Presentation: Overview of Kognitio, Kognitio Cloud and the Kognitio Analytical Platform Kognitio is driving the convergence of Big Data, in-memory analytics and cloud computing. Having delivered the first in-memory analytical platform in 1989, it was designed from the ground up to provide the highest amount of scalable compute power to allow rapid execution of complex analytical queries without the administrative overhead of manipulating data. Kognitio software runs on industry-standard x86 servers, or as an appliance, or in Kognitio Cloud, a ready-to-use analytical platform. Kognitio Cloud is a secure, private or public cloud Platform-as-a-Service (PaaS), leveraging the cloud computing model to make the Kognitio Analytical Platform available on a subscription basis. Clients span industries, including market research, consumer packaged goods, retail, telecommunications, financial services, insurance, gaming, media and utilities. To learn more, visit www.kognitio.com and follow us on Facebook, LinkedIn and Twitter.

1. Kognitio Analytical Platform
Company Update
December 2012

2. Kognitio
Kognitio is focused on providing the premier high-
performance analytical platform to power business
insight around the world.
•Privately held
•Dev Labs in the UK
•Leadership in US
•~100 employees
Core product:
•MPP in‐memory
analytical platform
•Built from the
ground‐up to satisfy
large and complex
analytics on big data
sets

3. WW Client Growth
*Some clients NDA

4. Brand Streamlining – New Kognitio Product Hierarchy
Console Kognitio v8 Software MDX Connector
Admin Tools Analytical Processing Cube Designer
Accelerator for Hadoop Excel Add-in
Accelerator for …
Analytical Appliance

5. Flexibility Engrained to our Business Model
Public Cloud (SaaS) Private Cloud Software Appliance Partnerships
Low costs, no CapEx Pre-built and configured Industry-standard x86 Commodity hardware ISVs:
requirement, immediate Highest security for Linux servers per client preference specialized/industry
provisioning sensititive data sets Rapid deployment and Bespoke formula of solutions
Incur charged per hour Hosted in Tier-3 data implementation RAM data memory, Services:
on demand (CPU core/ centers via specialized Typical license- server cores and disk implementation and
hour) hosting providers maintenance contract specifications delivery
Provided by Kognitio, ~ 48 hour provisioning for customers Profit = software Distributors: expanded
hosted by Amazon Web Massively scalable license + hardware market coverage
Services (AWS) margins
- Flexible delivery model to meet client requirements
- Partnership channel builds ecosystem and expands reach
- Revenue model:
- One-time charge: volume-based software licenses
- Recurring revenue: maintenance and support

6. Analytical Platform Reference Architecture

7. In-memory Analytical Platform
“pull very large amounts of data from existing data storage
(persistence) systems into high speed computer memory”
– can be existing traditional disk based data warehouse
products, operational systems, Kognitio’s own disk
subsystem or increasingly distributed parallel file systems
such as Hadoop or cloud storage
• Scale the power as required
• Adaptable capacity
– Scale up / down as when needed within server farm
• Utilize local disk for near-line store of regularly used
reference data or result sets

8. What is an “In-memory” Analytical Platform?
• A database where all of the data of interest or specific portions of the
data have been permanently pre-loaded into a computers random
access memory (RAM).
• Not a large cache
– Data is held in structures that take advantage of the properties of
RAM – NOT copies of frequently used disk blocks
– The databases query optimiser knows at all times exactly which
data is in memory and which is not

9. Speed & Scale from “True MPP”
• Memory & CPU on an individual server = NOWHERE near enough for big data
– Moore’s Law – The power of a processor doubles every two years
– Data volumes – Double every year!!
• The only way to keep up is to parallelise or scale-out
• Combine the RAM of many individual servers
Many •
•
many CPU cores spread across
many CPUs, housed in
• many individual computers (1 to 1000+)
– Data is split across all the CPU cores
– All database operations are parallelised with no points of serialisation –
This is true MPP
• Every CPU core in
Every • Every server needs to efficiently involved in
• Every query

10. V8 Enables the Analytical Platform Reference
Architecture
External Functions
Not Only SQL
External Tables
Kognitio Storage
as an External table
Hadoop Connector Other Connectors

11. Not Only SQL: any language in-line
Kognitio External Scripts
– Run third party binaries or scripts embedded within SQL
• Perl, Python, Java, R, SAS, etc.
• One-to-many rows in, zero-to-many rows out, one to one
create interpreter perlinterp
command '/usr/bin/perl' sends 'csv' receives 'csv' ;
select top 1000 words, count(*) This reads long comments
from (external script using environment perlinterp text from customer enquiry
receives (txt varchar(32000))
sends (words varchar(100)) table, in line perl converts
script S'endofperl( long text into output
while(<>)
{ stream of words (one word
chomp(); per row), query selects top
s/[,.!_]//g;
foreach $c (split(/ /)) 1000 words by frequency
{ if($c =~ /^[a-zA-Z]+$/) { print "$cn”} } using standard SQL
}
)endofperl' aggregation
from (select comments from customer_enquiry))dt
group by 1
order by 2 desc;

12. Kognitio Hadoop Connectors
HDFS Connector
• Connector defines access to hdfs file system
• External table accesses row-based data
in hdfs
• Dynamic access or “pin” data into memory
• Complete hdfs file is loaded into memory
Filter Agent Connector
• Connector uploads agent to Hadoop nodes
• Query passes selections and relevant
predicates to agent
• Data filtering and projection takes place
locally on each Hadoop node
• Only data of interest in loaded into memory
via parallel load streams

13. Innovative client solutions
TiVo Research & Analytics 40 TBs of RAM that perform complex media analytics,
cross‐correlating data from over 22 sources with set‐top box data to allow
Software advertisers, networks and agencies to analyze the ROI of creative campaigns
while they are still in flight, enabling self‐service reporting for business users
The VivaKi Nerve Center provides social media and other analytics for campaign
Public
monitoring and near real‐time advertising effectiveness. This enables agencies in the
Cloud Publicis Global Network to provide deep‐dive analytics into TBs of data in seconds
AIMIA provides self‐service customer loyalty analysis on over 24 billion transactions
that are live in‐memory full volumes of POS data. Retailers, Customer Packaged Goods
Appliance companies and other service providers, provide merchandise managers with “train‐of‐
thought” analysis to better target customers.
Orbitz leverages Kognitio Cloud to take large volumes of complex data, ingested in real
Private time from web channels, demographic and psychographic data, customer segmentation
Cloud and modeling scores and turn it into actionable intelligence, allowing them to think of new
ways of offering the right products and services to its current and prospective client base.
PlaceIQ provdes actionable hyper‐local Mobile BI location intelligence. They
leverage Kognitio to extracts intelligence from large amounts of place, social and
Public
mobile location‐based data to create hyper‐local, targetable audience profiles,
Cloud giving advertisers the power to connect with consumers at the right place, at the
right time, with the right message.

14. Analytics on tens of billions of events in
tens of seconds with NO DBA
Context for media analytics:
• In‐memory analytical database for Big Data
• Correlate everything to everything
• MPP + Linear Scalability
• Predictable and ultra‐fast performance
Challenges • > 22 data sources
– Expanding volumes of data
• Commodity servers/equipment
– Few opportunities for
summarization (demographics, • Market‐available IT skills
purchaser targets, etc.)
• No solution re‐engineering
– Data too large/complex for
traditional database systems
– Need for simple administration
Solution Benefits Mars, Inc.:
– Reports allow advertisers, networks and agencies to analyze the “By using TRA to improve media plans, creative and
relative strengths and weaknesses of different creative flighting, Mars has achieved a portfolio increase in ROI
executions, and how such variables as program environment, versus a year ago of 25% in one category and 35% in a
time slots, and pod position impact their ROI second category.”
– Enables self‐service reporting for business users

15. Thank You!
connect contact
Michael Hiskey
kognitio.com
Vice President,
Marketing & Business Development
kognitio.tel michael.hiskey@kognitio.com
+1.917.375.8196
kognitio.com/blog Paul Groom
VP, Business Intelligence
Paul.groom@kognitio.com
twitter.com/kognitio
John Coppins
linkedin.com/companies/kognitio SVP, Kognitio Cloud
john/.coppins@kognitio.com
tinyurl.com/kognitio Steve Friedberg
MMI Communications
youtube.com/kognitio steve@mmicommunications.com