S2 E2: How Lytics cut data analytics costs by 20% with BigQuery
6Founded in 2012, Lytics is the customer data platform (CDP) of choice for the next generation of customer-centric businesses. Lytics is unique for being an early player in the CDP space and building its platform entirely within Google Cloud Platform—integrating with Google Cloud, Google Ads, and AI and ML capabilities from Vertex. While most CDPs create user programs with about 40-50 data attributes, Lytics’ use of Vertex and inferred enrichment provide over 200 unique, inferred attributes, which help to activate more information and build more robust customer profiles.
When Lytics discovered the new pricing and optimization capabilities from Google Cloud, the company learned two critical takeaways. The first is predictability. BigQuery is compatible with industries like CPG, media, and entertainment, and helps provide the predictability Lytics needs with autoscaling. “It helps us actually win new business,” says Jascha Kaykas-Wolff, President of Lytics. “Predictability is super critical, and pricing and predictability —you gotta have it. It’s an enterprise requirement.”
The second critical takeaway is day-to-day quota management. For Lytics, this means having the ability to manage appropriate margins, understand thresholds, have notifications attached to thresholds, do forecasting, and be able to package together all additions so it can mix and match what it needs.
With these hyper-tactical BigQuery editions, Lytics has gained space for product innovations, operational cost savings, and a tangible increase in security. The biggest win? Even with a large amount of data to manage—7 billion profiles, 400 billion events in real time—Lytics has increased performance by 15% and reduced costs by 20% with Google Cloud.
“We’re in a happy spot right now and we really like the fact that we get to be in this ecosystem and have a collaborative approach with the team, versus it being monolithically thrown at us,” says Jascha.
To learn more about Lytics’ integration with the Google Cloud platform and hear Jascha’s best practices, watch the full episode of Data Journeys with Bruno Aziza.