Facile.it: Revolutionizing customer experience and increasing conversions with Google Cloud
About Facile.it
Facile.it is one of the main Italian online price comparison platforms in the market of insurance products, utilities and financial products. It generated €159 million in revenue in 2022 with more than 4,000,000 monthly users and approximately 800 employees.
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Contact usThe centralized data management and the new calculation models have enabled the exponential increase of internal analysis, reducing costs and improving the reliability of the results and, as a consequence, of the strategies.
Google Cloud results
- +20% Conversion Rate
- +1000% machine learning speed
- 5x more A/B tests (and more accurate)
100x more powerful analysis in terms of volume of data
Speed, quantity, results. These are the three words which can summarize the introduction of Google Cloud to Facile.it. Implementing Google Cloud has brought new capabilities to a team that works to bring the best deals and precise, efficient, and rapid service to its users in the insurance, rates and mortgages industry.
"By recommending customized services to our users, we have also noticed an increase between +10 and 20% in margins."
—Agnese Barcarolo, Head of Web Marketing, Facile.itOffline and online data in the same data warehouse
"The volume of data analyzed has seen a 100x increase since adopting BigQuery as our central data warehouse. We can easily affirm that we went from tens of gigabytes to multiple terabytes," Luca Boeri, VP of Technology.
Boeri witnessed and set the transition together with his colleagues. "We started analyzing our funnels with a level of detail and speed analysis which was previously unthinkable. All the data, collected both online and offline, is now stored in the same place and it is possible to assemble a unique user view across the various vertical sectors of the company."
The number of A/B tests that were launched increased by at least 5x, and they can be carried out simultaneously, with new insights being gathered to ensure more detailed trials.
"It took us a whole working week to carry out a model, before Vertex AI integration, with many people committed to the task. Now a data scientist can operate autonomously, in only one day."
—Luca Boeri, VP of Technology, Facile.itA revolution: It is like switching from hand calculations to calculators
"We have not changed our car, we have actually changed our means of transport," Boeri metaphorically explains. It now takes only a few seconds to process queries that previously required hours. "For more complex requests, our machines used to work overnight. Today we have what we requested in a few minutes."
This speed puts the workers in a different situation, opening up new scenarios. "We don't simply have a faster database: we have an almost infinite capacity. Let me make another comparison: it was like switching from hand calculations to using a calculator," Boeri says.
"We don't simply have a faster database: we have an almost infinite capacity. Everything is indexed, not just a part."
—Luca Boeri, VP of Technology, Facile.itVertex AI, made machine learning models deployment 10x faster
Facile.it has combined the resources of Vertex AI, Google Cloud's machine learning system, with BigQuery. "Our work has become almost 10x quicker. Deploying a model takes us a day and then we are ready to think about a new model. The data exploratory analysis is still necessary, but training and deployment are now very fast."
"I remember it took us a whole working week to train and deploy a model before Vertex AI integration, with many people committed to the task," Boeri recalls. "Now a data scientist can operate independently in just 24 hours and this guarantees not only cost savings but also efficiency, freeing up other colleagues to focus on other activities."
Furthermore, each training can be compared with others, even if the parameters are different, and—above all—it can start from the numerous data collected with previous training.
Deeper funnel conversion goals
Facile.it has also decided to take advantage of Vertex AI to optimize the various steps of the user experience. "We have noticed an increase in the Conversion Rate (CR), ranging from +15% to +20%, improving lead performances."
The Data team worked with the Advertising one to leverage Google Cloud services in B2C businesses. "We have optimized the campaigns not only aiming at CR but starting from the construction of more qualified conversion goals," Agnese Barcarolo, Head of Web Marketing, confirms.
A strong relationship with the Google Cloud team
"As the marketing team—Agnese Barcarolo explains—we enjoyed the support from the advertising team as well as from the engagement managers: they are technicians who help us by acting as connectors between tech and advertising."
Today, there is a very close and continuous relationship between Facile.it and Google Cloud teams, built especially on mutual respect. "Thanks to ongoing relationships with the team," Luca Boeri affirms, "we can collaborate on our business objectives and technology roadmap. Our team is continuously learning along this journey, which helps us innovate to meet our customer needs."
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About Facile.it
Facile.it is one of the main Italian online price comparison platforms in the market of insurance products, utilities and financial products. It generated €159 million in revenue in 2022 with more than 4,000,000 monthly users and approximately 800 employees.