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Huq Cuts Cloud Costs 50% as Data Volume 4x

DoiT guided Huq's migration from AWS to Google Cloud, rebuilding its pipeline on Dataflow and BigQuery to process nearly a billion geo-location records daily.

Meet Huq

Huq measures real-world factors that affect businesses to help them gain a holistic view of their marketplace. The company produces economic and societal benchmarks using mobility data that serves as a proxy for footfall in retail, transport, town centers, and workplaces. This anonymized resource incorporates high volumes of rich, descriptive data that enables complex analysis of consumer behavior.

The Challenge

Huq's customers required increasingly fast turnaround times and more regular access to high-frequency data. The company needed to adapt its data pipeline to respond to customer demands in near real time while maintaining flexibility for customers with varying technical needs.

The Solution

DoiT helped Huq migrate its core data processing pipeline from AWS to Google Cloud using Apache Beam and Google Dataflow. The solution included workflow orchestration with Cloud Composer, data storage with Cloud Storage and BigQuery, and cost optimization through reOptimize CMP and superQuery IDE.

Results

Cut cloud costs by 50% while data volumes quadrupled from 200 million to 800 million data points daily
Built scalable architecture capable of processing almost one billion geo-location records per day
Achieved ability to scale data processing 100-fold without stack changes

We're a compact technical team, which means we're able to move very fast and rapidly respond to changes. But when you're adopting new technologies, you need to leverage cutting-edge expertise. The key reasons we chose DoiT International were the quality of communication and the team's deep technical know-how.
Isambard Poulson, Co-founder and CTO, Huq

Finding the right solutions based on a tailored approach

Isambard turned to DoiT in May 2020 on recommendation from another client. DoiT impressed Huq with its tailored approach, taking time to understand requirements rather than pushing existing products. The onboarding process was smooth and the available tools were highly compelling for Huq's needs.

Building a scalable data pipeline

DoiT helped Huq complete its migration to Google Cloud, building a data pipeline that rapidly ingests, processes, analyzes, and exports almost one billion geo-location records daily. The solution uses Google Cloud Composer for workflow orchestration, Cloud Storage for data loading, Dataflow for enrichment, and BigQuery for client access.

Staying on top of costs with optimization tools

DoiT provided reOptimize CMP for enhanced visibility into cloud usage and cost optimization. Huq also gained access to superQuery IDE, an AI-powered development environment for BigQuery that enables more efficient querying and flexible customer response.

Dramatic cost savings while scaling

With DoiT's help, Huq cut its cloud bill in half while data needs quadrupled. The company now processes 800 million data points daily compared to 200 million previously, with costs falling by 50%. The new stack can scale data processing 100-fold without changes.

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What they say

What I really like about DoiT's approach is that you're very hands-on and proactive. Satyam would ping me a few times a sprint, letting me know about the most current features, checking in on how things are going. When we are going through a peak time, that proactiveness makes a real difference. Satyam always comes through whenever we need support and helps us leverage the right experts to get us where we need to be.

Chiamaka Ibeme, Engineering Manager, Platform

SELECT has made important cost data readily accessible. I will often pull it up during engineering design reviews so we can quickly evaluate cost impact and projections and factor that into our design decisions.

Douglas Zickuhr, Senior Data Platform Engineer at Personio

I love clicking through SELECT to understand how our environment and workloads are evolving. I probably check it every day. It's coffee and SELECT for me every morning.

Ian Fahey, Senior Analytics Engineer at Loop

You guys have the best UI experience that I've had of any software. It's like you just read my mind where, like, oh, I wish I could click there. Oh, I can

Diana Koshy, Sr. Director of Data Engineering at Kargo

SELECT feels like exactly what Paul and I would have built if we had locked ourselves in a room for 18 months to create our ideal monitoring solution.

Devin McGee, Data Engineering Lead at Home Chef

SELECT dramatically lowers the cognitive load to understanding Snowflake costs. I'm able to sit there and easily understand what's driving the cost. Not to blow smoke up your ass, but it's just so easy to do in your platform

Blake Baggett, Head of Data Operations at Entain

One of the most helpful cost rituals we've setup from SELECT is the weekly spend digest sent to Slack. I can start high level and ensure things are in check. If not, I can very quickly drill down into specific workloads which may have driven the cost spike and remediate them before they become a bigger issue.

Michael Revelo, Manager of data and analytics engineering at ClickUp

Through SELECT's automated savings feature and deep cost visibility, we were able to instantly lower our Snowflake spend by over 40% and achieve a 20X ROI on our SELECT investment.

Skyler Chi, SVP, GTM Productivity & Excellence at Exiger

Our costs had jumped up 3X as we scaled, so we're talking about 60% savings in Snowflake spend after adopting SELECT.

Edward Mancey, GTM Lead at Synthesia

DoiT was a true partner, not a vendor. They helped us understand the problem, refine the vision, and build something production-ready far faster than we could have on our own. Their expertise, responsiveness, and commitment made all the difference.

Dr. Anish Kapur, Founder & CEO, Promptly

DoiT's Customer Success and Forward Deployed Engineering teams work very closely with us. The regular sessions with our CSM keep us focused on the right priorities, and the FDEs provide the deep technical guidance we need to validate decisions and optimize our environment. That combination has been genuinely valuable for us.

Alexander Lundberg Santos, Platform Engineer at Extenda Retail

When we started working with DoiT, we deployed Flexsave to save time and reduce complexity. We still use it today. But what really stands out is the expert support. Having someone to collaborate with on deep cloud cost topics, someone who really understands the nuances, is incredibly valuable.

Jesper Terkelsen, CTO at Monta

DoiT's Cloud Accelerator turned our AI idea into a shipped product, saving at least three months of development and delivering reliable, explainable insights our customers trust.

Scott Desgrosseilliers, CEO and co-founder, Wicked Reports

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