Rocketium: Helping growth marketing teams collaborate on high-performing visual campaigns with Google Cloud
About Rocketium
Headquartered in Bengaluru, India, Rocketium provides a creative management platform that helps brands build, collaborate, and go live with marketing campaigns. The platform helps marketers and designers run more relevant campaigns faster across the customer life cycle, with features that include creative automation, workflow management, and digital asset management.
Tell us your challenge. We're here to help.
Contact usWith Google Cloud, Rocketium helps growth marketing teams create and deliver beautiful, brand-compliant, and relevant creative content to their users.
Google Cloud results
- Eliminates requirement for three-hour testing for each deployment
- Positions business to dramatically enhance platform analytics capability
- Automates the translation of creative assets across 20 languages
Minimizes latency and ensures reliable delivery to demanding customers through a multi-region architecture
Founded in 2015 by Anurag Dwivedi and Satej Sirur, Rocketium provides software that enables growth marketing teams to collaborate on high-performing visual campaigns. This software enables businesses to create and work with beautiful, brand-compliant, and relevant creative content.
The business has grown since its foundation to a team of 60 with offices in Bengaluru in India and San Francisco in the United States.
“Attention spans are going down and people need content that is visually appealing and consumable in a short time,” says Satej, CEO of Rocketium. “Our platform helps growth marketing teams make compelling visuals that stand out and deliver exceptional performance on multiple channels, such as mobile and web applications. Before Rocketium, growth marketing teams faced challenges such as low speed of execution, limited scale of experiments, and high production costs.”
Rocketium automates many repetitive parts of visual campaigns, making them more relevant to different user cohorts. Furthermore, businesses can consolidate all the digital assets—including audio, video, and images—needed to develop creative work into a single location. This enables designers, marketers, and other team members to collaborate efficiently.
Meeting specific needs with Firebase and Google Cloud
Rocketium started operations using infrastructure provided by a traditional cloud service, but realized Firebase and Google Cloud presented the best option to meet its specific needs. “For example, customers that wanted to compile creative assets in vernacular languages had to dedicate at least one person to the laborious task of translating those assets into up to 20 languages,” says Santosh B, Vice President Of Engineering at Rocketium.
The organization opted to use Google Cloud services to automate the translation of creatives and Text-to-Speech to help customers convert text into natural-sounding speech for video content. “This problem becomes even harder in videos that require audio to be made available in multiple languages,” explains Santosh. “With Rocketium powered by Text-to-Speech, users can automate 90% of this process, with a final review the only manual step required.”
Rocketium also opted to use Firebase to deliver push notifications to consumers. “Notifying users when new campaigns are assigned to them, when they are tagged in comments, or their visuals are done rendering is a key part of the collaborative experience,” says Santosh. ”We chose Firebase to support this process due to its ease of use, flexibility, low latency, and high deliverability.”
We had been gravitating to Google Cloud and Firebase solutions and decided to explore moving our workloads to Google Cloud. Our first step was to ask what was the most effective way of running these in a containerized application and Google Kubernetes Engine—the industry standard—was the logical answer.”
—Santosh Bheemarajaiah, Vice President of Engineering, RocketiumOCR in Drive enables easy location of resources
Furthermore, the business elected to build an integration between the Rocketium platform and Google Drive after seeing that many of its customers were already using Drive as a digital asset management system. The optical character recognition features of Drive also made it easy for customers to locate resources in the Google Workspace service for use when developing creative assets.
In 2017, Rocketium opted to build on its use of Google and Firebase services by moving from its incumbent cloud provider to Google Cloud. “We had been gravitating to Google Cloud and Firebase solutions and decided to explore moving our workloads to Google Cloud,” explains Santosh. “Our first step was to ask what was the most effective way of running these in a containerized application and Google Kubernetes Engine—the industry standard—was the logical answer.”
Rocketium moved the pieces of its platform that enable customers to render and create videos in Google Cloud seamlessly using internal resources.
Deploying to multiple regions with GKE
With Google Cloud, the business can now continue to improve its scalability, and Santosh acknowledges that while the business has built scale into its architecture, there is room for improvement. With Google Kubernetes Engine, Rocketium can scale and deploy to multiple regions to minimize latency and support its transition from a monolithic architecture to microservices.
“We have been looking at moving to microservices to apply different life cycle management approaches and even different technologies within each microservice if we need to,” he explains.
“There are certain operations within the product that require instant initiation, and we want automatic scaling—we do not need these services all the time, but when we do, we need them fast. Cloud Functions meets this need reliably and efficiently.”
—Santosh Bheemarajaiah, Vice President of Engineering, RocketiumReducing testing times
Moving to a more agile architecture will help Rocketium eliminate the need to spin up large servers and run three-hour tests during deployments. “This will be a considerable benefit to us, as we work largely on first principles and rely on working closely with customers,” explains Satej. “We build features that help growth marketing teams perform 10X better, and Google Cloud helps us go from idea to launch in weeks rather than months.”
Rocketium also relies on Cloud Functions to start, complete, and scale key operations. “There are certain operations within the product that require instant initiation and we want automatic scaling—we do not need these services all the time, but when we do, we need them fast,” says Santosh. “Cloud Functions meets this need reliably and efficiently.”
Running on Google Cloud also paves the way for Rocketium to build on its existing analytics capabilities, with the business migrating data to a BigQuery cloud data warehouse as part of a doubling down on analytics to help customers create more impactful campaigns. Machine learning is also in Rocketium’s sights as a way of automating processes and helping customers deliver higher-performing campaigns.
The business is now well positioned to serve customers spread across 14 countries that target consumers in hundreds of countries. A key upcoming capability for Rocketium is an app SDK that will let growth marketing teams run personalized campaigns on their own apps the way they do on Google Ads or YouTube.
“Visual content is a major revenue driver in today’s ecommerce apps. Allowing our ecommerce customers to deliver 1:1 personalized visual experiences will be a big part of our growth strategy. We trust Google Cloud to build and scale these services,” explains Santosh.
The business plans to make Pub/Sub the backbone of their entire infrastructure, relying on auto-scaled messaging services to deliver scale, minimize latency, and support new use cases.
“With Google Cloud, we have almost a clean slate approach to innovate—we can ask what we want to do and look at the opportunities that Google Cloud provides to deliver.”
—Satej Sirur, co-founder and CEO, RocketiumAccess to AI and machine learning
Potentially the greatest benefit for Rocketium in working with Google Cloud is access to powerful AI and machine learning products. Many tasks in the life of a campaign lend themselves to automation—identifying the most suitable visual message for a user segment, adapting existing designs to new sizes, rewording copy, extracting performance insights, refreshing existing creatives, and more. “Leading marketing and design teams make hundreds of thousands of visuals on Rocketium for their growth campaigns. The more they use the product, the more it can learn about their creative decisions and what works for their users,” explains Satej. “We want to tap into their thought process and feed the lessons into a machine learning model so we get better over time at predicting what works most effectively.
“With Google Cloud, we have almost a clean slate approach to innovate—we can ask what we want to do and look at the opportunities that Google Cloud provides to deliver,” he concludes.
Tell us your challenge. We're here to help.
Contact us
About Rocketium
Headquartered in Bengaluru, India, Rocketium provides a creative management platform that helps brands build, collaborate, and go live with marketing campaigns. The platform helps marketers and designers run more relevant campaigns faster across the customer life cycle, with features that include creative automation, workflow management, and digital asset management.