GetQuanty builds its infrastructure with Cloud SQL and App Engine to enhance its digital marketing services with high-quality data, offering near real-time analysis powered by Cloud Data Store.
Google Cloud Results
– Powers a robust data infrastructure with Cloud SQL, Cloud Storage, and App Engine that handles 10
million to 15 million site visits a month
– Reduces processing times from overnight to 2 hours, enhancing the data pool available to customers
– Enables near real-time analysis with Cloud Datastore, providing B2B customers with unique data
insights about social media share
Launched in 2016 by French B2B lead generation experts Getplus, GetQuanty provides businesses with the tools they need to carry out data analyses on websites, blogs, social media, and mobile visits in near real time, enabling them to add value to their existing marketing strategies and make decisions based on concrete data insights. GetQuanty has grown rapidly in the past two years and now helps approximately 250 French businesses to make the most of their digital marketing. Their clients range from startups to large commercial banks and telecommunications companies.
“The digital marketing sector is undergoing a transformation,” says Xavier Paulik, Associate Director and Cofounder at GetQuanty. “In France, a lot of new data has become accessible, so there are more and more opportunities for adding value. Equally, because of changes in the regulatory framework, B2B marketing is becoming more structured. Marketing departments have a real need for the right tools.”
“GetQuanty’s tagline is ‘predictive scoring’ and we are really a data-driven platform. The quality of our data is the most important thing, and increasingly this relies on our platform being able to analyze large volumes of data.” —Xavier Paulik, Associate Director and Cofounder, GetQuanty
Because of its rapid growth and the large data sets it works with, after its launch GetQuanty quickly found its previous service provider was unable to meet its needs in terms of capacity and performance. It looked for an alternative platform that would deliver in terms of security, connectivity, and flexibility, enabling it to experiment without large up-front investments. GetQuanty found that Google Cloud Platform (GCP) was the perfect fit.
“GetQuanty’s tagline is ‘predictive scoring’ and we are really a data-driven platform,” explains Xavier. “The quality of our data is the most important thing, and increasingly this relies on our platform being able to analyze large volumes of data.”
Rapid and robust development
To develop sophisticated algorithms that can accurately predict user behavior, digital marketing solution providers need to store and analyze large volumes of data. “Previously, even though we were working with smaller volumes, we were not able to perform analyses within the timeframes and with the level of reliability that we needed. A client with 200,000 site visits a day caused us problems,” says Xavier. ”Because of storage limitations, we were also forced to trash useful data, which meant that our algorithms for behavior prediction didn’t have the volumes they required.” GetQuanty needed a scalable solution for its database that would be easy to implement, and could integrate with other systems.
To do that, the company implemented Cloud SQL with Cloud Storage and App Engine. “We needed to perform analyses that can be high-cost in terms of resources, such as identifications between IP addresses and our database,” says Xavier. “I was able to put a parallel structure in place with App Engine and build the core of our infrastructure pretty quickly. The technologies are very robust; we still use that core today.”
After a one-month proof of concept, it took six months to migrate the platform to GCP. Thanks to the intuitive tools offered by GCP, the GetQuanty team was able to implement its initial infrastructure without external help. “GCP offers platform administration that is much simpler, better integrated, and easier to understand compared to leading competitors,” says Xavier. “At the time, we were not able to hire five DevOps technicians with specialized knowledge. GCP enabled us to complete the entire first phase of the platform with just low-level knowledge. That was a strong differentiator.”
“Cloud Datastore enabled us to create near real-time services that didn’t exist previously, such as identification in real time during the redirection of links. We believe we are the only B2B optimization solution able to identify social media shares. That’s thanks to the availability of data in Cloud Datastore.” —Xavier Paulik, Associate Director and Cofounder, GetQuanty
Adding on for added value
After implementing the core infrastructure, GetQuanty enhanced its system with other GCP elements. “Once we implemented GCP, we discovered resources that were unique to Google,” says Xavier. “We found things like Cloud Datastore, and BigQuery, which we use with machine learning for our data warehouse, and so on. It really resonated with what we were trying to do in terms of data quality. It influenced our own strategy, which has become a competitive advantage for us.”
“Cloud Datastore enabled us to create near real time services that didn’t exist previously, such as identification in real time during the redirection of links,” says Xavier. “We believe we are the only B2B optimization solution able to identify social media shares. That’s thanks to the availability of data in Cloud Datastore. For example, by being able to identify over 5,000 companies reacting to its social media campaign within a period of three months, one of our customers fueled its sales team with over 250 qualified leads, which generated 23 quotes averaging $5,000 per lead. That’s what I call ROI!”
Easy integration between GCP and other software has also been key to growing GetQuanty’s infrastructure. “Thanks to the GCP Partner Community, we were able to identify SendGrid as an email partner that offers seamless integration with GCP,” says Xavier. “We have also enhanced our infrastructure with various open-source software elements without any issues.”
“The possibilities opened up by Google Cloud Platform have completely transformed our customer offer. We have gone from limited data analyses to real-time processes with as much data access as the customer wants. Most importantly, we feel confident in being able to grow because we don’t have any fixed constraints holding us back.” —Xavier Paulik, Associate Director and Cofounder, GetQuanty
Quantic marketing and beyond
With GCP, GetQuanty is now able to handle 10 million to 15 million site visits a month across all the company’s clients and is more agile. “We have gained in terms of speed in a number of ways,” explains Xavier. “The system is now able to perform a data processing task that previously took all night in two hours, and could do it faster if we recalibrated our metrics. That means we no longer have to work with yesterday’s data, which improves the service we offer. For example, coupling the GetQuanty platform and real time data with one of our partner’s chat and personalized pop-ups resulted in an uplift of more than 30% in conversion rates, because we were able to customize the experience knowing the company profile and background of the visitor.”
“We have also gained in terms of reactivity: it doesn’t cost very much to carry out a PoC, and it is easy to put things into place so we can concentrate on the environment itself,” adds Xavier.
GetQuanty’s system is also more robust and doesn’t require constant supervision and maintenance. “Because of the parallel infrastructures, we don’t really have any downtime,” says Xavier. “I haven’t experienced any unavailability since we launched the service. The platform manages itself: it relaunches machines or auto scales when it needs to, and automatically finds data if there is ever a blank.”
Now, GetQuanty plans to use machine learning to develop its Quantic Marketing tools and diversify its digital customer interactions using chatbots and the Internet of Things (IoT). “Every time Google makes it possible to capture data and interpret it, we want to valorize that service and integrate it into our platform,” says Xavier. “The possibilities opened up by Google Cloud Platform have completely transformed our customer offer. We have gone from limited data analyses to real-time processes with as much data access as the customer wants. Most importantly, we feel confident in being able to grow because we don’t have any fixed constraints holding us back.”