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.

If you’ve taken a trip in the past 30 years, then you’ve probably used Amadeus technology. Our solutions connect over 1.5 billion travellers every year to the journeys they want, linking them via travel agents, search engines, and tour operators to over 700 airlines, 110 airports, 580,000 hotel properties, 40 car rental companies, 90 railways, and more.

In 2016, over 595 million total travel agency bookings were processed using the Amadeus distribution platform. In addition, over 175 Amadeus airline customers processed over 1.3 billion passengers using Amadeus’ Passenger Service Systems. We combine an understanding of how people travel with the development of the most complex, trusted, critical systems our customers need.

A platform for scalability and speed

In today’s crowded travel marketplace, our customers want IT solutions that can scale up to match their complex needs—whether this includes solving the challenge of ever increasing flight search volumes, delivering flight search results in milliseconds, or enabling “pop-up” check-in and bag drop from anywhere.

Amadeus operates at large scale with hundreds of thousands of transactions processed per second to deliver mission-critical services in travel. Having a scalable and secure platform is essential to continue driving solutions for our customers, and Apigee’s API management platform fulfills this objective.

At the same time, our customers also want solutions that can adapt quickly with new features and upgrades. We’re talking days, not weeks or months. Apigee provides on-premise gateways to securely expose our APIs to our customers. These can be scaled to deliver our APIs according to our business needs. Apigee’s great capacity to create rock-solid API infrastructure gives us more freedom to focus on the architectural details of the technology we create for the travel industry.

A platform for collaboration

In the fast-paced and competitive travel industry, our customers hunger for new ways of doing things. This hunger can only be met with an open and collaborative approach across the sector.

That’s why we use an open systems architecture that offers SOAP/XML and REST/JSON formatting to be entirely platform neutral. It is totally independent of language and application frameworks, making implementation fast and efficient.

But as the number of customers using our APIs grows, so does the need to shorten the time to deploy our applications to market and evolve our API strategy.

The Apigee platform is key here. For one thing, it’s always up to date with constantly evolving industry standards, in particular with security standards like OAuth.

The platform also forms the backbone for the web app development cycle for Amadeus and our customers to jointly build applications and release them in production. Ultimately, by integrating Apigee’s control plane seamlessly with our APIs, we are able to foster fully automated operations.

A platform for visibility

Understanding how our APIs are consumed is also key for us and our customers. With Apigee we are able to see this and provide them with a detailed view of API analytics. In this big data era, knowing the number of transactions, response times on APIs, or the page travellers are spending the most time on with a mobile app could be invaluable to make the informed decisions that help us maintain an edge over competitors. This also serves as a great feedback tool to closely monitor where the industry is heading.

As a leader in travel technology, we’re committed to open systems. That’s why Amadeus also works with Kubernetes. We have a strong partnership with Red Hat through its OpenShift platform, which is based on Kubernetes. Amadeus Cloud Services works with this open-source system and enables us to use automated cloud methods to deploy our services in a flexible mix of private and public clouds.

We’re excited to collaborate with players like Google and Apigee, because together we can pave the way for technology that makes better journeys and creates value for our customers, travelers, and society.

Olivier Richaud is senior manager, API management & web services, technology platforms & engineering, at Amadeus. Xavier Gardien is head of portfolio and product management, technology platforms & engineering, at Amadeus.

Apps play a critical role in an ever-expanding range of healthcare services, as patients and providers increasingly expect streamlined, engaging digital experiences. This means that IT must become faster, more agile, and free from the constraints of everyday infrastructure management.

At Cardinal Health, we are continuously enhancing our technology to empower innovators across our organization as they strive to build connections across the continuum of care. Through our efforts, we have adopted a continuous integration and continuous delivery (CI/CD) pipeline that powers breakthroughs and drives innovation. Our CI/CID pipelines use a combination of Cloud Build for foundational elements, as well as our internal DevSecOps platform, NitroDX, to deploy our application workloads built on Google Cloud.

This CI/CD pipeline powered the development of our Pharmacy Marketing Advantage (PMA) Commerce, which was built from the ground up on Google Kubernetes Engine (GKE), to provide independent pharmacists with a digital platform that expands online shopping capabilities for patients by offering more than 11,000 over-the-counter products. We also replatformed our Order Express tool, which is a simple, reliable web ordering application for independent pharmacists, from on-prem to Google Compute Engine and GKE, which allowed us to shift from quarterly releases to weekly on-demand releases.

Our application teams work in close alignment with our product teams and handle everything from basic software updates to more advanced cloud-native app development. We place tremendous value on our ability to empower our application teams, and we invest in tools and technologies to make them as efficient and successful as possible.

As part of our efforts to optimize applications and deliver engaging digital experiences for our customers and their patients, we saw the value of rethinking our approach to storage and overall IT administration. Working with the NetApp Cloud Volume Service (CVS), a fully managed storage service, and Google Cloud, we fundamentally changed our IT capabilities.

Accelerating app development

As a cloud-first company, Cardinal Health has embraced a managed approach to IT provisioning in many areas. When we offload responsibilities like infrastructure maintenance, patching, and updates, we enable our developers to focus on continuous innovations that directly impact the quality of patient and provider experiences.

We’ve made measurable progress in automating our CI/CD pipelines to simplify provisioning Virtual Machines (VMs), managing firewall rules, launching Google Cloud projects, and more. Our NitroDx platform also significantly reduced development time from weeks to minutes, improving the software delivery process and accelerating digital transformation.

Google Cloud is our primary cloud services vendor and has removed much of the heavy lifting related to server provisioning, firmware patches, and similar tasks. We rely on a mix of Google Cloud services, including Compute Engine, GKE, BigQuery, and Vertex AI to deliver patient-centric solutions. We also work closely with partners like NetApp to improve our storage management at a much greater scale and more efficiently than we could do on our own.

By using a combination of NetApp and Google Cloud solutions, we’ve been able to decouple storage from our underlying infrastructure to make better use of our resources and accelerate app development. When running on-prem, shared storage proved to be a time and resource drain.

If an application needed shared storage in our legacy on-prem environment, we had to communicate the requirements to an engineer and create a change control. And even then, if all staff and funding were in place to support the change, it would take weeks to complete. This held up projects and delayed our time to market.

We quickly overcame this challenge with NetApp CVS. Through this tool, we can delegate permissions directly within a teams’ Google Cloud project, allowing them to administer their own shared volumes. This translates to on-demand shared storage without operational complexities or the need for dedicated teams to manage it.

We were an early adopter of NetApp CVS, and we’re happy to have made that decision. In addition to cost savings and faster time-to-market, we can now provide our staff with more professional development opportunities. The team members who made up the dedicated storage team now work across the cloud organization, focused on innovation and enablement rather than maintenance.

A stronger foundation for developers to stand on

We constantly work to fill gaps at any point in the developer experience. Containerizing our apps and deploying to GKE has been a major part of this process, driving efficiencies through consolidation and improving our processes to keep our operating systems patched, updated and maintained.

In the past, it was also difficult for us to get reproducible or CI/CD pipelines into our application spaces. Now, we make things easier for application teams as we can provide a CI/CD pipeline for the containers themselves, automating more of the underlying technology to keep developers moving forward.

As we shift more traditional virtual machine (VM) workloads into GKE and leverage NetApp CVS for shared storage, our developers can more easily plug into file-based services. This further accelerates app development and deployments and fuels a more easily managed, efficient CI/CD framework focused on value, not system maintenance.

Smart, data-driven decisions

We’ve been impressed by how quickly we can aggregate data, analyze it, and uncover insights with BigQuery, Vertex AI, and Dataproc — at a speed that would not have been possible without Google Cloud. Vertex AI pipelines helped us automate and standardize our ML operations so data scientists can focus on innovating code vs. managing deployments. This allowed us to make improvements in areas such as more accurately predicting market demand and providing more relevant product recommendations to our customers.

To date, Google Cloud has collaborated with us on many projects, giving us access to early-release products, listening to our needs, and applying our feedback to their product development. Likewise, NetApp continues to work closely with us to expand what is possible with NetApp CVS, particularly with the types of data we can store and the ability to manage it easily.

It’s an excellent partnership, and our work with Google Cloud and NetApp helps us redefine the possibilities of app modernization in healthcare. We can continue to push boundaries of speed, agility, and success of CI/CD pipelines. It’s exciting to see what we are accomplishing today and what we’ll do in the future to constantly improve our customer’s digital experience.

Learn how integrated solutions with NetApp on Google Cloud can help you unlock the full potential of your data.

Today, retail customers have more digital-first, convenient ways of shopping than ever before. And APIs are one of the critical pieces of technology that have made this possible by giving retailers the ability to transform their systems and processes in an efficient and quick way. 

APIs have allowed retailers to be more accessible to their remote customers with services such as order online and pick up in-store, curbside pickup, fulfilment of orders through delivery partners, and personalized recommendations while shopping online etc. These capabilities have been especially important over the last year, as the world has changed at a rapid pace.  With many changes to customer interactions yet to come, APIs will continue to play a pivotal role in helping retailers to further personalize digital experiences and streamline their operations.

In Google Cloud’s State of API Economy 2021 report, 32% of organizations reported increasing their digital transformation investments, while 16% stated they would completely change their strategies to become digital-first companies. Moreover, by early 2021, online sales had already reached levels previously predicted for 2022, and APIs will become the foundation for business resilience and growth in retail over the next five years. 

APIs are at the forefront of retail innovation

Retailers leverage APIs to experiment and connect teams for faster collaboration, helping them to use data for revolutionary experiences that increase customer engagement. 

They allow retailers to innovate in new ways internally, externally, and across market borders. Modern digital experiences are built from a variety of data and functionality, throughout the entire supply chain, across multiple systems, and often belonging to a variety of services across distribution channels. APIs are the digital nervous system connecting everything together. They help retailers enhance internal efficiency, partner at scale, and leverage cutting-edge services such as machine learning—all because they make various kinds of technological value interoperable and easy for developers to access and reuse. In our research, 52% of retailers said APIs accelerate innovation by enabling partners to leverage digital assets at scale while 36% say they see APIs as strategic assets for creating business value.

Let’s take a look at some retail use cases and real world examples that are powered by APIs.

Deliver personalized customer experiences

Retailers are using APIs to create interactive and predictive personalized experiences.These range from “magic” mirrors that reflect personalized clothing, accessory, and even makeup suggestions; to smartphone alerts that encourage shoppers to check out special items while they’re browsing in the store; offers of coupons; and more. Behind the scenes APIs interconnect between the store and consumer data, business intelligence, and application security to bring these innovative experiences to life. 

Streamline retail operations

APIs can help any retail business to operate more efficiently, from human resources, customer service, and distribution, to invoicing, marketing, and compliance. For example, APIs make it super easy and simple to onboard, manage and train employees and contractors. They can help connect various internal and external third-party systems for use cases like tracking real-time package status and gathering consumer shopping insights.

Conrad Electronic, German retailer of electronic products, demonstrates how API management can lead to enhanced efficiency. They used Apigee to build a tool that provides store employees and visitors with product, service, and warranty information on their mobile devices. The company was able to not only use data to enhance offers and services to their customers, but also streamline operations because more than 60% of their customers were using the API-enabled tool.

Power the future of retail with APIs

APIs are key to driving innovation across all areas of retail. They are enabling retailers to not only implement continuous digital transformation but also develop tools that navigate disruptions as they occur.

Retailers are already harnessing the power of APIs to prepare for:

• Borderless channels across markets that allow for the free flow of products and shopping experiences in the way consumers want them.
• Interactive and intelligent merchandising that evolves in realtime to predict consumer needs and bolsters buying decisions.
• Autonomous and virtual shopping experiences that develop deeper consumer interactions and product insights.

To learn more about how APIs can help drive innovation, download our latest eBook. In this eBook, you’ll find more retail-specific API use cases, detailed real world examples and insights into how APIs are shaping the future of retail.

Manage APIs effectively

As you grow your API program, and start powering business-critical applications and front-end experiences with APIs, you need an effective way to manage and scale them. This is where Google Cloud’s Apigee API management platform can help. Top retailers across the globe use Apigee to gain control over and insights into their APIs and enables them to manage end-to-end API lifecycle. Click here to learn more about Apigee.