Stay organized with collections Save and categorize content based on your preferences.

Market Logic: Helping leading brands run an insights-driven business with a scalable platform

About Market Logic Software

Market Logic Software helps leading brands to run insights-driven businesses. The company delivers end-to-end market insights platforms that glue data and tool investments together to guide high-quality decisions in strategy innovation, marketing, and sales. The company’s enterprise software runs 80+ global deployments in CPG, healthcare, retail, automotive, finance, and telecom.

Industries: Technology
Location: Germany

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

Contact us

Market Logic Software migrated its infrastructure to Google Cloud in just three days, enabling a faster user experience and seamless scalability, which helps IT staff focus on innovation.

Google Cloud results

  • Minimizes maintenance time and costs with four-way autoscaling and multi-cluster support
  • Enables smooth, automated scaling up and down according to demand
  • Keeps services running smoothly with environment reboots taking just seconds, instead of three days
  • Platform response times decreased by 5x after switching to Google Cloud

Ensures high service availability with 20-second reboots

Market and consumer data and research is essential to drive quality decisions for top-line growth, from winning strategies and successful new products to engaging marketing and sales messaging. The good news is, there’s more data in the world than ever before. But how much of it actually gets put to use? According to research, 90 % of decision-makers prioritize gut feel over data if there is a contradiction between the two.1

Enter Berlin-based enterprise SaaS provider Market Logic Software, aiming to help leading consumer brands use all their data and knowledge in decisions with an end-to-end market insights platform. “We believe that market and consumer data must drive business decisions, and software can enable this. So we developed an end-to-end marketing insights platform that supports strategic and tactical market-facing decisions, by making it easy for business people to work with insights,” explained Olaf Lenzmann, co-founder and Chief Technical Officer of Market Logic Software.

“Our customers trust us with their data, and we take that very seriously. When selecting our technology, we aim to meet their security and compliance standards as well as our own. In Google Cloud, we found that level of security matched by scalability and high availability.”

Olaf Lenzmann, co-founder and Chief Technical Officer, Market Logic Software

“The platform transforms data into insights for action, with an insights engine, a Digital Insights Workspace and a Business Assistant,” Olaf explained. “The Insights Engine allows our clients to leverage all their existing data and tool investments, from millions of dollars of past research to thousands of syndicated sources and newsfeeds, as well as all their interactive BI, social and analytics dashboards. The Digital Insights Workspace then equips insights, analytics, and intelligence teams to generate new insights from all this data in efficient, standardized workflows, while also engaging the business with relevant insights at the right time. Finally, the Business Assistant supports the people who work with insights to make high-quality decisions, with a simple self-service search interface that uses the latest AI technologies.”

As the company expanded to serve over 80 global enterprise deployments with world-leading brands, the Market Logic team realized that further growth would require more performance and flexibility than their original bare metal architecture could offer. They decided to leverage a microservices infrastructure that could scale at speed to support its expansion, while maintaining high service availability and stringent security standards. Looking for a solution in late 2019, the company turned to Google Cloud.

“Our customers trust us with their data, and we take that very seriously. When selecting our technology, we aim to meet their security and compliance standards as well as our own,” explained Olaf. “In Google Cloud, we found that level of security matched by scalability and high availability.”

“Since migrating to GKE, we’ve halved the costs of running our nodes, reduced our maintenance work, and gained the ability to scale up and down effortlessly and automatically according to demand. All our customer production loads and development environment run on GKE, and we’ve never faced a critical incident since.”

Helge Rennicke, Director of Software Development, Market Logic Software

Introducing scalability and boosting performance with GKE

Market Logic’s original infrastructure was based on a single node, bare metal environment. As the company grew, the team realized that they were in need of greater flexibility to continue developing products and serving more customers. “Previously, we couldn’t really scale so we had to rely on capacity planning,” explained Helge Rennicke, Director of Software Development at Market Logic Software. “For example, we had one node per customer and we needed to predict how many new clients we might acquire over a six-month period to prepare more nodes in advance and manually integrate them. This also meant that we had to maintain a pool of spare machines, which weren’t always used.”

Aiming towards scalability and a more cost-effective way to run the business, the Market Logic team decided to adopt a microservices architecture and containerization: a form of operating system through which applications are run in isolated user spaces called containers. “In transforming its monolith application into a microservices stack,” Helge said, “we adopted the open source Kubernetes solution for automating deployment, scaling, and management of containerized applications.“

But to power this approach, Market Logic also identified the need to work with a cloud provider that could support the company with deployments across multiple regions and that could offer on-demand scalability, selecting Google Cloud for the job.

“We needed to be able to scale faster and to support multiple customers without being hindered by the hardware limitations of our previous setup,” said Helge, ”it could take us up to 30 minutes just to move cluster disks from one node to another, which had serious implications in the availability of our services. It could take us three days to reboot an entire environment. In Google Cloud, it takes 20 seconds.”

Today, Market Logic Software runs almost 100% of its workload on Google Kubernetes Engine (GKE). “Google Cloud provides stable and reliable underlying infrastructure and perfect integration with the Kubernetes ecosystem,” Helge explained of the choice. “Since migrating to GKE, we’ve halved the costs of running our nodes, reduced our maintenance work, and gained the ability to scale up and down effortlessly and automatically according to demand. All our customer production loads and development environment run on GKE, and we’ve never faced a critical incident since. This translates into faster and smoother experiences for both our teams and for our customers.”

“We’re continually working to help our customers use more of their data in smarter ways. We think of Market Logic Software as the glue that brings relevant pieces of information together, and with highly available services running on GKE, we can bring this information to our customers faster.”

Olaf Lenzmann, co-founder and Chief Technical Officer, Market Logic Software

Enabling an AI-powered future of more innovation

With a scalable and stable infrastructure in place, the Market Logic Software team is now looking at leveraging Dataplane V2 on GKE to strengthen its security posture even further with node-to-node encryption. The team is also evaluating Vision AI to enhance image support in their marketing intelligence libraries, where clients organize advertising copy, concept, and packaging tests. “Based on the image analytics provided by Google, each library item could be enriched with additional tags and automatically extracted text to enable users to onboard new content more easily and quickly,” Helge explained.

“We’re continually working to help our customers use more of their data in smarter ways. We think of Market Logic Software as the glue that brings relevant pieces of information together, and with highly available services running on GKE, we can bring this information to our customers faster,” Olaf said. “Next, we’re looking forward to also leveraging the AI and machine learning capabilities of Google Cloud to continue improving the ways we can make sense of data, contextualize what the user is looking for, and provide ever more relevant, personalized answers to our customers.”

1. Gartner 2019, The Economist Intelligence Unit (EIU), 2014

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

Contact us

About Market Logic Software

Market Logic Software helps leading brands to run insights-driven businesses. The company delivers end-to-end market insights platforms that glue data and tool investments together to guide high-quality decisions in strategy innovation, marketing, and sales. The company’s enterprise software runs 80+ global deployments in CPG, healthcare, retail, automotive, finance, and telecom.

Industries: Technology
Location: Germany