial waiting time, which can result in drop-offs. Now customers can know immediately whether their documents are sufficient, or if they need to revise or submit any others,” Alpesh adds.

Alpesh explains that if the details on the application form match the documents provided, the case doesn’t need to go to the underwriter for further checks and can go directly to policy issuance. “Google Cloud has cut down the middle- and back-office work, leading to a 30% increase in the number of applications we can process in the same time span without the need for additional resources.”

ICICI Prudential Life Insurance is also working with Searce to build deep learning models into Recognic so that it can overcome template barriers and input data from a variety of forms. This is particularly helpful for financial and medical documents underwriting because unlike a passport or driving license, financial documents have a higher structural complexity.

As customer data becomes more important in the work of ICICI Prudential Life Insurance, so does protecting it, and the company is taking every measure to safeguard the security and privacy of its customers’ information. “Details of customers’ contactability are automatically removed by Google Cloud after processing is complete. This step in the workflow gives us the confidence that data is not stored at any level of the optical character recognition process,” says Alpesh.

Partnering with the right teams for dedicated support

In achieving the best solution for its business goals, ICICI Prudential Life Insurance recognizes the importance of its decision to work with partners that truly understand the insurance business. “There are many intricacies involved in this business, and it’s clear that both Google Cloud and Searce really took the time to understand our underwriting processes before coming up with a solution,” says Alpesh. He adds that during the implementation process, all findings were well documented and queries were responded to quickly.

“We didn’t want to take any shortcuts deploying Recognic, but at the same time, we didn’t want to draw out the implementation process. The excellent support from both Google Cloud and Searce throughout the journey was reassuring for us as they were always thinking ahead.”

Future-proofing the organization through machine learning and AI

In the coming years, Alpesh foresees the insurance industry to be even more agile than it is today. “I doubt elaborate processes such as underwriting or operations checks will need to be done manually in the future. Everything will be done through machine learning and AI.” In light of this, ICICI Prudential Life Insurance is doing everything it can to prepare, as customers’ expectations are set to keep evolving. “We have to be prepared for the future, and I believe that with Google Cloud, we can do it.”

About ICICI Prudential Life Insurance

ICICI Prudential Life Insurance aims to lead the Indian insurance field through quality products and a hassle-free claim settlement experience. A customer-centric company, it offers long-term savings and protection plans to meet customers’ needs at every stage of life.Industries: Financial Services & InsuranceLocation: India

About Searce

Searce is a niche cloud consulting business with futuristic tech in its DNA, focused on “realizing the Next in the Now” for its clients. Specializing in cloud data engineering, AI/ML, and ad

At Arpeely, we’ve developed some of the world’s most advanced advertising technology. Our machine learning (ML) media acquisition platform and “win-win” business model enables customers to bring highly intentful users to their offerings with precision, peace of mind and minimal overhead.

Real-time bidding is a dynamic and intricate process that involves buying and selling ad impressions in milliseconds. Each time a user opens an app or website, advertisers or ad-tech companies acting on behalf of advertisers have milliseconds to bid on ad spaces in real-time auctions, and the highest bidder wins the opportunity to display their ad. This is where Arpeely comes in, leveraging advanced algorithms, innovative UX and funnels to optimize the bidding process and maximize performance for advertisers.

At Arpeely, we use various signals often not used by traditional competitors to outperform the market and zero-down on high-intent and soon-to-be loyal users. For example, in advertising a mobile app, we predict, based on real-time conditions and user context, the user’s likelihood to make an in-app purchase many weeks into the future.

As for the ads themselves, gone are the days of simple banners; today’s ads are “mini products” that captivate and engage users. We employ a wide range of ad formats that go beyond industry standards. Our ads can be immersive videos, compelling messages, interactive experiences like mini-games or mini-apps, or even a multi-step mixture of all of the above. By integrating logic and interactivity, Arpeely enables users to engage with the ad content seamlessly and gauge user intent without leaving their main activity.

Our business model dictates that we don’t get paid if our advertiser doesn’t get paid. We like to say that our algorithms, like water, can trickle into hidden market opportunities missed by the rest of the industry that uses less granular tools. These and other capabilities make Arpeely a strategic partner in the challenging space of media and user acquisition.

Innovation at the edges of data science and engineering

Today, we handle millions of impressions per second and over a billion ML predictions daily. We are directly connected to seven of the world’s largest real-time bidding exchanges, including Google AdX. We also work very closely with our clients, ranging from prominent startups to companies in the S&P Top 20.

Daily, we tackle complex engineering and data challenges on multiple fronts. On the engineering side, we ensure that every real-time auction receives a lightning-fast response within a strict 150ms timeframe. On the data side, we fire multiple ML predictions per auction and ingest TBs of data daily. On the user-serving front, we serve A/B-tested assets across a long tail of geos and devices, with even the slightest fluctuations in load speeds affecting business dramatically.

Right from the start, we knew we couldn’t do it alone when it came to building our technology stack. When you look at available platforms, it’s clear Google Cloud has a robust architecture that is easy to manage, use and scale, especially for our use cases. They also have reliability and feature completeness which are critical in our line of business.

Under the hood

Building upon Google Kubernetes Engine (GKE), we run multiple services that handle our main bidding flows. We utilize Golang for services that run at a large scale and Python for when we prioritize development speed, community and readability. All of these can reach an immensely high scale, which is managed and monitored automatically in GKE. Communication between these services and our Redis (our Google Cloud partner) cluster happens in sub-millisecond latency over Google Cloud’s strong network infrastructure and enables us to run complex real-time logic for every impression.

Once we have tackled the actual bidding, we are left with the challenge of streaming our data into BigQuery for analytics and model training. We utilize a mix of Cloud Pub/Sub, Memorystore and Cloud Storage to create a mechanism capable of ingesting many TBs per day in near real-time without compromising on cost. Real-time data is critical for a company like Arpeely to test and reiterate at a fast pace.

BigQuery is our data warehouse for operational analysis and is an essential part of our business. We use it both as a warehouse, for large-scale computations and in an operational capacity that closes the loop between production, data, and ML retraining. A team of two or three people can manage petabytes at scale with minimal maintenance.

On top of these, we’ve built a state-of-the-art in-house model pipeline suited specifically for ad-tech industry purposes. It allows us to effectively deploy complex solutions — on-the-fly calibration, flexible conversion steps, sampling of heavily imbalanced data sets, adjusting weights, and A/B-tested model deployment and more.

Google Cloud also offers us an entry point for several very useful built-in products that have become deeply embedded in our daily stack and routine. Among them are Operations Suite (formerly Stackdriver), Cloud Profiler, Cloud Storage, Cloud CDN, Cloud SQL, Memorystore, Cloud Scheduler, Error Reporting, and more.

In addition to all the technology, there’s also a human touch. Google’s skilled Customer Success team possesses a unique blend of technical expertise and business acumen, acting as strategic advertisers and opening doors we did not know existed.

Opening the door to the future of advertising

Standardizing on Google Cloud enables us to focus our resources on innovation and growth. Instead of having to research business solutions and invest time integrating disparate technologies, we can tap into a wide range of Google Cloud tools as needed. Thus, it is crucial that we set up a good technological foundation and prepare for future growth of the business.

Google Cloud enables us to focus our resources on innovation rather than our infrastructure. This means we can put more effort into finding ways to match clients with high-value customers and grow their revenues. Even though online advertising has been around for over 20 years and pioneered by Google itself, Google Cloud gives us the impetus to disrupt the market and deliver greater levels of value to our customers today and in the future. 

If you want to learn more about how Google Cloud can help your startup, visit our page here to get more information about our program, and sign up for our communications to get a look at our community activities, digital events, special offers, and more.

Check out the Redis listing on Google Cloud Marketplace. Please give it a try and let us know what you think!

Editor’s note: The post is part of a series highlighting our awesome partners, and their solutions, that are Built with BigQuery.

What are Customer Data Platforms (CDPs) and why do we need them?

Today, customers utilize a wide array of devices when interacting with a brand. As an example, think about the last time you bought a shirt. You may start with a search on your phone as you take the subway to work. During that 20 minute ride, you narrow down the type of shirt . Later, as you take your lunch break, you spend a few more minutes refining your search on your work laptop and you are able to find two shirt models of interest. Pressed for time, you add both to your shopping cart at an online retailer to review at a later point. Finally, after you arrive back home and as you are checking your physical mail, you stumble across a sales advertisement for the type of shirt that you are looking for, available at your local brick and mortar store. The next day you visit that store during your lunch break and purchase the shirt.

Many marketers face the challenge of creating a consistent 360 customer view that captures the customer lifecycle, as illustrated in the example above – including their online/offline journey, interacting with multiple data points across multiple data sources.

The evolution of managing customer data reached a turning point in the late 90’s with CRM software that sought to match current and potential customers with their interactions. Later as a backbone of data-driven marketing, Data Management Platforms (DMPs) expanded the reach of data management to include second and third party datasets including anonymous IDs. A Customer Data Platform combines these two types of systems, creating a unified, persistent customer view across channels (mobile, web etc) that provide data visibility and granularity at individual level.

A new approach to empowering marketing heroes

Tinyclues is a company that specializes in empowering marketers to drive sustainable engagement from their customers and generate additional revenue, without damaging customer equity. The company was founded in 2010 on a simple hunch: B2C marketing databases contain sufficient amounts of implicit information (data unrelated to explicit actions) to transform the way marketers interact with customers, and a new class of algorithms based on Deep Learning (sophisticated machine learning that mimics the way humans learn) holds the power to unlock this data’s potential. Where other players in the space have historically relied – and continue to rely – on a handful of explicit past behaviors and more than a handful of assumptions, Tinyclues’ predictive engine uses all of the customer data that marketers have available in order to formulate deeply precise models, down even to the SKU level. Tinyclues’ algorithms are designed to detect changes in consumption patterns in real-time, and adapt predictions accordingly.

This technology allows marketers to find precisely the right audiences for any offer during any timeframe, increasing engagement with those offers and, ultimately, revenue; additionally, marketers are able to increase campaign volume while decreasing customer fatigue and opt-outs, knowing that audiences are receiving only the most relevant messages. Tinyclues’ technology also reduces time spent building and planning campaigns by upwards of 80%, as valuable internal resources can be diverted away from manual audience-building.

Google Cloud’s Data Platform, spearheaded by BigQuery, provides a serverless, highly scalable, and cost-effective foundation to build this next generation of CDPs.

Tinyclues Architecture:

To enable this scalable solution for clients, Tinyclues receives purchase and interaction logs from clients in addition to product and user tables. In most cases, this data is already in the client’s BigQuery instance, in which case they can be easily shared with Tinyclues utilizing BigQuery authorized views.

In cases where the data is not in BigQuery, flat files are sent to Tinyclues via GCS and are ingested in the client’s data set via a lightweight Cloud Function. The orchestration of all pipelines is implemented via Cloud Composer (Google’s managed Airflow). The transformation of data is accomplished by utilizing simple select statements in the Data Built Tool (DBT), which is wrapped inside an airflow DAG that powers all data normalization and transformations. There are several other DAGs to fulfill more functionalities, including:

• Indexing the product catalog on Elastic Cloud (Elasticsearch managed service) on GCP to provide auto-complete search capabilities to TCs clients as shown below:

• The export of Tinyclues-powered audiences to the clients’ activation channels, whether they are using SFMC, Braze, Adobe, GMP, or Meta.

Tinyclues AI/ML Pipeline powered by Google Vertex AI

TCs ML Training pipelines are used to train models that calculate propensity scores. They are composed using Airflow DAGs, powered by Tensorflow & Vertex AI Pipelines. BigQuery is used natively, without data movement, to perform as much feature engineering as possible in-place.

TC uses the TFX library to run ML Pipelines in Vertex AI. Building on top of Tensorflow as their main deep learning framework of choice due to its maturity, open source platform, scalability and support for complex data structures (Ragged and Sparse Tensors).

Below is a partial example of TC’s Vertex AI Pipeline graph, illustrating the workflow steps in the training pipeline. This pipeline allows for the modularization & standardization of functionality into easily manageable building blocks. These blocks are composed of TFX components (TC reuses most of the standard components in addition to customizing some such as a proprietary implementation of the Evaluator to compute both ML Metrics (which is part of the standard implementation) but also more Business Metrics like Overlap of clickers etc. The individual components/steps are chained with DSL to form a pipeline that is modular and easily orchestrated or updated as needed.

With the trained Tensorflow models available in GCS, TCs exposes these in BigQuery ML (BQML) to enable their clients to score millions of users for their propensity to buy X or Y within minutes. This would not be possible without the power of BigQuery and also frees TC from previously experienced scalability issues.

As an illustration, TC has the need to score thousands of topics among millions of users. This used to take north of 20 hours on their previous stack, and now takes less than 20 minutes thanks to the optimization work that TC has implemented in their custom algorithm and the sheer power of BQ to scale to any workload accordingly.

Data Gravity: Breaking the Paradigm – Bringing the Model to your Data

BQML enables TC to call pre-trained TensorFlow models within an SQL environment, thus avoiding exporting data in and out of BQ using already provisioned BQ serverless processing power. Using BQML removes the layers between the models and the data warehouse and allows them to express the entire inference pipe as a number of SQL requests. TC no longer has to export data to load it into their models. Instead, they are bringing their models to the data.

Avoiding the export of data in and out of BQ and the serverless provisioning and start of machines saves significant time. As an example, exporting an 11M lines campaign for a large client previously took 15 min or more to process. Deployed on BQML it now takes minutes with more than half of the processing time attributed to network transfers to our client system.

Inference times in BQML compared to TCs legacy stack:

As can be seen, using this approach enabled by BQML, the reduction in the number of steps leads to a 50% decrease in overall inference time, improving upon each step of the prediction.

The Proof is in the pudding

Tinyclues has consistently delivered on its promises of increased autonomy for CRM teams, rapid audience building, superior performance against in-house segmentation, identification of untapped messaging and revenue opportunities, fatigue management, and more, working with partners like Tiffany & Co, Rakuten, and Samsung, among many others.

Conclusion

Google’s data cloud provides a complete platform for building data-driven applications like the headless CDP solution developed by Tinyclues — from simplified data ingestion, processing, and storage to powerful analytics, AI, ML, and data sharing capabilities — all integrated with the open, secure, and sustainable Google Cloud platform. With a diverse partner ecosystem, open-source tools, and APIs, Google Cloud can provide technology companies the portability and differentiators they need to serve the next generation of marketing customers.

To learn more about Tinyclues on Google Cloud, visit Tinyclues. Click here to learn more about Google Cloud’s Built with BigQuery initiative.

We thank the many Google Cloud team members who contributed to this ongoing data platform collaboration and review, especially Dr. Ali Arsanjani in Partner Engineering.

Forrester Research has named Google Cloud a Leader in The Forrester Wave™: AI Infrastructure, Q4 2021 report authored by Mike Gualtieri and Tracy Woo. In the report, Forrester evaluated dimensions of AI architecture, training, inference and management against a set of pre-defined criteria. Forrester’s analysis and recognition gives customers the confidence they need to make important platform choices that will have lasting business impact. 

Google received the highest possible score in 16 Forrester Wave evaluation criteria: architecture design, architecture components, training software, training data, training throughput, training latency, inferencing throughput, inferencing latency, management operations, management external, deployment efficiency, execution roadmap, innovation roadmap, partner ecosystem, commercial model, and number of customers.

We believe that Google’s vision to be a unified data and AI solution provider for the end-to-end data science experience is recognized by Forrester, through high scores in the areas of architecture and innovation. We are focused on building the most robust yet cohesive experience to enable our customers to leverage the best of Google every step of the way. Here are four key areas where Google excels, among the many highlighted in this report. 

AI Infrastructure: Leverage the building blocks of innovation

When an organization chooses to run its business on Google Cloud, it benefits from innovative infrastructure available globally. Google offers users a rich set of building blocks such as Deep Learning VMs and containers, the latest GPUs/TPUs and a marketplace of curated ISV offerings to help architect your own custom software stack on VMs and/or Google Kubernetes Engine (GKE). 

Google provides a range of GPU & TPU accelerators for various use cases, including high performance training, low cost inferencing and large-scale accelerated data processing. Google is the only public cloud provider to offer up to 16 NVIDIA A100 GPUs in a single VM, making it possible to train very large AI models on a single node. Users can start with one NVIDIA A100 GPU and scale to 16 GPUs without configuring multiple VMs for single-node ML training.  Google also provides TPU pods for large-scale AI research with PyTorch, TensorFlow, and JAX.  The new fourth generation TPU pods deliver exaflop-scale peak performance with leading results in recent MLPerf benchmarks which included a 480 billion parameter language model.   

Google Kubernetes Engine provides the most advanced Kubernetes services with unique capabilities like Autopilot, highly automated cluster version upgrades, and cluster backup/restore. GKE is a good choice for a scalable multi-node bespoke platform for training, inference and Kubeflow pipelines, given its support for 15,000 nodes per cluster, auto-provisioning,  auto-scaling and various machine types (e.g. CPU, GPU, TPU and on-demand, spot). ML workloads also benefit from GKE’s support for dynamic scheduling, orchestrated maintenance, high availability, job API, customizability, fault tolerance and ML frameworks.  When a company’s footprint grows to a fleet of GKE clusters, its data teams can leverage Anthos Config Management to enforce consistent configurations and security policy compliance. 

Comprehensive MLOps: Build models faster and more easily without skimping on governance 

Google’s fully managed Vertex AI platform provides services for ML lifecycle management, from data ingestion and preparation all the way up to model deployment, monitoring, and management. Vertex AI requires nearly 80% fewer lines of code to train a model versus competitive platforms1, enabling data scientists and ML engineers across all levels of expertise to implement Machine Learning Operations (MLOps) so they can efficiently build and manage ML projects throughout the entire development lifecycle. 

Vertex AI Workbench provides data scientists with a single environment for the entire data-to-ML workflow, enabling data scientists to build and train models 5x faster than traditional notebooks. This is enabled by integrations across data services (like Dataproc, BigQuery, Dataplex, and Looker), which significantly reduce context switching.  Users are also able to access NVIDIA GPUs, modify hardware on the fly, and set up idle shutdown to optimize infrastructure costs. 

Organizations can then build and deploy models built on any framework (including TensorFlow, PyTorch, Scikit learn or XGBoost) with Vertex AI, with built-in tooling to track a model’s performance.  Vertex Training also provides various approaches for developing large models including Reduction Server to optimize bandwidth and latency of multi-node distributed training on NVIDIA GPUs for synchronous data parallel algorithms.  Vertex AI Prediction is serverless, and performs automatic provisioning and deprovisioning of nodes behind the scenes to provide low latency online predictions. It also provides the capability to split traffic between multiple models behind an endpoint. Models trained in Vertex AI can also be exported to be deployed in private or other public clouds.Google’s strengths in its current offering are in architecture, training, data throughput, and latency. Its sweet spot is in its product offering, Vertex AI, which has core AI compute capabilities and MLOps services for end-to-end AI lifecycle management.The Forrester Wave:™ AI Infrastructure, Q4 2021

In addition to building models, it is important to deploy tools for governance, security, and auditability. These tools are crucial for compliance in regulated industries, and they help teams to protect data, understand why given models fail, and determine how models can be improved. 

For orchestration and auditability, Vertex Pipelines and  Vertex ML Metadata tracks the inputs and outputs of an ML pipeline and the lineage of artifacts. Once models are in production, Vertex AI Model Monitoring supports feature skew and drift detection, alerting data scientists. These capabilities speed up debugging and create the visibility required for regulatory compliance and good data hygiene in general.For explainability, Vertex Explainable AI helps teams understand their model’s outputs for classification and regression tasks. Vertex AI tells how much each feature in the data contributed to the predicted result. Data teams can then use this information to verify that the model is behaving as expected, recognize bias in the model, and get ideas for ways to improve the model and training data.

These services together aim to simplify MLOps for data scientists and ML engineers, so that businesses can accelerate time to value for ML initiatives.

Security: Protect data while keeping ML pipelines flowing  

The Google stack builds security through progressive layers that deliver defense in depth. To accomplish data protection, authentication, authorization and non-repudiation, we have measures such as boot-level signature and chain-of-trust validation. 

Ubiquitous data encryption delivers unified control over data at-rest, in-use, and in-transit, with keys that are held by customers themselves. 

We offer options to run in fully encrypted confidential environments utilizing managed Hadoop or Spark with Confidential Dataproc or Confidential VMs.  

Partner Ecosystem: Work with world-class AI specialists 

Google works with certified partners globally to help our customers design, implement and manage complex AI systems. We have a growing list of partners with Machine Learning specializations on Google who have demonstrated customer success across industries, including deep partnerships with the largest Global System Integrators. The Google Cloud  Marketplace also provides a list of technology partners who allow enterprises to deploy machine learning applications on Google’s AI infrastructure.

Our dedication to being your partner of choice for ML Needs  

Leading organizations like OTOY, Allen Institute for AI and DeepMind (an Alphabet subsidiary) choose Google for ML, and enterprises like Twitter, Wayfair and The Home Depot shared more about their partnership with Google in their recent sessions at Google Next 2021.

Establishing well-tuned and appropriately managed ML systems has historically been challenging, even for highly skilled data scientists with sophisticated systems. With the key pillars of Google’s investments above, organizations can build, deploy, and scale ML models faster, with pre-trained and custom tooling, within a unified AI platform. 

We look forward to continuing to innovate and to helping customers on their digital transformation journey. To download the full report, click here. Get started on Vertex AI, learn what’s upcoming with infrastructure for AI and ML at Google here, and talk with our sales team.