Kinguin helps shoppers find products faster with Recommendations AI

Over 2.14 billion people worldwide are expected to buy online this year, according to Statista. Online retail sales will account for 22% of all purchases by 2023. But in a competitive retail landscape, positive interactions can mean the difference between a sale and an abandoned shopping cart.One of the leading global marketplaces – Kinguin.net is a haven for gamers. Their bustling ecommerce business conducts over 500,000 new transactions monthly. Users will encounter over 50,000 unique digital products, from video games, gift cards, in-game items to computer software and services. With over 10 million registered users, Kinguin improved their experience by helping users find items quickly and deliver service at scale.Helping customers find what they want, fastBecause of Kinguin’s high volume of users—both buyers and sellers—and breadth of digital products, browsing and shopping can be challenging. “Customers shop online for choice and convenience, but it can sometimes be overwhelming. We want anyone who shops at Kinguin to find what they are looking for quickly and easily,” says Viktor Romaniuk Wanli, Kinguin CEO and Founder.Today’s retailers know that creating personalized shopping experiences is crucial for establishing and maintaining customer loyalty. Kinguin discovered their users were getting a rather standard retail experience. They wondered how they could offer them a more tailored, personalized experience.They knew product recommendations were a great way to personalize experiences because they help customers discover products that match their tastes and preferences. But it’s not that easy to recommend products. Various shifting factors make recommendations much more complex:Customer behavior. Understanding customers is tough. How do you recommend something to a cold start user who’s never been to your site before? What happens when their behavior changes?Omnichannel context. According to Harvard Business Review, 73% of all customers use many channels when they buy. What happens when they go from desktop to mobile or from social media shopping to a proprietary app?Product data challenges. How do you recommend new products within a large catalog of items? What if your product data has sparse labeling or unstructured metadata?Data wasn’t a problem for Kinguin. They had data orders, history, wishlists, and could collect events based on their platform interactions. It was the machine learning model expertise they lacked. So rather than building their own solution, they determined it was more cost effective for them to find a reliable partner. It was also essential that the solution integrated easily with Kubernetes, which enabled their global network.With these considerations in mind, they applied for the Google Recommendations AI beta program. Kinguin became the first gaming e-commerce platform in Europe to use Recommendations AI when it launched in 2020.Pro gamer move: using a fully managed AI service Google Recommendations AI uses algorithms to deliver highly personalized suggestions tailored to a customer’s preferences. Google Cloud based these algorithms on the same research that powers models by YouTube search and Google Shopping. Algorithms are always being tuned and adjusted to focus on individuals themselves—not just items.Many shopping AIs rely on manually provisioning infrastructure and training machine learning models. Instead, Recommendations AI’s deep learning models use item and user metadata to gain insights. It processes Kinguin’s thousands of products at scale, iterating in real time. First, Kinguin pieces together a customer’s history and shopping journey. Then, using Recommendations AI, they can serve up personalized products—even for long-tail products and cold-start users. By leveraging internal tools, Kinguin didn’t need to start implementation from scratch. After a few trial sessions with Google Cloud engineers, they got started right away. Due to the fast-paced nature of a marketplace—i.e., price changes, out-of-stock items—Kinguin needed their recommendations to be as close to real time as possible. They used internal event buses to stream events and their product catalog directly to the recommendations API.Kinguin rolled out in high-traffic areas, including their home page, product page, and category pages. They analyzed heat maps and scroll maps to figure out where to test placements. They also experimented with different recommendation models such as “recently bought together” and “you may like.” Engineers also factored in where they were implementing the models. For example, the “others you might like” model would fit best on the homepage, while “frequently bought together” made sense at checkout.Understanding how product recommendations influence financials is critical for demonstrating the impact of personalization. Using BigQuery, Kinguin could analyze different cost projection models. BigQuery helped them dig into specific financial data to understand their margins and revenue gains.Playing to win: enhanced customer experienceSince adopting Recommendations AI, Kinguin has improved both customer experience and satisfaction. Search times have shortened by 20 seconds. Additionally, their average cart value has increased by 5 EUR. Conversion rates have quadrupled since the outset. Click-thru rates have doubled, increasing by 2.16 on product pages and 2.8 times on recommendations pages.“Google Recommendations AI has helped us evolve our service, increase customer loyalty and satisfaction. It has also contributed to a significant rise in sales,” says Wanli. Kinguin is already thinking about other ways of enhancing user experiences with recommendations. Ideas include their checkout process, other landing pages, and email marketing.Kinguin’s journey with Google Cloud shows how companies can leverage AI to optimize sales and deliver high-performing, low-latency recommendations to any customer touchpoint. Learn more about Recommendations AI andGoogle Cloud AI and machine learning solutions.Related ArticleAI in Retail: Google Cloud transforms Cartier’s product search technologyWith Google Cloud, Cartier developed an application to identify any watch ever designed in its 174-year history using visual recognition …Read Article
Quelle: Google Cloud Platform

BigQuery admin reference guide: Tables & routines

Last week in our BigQuery Reference Guide series, we spoke about the BigQuery resource hierarchy – specifically digging into project and dataset structures. This week, we’re going one level deeper and talking through some of the resources within datasets. In this post, we’ll talk through the different types of tables available inside of BigQuery, and how to leverage routines for data transformation. Like last time, we’ll link out to the documentation so you can learn more about using these resources in practice. What is a table?A BigQuery table is a resource that lives inside a dataset. It contains individual records organized into rows, with each record composed of columns (also called fields) where a specified data type is enforced. BigQuery supports numerous differentdata types including GEOGRAPHY for geospatial data, STRUCT and ARRAY for more complex data, and new parameterized data types to add specific constraints like the number of characters in a string. Data access can also be controlled at the table, row and column levels; more details on data governance will be covered later in the series. Metadata, such as descriptions and labels, can be used for surfacing information to end users and as tags for monitoring. You can create and manage a table directly in the UI, through the API / Client SDKs or in a SQL query using a DDL statement.Managed and external tablesManaged tables are tables that are backed by native BigQuery storage, which has many benefits that improve query performance including support for partitions and clusters. We’ll cover more details on BigQuery storage later in this series. Another advantage of using a managed table is that BigQuery allows you to use time travelto access data from any point within the last seven days and query data that was updated, expired or deleted. And now you can even create a snapshot of your table, to preserve its contents at a given time. While managed tables store data inside BigQuery storage, external tables are backed by storage external to BigQuery. BigQuery currently supports creating an external table from Cloud Storage, Cloud Bigtable and Google Drive. Besides an external table, you can create a connection to Cloud SQL, which is somewhat analogous to an external dataset. Here, you can leverage federated queriesto send a query that executes in Cloud SQL but returns the results to be used within BigQuery.Using external tables or federated queries may result in queries that aren’t as fast as if the data had been stored in BigQuery itself. However, they can be useful for some data transformation patterns –  for example, you may want to schedule a  DDL/DML query that hydrates a managed table using a federated query, which selects and transforms data from Cloud SQL. An external table might also be useful for multi-consumer workflows where BQ storage isn’t the source of truth. Like, if you have a dataproc cluster accessing data in a Cloud Storage bucket that you’re not quite ready to port into BigQuery (although I do recommend taking a look at our connector if you need some convincing). You can learn more about querying external data in this video. Logical and materialized viewsIn BigQuery, you can create a virtual table with a logical view or a materialized view. With logical views, BigQuery will execute the SQL statement to create the view at run time, it will not save the result anywhere. Additionally, you can grant users access to an authorized view to share query results without giving them access to the underlying tables. On the other hand, materialized viewsare re-computed in the background when the base data changes. No user action is required – they are always fresh! Better yet, if a query, or part of a query, against the source table can be resolved by querying the materialized view, BigQuery will reroute for improved performance. However, materialized views use a restricted SQL syntax and a limited set of aggregation functions. You can find details on limitations here.  Temporary and cached results tablesAside from the tables we’ve mentioned so far, you can also create atemporary managed tableusing the TEMP or TEMPORARY keyword. This table is saved in BigQuery storage and can be referenced for the duration of the script. Temporary tables can be a good alternative to WITH clauses because the defining query is only executed  once as opposed to being inlined every place the alias is referenced.Original codeOptimizedwith a as (  select …),b as (  select … from a …),c as (  select … from a …)select   b.dim1, c.dim2from  b, c;create temp table a asselect …;with b as (  select … from a …),c as (  select … from a …)select   b.dim1, c.dim2from  b, c;It’s also important to mention that BigQuery writes all query results to a table – one either explicitly identified by the user or to a cached results table. Temporary, cached results tablesare maintained per-user, per-project. There are no storage costs for temporary tables.User defined functions & proceduresIn BigQuery, a routine is either a user defined function (UDF) or a procedure. Routines allow you to re-use logic and handle your data in a unique way. A UDF is a function that is created using either SQL or Javascript, it takes arguments as input and returns a single value as an output. UDFs are often used for cleaning or re-formatting data. For example, extracting parameters from a URL string,  restructuring nested data, or cleaning up strings:We even have a community driven open-source repositoryof BigQuery UDFs! Just like logical views, you can create an authorized UDF that protects aspects of the underlying data. For more details on UDFs checkout our video here. You might also want to take a look attable functions – a preview feature where you can create a SQL UDF that returns a table instead of a scalar value. Procedures, on the other hand, are blocks of SQL statements that can be called from other queries. Unlike UDFs, stored procedures can return multiple values or no values – which means you can run them to create or modify tables. In BigQuery, you can also leverage scripting capabilitieswithin procedures to control execution flow with IF and WHILE statements. Plus, you can call your UDFs within your procedure! These aspects make procedures great for extract-load-transform (ELT) driven workflows.To ensure consistent analytics across your organization, I recommend that you create a library dataset to house UDFs and procedures. You can easily grant everyone in your organization the BigQuery Data Viewer roleto the library dataset so that all analysts use consistent and up-to-date logic in their queries. Stay tuned!We hope this gave you an understanding of how to leverage some of the different resources inside of a BigQuery dataset, and to help you make decisions like using native versus external storage, logical versus materialized views, and user defined functions or procedures. Next up we’ll be talking about workload management in BigQuery by taking a look at jobs and the reservation model. Be sure to keep an eye out for more in this series by following me on LinkedIn and Twitter, and subscribing to our Youtube channel.Related ArticleThe BigQuery admin reference guide: Resource HierarchyLearn about the BigQuery Resource Hierarchy, and how to structure Projects, in the first part of our series to help BigQuery administrato…Read Article
Quelle: Google Cloud Platform

Amazon EBS unterstützt jetzt die Volume-Typen gp3, st1 und sc1 in den AWS Local Zones von Los Angeles

AWS unterstützt jetzt drei zusätzliche Amazon-Elastic-Block-Store(Amazon EBS)-Volume-Typen in den AWS Local Zones von Los Angeles: universelle SSD (gp3), durchsatzoptimierte HDD (st1) und kalte HDD (sc1) Volumes. Mit dieser Erweiterung können Sie jetzt die Volume-Typen gp3, st1 und sc1 zusätzlich zu Ihren vorhandenen gp2- und io1-Volumes in den AWS Local Zones von Los Angeles verwenden.
Quelle: aws.amazon.com

AWS DataSync kann jetzt System Access Control Lists (SACLs) in Amazon FSx for Windows File Server kopieren

Wenn Sie mithilfe von AWS DataSync Daten zwischen Amazon FSx for Windows File Server-Dateisystemen und SMB-Freigaben (Server Message Block) kopieren, können Sie nun Objektmetadaten zur Beschreibung von Zugriffskontrolllisten des NTFS-Systems kopieren. Diese werden üblicherweise von Administratoren verwendet, um die Vorgänge für Dateien und Ordner zu definieren, durch die Prüfprotokolle generiert werden. Von DataSync können jetzt alle Zugriffskontrolleinträge (Access Control Entries, ACEs) für Dateien und Ordner zwischen Ihren SMB-Freigaben und FSx for Windows File Server-Dateisystemen sowie zwischen FSx for Windows File Server-Dateisystemen kopiert werden.
Quelle: aws.amazon.com