The Cloud has become a very mature and robust way to do this,” Higginson proclaimed. So, we had to build our own data centers and a lot of the infrastructure to allow a business like ours to scale to hundreds of millions of transactions and work in all these different countries. “Twelve, thirteen years ago the Cloud didn't really exist. For Groupon to enter new countries, this also comes with data sovereignty, so during Groupon’s early beginnings, this meant creating new data centers in various countries around the globe. When a global company like Groupon expanded geographically or rapidly scaled up based on major shopping events, such as Cyber Monday, expanding on-premises environments meant making changes to the operating environment like increasing storage or adding computing processing power. Like many organizations, Groupon had on-premises data centers. And so we can build services on top of it that drive that kind of personalization,” Higginson shared.
We don't have to worry about interruptions. “With Teradata, we can query our inventory in real-time, and trust that it is going to be running and working. Groupon’s two-sided marketplace has massive global scale, selling everything from facials to axe throwing classes, which means that every consumer can have a personalized experience. Consumers expect personalized recommendations. It’s not enough to merely offer deals on a website. That helps form the heart of what we do to run our business,” explained Higginson. All the different sources that we have from our own technology, our own systems, our websites-it’s all aggregated in Teradata. Everything from what markets to have our sales team find merchants, to recommendations that we make to merchants on how to structure their Deals is driven by data. Data fuels growth in a powerful marketplace flywheel.
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