1. © 2012 Datameer, Inc. All rights reserved.
© 2012 Datameer, Inc. All rights reserved.
Hadoop as a Data Hub:
A Sears Case Study

2. © 2012 Datameer, Inc. All rights reserved.
About our Speaker!
Phil Shelley
!
Dr. Shelley is CTO at Sears Holdings
Corporation (SHC), leading IT Operations
and is focusing on the modernization of IT
across the company. !
!
Phil is also CEO of Metascale, a subsidiary
of Sears Holdings. Metascale is an IT
managed Services Company that makes Big
Data easy by designing, delivering and
operating Hadoop-based solutions for
Analytics, Mainframe Migration and
massive-scale processing, integrated into
the customers’ Enterprise.!

3. © 2012 Datameer, Inc. All rights reserved.
About our Speaker!
Stefan Groschupf!
!
Stefan Groschupf is the co-founder and CEO of
Datameer and one of the original contributors to
Nutch, the open source predecessor of Hadoop, !
!
Prior to Datameer, Stefan was the co-founder
and CEO of Scale Unlimited, which implemented
custom Hadoop analytic solutions for HP, Sun,
Deutsche Telekom, Nokia and others. Earlier,
Stefan was CEO of 101Tec, a supplier of
Hadoop and Nutch-based search and text
classification software to industry-leading
companies such as Apple, DHL and EMI Music.
Stefan has also served as CTO at multiple
companies, including Sproose, a social search
engine company.!

4. Hadoop as a Data Hub
a new approach to data management
Dr. Phil Shelley
CTO Sears Holdings
CEO MetaScale

5. The
Challenge
Data
Volume /
Retention
Batch
Window
Limits
Escalating
IT Costs
Scalability
Ever
Evolving
Business
ETL
Complexity
/ Costs
Data
Latency /
Redundancy
Tight IT
Budgets
Challenges & Trends
2
Constant pressure to lower costs, deliver faster, migrate to real time
and answer more difficult questions…
Batch Real-Time→
Proprietary Open Source→
Capital Cloud Expense→
Heavy Iron Commodity→
Linear Parallel Processing→
Copy and Use Source Once & Re-Use→
Costs Down→
Power Up→

6. What is a Data Hub
A single, consolidated, fully
populated data archive that
gives unfettered user access to
analyze and report on data, with
appropriate security, as soon as
the data is created by the
transactional or other source
system

7. Why a Data Hub
• Most data latency is removed
• Users and analysts are put in a self-service mode
• The concept of a “data cube” is unnecessary
• Analysis at the lowest level – No need to run at the segment level
• Any question can be asked
• Business users and analysts have unrestricted ability to explore
• Correlation of any data set is immediately possible
• Significant reduction in reporting and analysis times
– Time to source the data
– Time for users to gain access to the data
• Reduction in IT labor ….
– Source Once – Use Many Times

8. • Data is Copied from source systems via ETL
• Sub-sets of data are captured
– Too expensive to keep all detail
– Takes too long to ETL all data fields from sources
• Each use of data generates more unique ETL jobs
• Data is segmented to reduce query times
• Cubes or views are generated to improve analysis speed
• Disparate data silos required ETL before users have access
• Data warehouse costs and performance limitations force
archiving and data truncation
• Tends to lead to different versions of “truth”
• Time lag or latency from data generation to use
The Traditional Approach

9. Benefits - Hadoop as a Data Hub
• All data is available
– All history
– All detail
• No need to filter, segment or cube before use
• Data can be consumed almost immediately
• No need to silo into different databases to
accommodate performance limitations
• Users do not require IT to ETL data before use
• Security is applied via Datameer profiles
• User self-service is a reality

10. Prerequisites
• An Enterprise data architecture that has a Data
Hub as a foundation
• Data sourcing must be controlled
• Metadata must be created for data sources
• A leader with the vision and capability to drive
• Willing business users to pilot and coach others
• A sustained strategy to Enterprise Data
Architecture and governance
• A carefully designed Hadoop data layer
architecture

11. Key Concepts
• A Data Hub is now reality
• Drives lower costs and reduces delays
• Time to value for data is reduced
• Business users and analysts are empowered
• The most important:
– Source Once – Re-use Many Times
– Source everything
– Retain everything

12. o ETL complexity is needed no-longer – DATA HUB
– Source Once – Re-Use many times
– ETL is transformed to ELTTTTTT with lower data latency
– Consume data in-place with Datameer
o ETL-induced data latency is largely eliminated
– Analysis is routinely possible within minutes of data creation
o Long-running overnight workload on Legacy Systems
– Can be eliminated and executed at any time
– Run times are a fraction of the original clock-time
o Batch processing on mainframes or other conventional batch
– Moved to Hadoop
– Run 10, 50, even 100 times faster.
o Intelligent Archive
– Put your archives/tape data on Hadoop and make it Intelligent
– Archive with the ability to run analytics or join it with other data
o Modernize Legacy
– Mainframe MIPs reduction has very attractive ROI
– Move Data Warehouse workload – Reduce Cost – Go Faster
Key Learning

13. Sample Reports - Datameer

14. © 2012 Datameer, Inc. All rights reserved.
Questions and Answers!

15. © 2012 Datameer, Inc. All rights reserved.
Online Resources
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