Apache Hadoop has evolved rapidly to become a leading platform for managing and processing big data. If your organization is examining how you can use Hadoop to store, transform, and refine large volumes of multi-structured data, please join us for this session where we will discuss, the emergence of "big data" and opportunities for deriving business value, the evolution of Apache Hadoop and future directions, essential components required in a Hadoop-powered platform, and solution architectures that integrate Hadoop with existing data discovery and data warehouse platforms.

1. The Next Generation
of Big Data Analytics
August 22, 2012
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 1

2. Today’s Speakers
Jim Walker Cesar Rojas Eric Linden
Dir. Product Marketing Dir. Solutions Marketing Technical Marketing
Hortonworks Teradata Aster Teradata Aster
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 2

3. Big Data Changes the Game
Transactions + Interactions
Petabytes
BIG DATA Mobile Web + Observations
Sentiment
User Click Stream
SMS/MMS
= BIG DATA
Speech to Text
Social Interactions & Feeds
Terabytes WEB Web logs
Spatial & GPS Coordinates
A/B testing
Sensors / RFID / Devices
Behavioral Targeting
Gigabytes CRM Business Data Feeds
Dynamic Pricing
Segmentation External Demographics
Search Marketing
Customer Touches User Generated Content
ERP
Megabytes Affiliate Networks
Purchase detail Support Contacts HD Video, Audio, Images
Dynamic Funnels
Purchase record
Offer details Offer history Product/Service Logs
Payment record
Increasing Data Variety and Complexity
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4. Next Generation Data Architecture Drivers
Business • Enable new business models & drive faster growth (20%+)
Drivers • Find insights for competitive advantage & optimal returns
• Data continues to grow exponentially
Technical • Data is increasingly everywhere and in many formats
Drivers • Legacy solutions unfit for new requirements growth
Financial • Cost of data systems, as % of IT spend, continues to grow
Drivers • Cost advantages of commodity hardware & open source
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 4

5. Fueling Adoption of the Next Generation
Empower the Ecosystem
• Apache Hadoop has to just work with what
you already have
• Apache Hadoop must be a seamless part of
holistic data management strategy
• Leverage existing assets and tools…
Extend them with new and powerful data
Data Platform Services & Open APIs
Hortonworks
Data Platform
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6. Hortonworks Data Platform (HDP)
• Simplify deployment to get
started quickly and easily
• Monitor, manage any size cluster
with familiar console and tools
• Only platform to include data
integration services to interact
1 with any data source
• Metadata services opens the
platform for integration with
Hortonworks Data Platform existing applications
Delivers enterprise grade functionality on a proven
Apache Hadoop distribution to ease management, • Dependable high availability
simplify use and ease integration into the enterprise architecture
The only 100% open source data platform for Apache Hadoop
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 6

7. Shift in Paradigm
Classic BI
Structured & Repeatable Analysis
Business determines what IT structures the data to
questions to ask answer those questions
SQL Performance & Structure
“Capture only
what’s needed”
“Capture in case it’s
needed” MapReduce Processing Flexibility
IT delivers platform for Big Data Analytics
storing, refining, & Business explores data for
Multi-structured & Iterative Analysis questions worth answering
analyzing all data sources
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 7

8. Transactions + Interactions + Observations
Audio, Retain runtime models and
Video,
Images
historical data for ongoing 5 Business Web, Mobile, CRM,
refinement & analysis ERP, SCM, …
Transactions
Docs, & Interactions
Text,
XML
Web
Logs,
Clicks
Big Data 4 Data
Social, Refinery Discovery & Classic
Graph, 1 ETL
Feeds Investigative processing
Analytics
Sensors, 3 Share refined
Devices,
RFID
data & runtime 2
Store, aggregate, and models Interactive
transform multi-structured data
Spatial, data to unlock value Business exploration
GPS
Intelligence
& Analytics
Retain historical data to
Events,
Other
unlock additional value 6
Dashboards, Reports,
Visualization, …
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 8

9. Unified Big Data Architecture
• Engineers
• Data Scientists
Java, C/C++, Pig, Python, R, SAS,
• Quants SQL, Excel, BI, Visualization, etc.
• Business Analysts
Discovery Integrated
Platform Data Warehouse
Capture, Store, Refine
Audio/ Web & Machine
CRM SCM ERP Images Text
Video Social Logs
Sources of data
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 9

10. Next Generation Big Data Analytics
The Data Discovery Cycle
Analytical Idea
Operational DB Operationalize Zero-ETL Data
or EDW or Move On Load/Integration
Evaluate
Results
SQL & non-SQL
Analysis
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 10

11. Key Elements of a Data Discovery Platform
Highly Efficient & Performant Big Data Platform
1 That Allows Quick Iterations
Hybrid Capabilities that Provide both Legacy
2
(SQL, BI) and New (MapReduce) Interfaces
Significant Out-of-the-Box Analytical Apps that
3
Minimize Development
Democratize Big Data & Maximize Enterprise Adoption
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 11

12. Teradata Aster Data Discovery Platform
Analysts Customers Business Users Data Scientists
Your Analytics & Advanced Reporting Applications
Pattern
Matching
Graph Statistical ELT • 50+ pre-built analytic modules
Develop • Visual IDE; develop apps in hours
Java, C, Python, Perl … • Many programming languages
SQL SQL-MapReduce • SQL-MapReduce framework
• Analyze both non-relational +
Process Platform Services relational data
(e.g. query planning, dynamic
workload management, security …) • Linear, incremental scalability
• Commodity-hardware based
Store Relational Relational • Software only, cloud, or appliance
Row Column • Relational-data architecture can
be extended for non-relational types
External HDFS Data (Using SQL-H and HCatalog)
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 12

13. Aster MapReduce Portfolio: the App Store of
Big Data
50+ out-of-the-box SQL-MapReduce analytic applications
Path Analysis Text Analysis
Discover patterns in rows of Derive patterns and extract features
sequential data in textual data
Statistical Analysis Segmentation
High-performance processing of Discover natural groupings of data
common statistical calculations points
Marketing Analytics Data Transformation
Analyze customer interactions to Transform data for more advanced
optimize marketing decisions analysis
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 13

14. Aster SQL-H Enables Data Discovery on
Hadoop Data
Aster SQL-H™
A Business User’s Bridge to Analyze Hadoop Data
Aster SQL-H gives analysts and data scientists a better way
to analyze data stored cheaply in Hadoop
• Allow standard ANSI SQL to Hadoop data
• Leverage existing BI tool investments
• Enable 50+ prebuilt SQL-MapReduce Apps and IDE
• Improve self-sufficiency for analysts going against Hadoop
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 14

15. Analyst Point of View
Gap 1:
Analysts
Engineers Data Scientists Quants Business Analysts
Java, C/C++, Pig, Python, R, SAS, SQL, Excel, BI, Visualization, etc.
MapReduce
(Processing)
Discovery Active Data
Gap 2: File system lacks
Platform Warehouse
optimizers, data locality,
indexes
Database and Analytic Processing Layer
Data Storage and
Refining
Audio/ Web & Machine
Images Text CRM SCM ERP
Video Social Logs
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 15

16. Analyst’s Goal: Get Insights from Data in
Hadoop
Engineers Data Scientists Quants Business Analysts
Aster MapReduce Portfolio Teradata Analytics Portfolio
Custom Code and
Development
SQL & SQL-MapReduce SQL
MR, Pig, Hive
Teradata Aster Teradata
IT is the optimizer Discovery Platform IDW
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 16

17. Analytics on Hadoop Data with Aster SQL-H
Engineers Data Scientists Quants Business Analysts
Aster MapReduce Portfolio
Aster MapReduce Portfolio Teradata Analytics Portfolio
SQL-H SQL & MapReduce
SQL & SQL-MapReduce SQL
SQL
Teradata Aster Teradata
Discovery Platform IDW
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 17

18. Aster SQL-H™ Integration with HCatalog
Aster is the execution layer,
all analytical processing is
Aster Layer: SQL-H done with Aster SQL-
MapReduce functions
(no Hive or Hadoop-MR)
Hadoop
Data Filtering
MR
HCatalog is the metadata
Data
Hive HCatalog repository
Pig
HDFS HDFS is the data repository
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 18

19. When to Use What?
• The best approach by workload and data type
• Processing as a Function of Schema Requirements by Data Type
Loading and Refining
Analytics
Low Cost Storage Data Pre- Reporting (User-driven,
& Retention Processing, Transformations interactive)
Prep, Cleansing
Stable Teradata / Teradata
Schema Teradata Teradata Teradata
Hadoop (SQL analytics)
Aster Aster
Evolving Aster /
Schema Hadoop (joining with Aster (SQL + MapReduce
Hadoop
structured data) Analytics)
Aster
Format,
No Schema Hadoop Hadoop Hadoop (MapReduce
Analytics)
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 19

20. Customer Churn Prevention
Challenge Cross-Channel
• Know when churn will occur Customer Interactions
• Data Mining tools predict probability but do not
17,000 Customers, 1 Month
identify cause events
With Hadoop
• Capture, retention and transformation of
customer images (e.g. checks) and customer
voice records
With Aster & Teradata
• SQL-MapReduce listens and predicts the
customer churn event
– Identifies all interaction patterns prior to
acquisition or attrition
Business Impact
• 10-300x less effort to pinpoint a customer in
the middle of a decision
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 20

21. More Accurate Customer Churn Prevention
Hadoop captures, Aster does path
stores and transform and sentiment
images and call Social &
Web data
analysis with multi-
records structured data
Multi-Structured Raw
Data
Call Data Analysis
Aster Data
Call Center Voice Discovery +
Records Hadoop Image Data
Platform Marketing
Automation
Images & Capture, Retention
Analytic Results
Dimensional Data
Documents
& (Customer
Transformation Retention
Campaign)
Traditional Data Flow Layer
Data Sources
ETL Tools Teradata
Integrated DW
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 21

22. Aster-Hadoop Integration Demo
Churn Attrition
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 22

23. Use Cases: Optimize Outcomes at Scale
Media optimize Content
Intelligence optimize Detection
Investment optimize Algorithms
Advertising optimize Performance
Fraud optimize Prevention
Regulation optimize Compliance
Retail / Wholesale optimize Inventory turns
Manufacturing optimize Supply chains
Healthcare optimize Patient outcomes
Education optimize Learning outcomes
Government optimize Citizen services
Source: Geoffrey Moore. Hadoop Summit 2012 keynote presentation.
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 23

24. Why Hortonworks and Teradata
Familiar business analysis on Apache Hadoop big data
• 50+ advanced SQL-MapReduce functions (Aster MapReduce Portfolio)
• SQL-MapReduce development environment to build more functions
Straightforward Database to Apache Hadoop Integration
• ANSI SQL-based interface to standard HCatalog metadata/schema in Hadoop
Interoperability with existing ecosystem & skillsets
• BI tools (Tableau, MicroStrategy, Cognos), ETL tools, SQL analysts & existing
applications
Ease of maintenance, skillset and tools compliant
• Leverage existing DBA skill-sets without additional overhead
• Apache Ambari provides management and monitoring of the Hadoop cluster and
integrates with current administration tools
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 24

25. Learn More
Big Analytics Best Practices Jim Walker
Hortonworks
www.asterdata.com/BigAnalyticsSeries jim@hortonworks.com
Cesar Rojas
Apache Hadoop Teradata Aster
cesar.rojas@teradata.com
& the Big Data Refinery
www.hortonworks.com Eric Linden
Teradata Aster
eric.linden@teradata.com
Twitter: @hortonworks @asterdata @jaymce
© Hortonworks Inc. 2012 © 2012 Teradata Corporation 25