Gaining deeper insights

into the customer journey

How a worldwide leader in IT and networking uses Google Cloud
Platform and Google BigQuery to gain deeper insights into the
customer journey faster, more cost effectively, and at scale.

The client INDUSTRY TECHNOLOGY

This client is the world’s largest networking company. The

global corporation, based in San Jose, California, develops,
manufactures, and sells networking, telecommunications
and other equipment as well as security and other services.

Overview
This client looked to Google Cloud and Pluto7 to leverage more data and deeper insights into the customer journey. With the right blend of
Google Cloud solutions and Pluto7’s expert Machine Learning support, this IT and networking leader experienced a dramatic improvement
in the marketing team’s ability to understand customer sentiment.

CHALLENGES STRATEGY RESULTS

Deliver the best customer experience
by better understanding the complete
customer journey
Gain actionable customer insights more
quickly to help sales team members
respond faster
Identify the most important customers and
promising prospects to contact
Complement existing on-premises
infrastructure with a cloud-based data
platform
Use Google BigQuery to quickly analyze
large customer datasets
Develop a platform that can scale quickly,
and leverage machine learning for deeper
customer insights
Gained deeper customer insights in
days versus weeks
Identified key sales contacts
more accurately
Democratized access to customer
data globally
Business team no longer constrained
due to infrastructure issues

“With Google Cloud Platform, we can now get data from

many more channels, and so we can help ensure the best
omni-channel customer experiences. We’re also getting
much more granular data, which means we can better
understand a customer through their entire journey with us.”

Architect of Data Innovation

As one of the early leaders in technology, this company grew from a Silicon Valley networking company into a global enterprise offering
a variety of technologies and services. Like any savvy enterprise today, the leadership team understands the importance of delivering the
best possible customer experience to stay ahead of the competition.

Integrating Google Cloud

Data is the key to understanding the customer journey. For customer insights, the client’s digital sales teams relied heavily on an email
marketing platform along with data from other channels including social media and video. Most of the customer data received from these
channels were primarily high level, how many customers were targeted, how many looked at an ad, but lacked granularity about who
these customers were, where they were located, and which market segments they belonged to. These are the types of actionable insights
that would help the client’s digital sales team truly understand the customer journey.

Not surprisingly, this technology leader already had an internal, on-premises big data platform and data warehouses in place, as well
as a large IT team. The digital sales team’s goal was to leverage a cloud platform that could complement and integrate with their
on-premises infrastructure.

“On the business side, we wanted to own setting up the databases and integrating data sources to get the best analytics,” says the
Architect of Data Innovation “Google Cloud Platform offered a ready-made solution that we could start using right away. We had powerful
analytics up and running quickly and could scale as needed in a cost-effective environment. In the future, we can take our analytics to the
next level with Google machine learning.”

Google Cloud Platform enables us to identify both the most promising

potential customers, and the ideal person to contact at those companies,
by integrating contact data from vendors and other data channels.

Architect of Data Innovation

From high-level to granular data

With those objectives in mind, the company partnered with Pluto7, a technology solutions provider that leverages Google Cloud Platform
for sales and marketing analytics, among other services. Pluto7 worked with the client on a short Proof of Concept (POC) using machine
learning and artificial intelligence methods which involved combining digital audio recordings of customer calls to the client’s technical
support center, social media feeds, and data from other channels, to produce sentiment analysis and additional customer analytics.

Following the successful POC, Pluto7 began migrating the digital sales team to Google Cloud Platform. It wasn’t long before team
members were finally able to gain deeper customer journey insights across more channels ensuring a seamless omni-channel customer
experience. With access to much more granular data, the sales team has a better understanding about their customers throughout
their journey.

With the easy-to-use interface of Google Cloud Platform, team members around the globe can access customer analytics and gain
insights as needed. The availability of customer journey data empowers team members with actionable insights, without requiring them
to ask IT or more technically savvy colleagues for help.

There’s been a significant increase in the speed of obtaining analytics, too. Google Cloud Platform enables the digital sales team members
to get meaningful customer data analytics in one or two days, compared to the one or two weeks it used to take by manipulating
spreadsheets, manually.

We may be growing our datasets by about 5TB a week. Also,

sometimes we need to scale an application from 50 to 5,000 users in
just a few days. Our on-premises hardware can’t grow affordably at
that rapid pace, but Google Cloud Platform can.

Architect of Data Innovation

Stronger through innovation

Working with Pluto7, the client is experimenting with Google machine learning technology to leverage more data and obtain even deeper
insights into the customer journey. In addition, they are is looking at Elastic Cloud to scale searches and analytics easily, without the worry
of setting up more virtual machines. “This company is an established technology leader that continues to evolve over the years,” says
Manju Devadas, Founder & CEO, Pluto7. “Through each transition, the company gets stronger because it keeps innovating. With Google
Cloud Platform, they are at the forefront of customer experience analytics.”

Why Google

This client chose Google Cloud Platform because it:

• Offers a flexible, scalable,

ready-made infrastructure in the cloud.

• Provides a cost-effective platform that’s easy

for Sales team members to use.

• Delivers speed, security, reliability and flexible pricing.

Products used

Google Cloud Platform Google Cloud Dataprep Google Cloud Natural Language

Google BigQuery Google Cloud Storage Google Cloud Speech