How Moving Database to the Cloud Helped Recruit Technologies Gain Higher Availability and Lower Cost

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There are just under 8 billion people on Earth, depending on the source. Here at Recruit, our work is to develop and maintain an email marketing system that sends personalized emails to tens of millions of customers of hundreds of web services, all with the goal of providing the best, most relevant customer experience.
When Recruit was founded in 1960, the company was focused on helping match graduates to jobs. Over the years, we’ve expanded to help providers that deal with almost every personal moment and event a person encounters in their life. From travel plans to real estate, restaurant choices to haircuts, we offer software and services to help providers deliver on virtually everything and connect to their end-customers.
Recruit depends on email as a key marketing vehicle to end-customers and to provide a communications channel to clients and advertisers across its services. To maximize the impact of these emails, we customize each email we send. To help power this business objective, we developed a proprietary system named “Soup” that we host on Google Cloud Platform (GCP). Making use of Google Cloud Spanner, Soup is the connective tissue that manages the complex customization data needed for this system.
Of course, getting from idea to functioning product is easier said than done. We have massive datasets so requirements like high availability and serving data in real-time are particularly tricky. Add in a complex existing on-premises environment, some of which we had to maintain in our journey to the cloud creating a hybrid environment, and the project became even more challenging.
A Soup Primer
First, why the name “Soup”? The name of the app is actually “dashi-wake” in Japanese, from “dashi,” a type of soup. In theory, Soup is a fairly simple application: its API returns recommendation results based on the data we compute about a user via the user’s user ID. Soup ingests pre-computed recommendations and then serves those recommendations to the email generation engine and tracks metrics. While Soup doesn’t actually send the customer emails, it manages the entire volume of personalization and customization data for tens of millions of users. It also manages the computed metrics associated with these email sends such as opens, clicks, and other metadata.
Soup leverages other GCP services such as App Engine Flex (Node.js), BigQuery, Data Studio, and Stackdriver in addition to Cloud Spanner.
Soup Requirements
High availability
If the system is unavailable when a user decides to open an email they see a white screen with no content at all. Not only is that lost revenue for that particular email, it makes customers less likely to open future emails from us.
Low latency
Given a user ID, the system needs to search all its prediction data and generate the appropriate content—an HTML file, an image, multiple images, or other content—and deliver it, all very quickly.
Real-time log ingestion and fast JOINs
In today’s marketing environment, tracking user activity and being able to make dynamic recommendations based on it is a must-have. We live in an increasingly real-time world. In the past, it might have been OK to take a week or longer to adapt content based on customer behavior. Now? A delay of even a day can make the difference between a conversion and a lost opportunity.
The Problem
Pushing out billions of personalized emails to tens of millions of customers comes with some unique challenges. Our previous on-premises system was based on Apache HBase, the open-source NoSQL database, and Hive data warehouse software. This setup presented three major obstacles:
Cluster sizing
Email marketing is a bursty workload. You typically send a large batch of emails, which requires a lot of compute, and then there’s a quiet period. For our email workloads, we pre-compute a large set of recommendations and then serve those recommendations dynamically upon email open. On-premises, there wasn’t much flexibility and we had to resize clusters manually. We were plagued by errors whenever loads of email opens and the resulting requests to the system outpaced the traffic we could handle, because the cluster size of our HBase/Hive system couldn’t keep up.
Performance
The next issue was optimizing the schema model for performance. Soup has a couple of main functions: services write customer tracking data to it, and downstream “customers” read that data from it to create the personalized emails. On the write side, after the data is written to Soup, the writes need to be aggregated. We initially did this on-premises, which was quite difficult and time consuming because Hbase’s doesn’t offer aggregation queries, and because it was hard to scale in response to traffic bursts.
Transfer delays
Finally, every time we needed to generate a recommendation model for a personalized email blast, we needed to transfer the necessary data from HBase to Hive to create the model, then back to HBase. These complex data transfers were taking two-to-three days. Needless to say, this didn’t allow for the type of agility that we need to provide the best service to our customers.
Cloud Spanner allows us to store all our data in one place, and simply join the data tables and do aggregates; there’s no need for a time-intensive data transfer. Using this model, we believe we can cut the recommendation generation time from days to under a minute, bringing real-time back into the equation.
Why Cloud Spanner?
Compared to the previous application running on-premises, Cloud Spanner offers lower cost, lower operations requirements and higher availability. Most critically, we wanted to calculate metrics (KPIs) in real time without data transfer. Cloud Spanner allows us to do this by pumping SQL queries into a custom dashboard that monitors KPIs in real time.
Soup now runs on GCP, although the recommendations themselves are still generated in an on-premise Hadoop cluster. The computed recommendations are stored in Cloud Spanner for the reasons mentioned above. After moving to GCP and architecting for the cloud, we see an error rate of .005% per second vs. a previous rate of 4% per second, an improvement of 1/800. This means that for an email blast sent to all users in Japan, one user won’t be able to see one image in one email. Since these emails often contain 10 images or more, this error rate is acceptable.
Cloud Spanner also solved our scaling problem. In the future, Soup will have to support one million concurrent users in different geographical areas. Likewise, Soup has to perform 5,000 queries per second (QPS) at peak times on the read side, and will expand this requirement to 20,000 to 30,000 QPS in the near future. Cloud Spanner can handle all the different, complex transactions Soup has to run, while scaling horizontally with ease.
Takeaways
In migrating our database to Cloud Spanner, we learned many things that are worth taking note of, whether you have 10 or 10 million users.
Be prepared to scale
We took scaling into account from Day One, sketching out specific requirements for speed, high availability, and other metrics. Only by having these requirements specifically laid out were we able to choose—and build—a solution that could meet them. We knew we needed elastic scale.
With Cloud Spanner, we didn’t have to make any of the common trade-offs between the relational database structure we wanted, and the scalability and availability needed to keep up with the business requirements. Likewise, with a growing company, you don’t want to place any artificial limits on growth, and Cloud Spanner’s ability to scale to “arbitrarily large” database sizes eliminates this cap, as well as the need to rewrite or migrate in the future as our data needs grow.
Be realistic about downtime
For us, any downtime can result in literally thousands of lost opportunities. That meant that we had to demand virtually zero downtime from any solution, to avoid serving up errors to our users. This was an important realization. Google Cloud provides an SLA guarantee for Cloud Spanner. This solution is more available and resistant to outages than anything we would build on our own.
Don’t waste time on management overhead
When you’re worrying about millions of users and billions of emails, the last thing you have time to do is all the maintenance and administrative tasks required to keep a database system healthy and running. Of course, this is true for the smallest installations, as well. Nobody has a lot of extra time to do things that should be taken care of automatically.
Don’t be afraid of hybrid
We found that a hybrid architecture that leverages the cloud for fast data access but still using our existing on-premises investments for batch processing to be effective. In the future, we may move the entire workload to the cloud but data has gravity, and we currently have lots of data stored on-premises.
Aim for real-time
At this time, we can only move data in and out of Cloud Spanner in small volumes. This prevents us from making real-time changes to recommendations. Once Cloud Spanner supports batch and streaming connections, we’ll be able to enable an implementation to provide more real-time recommendations to deliver even more relevant results and outcomes.
Overall, we’re extremely happy with Cloud Spanner and GCP. Google Cloud has been a great partner in our move to the cloud, and the unique services provided enable us to offer the best service to our customers and stay competitive.
How to Enhance Incremental Pipeline Performance while Ingesting Data into BigQuery

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When you build a data warehouse, the important question is how to ingest data from the source system to the data warehouse. If the table is small you can fully reload a table on a regular basis, however, if the table is large a common technique is to perform incremental table updates. This post demonstrates how you can enhance incremental pipeline performance when you ingest data into BigQuery.
Setting up a standard incremental data ingestion pipeline
We will use the below example to illustrate a common ingestion pipeline that incrementally updates a data warehouse table. Let’s say that you ingest data into BigQuery from a large and frequently updated table in the source system, and you have Staging and Reporting areas (datasets) in BigQuery.

The Reporting area in BigQuery stores the most recent, full data that has been ingested from the source system tables. Usually you create the base table as a full snapshot of the source system table. In our running example, we use BigQuery public data as the source system and create reporting.base_table as shown below. In our example each row is identified by a unique key which consists of two columns: block_hash and log_index.
CREATE TABLE reporting.base_table --156 GB processedPARTITION BY TIMESTAMP_TRUNC(block_timestamp, DAY) ASSELECT log_index, data, topics, block_timestamp, block_hashFROM bigquery-public-data.crypto_ethereum.logsWHERE block_timestamp BETWEEN TIMESTAMP '2020-01-01' AND TIMESTAMP '2020-11-30';
In data warehouses it is common to partition a large base table by a datetime column that has a business meaning. For example, it may be a transaction timestamp, or datetime when some business event happened, etc. The idea is that data analysts who use the data warehouse usually need to analyze only some range of dates and rarely need the full data. In our example, we partition the base table by block_timestamp which comes from the source system.
After ingesting the initial snapshot you need to capture changes that happen in the source system table and update the reporting base table accordingly. This is when the Staging area comes into the picture. The staging table will contain captured data changes that you will merge into the base table. Let’s say that in our source system on a regular basis we have a set of new rows and also some updated records. In our example we mock the staging data as follows: first, we create new data, than we mock the updated records:
CREATE TABLE staging.load_delta AS --5 GB processedSELECT log_index, data, topics, block_timestamp, block_hashFROM bigquery-public-data.crypto_ethereum.logsWHERE block_timestamp BETWEEN TIMESTAMP '2020-12-01' AND TIMESTAMP '2020-12-07';INSERT INTO staging.load_delta --2 GB processedSELECT log_index, CONCAT(data, RAND()), topics, block_timestamp, block_hashFROM bigquery-public-data.crypto_ethereum.logs TABLESAMPLE SYSTEM (5 PERCENT)WHERE block_timestamp BETWEEN TIMESTAMP '2020-10-01' AND TIMESTAMP '2020-11-30';
Next, the pipeline merges the staging data into the base table. It joins two tables by unique key and than updates the changed value or inserts a new row
MERGE INTO reporting.base_table T --161 GB processedUSING staging.load_delta SON T.block_hash = S.block_hashAND T.log_index = S.log_indexWHEN MATCHED THEN UPDATE SETT.data = S.dataWHEN NOT MATCHED THEN INSERT (log_index, data, topics, block_timestamp, block_hash)VALUES (log_index, data, topics, block_timestamp, block_hash);
It is often the case that the staging table contains keys from various partitions but the number of those partitions are relatively small. It holds, for instance, because in the source system the recently added data may get changed due to some initial errors or ongoing processes but older records are rarely updated. However, when the above MERGE gets executed, BigQuery scans all partitions in the base table and processes 161 GB of data. You might add additional join condition on block_timestamp:
MERGE INTO reporting.base_table T --161 GB processedUSING staging.load_delta SON T.block_hash = S.block_hashAND T.log_index = S.log_indexAND T.block_timestamp = S.block_timestampWHEN MATCHED THEN UPDATE SETT.data = S.dataWHEN NOT MATCHED THEN INSERT (log_index, data, topics, block_timestamp, block_hash)VALUES (log_index, data, topics, block_timestamp, block_hash);
But BigQuery would still scan all partitions in the base table because condition T.block_timestamp = S.block_timestamp is a dynamic predicate and BigQuery doesn’t automatically push such predicates down from one table to another in MERGE.
Can you improve the MERGE efficiency by making it scan less data? The answer is Yes.
As described in the MERGE documentation, pruning conditions may be located in a subquery filter, a merge_condition filter, or a search_condition filter. In this post we show how you can leverage the first two. The main idea is to turn a dynamic predicate into a static predicate.
Steps to enhance your ingestion pipeline
The initial step is to compute the range of partitions that will be updated during the MERGE and store it in a variable. As was mentioned above, in data ingestion pipelines, staging tables are usually small so the cost of the computation is relatively low.
DECLARE src_range STRUCT<date_min TIMESTAMP, date_max TIMESTAMP> --115 MB processedDEFAULT(SELECT STRUCT(MIN(block_timestamp) AS date_min,MAX(block_timestamp) AS date_max) FROM staging.load_delta);
Based on your existing ETL/ELT pipeline, you can add the above code as-is to your pipeline or you can compute date_min, data_max as part of some already existing transformation step. Alternatively, date_min, data_max can be computed on the Source System side while capturing the next ingestion data batch.
After computing date_min, date_max you pass those values to the MERGE statement as static predicates. There are several ways to enhance the MERGE and prune partitions in the base table based on precomputed date_min, data_max.
If your initial MERGE statement uses a subquery, you can incorporate a new filter into it:
BEGINDECLARE src_range STRUCT<date_min TIMESTAMP, date_max TIMESTAMP> --115 MB processedDEFAULT(SELECT STRUCT(MIN(block_timestamp) AS date_min,MAX(block_timestamp) AS date_max) FROM staging.load_delta);MERGE INTO reporting.base_table T --41 GB processedUSING (SELECT *FROM staging.load_deltaWHERE block_timestamp BETWEEN src_range.date_min AND src_range.date_max) SON T.block_hash = S.block_hashAND T.log_index = S.log_indexAND T.block_timestamp = S.block_timestampWHEN MATCHED THEN UPDATE SETT.data = S.dataWHEN NOT MATCHED THEN INSERT (log_index, data, topics, block_timestamp, block_hash)VALUES (log_index, data, topics, block_timestamp, block_hash);END;
Note that you add the static filter to the staging table and keep T.block_timestamp = S.block_timestamp to convey to BigQuery that it can push that filter to the base table. This MERGE processes 41 GB of data in contrast to the initial 161 GB. You can see in the query plan that BigQuery pushes the partition filter from the staging table to the base table:

This type of optimization, when a pruning condition is pushed from a subquery to a large partitioned or clustered table, is not unique for MERGE. It also works for other types of queries. For instance:
SELECT * -- 41 GB processedFROM reporting.base_table TINNER JOIN staging.load_delta SON T.block_hash = S.block_hashAND T.log_index = S.log_indexAND T.block_timestamp = S.block_timestampWHERE S.block_timestamp BETWEEN TIMESTAMP '2020-10-05' AND TIMESTAMP '2020-12-07'
And you can check the query plan to verify that BigQuery pushed down the partition filter from one table to another.
Moreover, for SELECT statements, BigQuery can automatically infer a filter predicate on a join column and push it down from one table to another if your query meets the following criteria:
- The target table must be clustered or partitioned.
- The result size of the other table, i.e. after applying all filters, must qualify for broadcast join. Namly, the result set must be relatively small, less than ~100MB.
In our running example, reporting.base_table is partitioned by block_timestamp. If you define a selective filter on staging.load_delta and join two tables, you can see an inferred filter on the join key pushed to the target table
SELECT *FROM reporting.base_table TINNER JOIN staging.load_delta SON T.block_timestamp = S.block_timestampWHERE S.block_hash = '0x0c1caa16b34d94843aabfebc0d5a961db358135988f7498a6fdc450ad55f0870'

There is no requirement to join tables by partitioning or clustering key to kick off this type of optimization. However, in this case the pruning effect on the target table would be less significant.
But let us get back to the pipeline optimizations. Another way to enhance MERGE is to modify the merge_condition filter by adding static predicate on the base table:
BEGINDECLARE src_range STRUCT<date_min TIMESTAMP, date_max TIMESTAMP> --115 MB processedDEFAULT(SELECT STRUCT(MIN(block_timestamp) AS date_min,MAX(block_timestamp) AS date_max) FROM staging.load_delta);MERGE INTO reporting.base_table T --41 GB processedUSING staging.load_delta SON T.block_hash = S.block_hashAND T.log_index = S.log_indexAND T.block_timestamp BETWEEN src_range.date_min AND src_range.date_maxWHEN MATCHED THEN UPDATE SETT.data = S.dataWHEN NOT MATCHED THEN INSERT (log_index, data, topics, block_timestamp, block_hash)VALUES (log_index, data, topics, block_timestamp, block_hash);END;
To summarize, here are the steps that you can perform to enhance incremental ingestion pipelines in BigQuery. First you compute the range of updated partitions based on the small staging table. Next, you tweak the MERGE statement a bit to let BigQuery know to prune data in the base table.
All the enhanced MERGE statements scanned 41 GB of data, and setting up the src_range variable took 115 MB. Compare it with the initial 161 GB scan. Moreover, given that computing src_range may be incorporated into some existing transformation in your ETL/ELT, it results in a good performance improvement which you can leverage in your pipelines.
In this post we described how to enhance data ingestion pipelines by turning dynamic filter predicates into static predicates and letting BiQuery prune data for us. You can find more tips on BigQuery DML tuning here.
Special thanks to Daniel De Leo, who helped with examples and provided valuable feedback on this content.
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How to Move From Redshift to BigQuery Easily
Enterprise data warehouses are getting more expensive to maintain. Traditional data warehouses are hard to scale and often involve lots of data silos. Business teams need data insights quickly, but technology teams have to grapple with managing and providing that data using old tools that aren’t keeping up with demand. Increasingly, enterprises are migrating their data warehouses to the cloud to take advantage of the speed, scalability, and access to advanced analytics it offers.
With this in mind, we introduced the BigQuery Data Transfer Service to automate data movement to BigQuery, so you can lay the foundation for a cloud data warehouse without writing a single line of code. Earlier this year, we added the capability to move data and schema from Teradata and S3 to BigQuery via the BigQuery Data Transfer Service. To help you take advantage of the scalability of BigQuery, we’ve now added a service to transfer data from Amazon Redshift, in beta, to that list.
Data and schema migration from Redshift to BigQuery is provided by a combination of the BigQuery Data Transfer Service and a special migration agent running on Google Kubernetes Engine (GKE), and can be performed via UI, CLI or API. In the UI, Redshift to BigQuery migration can be initiated from BigQuery Data Transfer Service by choosing Redshift as a source.
The migration process has three steps:
- UNLOAD from Redshift to S3—The GKE agent initiates an UNLOAD operation from Redshift to S3. The agent extracts Redshift data as a compressed file, which helps customers minimize the egress costs.
- Transfer from S3 to Cloud Storage—The agent then moves data from Amazon S3 to a Cloud Storage bucket using Cloud Storage Transfer Service.
- Load from Cloud Storage to BigQuery—Cloud Storage data is loaded into BigQuery (up to 10 million files).

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Seven-Eleven Japan Leverages Google Cloud’s Performance and Speed for Real-time Business Insights

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With the rise of technologies like smartphones, retailers have felt the pressure to meet evolving consumer needs and expectations. Seven-Eleven Japan(“SEJ”) has long been on the forefront of this thanks to the way they develop and invest in IT. However, in recent years, Japan’s leading convenience store chain has struggled to maintain its complex legacy systems at the rate needed to keep up with today’s rapid digitization, spurred on by the increasing proliferation of smartphones and an IT vendor-dependent structure.
Legacy systems limiting real-time responsiveness and innovation
Since its early days, SEJ has been proactive in adopting information technology, mainly relying on technology solutions from Japan’s leading vendors. But as the systems have grown, key business issues have been resolved using a vendor-dependent structure rather than being driven by SEJ’s own needs.
Datasets and business logic were combined and built into legacy environments, gradually leading to data silos. As a result, data was distributed across multiple systems, causing a variety of problems, including the inability to efficiently retrieve data when needed, delays in accessing data collected in individual stores, and difficulties taking measurements at the right time in business operations that require real-time responsiveness.
Connecting different systems also takes time and money, and the lead time for introducing new services—from planning to development and launch—has been longer than expected.
To solve these problems, SEJ’s IT department built “Seven Central”—a new platform for practical data use launched in 2020 to support the company’s future IT strategies and digital transformation initiatives.
At its core, Seven Central’s ultimate purpose is to allow real-time data views. Versatile, real-time datasets—such as point-of-sale (POS) data from 7-Eleven stores—are consolidated into a centralized location in the cloud. They created a simple data mart that provides data via an API to enable them to respond more quickly to requests from individual departments.
“In such uncertain times, it’s vital to use data to make quick decisions,” says Izuru Nishimura, Executive Officer and Head of ICT Department. “Each department across the entire company will be able to gain an immediate understanding of the situation based on the most up-to-date data and respond accordingly. This is why we built Seven Central.”
Google Cloud selected to help SEJ build and grow their data cloud
Today’s rapidly changing business environment has also highlighted the risk of IT support becoming a bottleneck. The long-term strategy is to gradually expand the datasets managed and collected in Seven Central according to business needs.
In the first phase, SEJ collected POS data from all 21,000+ stores to enable real-time analysis. Moving forward, they would like to collect other relevant data—for example, unstructured data, such as images and videos, or master datasets that are currently stored externally.
Google Cloud was already a top contender when SEJ started developing Seven Central in 2019. They compared various public cloud services besides Google Cloud, focusing on three main capabilities.
“We placed particular emphasis on service scalability to drive future digital transformation; security when handling data, which is the lifeline of our company; and finally, openness,” says Nishimura. He emphasizes that openness was perhaps the most important factor for choosing Google Cloud. Breaking away from the negative aspects of an entirely vendor-dependent system enabled them to build an agile development system with multiple vendors.
Google Cloud technologies including BigQuery and API management platform, Apigee, play a vital role in Seven Central. BigQuery’s high-speed processing at petabyte scale and fully managed infrastructure helped keep costs low during development and verification.
“Data is stored in a way that allows you to share it easily across organizations, which helps solve the issue of data silos from the perspective of scalability. I also like the fact there are some interesting features that could be used in the future—like BigQuery ML, which enables machine learning on BigQuery,” says Nishimura.
Apigee allows SEJ to separate datasets and business logic, which is one of the key points of Seven Central. While the trend these days is to standardize interfaces using an API, the reality tends to involve many different APIs rather than the introduction of one unified API. With Apigee, SEJ provides a single unified API for all of its data cloud, and they can now understand what data is used thanks to Apigee’s API usage visualizations.
“Right now, we collect data from all 21,000+ stores,” says Nishimura. “But in anticipation of a future expansion in business operations, we have designed a system that can scale up and run without issue, even if we were to have 30,000 stores, with 1,000 customers per store per day, purchasing five items per person.”
Real-time insights with BigQuery and Cloud Spanner

Google Cloud partner Cloud Ace came on board early in the planning phases. Based on their recommendations, SEJ decided to continue making full use of BigQuery to analyze data collected from all 21,000+ stores throughout Japan, while also using Cloud Spanner’s availability, near-unlimited scalability and transactional consistency to help achieve the real-time results needed for the project.
“Given that both the data and the regularity with which it is accessed are expected to steadily increase in the future, we chose Cloud Spanner as backend storage for data delivery via API. We consider it a good choice,” says Shota Kikuchi, General Manager, Consulting Department, Technology Division, Cloud Ace Co., Ltd.
Finally, they chose to use Google Cloud’s Stream Analytics Solutions messaging service for collecting POS data in real time, which can then be put to immediate use with Cloud Spanner and BigQuery.
High-speed responses exceed targets and create new value
Seven Central went live in September 2020 with surprising results.
They initially set a target time of one hour from when a customer makes a purchase to the point when Seven Central can use that data. But when the final system was first tried—it took barely a minute. Moving forward they estimate that the latest inventory data from the service side will become available within a few minutes of being added to the system.
“This is real innovation, and I must admit that I am quite surprised. As well as being able to solve existing issues, we also hope it will lead to new improvements and services that have been unimaginable up until now,” says Nishimura.
The team hopes to roll out the Seven Central platform in all companies affiliated with Seven & i Holdings—not just SEJ. They also plan to explore Google Cloud AI and machine learning technologies to take on challenges in new areas. For example, they are investigating the idea of clustering individual stores using BigQuery ML.
Seven Central has already attracted attention from many departments and received a lot of requests. Nishimura and his team say they hope to continue to grow Seven Central while still observing their fundamental principles—not including business logic, maintaining real-time results, and staying true to the uniqueness of SEJ.
Learn more about Google Cloud smart analytics solutions.
The Benefits of Cloud SQL for Business: Faster Deployments, Lower Costs, and Enhanced Agility

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If you’re self-managing relational databases such as MySQL, PostgreSQL or SQL Server, you may be thinking about the pros and cons of cloud-based database services. Regardless of whether you’re running your databases on premises or in the cloud, self-managed databases can be inefficient and expensive, requiring significant effort around patching, hardware maintenance, backups, and tuning. Are managed database services a better option?
To answer this question, Google Cloud sponsored a business value white paper by IDC, based on the real-life experiences of eight Cloud SQL customers. Cloud SQL is an easy-to-use, fully-managed database service for running MySQL, PostgreSQL and SQL Server workloads. More than 90% of the top 100 Google Cloud customers use Cloud SQL.
The study found that migration to Cloud SQL unlocked significant efficiencies and cost reductions for these customers. Let’s take a look at the key benefits in this infographic.

A deeper dive into Cloud SQL benefits
To read the full IDC white paper, you can download it here: The Business Value of Cloud SQL: Google Cloud’s Relational Database Service for MySQL, PostgreSQL, and SQL Server, by Carl W. Olofson, Research Vice President, Data Management Software, IDC and Matthew Marden, Research Vice President, Business Value Strategy Practice, IDC.
Looking for commentary from IDC? Listen to the on-demand webinar, How Enterprises Have Achieved Greater Efficiency and Improved Business Performance using Google Cloud SQL, where Carl Olofson discusses the downsides of self-managed databases and the benefits of managed services like Cloud SQL, including the cost savings and improved business performance realized by the customers interviewed in the study.
Getting started
You can use our Database Migration Service for an easy, secure migration to Cloud SQL. Since Cloud SQL supports the same database versions, extensions and configuration flags as your existing MySQL, PostgreSQL and SQL Server instances, a simple lift-and-shift migration is usually all you need. So let Google Cloud take routine database administration tasks off your hands, and enjoy the scalability, reliability and openness that the cloud has to offer.
Start your journey with a Cloud SQL free trial.

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How Apna is using data and AI to drive the gig economy in India
There are just under 8 billion people on Earth, depending on the source. Here at Recruit, our work is to develop and maintain an email marketing system that sends personalized emails to tens of millions of customers of hundreds of web services, all with the goal of providing the best, most relevant customer experience.
When Recruit was founded in 1960, the company was focused on helping match graduates to jobs. Over the years, we’ve expanded to help providers that deal with almost every personal moment and event a person encounters in their life. From travel plans to real estate, restaurant choices to haircuts, we offer software and services to help providers deliver on virtually everything and connect to their end-customers.
Recruit depends on email as a key marketing vehicle to end-customers and to provide a communications channel to clients and advertisers across its services. To maximize the impact of these emails, we customize each email we send. To help power this business objective, we developed a proprietary system named “Soup” that we host on Google Cloud Platform (GCP). Making use of Google Cloud Spanner, Soup is the connective tissue that manages the complex customization data needed for this system.
Of course, getting from idea to functioning product is easier said than done. We have massive datasets so requirements like high availability and serving data in real-time are particularly tricky. Add in a complex existing on-premises environment, some of which we had to maintain in our journey to the cloud creating a hybrid environment, and the project became even more challenging.
A Soup Primer
First, why the name “Soup”? The name of the app is actually “dashi-wake” in Japanese, from “dashi,” a type of soup. In theory, Soup is a fairly simple application: its API returns recommendation results based on the data we compute about a user via the user’s user ID. Soup ingests pre-computed recommendations and then serves those recommendations to the email generation engine and tracks metrics. While Soup doesn’t actually send the customer emails, it manages the entire volume of personalization and customization data for tens of millions of users. It also manages the computed metrics associated with these email sends such as opens, clicks, and other metadata.
Soup leverages other GCP services such as App Engine Flex (Node.js), BigQuery, Data Studio, and Stackdriver in addition to Cloud Spanner.
Soup Requirements
High availability
If the system is unavailable when a user decides to open an email they see a white screen with no content at all. Not only is that lost revenue for that particular email, it makes customers less likely to open future emails from us.
Low latency
Given a user ID, the system needs to search all its prediction data and generate the appropriate content—an HTML file, an image, multiple images, or other content—and deliver it, all very quickly.
Real-time log ingestion and fast JOINs
In today’s marketing environment, tracking user activity and being able to make dynamic recommendations based on it is a must-have. We live in an increasingly real-time world. In the past, it might have been OK to take a week or longer to adapt content based on customer behavior. Now? A delay of even a day can make the difference between a conversion and a lost opportunity.
The Problem
Pushing out billions of personalized emails to tens of millions of customers comes with some unique challenges. Our previous on-premises system was based on Apache HBase, the open-source NoSQL database, and Hive data warehouse software. This setup presented three major obstacles:
Cluster sizing
Email marketing is a bursty workload. You typically send a large batch of emails, which requires a lot of compute, and then there’s a quiet period. For our email workloads, we pre-compute a large set of recommendations and then serve those recommendations dynamically upon email open. On-premises, there wasn’t much flexibility and we had to resize clusters manually. We were plagued by errors whenever loads of email opens and the resulting requests to the system outpaced the traffic we could handle, because the cluster size of our HBase/Hive system couldn’t keep up.
Performance
The next issue was optimizing the schema model for performance. Soup has a couple of main functions: services write customer tracking data to it, and downstream “customers” read that data from it to create the personalized emails. On the write side, after the data is written to Soup, the writes need to be aggregated. We initially did this on-premises, which was quite difficult and time consuming because Hbase’s doesn’t offer aggregation queries, and because it was hard to scale in response to traffic bursts.
Transfer delays
Finally, every time we needed to generate a recommendation model for a personalized email blast, we needed to transfer the necessary data from HBase to Hive to create the model, then back to HBase. These complex data transfers were taking two-to-three days. Needless to say, this didn’t allow for the type of agility that we need to provide the best service to our customers.
Cloud Spanner allows us to store all our data in one place, and simply join the data tables and do aggregates; there’s no need for a time-intensive data transfer. Using this model, we believe we can cut the recommendation generation time from days to under a minute, bringing real-time back into the equation.
Why Cloud Spanner?
Compared to the previous application running on-premises, Cloud Spanner offers lower cost, lower operations requirements and higher availability. Most critically, we wanted to calculate metrics (KPIs) in real time without data transfer. Cloud Spanner allows us to do this by pumping SQL queries into a custom dashboard that monitors KPIs in real time.
Soup now runs on GCP, although the recommendations themselves are still generated in an on-premise Hadoop cluster. The computed recommendations are stored in Cloud Spanner for the reasons mentioned above. After moving to GCP and architecting for the cloud, we see an error rate of .005% per second vs. a previous rate of 4% per second, an improvement of 1/800. This means that for an email blast sent to all users in Japan, one user won’t be able to see one image in one email. Since these emails often contain 10 images or more, this error rate is acceptable.
Cloud Spanner also solved our scaling problem. In the future, Soup will have to support one million concurrent users in different geographical areas. Likewise, Soup has to perform 5,000 queries per second (QPS) at peak times on the read side, and will expand this requirement to 20,000 to 30,000 QPS in the near future. Cloud Spanner can handle all the different, complex transactions Soup has to run, while scaling horizontally with ease.
Takeaways
In migrating our database to Cloud Spanner, we learned many things that are worth taking note of, whether you have 10 or 10 million users.
Be prepared to scale
We took scaling into account from Day One, sketching out specific requirements for speed, high availability, and other metrics. Only by having these requirements specifically laid out were we able to choose—and build—a solution that could meet them. We knew we needed elastic scale.
With Cloud Spanner, we didn’t have to make any of the common trade-offs between the relational database structure we wanted, and the scalability and availability needed to keep up with the business requirements. Likewise, with a growing company, you don’t want to place any artificial limits on growth, and Cloud Spanner’s ability to scale to “arbitrarily large” database sizes eliminates this cap, as well as the need to rewrite or migrate in the future as our data needs grow.
Be realistic about downtime
For us, any downtime can result in literally thousands of lost opportunities. That meant that we had to demand virtually zero downtime from any solution, to avoid serving up errors to our users. This was an important realization. Google Cloud provides an SLA guarantee for Cloud Spanner. This solution is more available and resistant to outages than anything we would build on our own.
Don’t waste time on management overhead
When you’re worrying about millions of users and billions of emails, the last thing you have time to do is all the maintenance and administrative tasks required to keep a database system healthy and running. Of course, this is true for the smallest installations, as well. Nobody has a lot of extra time to do things that should be taken care of automatically.
Don’t be afraid of hybrid
We found that a hybrid architecture that leverages the cloud for fast data access but still using our existing on-premises investments for batch processing to be effective. In the future, we may move the entire workload to the cloud but data has gravity, and we currently have lots of data stored on-premises.
Aim for real-time
At this time, we can only move data in and out of Cloud Spanner in small volumes. This prevents us from making real-time changes to recommendations. Once Cloud Spanner supports batch and streaming connections, we’ll be able to enable an implementation to provide more real-time recommendations to deliver even more relevant results and outcomes.
Overall, we’re extremely happy with Cloud Spanner and GCP. Google Cloud has been a great partner in our move to the cloud, and the unique services provided enable us to offer the best service to our customers and stay competitive.
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