451 Analyst Matt Aslett, Cloudera CEO Mike Olson and Cloudera customers RIM and YP (formerly AT&T Interactive) to learn: » Why Cloudera customers have chosen CDH to get started with Hadoop » The business value resulting from analyzing new data sources in new ways » How Hadoop will change these Customers’ business and industry over the next 3-5 years

1. THE BUSINESS ADVANTAGE OF
HADOOP: LESSONS FROM THE FIELD
Matt Aslett, Research Manager, 451 Research
Mike Olson, CEO, Cloudera
Bill Theisinger, Executive Director, Platform Data Services, YP
Aaron Wiebe, Blackberry Infrastructure Architect, Research In Motion
1

2. Introducing our Speakers
Matt Mike Bill Aaron
Aslett Olson Theisinger Wiebe
2

3. Big Data, Total Data… Hadoop
 Matt Aslett - @maslett
• Research manager, data
management and analytics
 Total Data
• Assesses data management
approaches in an era of ‘big data’
• Explores the drivers behind new
approaches to data management
and analytics
• Explains the new and existing
technologies used to store and
process and deliver value from
data
© 2012 by The 451 Group. All rights reserved

4. ‘Big Data’
 “Big data” describes the realization of greater business intelligence
by storing, processing and analyzing data that was previously
ignored due to the limitations of traditional data management
technologies to handle its volume, velocity and/or variety.
Volume Velocity Variety
The volume of data The data is being The data lacks the
is too large for produced at a rate structure to make it
traditional database that is beyond the suitable for storage
software tools to performance limits and analysis in
cope with of traditional traditional
systems databases and data
warehouses
© 2012 by The 451 Group. All rights reserved

5. ‘Total Data’
 The adoption of non-traditional data processing technologies is
driven not just by the nature of the data, but also by the user’s
particular data processing requirements.
Totality Exploration Frequency Dependency
The desire to The interest in The desire to The reliance on
process and analyze exploratory analytic increase the rate of existing
data in its entirety, approaches, in analysis in order to technologies and
rather than which schema is generate more skills, and the need
analyzing a sample defined in response accurate and timely to balance
of data and to the nature of the business investment in those
extrapolating the query. intelligence. existing
results. technologies and
skills with the
adoption of new
techniques.
© 2012 by The 451 Group. All rights reserved

6. A virtuous circle?
 Increased use of interactive applications
and data-generating machines
 New commercial opportunities for
analyzing previously ignored data
 Increased desire to store and
process all available data
 More economically feasible to store
and process previously ignored data
 New infrastructure investments to
support new data processing software
© 2012 by The 451 Group. All rights reserved

7. What is Apache Hadoop?
 Distributed data storage (HDFS) and processing (MapReduce)
 Multiple associated data management projects
• Open source
• Vendor-supported Chukwa Sqoop ZooKeeper Pig
• Clusters of commodity servers HBase Avro Mahout Flume
• Storage of large data volumes
• Structured, unstructured and MapReduce Whirr
semi-structured data
• Flexible, schema-on-read Hama
processing HDFS
Hive
• Complex data sets
• Connectors to existing Hadoop Common
databases, data integration
and business intelligence tools
© 2012 by The 451 Group. All rights reserved

8. What is Apache Hadoop for?
Big-data  Hadoop as a platform for storing data that
storage could not previously be efficiently stored.
 Hadoop as a large scale data ingestion/ETL
Big-data
layer that complements existing databases.
integration
 Hadoop as a platform for new exploratory
Big-data
analytic applications.
analytics
© 2012 by The 451 Group. All rights reserved

9. THE EVOLUTION OF HADOOP
And how it’s used in the real world today
Mike Olson
CEO & Co-Founder, Cloudera
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10. Fastest sort of a TB, 62secs
over 1,460 nodes
Sorted a PB in 16.25hours
over 3,658 nodes

11. CORE HADOOP COMPONENTS
Apache Hadoop is a platform for
data storage and processing that is… Hadoop
Distributed File
Scalable System (HDFS) MapReduce
Fault tolerant
Open source File Sharing & Data Distributed Computing
Protection Across Across Physical Servers
Physical Servers
Has the Flexibility to Store Excels at Scales
and Mine Any Type of Data Processing Complex Data Economically
Ask questions across structured and Scale-out architecture divides Can be deployed on commodity
unstructured data that were previously workloads across multiple nodes hardware
impossible to ask or solve Flexible file system eliminates ETL Open source platform guards against
Not bound by a single schema bottlenecks vendor lock
11 ©2011 Cloudera, Inc. All Rights Reserved.

12. 2008 2009 2011 2012 BEYOND…
CLOUDERA CDH: CLOUDERA CLOUDERA TRANSFORMING
FOUNDED BY MIKE FIRST REACHES 100 ENTERPRISE 4: HOW COMPANIES
OLSON, COMMERCIAL PRODUCTION THE STANDARD THINK ABOUT
AMR AWADALLAH & APACHE CUSTOMERS FOR HADOOP IN DATA
JEFF HADOOP THE ENTERPRISE
HAMMERBACHER DISTRIBUTION
CHANGING
CLO UDERA THE WORLD
ENTERPRIS ONE PETABYTE
E AT A TIME
4
2009 2010 2011 2012
HADOOP CLOUDERA CLOUDERA CLOUDERA
CREATOR DOUG MANAGER: UNIVERSITY CONNECT
CUTTING JOINS FIRST EXPANDS TO 140 REACHES 300
CLOUDERA MANAGEMENT COUNTRIES PARTNERS
APPLICATION FOR
HADOOP
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13. CLOUDERA ENTERPRISE EDUCATION
CLOUDERA SUPPORT:
OUR TEAM OF EXPERTS ON CALL TO HELP YOU MEET YOUR SERVICE DEVELOPERS
LEVEL AGREEMENTS (SLAS)
ADMINISTRATORS
CLOUDERA MANAGER:
END-TO-END MANAGEMENT APPLICATION FOR THE DEPLOYMENT &
OPERATION OF CDH
DATA SCIENTISTS
CDH:
BIG DATA STORAGE, PROCESSING & ANALYTICS PLATFORM BASED CERTIFICATION
ON APACHE HADOOP – 100% OPEN SOURCE PROGRAMS
PROFESSIONAL SERVICES
USE CASE NEW HADOOP PROOF OF PRODUCTION PROCESS & TEAM DEPLOYMENT
DISCOVERY DEPLOYMENT CONCEPT PILOTS DEVELOPMENT CERTIFICATION
13

14.  Cloudera’s software is never installed all by itself
 It’s always deployed alongside mission-critical
systems that represent enormous investment
 Extracting value from data requires sharing it
across boundaries and among systems
Goal: The right storage and the right
processing in the right place at the right time
14 ©2012 Cloudera, Inc. All Rights Reserved.

15. ✛ Disparate data sources
✛ Disparate systems for transforming, processing
and analyzing data
✛ Disparate systems for capturing and reporting
data, and for enforcing business and legislative
governance requirements
All need to be connected for usability and to
unlock the unique value of each
15 ©2012 Cloudera, Inc. All Rights Reserved.

16. Consulting Services
Cloudera University
OPERATORS ENGINEERS ANALYSTS BUSINESS USERS CUSTOMERS
Management Enterprise Web
Tools IDE’s BI / Analytics Reporting Application
Enterprise Data
Warehouse
Cloudera Enterprise
•CDH
•Cloudera Manager Operational Rules
•Technical Support Engines
Relational
Logs Files Web Data
Databases
16 ©2011 Cloudera, Inc. All Rights Reserved.

17. DATA ADVANCED
INDUSTRY PROCESSING ANALYTICS
Web Clickstream Sessionization Social Network Analysis
Media Engagement Content Optimization
Telecom Mediation Network Analytics
Retail Data Factory Loyalty & Promotions
Financial Trade Reconciliation Fraud Analysis
Government Signal Intelligence (SIGINT) Entity Analysis
Biotech / Pharma Genome Mapping Sequencing Analysis

18. 18

19. Hadoop@YP
Sept 26, 2012
William Theisinger
Executive Director, Platform Computing
© 2012 YP Holdings LLC Intellectual Property. All rights reserved. YP Holdings LLC, the YP Holdings LLC logo and all other YP Holdings LLC marks contained herein are
trademarks of YP Holdings LLC Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.
(INTERNAL USE ONLY)

20. Challenges
Page 20

21. What we were facing
• Increasing volume of traffic data through our distribution
network
• Need for a system to support changing data complexity and
detail
• Adhere to tighter SLAs
• Provide intra-day reporting
• Benefit from the intelligence trapped in our data
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22. Legacy processing flow
Data Load
Application Log Data Layer ETL
Data Load Data Warehouse
Data processing
Data Load
• Drop reportable events on the floor
• Loading multiple DBs
• Processing time was significant
• Reporting lag was in days, not hours
• High maintainability required
Page

23. Hadoop Platform
Page 23

24. Hadoop processing flow
Data Data Hadoop Platform Data
Applications
LWES Collection Layer Warehouse
• All ETL processing in Hadoop
• Several systems integrate to Hadoop platform
• All Java MapReduce with some Hive for end user and
dependent systems
• Reporting lag in hours, not days
• Actual reduction in maintainability needs
Page

25. Next Generation
Page 25

26. Hadoop processing flow
Data
Warehouse
Applications Data Data Hadoop Platform
LWES Collection Layer
HBase Platform
• Migrating some reporting to HBase
• Exposing core business KPIs via APIs
• Replacing various data marts with HBase tables/schemas
• Reducing TCO
• Alignment of core skill sets
Page

27. Hadoop @ Research In Motion
Aaron Wiebe
BlackBerry Infrastructure Architect

28. Internal Use Only
The Problem
1. BlackBerry Services currently generate 500TB of
instrumentation data daily (and growing rapidly).
2. Traditional systems unable to cope with both growth and
access requests.
3. Total global dataset of ~100PB.
28 Confidential and Proprietary

29. Internal Use Only
The Old Way
Event Monitoring Alerting
Filter
Streaming ETL Complex Correlation
Services and
Split Streaming ETL Data Warehouse
Archive Storage
1. - Focus on reducing data to required data set
2. - Pipeline data flows to avoid hitting disk
3. - Scalability issues at most stages
4. - Going back to the Archive was really time consuming
29 Confidential and Proprietary

30. Internal Use Only
The Hadoop Way
Event Monitoring Alerting
Filter
Services and Hadoop
Archive Storage
Split ETL Data Warehouse
Correlation
Stage 1 DWH
1. - Archive storage moved to HDFS
2. - ETL processes converted to Hadoop (Pig+Hive)
3. - Some data warehouse functions migrating to Hadoop
30 Confidential and Proprietary

31. Internal Use Only
Real Results
1. - 90% code base reduction for ETL Tools
2. - Example Performance:
3. - Previous Ad-Hoc query would take around 4 days
- Now takes 53 minutes
- Significant capital cost reductions over previous system
31 Confidential and Proprietary

32. Introducing our Speakers
Matt Mike Bill Aaron
Aslett Olson Theisinger Wiebe
32