Zeotap’s mission is to help brands monetise customer data in a privacy-first Europe. Today, Zeotap owns three data solutions. Zeotap CDP is the next-generation Customer Data Platform that empowers brands to collect, unify, segment and activate customer data. Zeotap CDP puts privacy and security first while empowering marketers to unlock and derive business value in their customer data with a powerful and marketer-friendly user interface. Zeotap Data delivers quality targeting at scale by enabling the activation of 2,500 tried-and-tested Champion Segments across 100+ programmatic advertising and social platforms. ID+ is a universal marketing ID initiative that paves the way for addressability in the cookieless future. Zeotap’s CDP is a SaaS application that is hosted on Google Cloud. A client can use Zeotap CDP SaaS product suite to onboard its first-party data, use the provided tools to create audiences and activate them on marketing channels and advertising platforms.
From our partners:
Most CDPs provide size information only after a segment is created and its data processed. If the segment sizes are not relevant and quantifiable, the target audiences list has to be recreated impacting speed to market and capturing customer demand. Estimating the segment size and tuning the size of the audience segment is often referred to as the segment size estimation problem. The segment size needs to be estimated and segments should be available for exploration and processing with a sub-second latency to provide a near real-time user experience.
Traditional approaches to solve this problem relies on pre-aggregation database models which involve sophisticated data ingestion and failure management, thus wasting a lot of compute hours and requiring extensive pipeline orchestration. There are a number of disadvantages with this traditional approach:
- Higher cost and maintenance as multiple Extract, Transform and Load (ETL) processes are involved
- Higher failure rate and re-processing required from scratch in case of failures
- Takes hours/days to ingest data at large-scale
Zeotap CDP relies on the power of Google Cloud Platform to tackle this segment size estimation problem using BigQuery for processing and estimation, the BI Engine to provide sub-second latency required for online predictions and Vertex AI ecosystem with BigQuery ML to provide a no-code AI segmentation and lookalike audiences. Zeotap CDP’s strength is to offer this estimation at the beginning of segment creation before any kind of data processing using pre-calculated metrics. Any correction in segment parameters can be made near real time, saving a lot of user’s time.
The data cloud, with BigQuery at its core, functions as a data lake at scale and the analytical compute engine that calculates the pre-aggregated metrics. The BI engine is used as a caching and acceleration layer to make these metrics available with near sub-second latency. Compared to the traditional approach this setup does not require a heavy data processing framework like Spark/Hadoop or sophisticated pipeline management. Microservices deployed on the GKE platform are used for orchestration using BigQuery SQL ETL capabilities. This does not require a separate data ingestion in the caching layer as the BI engine works seamlessly in tandem with BigQuery and is enabled using a single setting.
The below diagram depicts how Zeotap manages the first party data and solves for the segment size estimation problem.
Click here to learn more about Zeotap’s CDP capabilities or to request a demo.
The Built with BigQuery advantage for ISVs
Google is helping tech companies like Zeotap build innovative applications on Google’s data cloud with simplified access to technology, helpful and dedicated engineering support, and joint go-to-market programs through the Built with BigQuery initiative, launched in April as part of the Google Data Cloud Summit. Participating companies can:
- Get started fast with a Google-funded, pre-configured sandbox.
- Accelerate product design and architecture through access to designated experts from the ISV Center of Excellence who can provide insight into key use cases, architectural patterns, and best practices.
- Amplify success with joint marketing programs to drive awareness, generate demand, and increase adoption.
BigQuery gives ISVs the advantage of a powerful, highly scalable data warehouse that’s integrated with Google Cloud’s open, secure, sustainable platform. And with a huge partner ecosystem and support for multi-cloud, open source tools and APIs, Google provides technology companies the portability and extensibility they need to avoid data lock-in.
We thank the Google Cloud and Zeotap team members who co-authored the blog:
Zeotap: Shubham Patil, Engineering Manager;Google: Bala Desikan, Principal Architect and Sujit Khasnis, Cloud Partner Engineering
By: Dr. Ali Arsanjani (Director, Cloud Partner Engineering, Google) and Sathish K S (CTO, Zeotap)
Source: Google Cloud Blog
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