Google is excited to announce real-time Reverse ETL support with Census Live Syncs for Google BigQuery, thanks to Google’s brand new continuous queries.
Earlier this year, Census released the GA of Live Syncs, bringing true real-time capabilities to Reverse ETL and Composable CDP architecture. Customers have seen huge benefits in sync speed and operational efficiency, including:
- Speed and cost improvements: Some customers are now syncing data 100 times faster and cheaper with Census Live Syncs, as compared to their previous Reverse ETL setup.
- Simplifying architecture: Companies who were previously building custom infrastructure to support low latency use cases can now enable real-time workflows with their existing data stack — no custom builds required.
Census is a launch partner for Google BigQuery’s real-time capabilities, and has been partnering with Cloud Data Warehouse providers to continuously improve latency and build a future where every single customer use case can be executed with real-time speed.
Introducing BigQuery continuous queries and Google Pub/Sub as a new source for Census Live Syncs
BigQuery continuous queries operate continuously processing SQL statements, allowing companies to analyze, transform, and replicate data in real time as new events arrive in BigQuery. They use familiar SQL syntax to define the data analysis and can handle large volumes of data efficiently.
Companies can synchronize their data immediately as it reaches BigQuery and then immediately push that data via Census to 200+ downstream applications and business tools. This unlocks real-time use cases powered by data in BigQuery, such as immediate personalization, anomaly detection, real-time analytics, and geotargeted campaigns.
Census interfaces with continuous queries through Google Cloud’s event stream, Cloud Pub/Sub, allowing changes to be received, processed, and activated in a matter of seconds. Pub/Sub can also be used directly as a source within Census, allowing organizations using it as their event bus to set up real-time activation flows via Census in a matter of minutes.
To learn more, read the docs on Pub/Sub as a source for Live Syncs.
Example Use Case
Census transforms Google BigQuery into a hub for business operations, unlocking the ability to model 360° customer data and activate it in any business tool. Marketing teams use Census to build a real-time Composable CDP on top of BigQuery, leveraging Census’s no-code Audience Hub for customer segmentation.
Let’s pretend you’re a national media company that wants to analyze reader trends and deliver personalized recommendations in real time.
Here’s how you can set up that activation flow:
- When users read articles on your website, each article read is an event logged in real time to BigQuery and includes content topic keywords.
- After 5 article reads, you can use BigQuery’s AI and ML features to detect a trend and craft a personalized recommendation, all entirely through SQL.
- The continuous query will notify Census immediately to trigger a website suggestion, a mobile app notification, a targeted email, or any other action you’ve specified in a destination channel.
All of this, in real-time, without having to write a single custom integration. Just a SQL query that notifies your users instantly.
Benefits of Census Live Syncs for Google BigQuery
Syncing data within milliseconds with Census and BigQuery means that businesses can personalize content in real time, instantly respond to user actions, and capture demand at the moment of intent. The advantages of Census Live Syncs include:
- Activation at any speed — Latency was one of the last barriers blocking some marketing teams from using the warehouse to power their operations. Now, marketers can unleash the full power of BigQuery by leveraging Customer 360 profiles in real-time. Census provides one system that seamlessly activates data at any velocity, whether slow or fast.
- Works with your existing data stack — Previous solutions like packaged CDPs required adoption of their entire system to even begin tackling high-speed use cases. Unlike packaged solutions, Census integrates seamlessly with any data tool or pipeline orchestrator, preventing vendor lock-in.
- Fast and easy implementation — No need for custom engineering or development work. For data teams, all you need is SQL to manage your real-time pipelines. Then, Census’s no-code UI makes it easy to integrate with any part of your data stack and make data actionable in 200+ downstream SaaS applications.
Get Started
BigQuery continuous queries and Google Pub/Sub as a source are available to use today. Joint customers such as HubSpot, Fivetran, Rippling, Pleo, and ISDIN are already using Census and Google BigQuery to power their business operations.
If you’re on the Google Cloud Platform, you can get your use cases flowing in real-time right away. For more details, see the Census documentation on connecting to Pub/Sub. And as always, schedule a tour to help you get going faster.