Audience Builder – Google BigQuery

Client

Our client is an advertising technology company focused on providing solutions to marketers to enable them to plan, execute and measure their digital media campaigns. The client has a huge data bank of 1.2 billion registered user profiles which serves as the primary foundation for their people based advertisements.

Objective

The client’s aim was to develop an Audience builder tool, the crown jewel of a deterministic identity management platform. The tool is intended to build an actionable customer list based on factors such as age, gender, ethnicity, purchase history, online interests, TV viewing behaviour, etc. The crux of the solution is to build a propensity score model for the 1.2 billion people data set by leveraging the huge offline customer purchase data from Direct match data partners such as Nielsen Catalina Solutions, Neustar.

Challenges

The problem was one of handling “BIG” data volumes. For one run, the application should be capable of handling 134 raw segment files; each file having data of 1M customers, with attributes running to 900 columns – totally amounting to 120 Billion data points.

Solution

Congruent designed a solution using Google BigQuery and Python as the primary
technology stack.

The client’s people data set from Google BigQuery was downloaded into hash tables. The segment files from partners were downloaded from the FTP folder, unzipped. The data from the two sources was used to arrive at propensity scores for each household member. Members with propensity scores above a set threshold were identified and pushed to the audience builder file in csv format. The csv files were finally uploaded to GBQ using the chunking approach.

Some highlights of the solution design are:

Enhancing Patient Safety: Transforming Adverse Event Reporting with Innovative Solutions

As a global pharmaceutical leader, the imperative is to ensure patient safety through meticulous adverse event reporting — a regulatory requirement to monitor products’ safety post-market. Historically, manual processes hampered the client’s ability to rapidly and accurately report adverse events, leading to inefficiencies and data inaccuracies.

vSaaS Global partnered with the client team to integrate Smartsheet and AI technologies to transform their reporting system, yielding:

Streamlined Processes: Achieved a 40% reduction in report processing time.
Improved Data Accuracy: Enhanced validation reduced errors by 30%.
Increased Operational Efficiency: Enabled real-time global collaboration, significantly improving response strategies and patient safety measures.

Other Smartsheet success stories:

Empowering Project Delivery: Revolutionizing IT PMO Operations

In a strategic move to elevate project delivery efficiency, a large IT PMO organization partnered with vSaaS. Faced with sluggish project timelines and inflated costs, the challenge was to harness technology for streamlined operations. vSaaS implemented Smartsheet, integrating it with JIRA and ServiceNow via API connectors. This fusion not only synchronized project management tasks but also enhanced real-time data exchange, achieving unparalleled workflow efficiency.

Key Outcomes:

Accelerated Project Delivery: Slashed project timelines by 25%, ensuring timely market entry.
Cost Reduction: Achieved a 20% reduction in project overheads, optimizing budget allocation.
Enhanced Collaboration: Seamless integration fostered a collaborative environment, boosting team productivity and morale.

Client

Objective

Challenges

Solution

Singapore:

Explore