How Natural Intelligence Scales Their Business with AWS and Tealium

Challenge:

A vision to turn their underlying technology into a competitive advantage and make it an enabler for business scalability.

Natural Intelligence’s proprietary technology, xMatch, utilizes millions of real-time user interactions in order to help consumers make easier choices and find the right products and services to fit their needs. For brands, Natural Intelligence’s marketplaces serve as a starting point for connecting with high-intent consumers, allowing them to build up their customer base and drive growth on a massive scale.

On the back of strong organic growth since its inception , the company recently had a vision to turn their underlying technology into a competitive advantage and make it an enabler for business scalability. Natural Intelligence realised that there was a much wider opportunity for growth and they needed an architecture to support that.

Solution:

Choosing Partners to Power Their Data

In order to unlock these new technological opportunities, Natural Intelligence partnered with  Tealium and AWS to deliver flexible yet efficient IT operations. The world is now more digital and more malleable than ever before, but without the right tech stack and flexible functionality, Natural Intelligence knew that opportunities would be lost. This visionary partnership with Tealium and AWS has resulted in reduced cost (through scalable infrastructure and procurement efficiencies) and created competitive advantage and demonstrable business impact.

Having a scalable backend architecture was critical in moving this vision forward. Many of Natural Intelligence’s automated processes rely on Kubernetes Service to deploy, manage and scale microservice applications based on real-time business demand. Storage services such as S3, Redshift and Neptune Graph DB allow them to easily balance performance with the need to efficiently store large volumes of data medium to long term. Finally, Kafka and Kinesis build the backbone for an event-based connection between their microservices.

At the same time, Natural Intelligence needed a way to supply advertising and analytics partners with clean data and manage the connections. This applies to the tags on the websites, but also – and more recently – to the server-to-server connections for more resilient data sharing. Tealium was selected by Natural Intelligence for their expertise and advanced capabilities to streamline those connections via Tealium’s tag management and API data hub. Tealium’s set of pre-built connectors to Google, Facebook, Yahoo, Twitter, web- and product-analytics platforms, as well as many of the AWS services above, make it easy to adjust the setup to the evolving requirements of the business.

Results:

Gaining Tangible Impact to Their Business 

Moreover, Natural Intelligence recently started to leverage AWS Marketplace to simplify SaaS procurement and drive additional economies of scale. Vendor relationships and contracts are managed in a single place and listed vendors such as Tealium have already undergone security and compliance checks by AWS. As payment is leveraging existing AWS payment terms, accounting processes are simplified as well.

By partnering with AWS and Tealium, Natural Intelligence has been able to maximize their data for greater competitive advantage, stronger customer experience, and streamlined internal processes. 

About Natural Intelligence:

Natural Intelligence was founded in 2009 and is a leader in online multi-vertical marketplaces. The company’s leading brands, Top10.com and BestMoney, help millions worldwide simplify decision making every day.

Natural Intelligence’s proprietary technology, xMatch, utilizes millions of user interactions in order to help consumers make easier choices and find the right products and services to fit their needs. For brands, our marketplaces serve as a starting point for connecting with high-intent consumers, allowing them to build up their customer base and drive growth on a massive scale.

Natural Intelligence is one of the world’s leading online comparison providers, all without ever needing to raise external funding. Today, Natural Intelligence employs over 400 people out of its headquarters and R&D center in Tel Aviv, as well as additional offices in the United States, The UK, and Australia. Natural Intelligence’s Founder and CEO is Nir Greenberg.

For more information visit www.naturalint.com.

About Tealium:

Tealium connects customer data – spanning web, mobile, offline, and IoT devices — so brands can connect with their customers. Tealium’s turnkey integration ecosystem supports more than 1,300 client-side and server-side vendors and technologies, empowering brands to create a unified, real-time customer data infrastructure. The Tealium Customer Data Hub encompasses tag management, an API hub, a customer data platform with machine learning, and data management solutions that make customer data more valuable, actionable, and secure. More than 850 businesses worldwide trust Tealium to power their customer data strategies.

For more information visit www.tealium.com.

About AWS Marketplace:

AWS Marketplace is a curated digital catalog that customers can use to find, buy, deploy, and manage third-party software, data, and services to build solutions and run their businesses. AWS Marketplace includes thousands of software listings from popular categories such as security, networking, storage, machine learning, business intelligence, and database. Also available are related professional services to help you manage and support those solutions. AWS Marketplace also simplifies software licensing and procurement with flexible pricing options and multiple deployment methods.

Visit aws.amazon.com/marketplace to learn more.

“AWS allows us to dynamically scale our infrastructure to the needs of the business. Tealium, built on AWS technology, streamlines the connection to other Marketing Technologies and allows us to effectively harness real time data in order to extract  business insights  across all our digital premises.”, says Eddie Oz, Director of Business Operations at Natural Intelligence.

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