- Analytics as a service has expanded the market for big data by making advanced analytics capabilities accessible to smaller companies and organizations without extensive data architecture experience. This "democratization" of big data allows more firms to leverage big data technologies. - Mobility and real-time analytics have become more prevalent, allowing organizations to incorporate streaming data sources and provide insights in close to real-time rather than through batch processes. This helps companies make faster decisions. - Dasher Technologies helps clients address big data challenges holistically by considering people, process, and technology factors and providing solutions that optimize architectures for long-term growth needs. They work with partners like HP and its Vertica platform to deliver analytics capabilities and reporting applications.

1. How Analytics as a Service Changes the Game and Expands
the Market for Big Data Value and Uses
Transcript of a sponsored discussion on how optimizing for a big-data environment requires a
look across many different variables.
Listen to the podcast. Find it on iTunes. Get the mobile app for iOS or Android.
Sponsor: Hewlett Packard Enterprise
Dana Gardner: Hello, and welcome to the next edition of the HP Discover Podcast Series. I'm
Dana Gardner, Principal Analyst at Interarbor Solutions, your host and moderator for this
ongoing sponsored discussion on IT innovation and how it’s making an impact on
people’s lives.
Our next big-data thought leadership discussion highlights how big-data analytics
as a service expands the market for advanced analytics and insights. We'll see how
bringing analytics to a cloud services model allows smaller and less data-
architecture experienced firms to benefit from the latest in big-data capabilities.
And we'll learn how Dasher Technologies is helping usher in this so-called
democratization of big data.
Here to share how big data as a service has evolved, we're joined by Justin Harrigan, Data
Architecture Strategist at Dasher Technologies in Campbell, California. Welcome, Justin.
Justin Harrigan: Hi, Dana. Thanks for having me today.
Gardner: We're glad you could join us. We are also here with Chris Saso, Senior Vice President
of Technology at Dasher Technologies. Welcome, Chris.
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Chris Saso: Hi, Dana. Looking forward to our talk.
Gardner: Justin, how have big-data practices changed over the past five years or set the stage
for multiple models or different alternatives when it comes to leveraging big-data technologies?
Harrigan: That’s a great way to start. Back in 2010, we saw big data become mainstream.
Hadoop became a household name in the IT industry, doing stuff on scale-out architectures.
Linux database was becoming common practice. Moving away from traditional legacy, smaller,
slower databases allowed this whole new world of analytics to open up to previously untapped
Gardner

2. resources within companies. So data that people had just been sitting on could now be used for
actionable insights.
Fast forward to 2015 and we've seen big data become more approachable. Five years ago, only
the largest organizations or companies that were specifically designed to leverage big-data
architectures could do so. The smaller guys had maybe a couple of hundred or
even tens of terabytes, and it required too much expertise or too much time and
investment to get a big-data infrastructure up and running.
Today, we have approachable analytics, analytics as a service, hardened
architectures that are almost turnkey with back-end hardware, database support,
and applications, all integrating seamlessly. As a result, the user on the front end,
who is actually interacting with the data and making insights, is able to do so
with very little overhead, very little upkeep, and is able to turn that data into
business-impact data, where they can make decisions for the company.
Gardner: Justin, how big of an impact has this had? How many more types of companies or
verticals have been enabled to start exploring advanced, cutting-edge, big-data capabilities? Is
this a 20 percent increase? Perhaps almost any organization that wants to can start doing this.
Tipping point
Harrigan: The tipping point is when you outgrow your current solutions for data analytics.
Data analytics is nothing new. We've been doing it for over 50 years with databases. It’s just a
matter of how big you can get, how much data you can put in one spot, and then run some sort of
query against it and get a timely report that doesn’t take a week to come back or that doesn't time
out on a traditional database.
Almost every company nowadays is growing so rapidly with the type of data they have. It
doesn’t matter if you're an architecture firm, a marketing company, or a large enterprise getting
information from all your smaller remote sites, everyone is compiling data to
create better business decisions or create a system that makes their products run
faster.
For people dipping their toes in the water for their first larger dataset analytics,
there's a whole host of avenues available to them. They can go to some online
providers, scale up a database in a couple of minutes, and be running.
They can download free trials. HP Vertica has a community edition, and they can load it on a
single server, up to terabytes, and start running there. And it’s significantly faster than traditional
SQL.
Harrigan

3. It’s much more approachable. There are many different flavors and formats to start with, and
people are realizing that. I wouldn’t even use the term big data anymore; big data is almost the
norm.
Gardner: I suppose maybe the better term is any data anytime.
Harrigan: Any data, anytime, anywhere, for anybody.
Gardner: I suppose another change over the past several years has been an emphasis away from
batch processing, where you might do things at an infrequent or occasional basis, to this concept
that’s more applicable to a cloud or an as-a-service model, where it’s streaming, constant, or
continuous, and then you start reducing the latency down to getting close to real time.
Has that been a big part of this too? Are we starting to see more and more companies being able
to compress their feedback and start to use data more rapidly as a result of this shift over the past
five years or so?
Harrigan: It’s important to address the term big data. It’s almost like an umbrella, almost like
the way people use cloud. With big data, you think large datasets, but you mentioned speed and
agility. The ability to have real-time analytics is something that's becoming more prevalent and
the ability to not just run a batch process for 18 hours on petabytes of data, but having a chart or
a graph or some sort of report in real time. Interacting with it and making decisions on the spot is
becoming mainstream.
We did a blog post on this not long ago, talking about how instead of big data, we should talk
about the data pipe. That’s data ingest or fast data, typically OLTP data, that needs to run in
memory or on hardware that's extremely fast to create a data stream that can ingest all the
different points, sensors, or machine data that’s coming in.
Smarter analysis
Then we've talked about smarter analytic data that required some sort of number-crunching
dataset on data that was relevant, not data that was real time, but still fairly new, call it seven
days or older and up to a year. And then, there's the data lake, which essentially is your data
repository for historical data crunching.
Those are three areas you need to address when you talk about big data. The ability to consume
that data as a service is now being made available by a whole host of companies in very different
niches.
It doesn’t matter if it’s log data or sensor data, there's probably a service you can enable to start
having data come in, ingest it, and make real-time decisions without having to stand up your own
infrastructure.

4. Gardner: Of course, when organizations try to do more of these advanced things that can be so
beneficial to their business, they have to take into consideration the technology, their skills, their
culture -- people, process and technology, right?
Chris, tell us a bit about Dasher Technologies and how you're helping organizations do more
with big-data capabilities, how you address this holistically, and this whole approach of people,
process and technology.
Saso: Dasher was founded in 1999 by Laurie Dasher. To give you an idea of who we are, we're a
little over 65 employees now, and the size of our business is somewhere around $100 million.
We started by specializing in solving major data-center infrastructure challenges that folks had
by actually applying the people, process and technology mantra. We started in the data center,
addressing people’s scale out, server, storage, and networking types of problems.
Over the past five or six years, we've been spending our energy, strategy, and
time on the big areas around mobility, security, and of course, big data.
As a matter of fact, Justin and I were recently working on a project with a client
around combining both mobility information and big data. It’s a retail client.
They want to be able to send information to a customer that might be walking
through a store, maybe send a coupon or things like that. So, as Justin was just
talking about, you need fast information and making actionable things happen
with that data quickly. You're combining something around mobility with big data.
Dasher has built up our team to be able to have a set of solutions that can help people solve these
kinds of problems.
Gardner: Justin, let’s flesh that out a little bit around mobility. When people are using a mobile
device, they're creating data that, through apps, can be shared back to a carrier, as well as
application hosts and the application writers. So we have streams of data now about user
experience and activities.
We also can deliver data and insights out to people in the other direction in that real-time of
fashion, a closed loop, regardless of where they are. They don’t have to be at their desk, they
don’t have to be looking at a specific business-intelligence (BI) application for example. So how
has mobility changed the game in the past five years?
Capturing data
Harrigan: Dana, it’s funny you brought up the two different ways to capture data. Devices can
be both used as a sensor point or as a way to interact with data. I remember seeing a podcast you
did with HP Vertica and GUESS regarding how they interacted with their database on iPads.
Saso

5. In regards to interacting with data, it has become not only useful to data analysts or data
scientists, but we can push that down into a format so lower-level folks who aren't so technical.
With a fancy application in front of them, they can use the data as well to make decisions for
companies and actually benefit the company.
You give that data to someone in a store, at GUESS for example, who can benefit by
understanding where in the store to put jeans to impact sales. That’s huge. Rather than giving
them a quarterly report and stuff that's outdated for the season, they can do it that same day and
see what other sites are doing.
On the flip side, mobile devices are now sensors. A mobile device is constantly pinging access
points over wi-fi. We can capture that data and, through a MAC address as an unique identifier,
follow someone as they move through a store or throughout a city. Then, when they return, that
person’s data is captured into a database and it becomes historical. They can track them through
their device.
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It allows a whole new world of opportunities in terms of the way retailers interact with where
they place merchandise, the way they interact with how they staff stores to make sure they have
the proper amount of people for the certain time, what weather impact has on the store.
Lastly, as Chris mentioned, how do we interact with people on devices by pushing them data
that's relevant as they move throughout their day?
The next generation of big data is not just capturing data and using it in reports, but taking that
data in real time and possibly pushing it back out to the person who needs it most. In the retail
scenario, that's the end users, possibly giving them a coupon as they're standing in front of
something on a shelf that is relevant and something they will use.
Gardner: So we're not just talking about democratization of analytics in terms of the types of
organizations, but now we're even talking about the types of individuals within those
organizations.
Do you have any examples of some Dasher’s clients that have been able to exploit these
advances and occurrences with mobile and cloud working in tandem, and how that's produced
some sort of a business benefit?
Business impact

6. Harrigan: A good example of a client who leveraged a large dataset is One Kings Lane. They
were having difficulty updating the website their users were interacting with because it’s a flash
shopping website, where the information changes daily, and you have to be able to update it very
quickly. Traditional technologies were causing a business impact and slowing things down.
They were able to leverage a really fast columnar database to make these changes and actually
grow the inventory, grow the site, and have updates happen almost real time, so that there was no
impact or downtime when they needed to make these changes. That's a real-world example of
when big data had the direct impact on the business line.
Gardner: Chris, tell us a little bit about how Dasher works with HP, HP technologies, and
perhaps even some other HP partners like GoodData, when it comes to providing analytics as a
service?
Saso: HP has been a longtime partner from the very beginning, actually when we started the
company. We were a partner of Vertica before HP purchased them back in 2011.
We started working with Vertica around big data, and Justin was one of our leads in that area at
the time. We've grown that business and in other business units within HP to combine solutions,
Vertica, big data, and hardware, as Justin was just talking about. You brought up the applications
that are analyzing this big data. So we're partners in the ecosystem that help people analyze the
data.
Once Vertica, or what have you, has done the analysis, you have to report on that and make it in a
nice human-readable form or human-consumable form. We’ve built out our ecosystem at Dasher
to have not only the analytics piece, but also the reporting piece.
Gardner: And on the as a service side, do you work with GoodData at all or are you familiar
with them?
Saso: Justin, maybe you can talk a little bit about that. You've worked with them more I think on
their projects.
Optimizing the environment
Harrigan: GoodData is a large consumer of Vertica and they actually leverage it for their
back-end analytics platform for the service that they offer. Dasher has been working with
GoodData over the past year to optimize the environment that they run on.
Vertica has different deployment scenarios, and you can actually deploy it in a virtual-machine
(VM) environment or on bare-metal. And we did an analysis to see if there was a return on
investment (ROI) on moving from a virtualized environment running on OpenStack to a bare-

7. metal environment. Through a six-month proof of concept (POC), we leveraged HP Labs in
Houston. We had a four-node system setup with multiple terabytes of data.
We saw 4:1 increase in performance in moving from a VM with the same resources to a bare-
metal machine. That’s going to have a significant impact on the way they move data in their
environment in the future and how they adjust to customers with larger datasets.
Gardner: When we think about optimizing the architecture and environment for big data, are
there any other surprises or perhaps counterintuitive things that have come up, maybe even
converged infrastructure for smaller organizations that want to get in fast and don’t want to be
too concerned with the architecture underlying the analytics applications?
Harrigan: There's a tendency now with so many free solutions out there to pick a free solution,
something that gets the job done now, something that grows the business rapidly, but to forget
about what businesses will need three years down the road, if it's going to grow, if it’s going to
survive.
There are a lot of startups out there that are able to build a big data infrastructure, scale it to
5,000 nodes, and then they reach a limit. There are network limits on how fast the switch can
move data between nodes, constantly pushing the limits of 10 gig, 40 gig and soon 100 gig
networks to keep those infrastructures up.
Depending on what architecture you choose, you may be limited in the number of nodes you can
go to. So there are solutions out there that can process a million transactions per second with 100
nodes, and then there are solutions that can process a million transactions per second with 20
nodes, but may cost slightly more.
If you think long-term, if you start in the cloud, you want to be able to move out of the cloud. If
you start with an open ecosystem, you want to make sure that your hardware refresh is not going
to cost so much that the company can’t afford it three years down the road. One of the areas we
help consult with, when picking different architectures, is thinking long-term. Don't think six
weeks down the road, how are we going to get our service up and running? Think, okay, we have
a significant client install base, how we are going to grow the business from three to five years
and five to ten years?
Gardner: Given that you have quite a few different types of clients, and the idea of optimizing
architecture for the long-term seems to be important, I know with smaller companies there’s that
temptation to just run with whatever you get going quickly.
What other lessons can we learn from that long-term view when it comes to skills, security,
something more than the speeds and feeds aspects of thinking long term about big data?

8. Numerous regulations
Harrigan: Think about where your data is going to reside and the requirements and
regulations that you may run into. There are a million different regulations we have to do now
with HIPAA, ITAR, and money transaction processes in a company. So if you ever perceive that
need, make sure you're in an ecosystem that supports it. The temptation for smaller companies is
just to go cloud, but who owns that data if you go under, or who owns that data when you get
audited?
Another problem is encryption. If you're going to start gaining larger customers once you have a
proven technology or a proven service, they're going to want to make sure that you're compliant
for all their regulations, not just your regulations that your company is enforcing.
There's logging that they're required to have, and there is going to be encryption and protocols
and the ability to do audits on anyone who is accessing the data.
Gardner: On this topic of optimizing, when you do it right, when you think about the long term,
how do you know you have got that down? Are there some metrics of success? Are there some
key performance indicators (KPIs) or ROIs that one should look to so they know that they're not
erring on the side of going too commercial or too open source or thinking short term only?
Maybe some examples of what one should be looking for and how to measure that.
Harrigan: That’s going to be largely subjective to each business. Obviously if you're just going
to use a rule of thumb, it shouldn't cost you more money than it makes you. If you implement a
system and it costs you $10 million to run and your ROI is $5 million, you've made a bad
decision.
The two factors are the value to the business. If you're a large enterprise and you implement big
data, and it gives you the ability to make decisions and quantify those decisions, then you can put
a number to that and see how much value that big-data system is creating. For example, a new
marketing campaign or something you're doing with your remote sites or your retail branches
and it’s quantifiable and it’s having an impact on the business,
The other way to judge it is impact on business. So, for ad serving companies, the way they
make money is ad impressions, and the more ad impressions they can view, for the least cost in
their environment, the higher return they're going to make. The delta is between the
infrastructure costs and the top line that they get to report to all their investors.
If they can do 56 billion ad impressions in a day, and you can double that by switching
architectures, that’s probably a good investment. But if you can only improve it by 10 percent by
switching architectures, it’s probably too much work for what it’s worth.
Gardner: One last area on this optimization idea. We've seen, of course, organizations
subjectively make decisions about whether to do this on-premises, maybe either virtualized or on

9. bare metal. They will do their cost-benefit analysis. Others are looking at cloud and as a service
model.
Over time, we expect to have a hybrid capability, and as you mentioned, if you think ahead that
if you start in the cloud and move private, or if you start private you want to be able to move to
the cloud, we're seeing the likelihood of more of that being able to move back and forth.
Thinking about that, do you expect that companies will be able to do that? Where does that make
the most sense when it comes to data? Is there a type of analysis that you might want to do in a
cloud environment primarily, but other types of things you might do private? How do we start to
think about breaking out where on the spectrum of hybrid cloud set of options one should be
considering for different types of big-data activity?
Either-or decision
Harrigan: In the large data analytics world, it’s almost an either-or decision at this time. I
don’t know what it will look like in the future.
Workloads that lend themselves extremely well to the cloud are inconsistent, maybe seasonal,
where 90 percent of your business happens in December. Seasonal workloads like that lend
themselves extremely well to the cloud.
Or, if your business is just starting out, and you don't know if you're going to need a full 400-
node cluster to run whatever platform or analytics platform you choose, and the hardware sits
idle for 50 percent of the time, or you don’t get full utilization. Those companies need a cloud
architecture, because they can scale up and scale down based on needs.
Companies that benefit from on-premise are ones that can see significant savings by not using
cloud and paying someone else to run their environment. Those companies typically pin the CPU
usage meter at 100 percent, as much as they can, and then add nodes to add more capacity.
The best advice I could give is, if you start in the cloud or you start on bare metal, make sure you
have agility and you're able to move workloads around. If you choose one sort of architecture
that only works in the cloud and you are scaling up and you have to do a rip and replace scenario
just to get out of the cloud and move to on-premise, that’s going to be significant business
impact.
One of the reasons I like Vertica is that it has a cloud instance that can run on a public cloud.
That same instance, that same architecture runs just as well on bare metal, only faster.
Gardner: Chris, last word to you. For those organizations out there struggling with big data,
trying to figure out the best path, trying to think long term, and from an architectural and
strategic point of view, what should they consider when coming to an organization like Dasher?

10. Where is your sweet spot in terms of working with these organizations? How should they best
consider how to take advantage of what you have to offer?
Saso: Every organization is different, and this is one area where that's true. When people are just
looking for servers, they're pretty much all the same. But when you're actually trying to figure
out your strategy for how you are going to use big-data analytics, every company, big or small,
probably does have a slightly different thing they are trying to solve.
That's where we would sit down with that client and really listen and understand, are they trying
to solve a speed issue with their data, are they trying to solve massive amounts of data and trying
to find the needle in a haystack, the golden egg, golden nugget in there? Each of those
approaches certainly has a different answer to it.
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So coming with your business problem and also what you would like to see as a result --we
would like to see x number of increase in our customer satisfaction number or x number of
increase in revenue or something like that -- helps us define the metric that we can then help
design toward.
Gardner: Great, I'm afraid we will have to leave it there. We've been discussing how optimizing
for a big-data environment really requires a look across many different variables. And we have
seen how organizations were able to spread the benefits of big data more generally now, not only
the type of organization that can take advantage of it, but the people within those organizations.
We've heard how Dasher Technologies is using technology like HP and HP Vertica to help
organizations bring the big-data capabilities to more opportunities for business benefits and
across more types of companies and vertical industries.
So a big thank you to our guests, we have been joined by Justin Harrigan, Data Architecture
Strategist at Dasher Technologies. Thanks, Justin.
Harrigan: Thanks, Dana.
Gardner: And also thank you to Chris Saso, Senior Vice President of Technology at Dasher
Technologies. I appreciate it, Chris.
Saso: Thank you very much, Dana.
Gardner: And I'd like to thank our audience for joining us as well for this big data thought
leadership discussion.

11. I'm Dana Gardner, Principal Analyst at Interarbor Solutions, your host for this ongoing series of
HP sponsored discussions. Thanks again for listening, and come back next time.
Listen to the podcast. Find it on iTunes. Get the mobile app for iOS or Android.
Sponsor: Hewlett Packard Enterprise
Transcript of a sponsored discussion on how optimizing for a big-data environment requires a
look across many different variables. Copyright Interarbor Solutions, LLC, 2005-2015. All rights
reserved.
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