Building a strong brand in today’s hyper-competitive business environment takes vision. It also requires a flexible, easily managed approach to digital asset management (DAM), so marketing professionals and other stakeholders can easily share, store, track, and manipulate assets to build the brand.

Many of today’s leading companies, including JetBlue, Slack, TripAdvisor, Lyft, and HealthONE, rely on Brandfolder to deliver consistent, organized, and efficient brand experiences. Brandfolder provides an easy-to-use platform that can scale across an entire company with little end-user training, empowering customers to distribute digital assets wherever they are needed. Customers also gain much greater insight into how those assets are used, and how to use them more effectively in marketing campaigns and brand messaging.

“Google Cloud made it easy to build an ML platform to quickly iterate through different brand intelligence use cases and release data-driven product features into the Brandfolder platform.”

—Ajay Rajasekharan, Head of Data Science, Brandfolder

Brandfolder is constantly advancing its development efforts to introduce new data-driven features without complicating the user experience. Big data, artificial intelligence (AI), and machine learning (ML) are key to meeting customers’ unique business needs, and essential for Brandfolder to compete in the fast-moving DAM industry. To enhance these capabilities, Brandfolder sought a public cloud provider that could help it scale its data pipeline cost effectively while providing access to advanced AI technologies.

After graduating from the Techstars startup accelerator program in 2013, Brandfolder tried two other cloud providers before standardizing on Google Cloud Platform (GCP).

“We saw a difference with Google Cloud from the very beginning because the interactions felt like a strategic relationship,” says Jim Hanifen, Head of Product at Brandfolder. “Google gave us startup credits and a lot of face-to-face support, which we hadn’t experienced with other cloud providers. We decided to move our entire infrastructure to Google Cloud Platform.”

Building an ML platform for brand intelligence

After performing an initial lift-and-shift migration of virtual machines (VMs) onto Compute Engine, Brandfolder built an ML platform using GCP managed services to seamlessly deliver its data products. The platform leverages Cloud SQL, Cloud Storage as the data lake, Cloud Dataproc for cloud-native Apache Spark computing clusters, Cloud Composer as the batch job scheduler, Cloud Pub/Sub as the backbone data pipeline, Container Registry to store Docker images, and Google Kubernetes Engine (GKE) as the application orchestrator. Cloud Dataflow brings data into the data lake and into BigQuery for analysis.

“Google Cloud made it easy to build an ML platform to quickly iterate through different brand intelligence use cases and release data-driven product features into the Brandfolder platform,” says Ajay Rajasekharan, Head of Data Science at Brandfolder, who describes the architecture in a detailed blog. “We simply ingest raw application and event data on one end and output an ML service on the other.”

“Moving to Google Cloud Platform allows us to complete more sophisticated data analysis and ML models much faster, and at a much lower cost. We can create brand-specific ML models 12x faster and get them into production quickly to address our customers’ unique business needs.”

—Brett Nekolny, Head of Engineering, Brandfolder

For many general use cases, Brandfolder does not need to build custom ML models, and instead relies on pre-trained API models from GCP. For example, it uses Vision API and Video Intelligence API to auto-tag creative assets on import to enable fast, intuitive searches across images and videos. When more product- and brand-specific modeling is required to address unique customer use cases, Brandfolder builds and trains custom ML models using its GCP pipeline or Cloud AutoML, a suite of products built on Google transfer learning and neural architecture search technology. For example, if a Brandfolder customer makes different types of grills, Brandfolder can use AutoML Vision to train a model to recognize the different grills.

“Moving to Google Cloud Platform allows us to complete more sophisticated data analysis and ML models much faster, and at a much lower cost,” explains Brett Nekolny, Head of Engineering at Brandfolder. “We can create brand-specific ML models 12x faster and get them into production quickly to address our customers’ unique business needs.”

Industry-leading security and performance

Google Cloud’s security model helps Brandfolder give existing and prospective customers peace of mind that their data will be protected. Cloud Identity & Access Management (Cloud IAM) provides enterprise-grade access control, while Cloud Identity-Aware Proxy (Cloud IAP) enables remote users to work more securely without the hassles of a VPN client. GCP also isolates cloud resources into projects, making it easy to assign permissions and keep data and VMs organized and segregated.

“With Google Cloud, everything begins and ends with security, which makes things very easy for us,” says Jim. “If we’re under a security review, we can submit a Google security white paper. If a potential customer has security concerns, we tell them we are hosted on GCP, and those concerns go away.”

To give customers even better application performance for accessing their brand assets, Brandfolder uses Cloud Memorystore, an in-memory data store service for Redis, to cache data and provide sub-millisecond data access for production applications.

“It was much easier for us to use Cloud Memorystore versus running Redis on our compute instances,” says Brett. “The high availability, replication across zones, and automatic failover with no data loss are big for us.”

Global private network interconnects between Google Cloud and the Fastly content delivery network (CDN) dramatically reduce latency, allowing Brandfolder’s customers to deliver and update even very large creative assets quickly around the world.

“What’s beautiful about the relationship between Google and Fastly is that if one of our customers uploads a new version of an asset, we can propagate that out to Fastly, and the new version will automatically show up in all the places where it’s referenced,” says Brett.

“The ability to quickly solve problems with AI has a substantial impact on our revenue, and that’s more apparent every quarter. Few of our competitors are doing product- or brand-specific modeling because it takes a lot of time and resources. We overcame those hurdles with Google Cloud.”

—Jim Hanifen, Head of Product, Brandfolder

Improving employee and customer productivity

Brandfolder also uses Google solutions for real-time collaboration and productivity, using G Suite to connect employees with intuitive, cloud-based apps. Teams use Gmail, Calendar, Docs, Drive, Sheets, Slides, and Hangouts Meet every day to move the business forward. Many of Brandfolder’s customers are also G Suite users, and Brandfolder offers a plug-in that allows them to view their creative assets inside of Docs and pull images in as needed. Customers can also log into Brandfolder with their G Suite credentials, making the solution even easier to use.

“We’ve been using G Suite since the beginning, and it’s helped us collaborate efficiently to build a successful, growing company,” says Jim. “Our teams expect to have that kind of close collaboration, and everyone here enjoys the G Suite experience.”

Driving 99 percent annual business growth

With automated tagging and other innovative AI-based features, Brandfolder is helping customers locate and distribute assets faster. As a result, Brandfolder is building customer loyalty and increasing sales, growing its business by 99 percent year-over-year. Since moving to GCP, Brandfolder has been able to scale its analytics and data pipeline 50x without a corresponding increase in costs and has not had to expand its development team.

“The ability to quickly solve problems with AI has a substantial impact on our revenue, and that’s more apparent every quarter,” says Jim. “Few of our competitors are doing product- or brand-specific modeling because it takes a lot of time and resources. We overcame those hurdles with Google Cloud.”

In 2006, online travel agency redBus introduced internet bus ticketing in India, unifying tens of thousands of bus schedules into a single booking operation. (Think of it as Expedia for bus booking.) Using BigQuery, redBus crunches terabytes of booking and inventory data in mere seconds and at a fraction of the cost of other big data services. BigQuery also helps engineers fix glitches quickly, minimize lost sales, and improve customer service.

Challenge

Executives at the Bangalore-based redBus needed a powerful tool to analyze booking and inventory data across their system of hundreds of bus operators serving more than 10,000 routes. They considered using clusters of Hadoop servers to process the data but decided the system would take too much time to set up and would require a specialized staff to maintain it. It also would not provide the lightning-fast analysis they needed.

“It would have taken at least a couple of hours to analyze anything,” says Pradeep Kumar, a technical architect at redBus. “Crunching very large data sets would have been a day’s job. We needed something more powerful to get the real-time analysis we were looking for.”

Solution

Kumar and his colleagues learned about BigQuery and realized it was the right match for their data processing needs. The web-based service, which enables companies to analyze massive datasets using Google’s data processing infrastructure, is easy to set up and manage since its simple, SQL-like query language doesn’t require complex technology or specialized personnel. It also has low overhead costs.

The redBus team uses BigQuery as part of an intricate data collection and analysis process. Applications hosted on a range of servers continually pump information related to customer searches, seat inventory, and bookings into a centralized data collection system. Engineers upload the data to BigQuery, which provides answers to complex queries within seconds. For example, BigQuery helps redBus staff:

• Learn how many times customers searched for seats and found none or very few available, indicating more seats should be added to a route
• Investigate decreases in bookings and notify engineers if a technical problem is the cause
• Identify server problems by quickly analyzing data related to server activity

Results

BigQuery provides near real-time data analysis capabilities at 20% of the cost of maintaining a complex Hadoop infrastructure. Queries that would have required a day to analyze on a Hadoop framework take less than 30 seconds using Google’s web-based service.

“We explored several data analytics solutions. Nothing comes remotely close to the sheer power of Google BigQuery,” Kumar says. “It made large-scale data collection and crunching possible with little effort, which has translated to a significant business advantage.”

Google Cloud Platform results

• Analyzes data sets as large as 2 terabytes in less than 30 seconds using a simple, SQL-like language
• Saves time analyzing technical problems and customer booking trends
• Spends 80% less than they would have on a Hadoop infrastructure and avoids setting up and maintaining a complex infrastructure in-house
• Strengthens the company by improving customer service and engineering quality

The fast insights gained through BigQuery are also making redBus a stronger company. By minimizing the time it takes staff members to solve technical problems, BigQuery has helped improve customer service and reduce lost sales.

“Getting to the root of problems used to be really time-consuming,” Kumar says. “By the time we figured it out, customers might have given up. Now if there are booking problems, BigQuery helps us understand the reason right away. Choosing Google BigQuery was the right decision for our company.”

We are thrilled to announce that Google has been named a Leader in The Forrester Wave™: Cloud Data Warehouse, Q1 2021 report. For more than a decade, BigQuery, our petabyte-scale cloud data warehouse, has been in a class of its own. We’re excited to share this recognition and we want to thank our strong community of customers and partners for voicing their opinion. We believe this report validates the alignment of our strategy with our customers’ analytics needs.

“Customers like Google’s frequency of data warehouse releases, business value, future proof architecture, high-end scale, geospatial capabilities, strong AI/ML capabilities, good security capabilities, and broad analytical use cases,” according to the Forrester report. Today’s data leaders require a data warehousing platform that provides both depth and breadth and with BigQuery, organizations are able to unlock deeper data science and machine learning capabilities while promoting data democratization and providing the highest levels of availability. 

Google BigQuery: 5 out of 5!

Forrester gave Google BigQuery a score of 5 out of 5 across 19 different criteria, including:

Today, customers across the globe use BigQuery to run business critical analytics workloads to enable BI acceleration, IoT analytics, customer intelligence, AI/ML-based analytics, data science, data collaboration, and data services. Customers such as Verizon, Wayfair, HSBC, Twitter, AirAsia, KeyBank, The Home Depot, and Vodafone have anchored their digital transformation efforts on BigQuery—unlocking deeper insights for their people. 

Customers use BigQuery across all industries, to solve issues like credit card fraud detection, predictive forecasting, anomaly detection, log analytics and many more. Forrester recognized this work and gave BigQuery a 5/5 score for supporting vertical and horizontal use cases. 

More BigQuery advantages 

Google is the first hyperscale provider to offer a multi cloud data analytics solution. With BigQuery Omni, customers can perform cross-cloud analytics with ease, and drive business outcomes they couldn’t achieve with the siloed approach offered by other vendors. 

We designed BigQuery to be highly scalable and more open and interoperable so that customers can join data across SQL databases, traditional unstructured data lakes in object storage, and even spreadsheets using any analysis tool. 

Recent innovations like BigQuery BI Engine lets us provide the best analytics experience by delivering sub-second query response times from any business intelligence tool, from Google’s Looker and Connected Sheets to Tableau, Microsoft Power BI, ThoughtSpot, and others. Our goal is to meet customers where they are rather than force them into a one-size-fits-all approach to data analysis. 

With BigQuery, organizations gain both breadth and depth of capabilities to transform their analytics strategy. Forrester also gave BigQuery 5 out of 5 in:

Data-powered innovation 

These advantages enable our customers to accelerate their digital transformation and reimagine their business through data-powered innovation. Google’s leadership across AI, analytics, and databases comes together in a single data cloud platform that provides everyone with the ability to get value out of their data faster.

We bring decades of research and innovation in AI to our customers through industry-leading AI solutions, that in turn helps our customers solve their biggest problems. Our support of open standards and APIs enables interoperability between a variety of services for ingestion, storage, processing and analytics across the data cloud platform. And finally, we believe our multi-layered security approach throughout the data stack ensures redundancy and reliability so that customers can have the peace of mind that their data is always protected. 

We are honored to be a leader in this Forrester Wave™ and look forward to continuing to innovate and partner with you on your digital transformation journey. 

Download the full Forrester Wave™ :Cloud Data Warehouse, Q1 2021 report. And check out these smart analytics reference patterns. To learn more about BigQuery, visit our website, and get started immediately with the free BigQuery Sandbox.