Editor’s note: In this blog post we learn how TapClicks migrated to Google Cloud to offer their marketing customers a unified platform for data management, operations, insights, and analysis.

TapClicks is a smart marketing cloud, powered by data, that unifies our customer’s marketing. By choosing to migrate our core applications last year to Google Cloud, we cut costs, solved data-sharing concerns for our customers, and opened our stack up to a new ecosystem of possibilities. 

The core problem that we’re solving for our customers is how to manage their marketing infrastructures data and operations. Life isn’t easy for marketers now. There are 7,000 different vendors servicing this space today – creating much complexity between digital agencies, media, and brands. Marketers face challenges in navigating all of these systems, logging in and out, understanding pacing goals, and managing the flow of marketing data so they can analyze and report internally as well as to their clients at scale.

We unify omnichannel campaign data (250 API connectors and 6000 Smart Connectors ™ ) from a plethora of marketing sources on an automated data warehousing solution, creating simplicity for organizations. Over 4,000 agencies, media companies, and brands use our Marketing Operations and Data Management Platform, which imports data at scale and creates an automatic data warehouse on Google Cloud. Teams can also leverage TapClicks, like our world class Facebook connector, to import data directly into Google Data Studios.  Beyond importing and storing, we also provide data exporting to other Google solutions like Google Data Studio and Google Sheets.  We also create interactive dashboards that let stakeholders and clients analyze their data, as well as automated, multi-channel reports that go out to clients at specified times. So channel comparisons, optimizations, attribution, and calculations are easily performed.  Some of our customers are able to generate hundreds of thousands of individual reports and dashboards for their clients.

Although we may be best known for our reporting and analytics, we also empower teams managing the marketing operations workflow from customers and internal stakeholders, especially at scale. Our user-friendly, configurable system helps manage their orders and campaigns. Through automation of this process, we deliver tremendous amounts of efficiency, time saving, cost savings, and reduction of errors. The combination of these solutions makes up our unified platform, with additional capabilities like marketing intelligence that offers competitive and brand-level analysis. This is a disruptive solution in use by all leading media companies, agencies and many brands.

Partnering for possibilities

We faced a few challenges with our original tech stack, which included a mix of the leader in web services revenue, leaders in high performance data warehousing, as well as vendors on bare metal servers. 

• One challenge was around costs, which were growing. 
• Second, many of our customers work with multiple brands, and are very hesitant to share their data with the leader in web services, who’s often viewed as their competitor. 
• Third, these vendors are more focused on their own revenue rather than a true long term partnership that would enable their customers to enjoy similar success as they have experienced.

When looking at other cloud providers, Google Cloud emerged for us as the front runner. They were competitive on costs, and their native Kubernetes support was superior— a big selling point for our DevOps team. There’s also a movement in the marketing and advertising industry away from AWS toward Google Cloud because of the data-sharing concern. Finally, most of our customers are already using Google Cloud tools, so there’s brand recognition and familiarity there, and easier integrations with their own systems.

Migrating to Google Cloud

Our migration, which took about five months, involved moving a significant chunk of our infrastructure, including our core applications, using Google Kubernetes Engine (GKE). In our legacy architecture, each of our clients was assigned to one of our virtual machines (VMs), and there was a lot of unused capacity because we had to provision for the max usage. We appreciated GKE’s cloud native capabilities, especially autoscaling, a huge benefit for our web application. We have varying usage patterns during the day, and though our application is mostly used during business hours, there are also days in the month of higher usage, and autoscaling saves us time and costs. GKE also makes deployments much easier, and we anticipate a lot of benefits there for our developer environments. We’ve moved some of our microservices into GKE and plan to move more in the future. All in all, we were able to migrate our core products and the bulk of our AWS spend successfully to Google Cloud. 

We also moved from our other vendors Relational Database Service (RDS) to running MySQL on our own VMs on Google Cloud, which gives us more flexibility in terms of settings and fine tuning. We’re still trying to find the best mix as we’re modernizing our infrastructure, and we took this opportunity to migrate from MySQL 5.7 to 8.0.  

Our next stage is exploring more of the capabilities and services of Google Cloud, including BigQuery, which we’re considering for our own data warehouse. The fact that we could also run Snowflake on Google Cloud, if needed, was another selling point for our migration. 

We’re especially interested in BigQuery ML’s machine learning and natural language processing capabilities, which enabled better predictive insights. Our customers want insights from their campaigns— which are working, which are paying off, where should they invest next? Using our platform, they’re looking not only to generate reporting, but also identify opportunities to improve campaign performance. We plan to use AI and ML to improve those capabilities, so that our customers can seamlessly unlock insight and intelligence from their marketing data and campaigns.

Double-clicking on Google Cloud

For us, being able to deeply leverage and partner with Google Cloud to deliver those solutions on a single stack is critical, and we think our customers will love it. We see TapClicks and Google Cloud partnering at a level beyond what you typically see in a cloud provider relationship. Already, fifty percent of our company is working with various Google Cloud solutions, and we envision TapClicks and Google Cloud as extensions of each other, providing a single, powerful platform solution. 

Google Cloud understands the partnership concept, and their team was able to shine a light on their services and what they could bring to the table. Compared to our previous experiences, dealing with the Google Cloud team has been a true pleasure. Now that we’ve migrated, we’re ready to take our next steps into the services available to us in the Google Cloud ecosystem, and the problems we’ll continue to solve for our customers. Learn more about TapClicks and BigQuery ML.

Do you need to develop, run and secure applications across your hybrid and multicloud environments? Look no further than Anthos, our managed application platform that extends Google Cloud services and engineering practices to your environments so you can modernize apps faster and establish operational consistency across them. 

To help you get started, we created the Anthos 101 video learning series. It’s a great starting point for understanding the basics of Anthos—and you can watch the whole series in less than an hour.

Let’s dive in.

1. What is Anthos?

Discover what Anthos is and how it helps enterprises manage their applications. You’ll learn about the different tools Anthos offers—like the ability to create environs and platform administrators—to help you modernize and manage your application infrastructure.

https://youtube.com/watch?v=Qtwt7QcW4J8%3Fenablejsapi%3D1%26

2. How to get started with Anthos on Google Cloud

Ready to get started with Anthos? In this lesson, you’ll create your own Anthos deployment. You’ll learn about the different tools on the Anthos dashboard—like the Service Mesh card and Cluster Status cards—plus how to deploy and alter Google Kubernetes Engine (GKE) clusters and Anthos Service mesh via Google Compute Engine.

https://youtube.com/watch?v=ghFiaz7juoA%3Fenablejsapi%3D1%26

3. How to modernize and run Windows apps in Anthos

Running a Windows application that’s in need of modernization? In this lesson, you’ll discover how you can create and deploy a Windows-based application on Anthos, allowing you to modernize existing workloads and manage your application seamlessly. You’ll even learn to do this without requiring access to source code, re-writing, or re-architecting your existing application.

https://youtube.com/watch?v=w6tzIjZhTIk%3Fenablejsapi%3D1%26

4. How to build modern CI/CD with Anthos

Continuous integration? Continuous delivery? These are two things that developers need to think about with container adoption for hybrid or multicloud environments. Learn how Anthos helps you increase your development velocity without compromising the security of your application.

https://youtube.com/watch?v=ayRz5NmM6pI%3Fenablejsapi%3D1%26

5. How to adopt a multi-cluster strategy for your applications in Anthos

There are a number of use cases that might require a multi-cluster strategy, such as maintaining multiple clusters on the cloud and in your own data center. In this lesson, learn the different tools that Anthos offers—such as GKE, Anthos Config Management, and Anthos Service Mesh—to help deploy and manage multiple clusters.

https://youtube.com/watch?v=ZhF-rTXq-Us%3Fenablejsapi%3D1%26

6. How to improve observability using golden signals in Anthos

Observability is important in application development, but without the right tools monitoring your services can be time consuming. In this episode, learn more how Anthos Service Mesh can help you monitor and manage the four Golden Signals—latency, traffic, errors, and saturation—for your application.

https://youtube.com/watch?v=EDcy3KwV22o%3Fenablejsapi%3D1%26

7. How to modernize legacy Java apps with Anthos

Looking to modernize legacy Java applications? In this lesson, you’ll learn the three categories of Java applications and their unique paths for modernization via Anthos. This can help you reduce your dependency on high-cost proprietary software, decrease operational overhead, and increase software delivery speed.

https://youtube.com/watch?v=hQWcx9iyF7E%3Fenablejsapi%3D1%26

8. How to apply a zero trust model for your deployments using Anthos

It’s time to rethink traditional security models when it comes to network observability and consistency for IAM permissions. In this lesson, learn how you can adopt a zero trust posture with Anthos. This allows you to better secure your network, detect underlying network compromises, and ensure workloads are secure before deployment.

https://youtube.com/watch?v=_qG2vazlozY%3Fenablejsapi%3D1%26

9. How to go beyond business continuity with Anthos

Sometimes a business continuity plan that only covers traditional backup and disaster recovery methods simply isn’t enough. In this lesson, learn how Anthos helps resolve issues like data redundancy, scaling without code changes, implementing measurable SLOs, and much more. You’ll also discover how Anthos can help you manage your application beyond the confines of traditional backup and disaster recovery approaches.

https://youtube.com/watch?v=kUxqdjbgcXs%3Fenablejsapi%3D1%26

10. How to simplify identity with Anthos

Managing identities across hybrid and multicloud environments can be troublesome and hard to keep track of. Luckily, Anthos is capable of simplifying identity management for users and workloads. In this lesson, you’ll learn how Anthos can extend and enable existing capabilities, while allowing you to manage IAM permissions across multiple Anthos and GKE environments.

https://youtube.com/watch?v=6P-4ZEwZqZQ%3Fenablejsapi%3D1%26

11. How to optimize costs with Anthos

Learn how you can optimize costs with Anthos through greater observability, improving existing operations, and many other practices.

https://youtube.com/watch?v=8mGICSTRoYw%3Fenablejsapi%3D1%26

Keep learning

This is just a starting point for learning about Anthos. To deepen your knowledge, check out our free on-demand training: Getting started with Anthos. Or, you can download our Anthos Under the Hood ebook, or get hands-on right now with the Anthos sandbox.