1. 1
Big Data
the next frontier
RVC Seminar Leonid Zhukov
Moscow, 08/02/2013 Professor Higher School of Economics

2. 2
Big data
+ Graph of terms popularity
www.visibletechologies.com

3. 3
McKinsey, May 2011
www.mckinsey.com

4. 4
Headlines
Data driven business
Data democratization
Data scientists

5. 5
The White House
+ $200M initiative
+ NSF: core techniques
+ NIH: 1000 genomes
+ DOE: advanced computing
+ DOD: data to decisions
+ USGS: Earth system
www.whitehouse.gov

6. 6
Gartner Hype Cycle
www.gartner.com

7. 7
Market Forecast
+ Venture money invested (Reuters):
+ Market forecasts: + 2009 - $1.1B
+ IDC: 2015 - $16.9B + 2010 - $1.53B
+ Gartner: 2016- $55B + 2011 - $2.47B
www.wikibon.com

8. 8
Big Data Revenue 2012
+ Big Business:
+ IBM
+ HP
+ Oracle
+ Teradata
+ EMC www.wikibon.com

9. 9
Big Data Vendors!
+ Hadoop:
+ Cloudera
+ MapR Techonologies
+ HortonWorks www.wikibon.com

10. 10
Forrester Wave
www.forrester.com

11. What is big data 11
+ Big data:
+ “Data you can’t process by traditional tools”
+ “A phenomenon defined by the rapid acceleration in the
expanding volume of high velocity, complex and diverse
types of data.”
+ “Refers to a collection of tools, techniques and technologies
for working with data productively, at any scale.”

12. 12
What is Big data
+ 3V
+ Volume: petabytes (1000TB) to exabytes (1000PB)
+ Variety: structured, semi-structured, unstructured
+ Velocity: Tb/s data streams
+ Requires distributed processing
+ Big data = storage + processing
+ Big data = Hadoop (not only)

13. 13
Big data Glossary
+ Hadoop, MapReduce, Hive, Pig, Cascading,
HBase, Hypertable, Cassandra, Flume, Sqoop,
Mongo, Voldemort, Storm, Kafka, Drill, Dremmel,
Impala, Zookeeper, Ambari, Oozi, Yarn, Redis,
Rajak, Pregel, Gremlin, Giraph, Solr, Lucene, R,
Mahout, Weka,

14. 14
How big is Big?
+ Google
+ 24 PB data processed daily
+ Twitter
+ 340 mln daily tweets
+ 1.6 bln search queries
+ 7 TB added daily
+ Facebook
+ 750 mln users
+ 12 TB daily daily content
+ 2.7 bln “likes” and comments daily

15. 15
Sources of Big Data
www.ibm.com

16. 16
Supercomputing
+ National Labs, Universities, Military
+ Processing power, flops, MPI
+ Parallel computing:
+ Cray, IBM SP, SGI
+ Beowulf cluster (Linux commodity)

17. 17
New realities
+ Yahoo, AltaVista, Inktomi, Google
+ Consumer web companies:
+ web search (crawling, indexing)
+ advertising
+ email services
+ ecommerce
+ Commodity hardware

18. 18
Google
2003 2004

19. 19
GFS/HDFS
+ Distributed replicated data blocks (64Mb)
+ Master-slave architecture (Name Node, Data Nodes)
+ Not a general file system
+ Access via command line utils and API
+ Can’t modify after files written

20. 20
MapReduce
+ Scalable:
+ no file IO
+ no networking
+ no synchronization
+ Master-slave architecture
+ MapReduce programming model:
+ Master: divide, schedule, monitor work
+ functional programming
+ Slave: actual processing
+ like UNIX pipeline

21. 21
Data movement
+ store and process data on the same nodes
+ bring code to data, data “locality”
www.cloudera.com

22. 22
Hadoop
+ Doug Cutting
+ Search indexer - Lucene
+ Web crawler - Nutch
+ Hadoop
+ HDFS
+ MapReduce

23. 23
Yahoo!
+ 40,000 servers
+ 170PB storage
+ 1000+ active users
+ 5M+ monthly jobs
+ email spam filters
+ categorization, personalization
+ computational advertising

24. Data Base NoSQL 24
Revolution
+ Needed:
+ fast read/write time
+ high concurrency
+ easy horizontally scalable
+ Flat data structure
+ Sacrificed:
+ DB Schema
+ SQL
+ Transactions

25. 25
NoSQL World
+ Key-value: Dynamo, Voldemort, Redis, Riak
+ Column (tabular): HBase, Hypertable, Cassandra
+ Document store: CouchDB, MongoDB
+ Graph: Neo4J, FlockDB
+ 120+ products (2012)

26. 26
Hadoop stack
www.hortonworks.com

27. 27
Hadoop tools
+ Pig
+ high level scripting language (PigLatin)
+ converts to MapReduce jobs
+ Hive
+ SQL like queries on dat in HDFS
+ converts in MapReduce jobs

28. 28
Hadoop data movement
www.cloudera.com

29. 29
Typical hadoop usage
+ Text mining
+ Pattern recognition
+ Recommendation systems (collaborative filtering)
+ Prediction models
+ Risk assessment
+ Sentiment analysis
+ Customer churn prediction
+ Customer segmentation
+ Point of Sale Transaction analysis
+ Data “sandbox”

30. 30
Application fields
+ Science: sensors, genome, weather, satellite,
imaging
+ Engineering: log analytics, status feeds, network
messages, spam filters..
+ Product: financial, pharmaceutical, insurance,
energy, retail, ecommerce, healthcare, telecom
+ Business: analytics, BI

31. 31
Business analytics
+ Analytic
+ Operational
Capture, analyze, learn from data
www.datasciencecentral.com

32. 32
Who uses Hadoop?
www.cloudera.com

33. 33
Why Hadoop?
www.thinkbiganalytics.com

34. 34
Cloudera
+ Enterprise support for Apache Hadoop
+ Founded 2008, funding $141 M
+ Employee 230
+ Products:
+ CDH 4 (cloudera distrobution hadoop)
+ Impala
+ Consulting and training
www.cloudera.com

35. 35
MapR
+ Founded 2009, funding $20M
+ MapR Technologies is engineering game-
changing Map/Reduce related technologies
+ Products:
+ M3,M5,M7
+ NFS, no single node failure
+ NOT open source !
www.mapr.com

36. 36
HortonWorks
+ Founded 2011
+ Yahoo spin-off
+ Products:
+ HDP distribution
+ tools
www.hortonworks.com

37. 37
Hadoop Ecosystem
www.datameer.com

38. 38
Big Data Landscape
www.bigdatalandscape.com

39. 39
Splunk
+ Founded 2003, raised $230M, IPO 2011, Market cap $3.35B
+ Machine logs analysis, operational intelligence
+ Collecting, searching, monitoring
www.splunk.com

40. 40
Datameer
+ Founded 2009,
Funding $17,8M
+ Big data:
+ Data integration
+ Data Analytics
+ Data Visualization
www.datameer.com

41. 41
Datasift
+ Founded 2010, funding $29.7M
+ Data platform for social web
+ Aggregate and filter data
www.datasift.com

42. 42
Infochimps
+ Founded 2009, funding $5.5M
+ Transitioned from data marketpalce to big data platform
+ End-to-end big data solution, real time
www.infochimps.com

43. 43
Tableau software
+ Founded 2003, funding $15M
+ Big data analytics
+ Big data visualization
www.tableau.com

44. Big data Startups 44
2012
+ Platfora, in memory BI on Hadoop
+ Sumologic, log file analysis
+ Hadapt, Hadoop+RDBSM
+ Metamarkets, patterns in data flow
+ DataStax, consulting, training
+ Karmasphere, BI, analytics on Hadoop

45. Big data startups 45
2013!
+ 10gen, MongoDB
+ ClearStory, big data aggregation + analytics
+ Continuuity, Hadoop API
+ Parstream, database analytics
+ Zoomdata, data visualization
+ Climate corporation, predictive analytics

46. 46
Big data by industry
www.gartner.com

47. 47
Big data Processing
Batch
interactive stream
processing
minutes to Millisecond to
Query time continues
hours seconds
data volume TB to PT GB to PB continues
programming
MapReduce Queries DAG
model
Users Developers Analysts Developers
Hadoop
Open Source Drill, Impala Storm, Kafka
mapreduce

48. 48
New technologies
+ Real time quering
+ Drill (based on Google Dremmel)
+ Impala (Cloudera)
+ Data stream processing
+ Storm (Twitter), real time analytics
+ Kafka (LinkedIn), messaging system

49. 49
Machine learning
+ Predictive analytics
+ Patterns discovery
+ Data mining
+ Tools:
+ Mahout
+ R

50. 50
Big data revolution
+ Google: GFS, MapReduce, BigTable,
+ Yahoo: Hadoop
+ Amazon: DynamoDB
+ Facebook: Cassandra, HBase
+ Twitter: FlockDB, Storm
+ LinkedIn: Vondelmort, Kafka

51. 51
Observations
+ Game changing technologies come from big companies
+ Open Source (!)
+ Start-up ecosystem
+ Less general, more specialized
+ Next step: big data analytics and visualization

52. 52
Data scientist
+ Machine Learning
+ Data Mining
+ Statistics
+ Software Engineering
+ Hadoop/MapReduce/HBase/Hive/Pig
+ Java, Python, C/C+, SQL
“By 2018, the United States alone could face a shortage of 140,000 to 190,000
people with deep analytical skills as well as 1.5 million managers and analysts with
the know-how to use the analysis of big data to make effective decisions.”

53. Big Data Products 53
MindMap
www.garycrawford.co.uk

54. 54
Contacts
+ Leonid Zhukov, Ph.D.
+ School of Applied Mathematics and Information Science
Higher School of Economics, NRU-HSE
+ lzhukov@hse.ru
+ www.leonidzhukov.ru