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Everflow: Giving digital marketers an unparalleled performance marketing platform

About Everflow

Everflow's platform makes marketers more successful, helping them track, analyze, and generate greater returns from their performance marketing campaigns.

Industries: Technology
Location: United States

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Everflow provides a Partner Marketing Platform for tracking and managing all performance channels: affiliates, influencers, referrals, and media buying. Everflow launched on Google Cloud to drive unparalleled scale, using BigQuery to provide real-time reporting and granular marketing analytics.

Google Cloud results

  • Accelerated time to market—taking less than one year to launch the first version of the Everflow platform
  • Empowers deep analytics and in-depth reporting for customers in seconds at a massive scale required by brands, agencies, and enterprise clients.
  • Enables clear granular attribution for all performance marketing channels
  • Reduces risk, enabling the business to accelerate growth and profitability
  • Reclaims 10% of team bandwidth for development instead of operations

2x faster feature development with potential for up to 10x

To maximize the effectiveness of web and mobile ad campaigns, performance marketers need smart tracking, practical analytics, and predictive tools that are sophisticated yet easy to use. Everflow provides a cloud-based platform with the advanced features customers need, including automated campaign management, fraud prevention tools, easy “smart link” campaigns, and multidimensional analytics and reporting for identifying trends.

With Google Cloud, Everflow was able to launch exponentially faster with a massively more scalable infrastructure compared to any of the legacy competitors. With assistance from Google Cloud managed services, Everflow built a cost-effective and low-maintenance infrastructure and brought its platform to market in less than a year. It quickly achieved profitability and continues to significantly scale its ARR each and every year since its founding in 2016.

“Google Cloud allowed us to reduce the time, cost, and risk of bringing our application to market, improving our business outlook on all three fronts,” says Kanwar Dhaliwal, Chief Operating Officer at Everflow. “Even more important, what we have built on Google Cloud is extremely scalable, and we benefit from personable support and constant Google innovation.”

Up to 10x faster feature development

Everflow’s infrastructure is completely containerized and orchestrated using Google Kubernetes Engine, which enables rapid development and iteration by making it easy to deploy, update, and manage applications and services. To ingest and deliver billions of event messages each day—every click, purchase and download from digital media users worldwide—Everflow uses Pub/Sub to enable fast reporting, targeting and optimization.

“When our customers need to analyze a ton of digital marketing data and pull out what’s relevant to their campaigns, we can give them results cleanly in seconds with BigQuery. That’s a major differentiator for us, because it eliminates the need for customers to buy expensive, third-party analytics products.”

Kanwar Dhaliwal, COO, Everflow

Real-time reporting and deep analytics

Everflow also uses Google Cloud-managed services for databases and big data analytics. Raw data such as clicks, impressions, and web addresses are captured and stored in Cloud Bigtable, a high-performance NoSQL database that is ideal for storing single-keyed data with very low latency, even when storing more than 10,000 events per second. Top-level summary data for Everflow customer dashboards, including live data, graphs, and reports, is stored in MySQL databases on Cloud SQL.

“It’s wonderful that on Google Cloud we don’t have to manage our databases, and it’s amazing how quickly we can scale,” says Jonathan Blais, Chief Technology Officer at Everflow. “If we’re growing quickly and need to make a change, we can upgrade to a larger Cloud SQL instance and have twice the amount of RAM and CPU with a few clicks.”

To give customers hyper-fast response times for multidimensional analytics and big data insights, Everflow uses BigQuery. The fully managed serverless cloud data warehouse facilitates powerful analytics through real-time pivot tables that allow users to pivot on nearly 50 dimensions, and Everflow never has to worry about maintaining the indexes.

“There’s no way we could provide a real-time analytics engine like our pivot table report without BigQuery,” says Jonathan. “Each of our customers has their own way of doing analytics, and BigQuery gracefully scales with that model.”

Instead of spending hours jockeying spreadsheets, customers can build their own analytics funnels to better understand cost of customer acquisition, lifetime value of a customer, or average sales volume per customer, and get immediate answers.

“When our customers need to analyze a ton of digital marketing data and pull out what’s relevant to their campaigns, we can give them results cleanly in seconds with BigQuery,” says Kanwar. “That’s a major differentiator for us, because it eliminates the need for customers to buy expensive third-party analytics products.”

“It’s safe to say that our growth in revenue, customers, and margins would be nowhere near where it is today if we were not on Google Cloud Platform. We’re able to focus on innovation, and I think our relationship with Google is both an enabler and a reflection of that.”

Kanwar Dhaliwal, COO, Everflow

Growing faster where it counts

By choosing Google Cloud, Everflow is accelerating both profitability and growth by reducing risk. Using managed cloud services keeps Everflow’s team focused on development as the company grows, unlocking innovation from valued full-time employees who would otherwise be devoted to operations tasks.

“It’s safe to say that our growth in revenue, customers, and margins would be nowhere near where it is today if we were not on Google Cloud,” says Kanwar. “We’re able to focus on innovation, and I think our relationship with Google is both an enabler and a reflection of that.”

Tell us your challenge. We're here to help.

Contact us

About Everflow

Everflow's platform makes marketers more successful, helping them track, analyze, and generate greater returns from their performance marketing campaigns.

Industries: Technology
Location: United States