Enables instant data analytics to generate timely marketing insights
Implements a data-driven company culture by supporting flexible and swift data retrieval
Reduces data storage cost to streamline data management
By leveraging BigQuery for instant, large-scale data analytics, Crescendo Lab helps its enterprise customers improve online marketing performance and optimize decision-making processes.
By leveraging BigQuery for instant, large-scale data analytics, Crescendo Lab helps its enterprise customers improve online marketing performance and optimize decision-making processes.
The new way to analyze data on a large scale
Founded in 2017, Crescendo Lab provides self-developed marketing solutions to ecommerce and retail brands, helping them improve their conversion rates. One of its areas of expertise lies in precision marketing on LINE, one of East and Southeast Asia's most popular messaging applications.
By tagging and analyzing user behavior data collected through brands’ official LINE accounts, Crescendo Lab can help its customers implement effective segment marketing. However, since every user activity, like browsing and clicking, generates one data entry, Crescendo Lab has to analyze several terabytes of data daily.
That meant the team needed countless hours to generate an analytics report, which is counterproductive for fast-paced sectors like ecommerce. As a result, Crescendo Lab sought a data processing tool that supports higher analytics efficiency. The team opted for BigQuery and Google Cloud, helped by the experience of using infrastructure tools like Google Kubernetes Engine (GKE) and the simpler cloud management the platform afforded the company.
Why Google Cloud?
Crescendo Lab leverages BigQuery to power data analytics in its marketing solutions, enabling customers to gain faster and deeper data insights. As BigQuery incorporates storage and computing features, the Crescendo Lab team can handle data in all formats and quickly find what they need anytime, achieving greater work efficiency.
The fact that BigQuery can process large amounts of data quickly enables Crescendo Lab to help its customers optimize their marketing performance more effectively. For example, generating a user behavior analytics report previously took Crescendo Lab four to five hours. With BigQuery, the same report is now completed in just five minutes. This way, Crescendo Lab’s ecommerce customers can receive data insights before executing marketing campaigns and tweak their strategies to be more effective.
Crescendo Lab also utilizes BigQuery as its data lake. The team ingests all raw data to BigQuery and transforms it into clean, structured data for marketing solutions and business intelligence tools using ETL pipelines.
Crescendo Lab’s non-engineering employees can retrieve data independently to facilitate decision-making, allowing the company to foster a data-driven company culture.
Beyond driving efficient data analytics, BigQuery also significantly reduces data storage costs. Seeing the benefit, Crescendo Lab uses BigQuery to manage its audit logs.
According to David Chou, Head of Engineering at Crescendo Lab, log data can be stored in BigQuery for one to two years, but only 30 days in Cloud Logging at the same cost. The intuitive interface of BigQuery also allows Crescendo Lab’s engineers to retrieve data through a query quickly.
“By enhancing data analytics efficiency and eliminating technical barriers to data access, BigQuery has significantly optimized our online marketing solutions and empowered us to build a data-driven company culture. Now, we can instantly process massive amounts of data, even as our customer base rapidly grows,” notes David Chou.
Google Cloud partner iKala Cloud has been providing Crescendo Lab with timely technical support since its adoption of BigQuery. It also offers usage and cost optimization advice for other Google Cloud tools like Compute Engine and Cloud Logging, so the Crescendo Lab team can focus on product development.
For example, when Crescendo Lab wanted to import more data to BigQuery, iKala Cloud suggested using Datastream to simplify data writing by eliminating the need to build data pipelines, optimizing the process. Looking ahead, Crescendo Lab plans to adopt additional BigQuery-compatible services to further enhance its data analytics capabilities.
Crescendo Lab now operates across Taiwan, Thailand, Japan, and Singapore, serving over 700 brand clients, including multinational enterprises and industry leaders. As user interaction data continues to grow, Crescendo Lab invests in large-scale data processing and AI model deployment to enhance its platform's real-time performance and scalability, supporting businesses in navigating increasingly complex communication and sales environments in Asia.
By enhancing data analytics efficiency and eliminating technical barriers to data access, BigQuery has significantly optimized our online marketing solutions and empowered us to build a data-driven company culture. Now, we can instantly process massive amounts of data, even as our customer base rapidly grows.
David Chou
Head of Engineering, Crescendo Lab
Founded in 2017, Crescendo Lab is an AI-powered SaaS company focused on enterprise applications, offering solutions across marketing and sales technologies. Crescendo Lab specializes in LINE-based CRM, and is the only SaaS provider in Asia to be recognized as an official LINE Gold Partner for four consecutive years. Given LINE's widespread adoption in East and Southeast Asia, its one-on-one communication features make it a key channel for personalized marketing.
Industry: Technology
Location: Taiwan
Products: BigQuery, Cloud Logging, Compute Engine, Datastream, Google Kubernetes Engine
About Google Cloud partner — iKala Cloud
iKala Cloud is a Google Cloud partner offering consultation services for cloud infrastructure, hybrid cloud solutions, machine learning, and marketing applications to help enterprises overcome challenges brought by digital transformation. The company has served more than 1,000 enterprise customers in Asia Pacific for their use of Google Cloud.
