Retail Analytics and BI with Looker, BigQuery, GCP & Leigha Jarett

Retail Analytics & BI with Looker, BigQuery,
GCP and Leigha Jarett
1

Welcome to ServerlessToronto.org
2
Introduce yourself:
- Where from? Why are you here?
Fill out the Survey to win prises:
- https://bit.ly/slsto
Feb 9, 2022: “Retail Analytics & BI” starts at 6:10 pm

Serverless Evolution (since FaaS started)
3
Serverless is New Agile & Mindset
#1 We started as Back-
end FaaS (Serverless)
Developers who enjoyed
“gluing” other people’s
APIs and Managed
Services)
#3 We're obsessed by
creating business value
(meaningful MVPs,
Products), focusing on
Outcomes/Impact –
NOT Outputs
#2 We build bridges
between Serverless
Community (“Dev leg”),
and Front-end, Voice-First
& UX folks (“UX leg”)
#4 Achieve agility NOT by
“sprinting” faster (like in
Scrum) but working smarter
(by using bigger building
blocks and less Ops)

Disconnect between IT & Business needs
4
Our group became dedicated to Bridging the
Businesses & IT Gap!
Technology is not the point => We are here to create Value
Adopting Serverless Mindset allowed us to shift the focus from “pimping up our
cars” (infrastructure/code), towards “driving” (the business) forward.
≠

Upcoming ServerlessToronto.org Meetups
5
1) Gojko Adzic – AWS
Serverless Hero, Five rules
for super-responsive
Serverless Applications
2) Patrick Lecuyer – Head of
Specialist Customer
Engineering at Google
Canada, on Apache Beam &
Dataflow
YOUR “This is my Architecture” style presentations are welcome!
Regardless of how big or small your learning & sharing will be ☺
Please rate us on Meetup & tell others about #ServerlessTO UG

Knowledge Sponsor
1. Go to www.manning.com
2. Select *any* e-Book, Video course, or liveProject you want!
3. Add it to your shopping cart (no more than 1 item in the cart)
4. Raffle winners will send me the emails (used in Manning portal),
5. So the publisher can move it to your Dashboard – as if purchased.
Fill out the Survey to win: bit.ly/slsto

8
Thank you Leigha for those cool Healthcare dashboards:
https://github.com/looker-open-source/healthcare_demo

Proprietary + Confidential
Understand your
business better with
global-scale data
and analytics
Leigha Jarett
2/9/22

Hi, I’m Leigha!
Product manager, developer and
customer advocate
@leighajarett

The world of retail is rapidly shifting online, leading to an
explosion of data across multiple business functions
Manufacturing data
Advertising Data
Supply chain data
Pricing data
Online & e-commerce data
Customer loyalty data
Product assortment data
Inventory data
Social media data
Retail data is growing quickly
as digital activity rises
COVID-19 has accelerated
ecommerce growth by 4 to 6 years*
Source: *Forbes, COVID-19 Accelerated E-Commerce Growth ‘4 To 6 Years’, June 2020

Data, now more than ever, is pivotal for retailers to drive digital
transformation across the value chain
Power ecommerce
hosting, AI-driven
experiences, and digital
shopping assistants
Omnichannel
Commerce
Understand inventory
allocation and evolve
dynamic assortment
planning
Merchandising &
Assortment
Personalize marketing
and provide superior
support to convert
visitors into loyal
customers
Customer
Acquisition &
Retention
Drive visibility and
efficiency into all areas
of the supply chain
Logistics,
Fulfillment &
Delivery
Reimagine customer
experiences by
enabling operations like
BOPIS and on-shelf
inventory tracking
Store Operations

But legacy data solutions struggle to provide actionable, near
real-time insights in a scalable and cost-efficient manner
Increasing data volume
& fragmentation
Customer, sales,
inventory, and operational
data are growing but
siloed
Lack of analytics &
AI/ML solutions
Legacy data analytics
tools are not robust
enough to extract rich
insights from data
Limited actionable
insights
Teams cannot make
timely decisions to meet
rising customer
expectations
For more information:
Traditional Data Approach

1
Capture data and break
down silos with a
serverless, highly
scalable data
warehouse
2
Create actionable
insights to become
more customer-centric
3
Manage and govern
data and insights in an
integrated platform
Build next-level business intelligence with Google Cloud
BigQuery
Google Cloud Smart Analytics Platform
Looker

Capture data and break down silos
with a serverless, highly scalable data warehouse
1

Predict customer attrition and loyalty
to drive preemptive actions
Leverage machine learning on massive-
scale or semi-structured data
Use familiar SQL to build and test
custom ML models
Build and operationalize solutions that power retail
use cases directly in BigQuery
Demand Forecasting Digital Marketing Personalized
Recommendations
Example use cases:

Scale to meet your biggest retail needs
BigQuery
Real-time insights from
streaming data
Built-in ML for out-of-the- box
predictive insights
Encrypted, durable, and
highly available
Fully managed and serverless
for maximum agility and scale
Gigabyte- to petabyte-scale
storage and SQL queries
High-speed, in-memory BI Engine
for faster reporting and analysis

Create actionable insights
to become more customer-centric
2

Insights for everyone
Sales & Marketing
How do I identify
customer segments
and create loyal
customers?
Store Managers
How can I maximize
revenue across
channels?
Merchandising
How can I understand
inventory trends to
make better
assortment decisions?
Ops & Logistics
How do I manage
supply chain and
inventory better?
Executives
How is the business
performing?
How can I predict and
increase CLTV?
Segmentation Retention Affinity Analysis A/B Testing
Pre-developed templates (“blocks”) for retail-specific data sources & analyses
Looker
Blocks

Powering custom data experiences for retailers
Understand your business in near real time
Use the out-of-the-box BI application to understand your
customers and make informed business decisions
Accelerate time to insight
Empower more people in your organization by democratizing
data insights beyond data analysts
Turn insights into results
Improve outcomes by powering custom data applications and
integrate insights into downstream workflows
Modern BI &
Analytics
Integrated
Insights
Data-driven
Workflows
Custom
Applications
BigQuery
SQL in Results back
Click here for more information

3
Manage and govern data and insights
in an integrated platform

Extracts and Cubes
Inflexible
Data Warehouses
Slow
Questions, Agility, Distribution
Limited
Heavyweight
Transformation
Business User
BI Team
ETL Team DBAs
What
Happened
Why it
Happened
Have a New Question?
Raw Data
Collection
Traditional Approach

Better together: BigQuery + Looker powering data experiences
Data Experiences
Data-driven Workflows
Integrated Insights
Modern BI & Analytics
Custom Applications
Governance and
Control
Data silos Centralized data
Self-serve data exploration
Interactive dashboards
BigQuery Looker
Data in the tools people
already work in
Reports in your inbox
or Slack
Feed ML/AI workflows Dynamic real-time alerting
Productize analytics
Advanced developer
tools

Why Looker + BigQuery for retailers
Real-time insights
Deliver trusted, near-real time
retail insights by integrating
sales data from all sources, at
petabyte scale
Time to value
Save 70% of your analysts’ time
by leveraging Looker’s modern
modeling to understand
customer behavior faster
Ease of use
Empower users to answer their
own questions without asking
an analyst, to enable
data-driven decision- making
across the business

Cymbal Direct is an apparel retailer.

Pain points & needs
01
Providing product
recommendations
02
Building a seller
analytics portal
03
Improving digital
marketing

Architecture
Collect Process Store Analyze Activate Empower
Spanner
Customers and Transactions
App Engine
E-Commerce
Federated Query
Transactional Analytics
BigQuery
Cloud Storage
Product Reviews and Images

Architecture
Tag Manager
Tag Integration
Spanner
App Engine
E-Commerce
Streaming API
Streaming ingestion
Federated Query
BigQuery
Cloud Storage
Dataﬂow
Clickstream Processing
PubSub
Clickstream Ingestion

Architecture
Tag Manager
Tag Integration
Spanner
App Engine
E-Commerce
Streaming API
Streaming ingestion
Federated Query
BigQuery
Cloud Storage
Dataﬂow
PubSub
S3
Inventory and Distribution
Management
Omni
Transfer Service
Multi-Cloud & SaaS Analytics

Architecture
Tag Manager
Tag Integration
Spanner
App Engine
E-Commerce
Streaming API
Streaming ingestion
Federated Query
BigQuery
Cloud Storage
Dataﬂow
PubSub
S3
Management
Omni
Transfer Service
SearchAds360
Search Advertisements

Architecture
Tag Manager
Tag Integration
Spanner
App Engine
E-Commerce
Streaming API
Streaming ingestion
Federated Query
BigQuery
Cloud Storage
Dataﬂow
PubSub
S3
Management
Omni
Transfer Service
SearchAds360
Dataprep
Wrangling Advertising & Sales

Architecture
Tag Manager
Tag Integration
Spanner
App Engine
E-Commerce
Streaming API
Streaming ingestion
Federated Query
BigQuery
Cloud Storage
Dataﬂow
PubSub
S3
Management
Omni
Transfer Service
SearchAds360
Dataprep
BigQueryML
Model Development
BI Engine
High-speed Responses Looker
Visualization and Embedding
Vertex AI
Model Deployment
App Engine
Insight Activation

Architecture
Tag Manager
Tag Integration
Spanner
App Engine
E-Commerce
Streaming API
Streaming ingestion
Federated Query
BigQuery
Cloud Storage
Dataﬂow
PubSub
S3
Management
Omni
Transfer Service
SearchAds360
Dataprep
BigQueryML
Model Development
BI Engine
Vertex AI
Model Deployment
App Engine
Insight Activation
Govern
Dataplex
Uniﬁed Data Management & Security
Data Catalog
Search & Metadata Management

Architecture
Collect Process Store Analyze
Govern
Activate Empower
Tag Manager
Tag Integration
Spanner
App Engine
E-Commerce
Streaming API
Streaming ingestion
Federated Query
S3
Management
Omni
Transfer Service
BigQueryML
Model Development
BI Engine
Vertex AI
Model Deployment
App Engine
Insight Activation
SearchAds360
Dataplex
Uniﬁed Data Management & Security
Data Catalog
Search & Metadata Management
BigQuery
Cloud Storage
Dataprep
Dataﬂow
PubSub

Key Takeaways
01
Scalable, governed data
management
BigQuery and Spanner seamlessly scale
behind the scenes to meet the
demands of customers. Fine-grained
access control, coupled with robust
metadata management and
de-identiﬁcation services offer reliable
and secure data access.
02
Data where and when you
need it
Realtime access to information from a
variety of data sources including
external systems and data stored in
other clouds. You can chose between
keeping data where it is, or replicating
tables to take advantage of BigQuery’s
low latency and optimized storage.
03
Flexible advanced analytics
BigQuery allows you to handle all
different types of data - from
unstructured information, to
geospatial data. You can join ﬁrst party
data with proprietary Google-owned
datasets, and train machine learning
models without ever leaving the
console.

www.ServerlessToronto.org
Reducing the gap between IT and Business needs

Retail Analytics and BI with Looker, BigQuery, GCP & Leigha Jarett

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Retail Analytics and BI with Looker, BigQuery, GCP & Leigha Jarett