2. Your Hosts
Brian Jawalka Anand Bhadouria
Enterprise Solutions Architect, Enterprise Solutions Architect,
Cloud Strategy Cloud Strategy
Rackspace Advisory Services Rackspace Advisory Services
BJawalka@rackspace.com Anand.Bhadouria@rackspace.com
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3. What We Will Cover Today
Importance of Big Data to the Enterprise
Definition of Big Data
Big Data Skill Requirements/Gaps
Big Data Technologies & Implementation
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4. Why is BIG DATA so important for
the enterprise?
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5. Big Data Importance & Benefits
Better Productivity
Higher Revenues
Better Decision-Making
Innovative Products, Services & Business Models
“The NEW raw material of business: an economic
input on par with capital and labor.”
- The Economist
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6. If a median Fortune
1000 business
increased the usability
of its data by only
10%, it would earn an
extra $55,900 per
employee or
$2+ billion a year in
BIG DATA added revenue.
6
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“Measuring the Business Impacts of Effective Data, chapter 1,” University of Texas, September 2010, p3
7. Industries most affected by Big Data
Computers & Electronics Massive amounts of data with
opportunities for:
Entertainment & Media
Finance Mining for insights
Healthcare Repackaging with new business
models
Information Services
Insurance
Retail EVERY Enterprise will benefit in:
All levels of Government Marketing
Product Development
Customer Service
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9. Importance of Big Data to Major Retailers
Transaction Data Drives
Purchase Behavior
• Online search engine refinement
• Tailored offers aligning to
consumer activity
“… create a click frenzy.”
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10. Big Data is changing the Healthcare Industry
Analyzing Patient Datasets to
find patterns…
Helping Doctors Save Lives.
Healthcare
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11. 10% more efficient usage of data pays off
$200 Billion SAVINGS per year!1
Healthcare
Increase margins by 60%!1
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Source: James Manyika et al, “Big Data: The next frontier for innovation,
competition, and productivity,” McKinsey Global Institute, May 2011, pp64, p39
12. Importance of Big Data to Operations
Customer Data Logistics Data Manufacturing Data
Enhanced Plant
Operations
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13. What is BIG
DATA anyway?
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14. What is “Big Data”
• E-mail & user-generated content VOLUME
• Social media, B2B Transactions
• Mobile & GPS- equipped phones
• System logs
BIG DATA
• RFID tag sensors VELOCITY VARIETY
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17. How we measure Big Data Today….
Table 1: Terms Used for Big Data Storage Capacity
Term Size Example of Capacity
1,000,000,000 1 GB = 2 hours of CD-quality audio or 7
Gigabyte (GB)
one billion bytes minutes of HDTV
1,000,000,000,000 1 TB = 2,000 hours of CD-quality audio, or
Terabyte (TB)
one trillion bytes almost 5 days of HDTV
1,000,000,000,000,000 1 PB = 7 weeks of HDTV,
Petabyte (PB)
one quadrillion bytes or 1.5 million 64 GB iPods full
1,000,000,000,000,000,000 1 EB = 16 months of HDTV,
Exabyte (EB)
one quintillion bytes or 15 million 64 GB iPods full
Sources: Rackspace, SKATelescope.org, whatsabyte.com
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18. Exponential Growth
A Decade of Digital Universe Growth
9000
8000
7910
7000
So what do you
6000
do with all of
5000
544% this data?
4000 growth
3000
2000
1227
1000
130
0
2005 2010 2015
EXABYTES RACKSPACE® HOSTING | W W W.RACKSPACE.COM
Source: IDC/EMC Digital Universe Infographic, 2011
20. The Data Scientist
“The Sexiest Job of the 21st Century”1
Delivering key customer Skill set:
insights from Big Data: Data Acquisition
Who are our customers? Analysis
Why do they buy from us? Visualization
How can we get greater
share of wallet?
How can we increase “A hybrid of Hacker,
purchase frequency?
Analyst, Communicator
& Trusted Advisor” 1
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Source: Thomas H. Davenport and D. J. Patil, “Data Scientist: The Sexiest
Job of the 21st Century,” Harvard Business Review, October 2012
21. Competition for the Data Scientist is FIERCE
A Decade of Digital Universe Growth
9000
8000
7910
4.4 M needed
7000
6000 3 Million short
5000 544% by 2015
growth
4000
3000 1.4 Million
Jobs Filled
2000
1227
1000
130
0
2005 2010 2015
EXABYTES
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Source: IDC/EMC Digital Universe Infographic, 2011
24. How Big Data Works
Data Scientist Engineer/DBA
• Aggregation • Ad-Hoc
• Archive • Transaction of Record
• Data Transformation
Unstructured Structured
HADOOP/
SQL
BIG DATA
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25. Big Data Rackspace Product Solutions
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26. Big Data Challenges
Mismatch with existing
Existing technology won’t scale for Big Data
infrastructure
Higher capital expenses Mandatory rethinking of architecture to avoid
(CAPEX) heavy compute & storage investment
Higher costs for non- Additional resources to ‘maintain’ hardware
strategic resources storage & compute assets
Vendor lock-in that • Limiting any future options for updating or
limits choices switching suppliers
• Even more threatening with the mass of Big Data
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Thomas Davenport, Paul Barth and Randy Bean, “How ‘Big Data’ is
Different,” MIT Sloan Management Review, 30 July 2012
27. Big Data + Cloud
“Cloud computing is well-suited to Big Data, since the cloud
matches the need for cost-effective mass storage,
elastic expandability, and pay-as-you-go pricing.”
-MIT Sloan
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Source: MIT Sloan: Ibid, Davenport, Barth, and Bean
28. OPEN TECHNOLOGY AT WEBSCALE
The Power of Open Cloud for Business
How to Where to What features
deploy deploy to deploy
• Run it on any • Deploy anywhere, with • Rapid innovation through
hardware platform anybody an active, growing
• Public or Private • Hosted or on-premise ecosystem
cloud • Provider of your choice • Freedom to alter source
• Move workloads code for customization
across different OS • Use only features you
clouds need
• OpenStack is Free RACKSPACE® HOSTING | W W W.RACKSPACE.COM
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29. ONE CLOUD SOLUTION DOES NOT FIT ALL
Broad Portfolio + Fanatical Support = Optimized Solution
DEDICATED,
PUBLIC CLOUD PRIVATE CLOUD PRIVATE CLOUD
VIRTUALIZED
RACKSPACE CUSTOMER SITE
Dedicated / Virtualized: Hosted Cloud: Private Cloud:
• Highly Customizable • Highly Scalable • Highest Level Control
• Compliance Requirements • Utility Consumption • Leverage Existing
• Consistent Performance • On Demand Assets
Rackspace Provides
Fanatical Support®
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30. What Covered Today
Importance of Big Data to the Enterprise
Definition of Big Data
Big Data Skill Requirements/Gaps
Big Data Technologies & Implementation
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31. Cloud Application Transformation Framework
Creating Your Seamless Journey to the Cloud
Taking Enterprises from…
“Cloud HOW?” “Cloud NOW”
Customer
Data Center
Application Cloud Solution
IT Evolution Migration Environment
Profiling Readiness Engineering
Workshop Execution Realization
Exercise Assessment Engagement
Strategize Assess Plan/Build/Deploy On-Going Optimization
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32. Get SMART on Cloud
Rackspace Advisory Services: Recommended Rackspace Resources:
Phone: 1-800-440-1249 • Cloud: Vision to Reality whitepaper (right side of page)
Email : advisory_services@rackspace.com • Cloud: Economics whitepaper (right side of page)
Website: rackspace.com/Advisory Services • Take the Cloud Readiness Self Assessment
• Use cases:
Recommended Industry Resources: – Hybrid Hosting: Dominos Pizza and watch the video
– RackConnect™: VEVO and watch the video
• The Big Switch, Nicholas Carr – Private Cloud: Lighthouse1
• Cloudonomics: The Business Value of Cloud
Computing, Joe Weinman
• www.Cloudability.com Rackspace
Knowledge
• http://gigaom.com/ Center
• www.gartner.com
• www.forrester.com
“Our goal is to create the most
• www.idc.com CLOUD SAVVY
customers in the industry”
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