The Future of Data Management with Hadoop and the Enterprise Data Hub

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1 The Future of Data Management with Hadoop and the Enterprise Data Hub Amr Awadallah Cofounder & CTO, Cloudera, Inc. 1

2 2

3 Cloudera Snapshot Founded 2008, by former employees of Employees Today 900+ World Class Support 24x7 Global Staff Pro-active & Predictive Support Programs Mission Critical Thousands of Enterprise Users Over ~600 Paying Subscription Customers The Largest Ecosystem Over Partners Cloudera University Over 100,000+ Trained Open Source Leaders Cloudera Employees are Leading Developers & Contributors Total Capital Raised $1B+ (from Intel, Google, Dell, T. Rowe Price, Accel, Greylock) Mission Help Organizations Leverage the Power of All Their Data to Ask Bigger Questions Cloudera, Inc. All rights 3

4 A Big Data Revolution is happening as we speak Industrial Revolution Data Revolution 4

5 Data Drives Industries Telecommunications Financial Services Public Sector Optimize network performance Money laundering detection Cyber security detection Retail Healthcare Product recommendations Personalized medicine 5

6 Data Drives Business Marketing Sales Operations Increase conversions by 2% Convert 5% more leads Reduce fraud by 3% Customer Satisfaction Product Reduce churn by 1% Increase user adoption by 10% 6

7 Why is Big Data Happening Now? Instrumentation Personalization Advanced Analytics Everything that can be measured will be measured. Employees and customers expect more personal interactions, but not at the cost of their privacy. The age of segment of 1. The most innovative companies embrace experimentation, predictive analytics and agility. 7

8 Data is fueling this opportunity Web/Mobile Clickstream Social Media Sensor Networks Audio, Image & Video 8

9 SQL Video & Voice Processing Text Sentiment Analysis Social Graph Analysis Access to diverse analysis techniques 9

10 People require analytics 80% of CEOs cite data mining and analytics as strategically important PWC CEO Survey 10

11 GB of Data (IN BILLIONS) Big Data is Getting Bigger & More Multi-structured 10, trillion gigabytes of data was created in 2011* More than 90% is unstructured data Data volume doubles every year UNSTRUCTURED DATA * Source: IDC 2011 STRUCTURED DATA

12 Hadoop Changes the Game: Storage & Compute Together The Old Way The Hadoop Way Compute (RDBMS, EDW) Data Storage (SAN, NAS) Compute (CPU) Memory Storage (Disk) Network z z Expensive, Special purpose, Reliable Servers Expensive Licensed Software Hard to scale Network is a bottleneck Only handles relational data Difficult to add new fields & data types Expensive & Unattainable $30,000+ per TB Commodity Unreliable Servers Hybrid Open Source Software Scales out forever No bottlenecks Easy to ingest any data Agile data access Affordable & Attainable $300-$1,000 per TB 2014 Cloudera, Inc. All rights 12

13 Expanding Data Requires A New Approach What we do Copy Data to Applications What we should do Bring Applications to Data App Data Process-centric businesses use: App Data App Data App Data Data Structured data mainly Internal data only Important data only Multiple copies of data App App Information-centric businesses use all Data: Multi-structured, Internal & external data of all types 13

14 The Legacy Way: Bringing Data to Applications Can t Get a 360 View Many special-purpose systems Moving data around No complete views Can t Ask New Questions Existing systems strained No agility BI backlog Can t Meet ETL SLAs Up-front modeling Transforms slow Transforms lose data Can t Retain Valuable Data Leaving data behind Risk and compliance High cost of storage EDWS MARTS SERVERS DOCUMENTS STORAGE SEARCH ARCHIVE ERP, CRM, RDBMS, MACHINES FILES, IMAGES, VIDEOS, LOGS, CLICKSTREAMS EXTERNAL DATA SOURCES 2014 Cloudera, Inc. All rights 14

15 The Agile Way: Bringing Applications to Data 4 Consolidated Architecture Bring applications to data Combine different workloads on common data (i.e. SQL + Search) True analytic agility Agile Exploration Simple search + BI tools Schema on read agility Reduce BI user backlog requests Scalable Transformations One source of data for all analytics Persist state of transformed data Significantly faster & cheaper Active Archive Full fidelity original data Indefinite time, any source Lowest cost storage SERVERS MARTS EDWS DOCUMENTS STORAGE SEARCH ARCHIVE 1 2 ERP, CRM, RDBMS, MACHINES FILES, IMAGES, VIDEOS, LOGS, CLICKSTREAMS ESTERNAL DATA SOURCES 2014 Cloudera, Inc. All rights 15

16 Core Benefits of the Enterprise Data Hub Full-Fidelity Active Archive Accelerate Time to Insight (Scale) Unlock Agility & Exploration Consolidate Silos for 360 o View Enable Pervasive Analytics 2014 Cloudera, Inc. All rights reserved. 16

17 17

18 Apache Hadoop is more than just Hadoop Core Hadoop (HDFS, MR) HBase ZooKeeper Core Hadoop Hive Pig Mahout HBase ZooKeeper Core Hadoop Sqoop Whirr Avro Hive Pig Mahout HBase ZooKeeper Core Hadoop Flume Bigtop Oozie MRUnit HCatalog Sqoop Whirr Avro Hive Pig Mahout HBase ZooKeeper Core Hadoop +YARN Spark Impala Solr Kafka Flume Bigtop Oozie MRUnit HCatalog Sqoop Whirr Avro Hive Pig Mahout HBase ZooKeeper Core Hadoop +YARN Parquet Sentry Spark Impala Solr Kafka Flume Bigtop Oozie MRUnit HCatalog Sqoop Whirr Avro Hive Pig Mahout HBase ZooKeeper Core Hadoop +YARN Present 18

19 Cloudera Enterprise powered by Apache Hadoop Process Discover Model Serve Deployment Flexibility Security and Administration Unlimited Storage On-Premises Appliances Engineered Systems Public Cloud Private Cloud Hybrid Cloud A new kind of data platform One place for unlimited any-type data Unified, multi-framework data access Key Advantages: High performance Enterprise system and data management Secure by default Open source, Open standards 19

20 The Modern Information Architecture Data Architects System Operators Engineers Data Scientists Analysts Business Users META DATA / ETL TOOLS CLOUDERA MANAGER CONVERGED APPLICATIONS MACHINE LEARNING BI / ANALYTICS ENTERPRISE REPORTING ENTERPRISE DATA HUB ENTERPRISE DATA WAREHOUSE ONLINE SERVING SYSTEM SYS LOGS WEB LOGS FILES RDBMS WEB/MOBILE APPLICATIONS Customers & End Users 20

21 Largest Ecosystem: More than 1600 partners Applications Operational Tools Data Systems Enterprise Data Hub Process Discover Model Serve Security and Administration Unlimited Storage System Integration Infrastructure 21

22 A High Level View of the Journey Operational Efficiency (Faster, Bigger, Cheaper) Transformative Applications (New Business Value) Cheap Storage ETL Acceleration EDW Optimization Agile Exploration Not Only SQL Pervasive Analytics IT Business 2014 Cloudera, Inc. All rights 22

23 Customer Segmentation Marketing Campaign Testing Regulatory Compliance Data Drives Travel/Leisure 23

24 Data Drives Social 24

25 Data Drives Healthcare Population Health Patient Monitoring Chronic Disease Management 25

26 Predictive maintenance Goods classification Data Drives Manufacturing 26

27 Data Drives Financial Services Regulatory Compliance InfoSec Fraud Detection 27

28 Ask Bigger Questions: How do we feed the world? A Fortune 500 company specializing in agriculture and genomics can automate data-driven R&D decisions to reduce time to market from years to months Cloudera, Inc. All rights reserved. 28

29 WHAT S AHEAD: Security & privacy of sensitive data Lower total-cost-of-ownership Time-to-value (Ease of Use & Real Time) 29

30 30

31 Data Will Drive the Modern World Amr Awadallah Cofounder/CTO, Cloudera, Inc. 31

32 Thank you! Amr Awadallah Cofounder & CTO 32

33 Why Cloudera? Enterprise-Grade Hadoop Differentiated performance, security, management, and governance. Expertise No one knows Hadoop better than Cloudera. Enablement Support, Training, and Professional Services enable and deliver success. Ecosystem Cloudera ensures that Hadoop works with the platforms, tools, and integrators you rely on. Sustainable Innovation Our hybrid open source model delivers the benefits of open source and what the enterprise requires, while enabling us to invest in the future for our customers. 33

34 One Platform, Many Workloads Process Ingest Sqoop, Flume, Kafka Transform MapReduce, Hive, Pig, Spark Discover Analytic Database Impala Search Solr Security and Administration Model Machine Learning SAS, R, Spark, Mahout, Oryx YARN, Cloudera Manager, Cloudera Navigator Unlimited Storage HDFS, HBase Serve NoSQL Database HBase Streaming Spark Streaming Batch, Interactive, and Real-Time. Leading performance and usability in one platform. End-to-end analytic workflows Access more data Work with data in new ways Enable new users 34

35 Hadoop Administration Made Easy Cloudera Manager Focus on the solution, not the cluster, with the only complete, zero-downtime administration tool for Apache Hadoop. Unique Capabilities: Unified configuration, management and monitoring across all services Online installation and upgrades Direct connection to Cloudera Support 3 rd Party Extensibility 35

36 Big Data Meets Data Governance Cloudera Navigator Minimize risk and maintain compliance with the only native end-to-end data governance solution for Apache Hadoop. Unique Capabilities: Auditing Lineage Metadata Tagging and Discovery Lifecycle Management 36

37 The Cloudera Community Enterprise Expertise Training Expertise Hadoop Expertise Security, Compliance, Cloud 30K Trained 100K Online Training 10K Certified Other 56% Source: Apache JIRA January 2012 October

38 And It Isn t Just About Web 2.0 / Social AUTOMOTIVE Auto sensors reporting location, problems HIGH TECHNOLOGY / INDUSTRIAL MFG. Mfg quality Warranty analysis CONSUMER PACKAGED GOODS Sentiment analysis of what s hot, customer service UTILITIES Smart Meter analysis for network capacity EDUCATION & RESEARCH Experiment sensor analysis COMMUNICATIONS Locationbased advertising LIFE SCIENCES Clinical trials Genomics MEDIA / ENTERTAINMENT Viewers / advertising effectiveness ON-LINE SERVICES / SOCIAL MEDIA People & career matching Website optimization HEALTH CARE Patient sensors, monitoring, EHRs Quality of care OIL & GAS Drilling exploration sensor analysis RETAIL Consumer sentiment Optimized marketing TRAVEL & TRANSPORTATION Sensor analysis for optimal traffic flows Customer sentiment FINANCIAL SERVICES Risk & portfolio analysis New products LAW ENFORCEMENT & DEFENSE Threat analysis, Social media monitoring, Photo analysis 38

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