BOUSSIAS Expands Its Targetable Audience to 125,000 Contacts Through a Google Cloud Data Platform
BOUSSIAS Nearly Doubles Its Targetable Audience with Google Cloud
By connecting fragmented customer information on Google Cloud, BOUSSIAS expanded its targetable audience to 125,000 contacts, compared with 63,000 contacts previously held in Salesforce. The programme also reduced manual review time and introduced AskData, an application that lets teams ask questions about their data in everyday language.
Results at a glance
These outcomes were reported by BOUSSIAS for the combined data and AI programme, covering data consolidation, quality improvements, automation and AI-enabled access.
compared with 63,000 contacts previously held in Salesforce.
supported by automated data-cleaning processes.
with that capacity redirected towards data enrichment.
The client
BOUSSIAS operates in B2B publishing, conferences and business awards in Greece and Cyprus. Its media and events businesses serve executives through publications, newsletters and industry gatherings.
Over decades of activity, the organisation had accumulated approximately 205,000 contacts across its systems. Making that information accessible and useful required a shared data foundation.
The challenge
Customer relationships spread across disconnected systems
Customer information sat across Salesforce, e-commerce, event platforms and local spreadsheets. BOUSSIAS media and BOUSSIAS events operated with separate datasets, leaving teams without a complete view of their customers.
Some integrations failed without being noticed. Sales teams maintained their own lists, while journalists and producers worked outside the customer relationship management (CRM) system.
The consequences affected daily work. Different teams contacted the same customers without visibility into previous conversations. Relationship histories could be lost when employees left, and cross-selling opportunities remained difficult to identify.
This fragmentation also limited the potential for AI. Before teams could ask useful questions, the underlying data needed to be connected, cleaned and consistently defined.
The objective
One shared foundation for information and AI
BOUSSIAS wanted one up-to-date view of each contact and company, accessible beyond Sales.
The objective was to connect information from separate sources, preserve its history and establish consistent definitions. This would support audience creation, analysis and natural-language access while maintaining control over how data was used.
What we built
AskData: questions in everyday language
Working with BOUSSIAS, we developed AskData to help teams retrieve audience lists and statistics without writing Structured Query Language (SQL) or routing every request through the database team.
The application translates natural-language questions into queries against approved BigQuery tables. A Gemini-based component handles open questions, while BOUSSIAS terminology is mapped to the relevant data and definitions.
A connected data platform
We brought together Salesforce, BOUSSIAS media e-commerce and event-related data in BigQuery.
The platform follows a layered architecture. Raw information is retained as received, then cleaned and matched while preserving history. The resulting tables and metrics provide a consistent foundation for analysis and AI applications.
This work created a more complete view of contacts and companies across the organisation.
Controlled access and query execution
The platform runs within BOUSSIAS’ own Google Cloud organisation, in an EU region, with access controls and monitoring.
AskData is restricted to read-only queries on approved tables. It cannot modify records. A keyless service account operates within permissions defined in BigQuery, while query cost estimates, execution caps and labels support cost management.
Checking answers and investigating errors
Answers state the assumptions used to interpret a question. Each run is logged with a release signature, helping the team distinguish changes in application behaviour from changes in the underlying data.
A graph connects business definitions to data columns and processing steps. This helps trace an unexpected answer back to its source. Monitoring also checks for issues such as mismatched data types or tables that have stopped updating.
User corrections become test cases. Business teams help resolve questions about terminology and interpretation, alongside the technical investigation.
The results
The consolidated platform provided 125,000 targetable contacts, compared with 63,000 contacts previously held in Salesforce. Approximately 45,000 contact records were corrected and updated with their latest details.
BOUSSIAS reported a 50% reduction in manual review time through automated data-cleaning processes. Approximately 75% of database team members’ time was freed and redirected towards enrichment.
Sales, marketing, journalists and producers can use AskData to search shared information, obtain statistics and create lists through natural-language questions.
What comes next
The roadmap includes streamlining the flow of corrected data back into Salesforce, introducing interfaces for contact updates and developing further campaign intelligence.
The lesson is practical: natural-language access depends on shared definitions as much as technology. Connecting data, tracing answers and learning from corrections gives teams a stronger foundation for using AI.
