Don't Let Your Shoppers Drop; 5 Rules for Today’s eCommerce


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The definition of eCommerce has totally changed, expanding from a purely retail perspective to mean "the place where your customers meet you online." Whether you offer mortgage services or catering recommendations, you must think of your online transaction application as an eCommerce site.

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  • Welcome to today’s webinar: Don’t Let Your Shoppers Drop: 5 Rules for Today’s eCommerce.My name is Kami Nixon and I handle Product Marketing here at DataStax.Joining me is my esteemed colleague Christian Hasker, who is in charge of our Community Marketing, and Mike Peters, General Manager at Software Projects. For more than 10 years, Software Projects hashelped small to medium sized businesses sell more products and services online. Theydrive about $1 billion in e-commerce transactions, for 3,000 businesses in 14 countries total. We’ll learn more about Software Project’s work in a few minutes.
  • Today we will explore today’s ecommerce environment and go through the 5 Rules for meeting the challenges. In doing so, we’ll look at several use cases and I encourage you always to require any vendor you are speaking with to give you at least 10 real-world use cases as validation. Get the names of the customers and specifically what they are doing – don’t settle for vague terms.
  • Just to let you know who you are hearing from. We are DataStax, which is driving Apache Cassandra the popular open-source NoSQL database. Founded about 3 ½ years ago, DataStax helps more than 300 customers transform how they interact with customers. You see here the logos of a few of the companies we’ll be discussing today, and these tend to be household names. But you’ll hear about many much smaller companies who are also partnering with DataStax.
  • The definition of ecommerce has, if not totally changed, at least dramatically expanded to include non-retail environments. Even banks need to think of their customer-facing online application as an ecommerce site. Products and services should be tailored to individual customers. For example, what if you noticed from a customer’s banking transactions that he was paying for dues at a children’s gymnastics studio. You could surmise in real time that this person had children in his life, and your page could instantly offer him college-savings products and the customer transacts in the moment, even from a mobile device and you’ve been able to drives revenue online. That’s just one example of how leveraging the right data in context can transform how you interact with your customers. Another example is that you could improve how your company communicates with customers by keeping track of what portions of your ecommerce page a user clicks on, in the order they click. Looking at this information could help you better designyour page and tailor your recommendation engines for different personas. And there are even somewhat unexpected benefits to looking at your ecommerce sites in this way. You can connect formerly silo’d data sources (such as customer purchases, shipping records and accounts receivable), all communicating with each other in real time, so you can detect fraud more quickly and easily.
  • Here is an example of how the new ecommerce hubs need to work. Ebay uses Cassandra to power several portions of its customer-facing pages. Cassandra, a database that never goes down, along with built-in analysis capabilities, powers the Like/Want/Own portion of this familiar page.So, if your ecommerce application is going to do all that for you, does that mean you need to change how you think about applications? Yes.To start you thinking about what this means to your ecommerce application, remember that ecommerce pages are often based on many pieces of data of different kinds (userprofile, item details, community comments, recommendation or advertising for other products, shopping cart,...). You need the right technology toreduce the total rendering time of such a page by making it easy to send many requests in parallel. As the responsiveness of an application improves, revenues from that application increase.
  • This entire page is served by Cassandra. Things I like, things I want, Things I own. All customized, thanks to the integrated capabilities that DataStax Enterprise offers. And ebay not only has to offer up highly personalized pages like this, it also cannot afford for the pages to go down. Ever.
  • In fact, continuous availability is critical for ecommerce. One of our engineers told me he always remembers a comment from Amazon's CTO at a conference: "A customer clicks on 'Add to shopping cart', he's about to give you money, it must never be unavailable”. Cassandra shines at this, as in, the shopping cart will always be available. Also, ecommerce teams tend to need to help drive product and service prices as low as possible, so ecommerce websites must be able to reduce costs wherever they can. Christian, you’re very familiar with Cassandra users and how they rely on Cassandra to power their ecommerce sites. Could you (and Mike) give us some insights about how to do this?
  • Notes for Christian (and Mike) to hit: The new Cassandra Query Language, together with our new drivers and other enablements, offer all the ecommerce advantages you need while still offering great developer productivity. This keeps engineering costs under control which isn't often the case with the other solutions. We’ll talk more about ROI throughout this presentation, but it’s something for you to keep in mind.
  • Christian (and Mike) still talkingConsistency and processing
  • Let’s quickly visualize what all of this means in terms of technology change. Ecommerce applications rest firmly on the left side of this image. In the past, you would build your online transactional applications on top of a relational database and call it a day. But that simply doesn’t work anymore.That’s because the needs have changed (as you heard from Christian (and Mike) ). Now you need tokeep business always online and serving customersserve customers everywhere (i.e. in multiple locations)deliver information fast both internally and externallyhandle increasing customer demandprotect information that runs the businessmake business decisions based on right informationeasily find needed informationandreceive strong payback for IT investments
  • All of which leads to the 5 rules.Plan for disasterPlan for successPlan for each customer to feel uniquePlan for getting/keeping customer trustPlan for the future
  • Rule #1: Plan for Disaster. Your online applications simply cannot go down. Not anymore. Customers won’t tolerate even short delays, much less full-blown outages. It used to be that you would plan to recover from a database doing down. Cassandra creates a world where an entire region can be lost due to a storm or something, without your online applications ever missing a beat. So you don’t recover from disasters – you avoid them altogether.
  • Apache Cassandra does this (and other things) because of its architecture. By design, it is a massively scalable NoSQL database that offers uptime, all the time and easy data distribution. With physical and cloud deployments.
  • Here is what users say about Cassandra’s performance. (kami read them)
  • And Netflix relies on Cassandra’s performance and availability across multiple zones to achieve constant uptime. They couldn’t do that with the legacy solutions.
  • They’ve said so.
  • And neither could a lot of other companies, who replaced their Oracle installations with Cassandra for their online transactional (read: ecommerce) applications.
  • Leading right into Rule #2: Meet demand for 1 visitor or 1 million. As I said earlier, your application must be always available, and that depends on more than disaster avoidance. It also requires elastic scale so you can meet needs as traffic ebbs and flows. You see, sometimes things will go extremely well for your business, bringing you the equivalent of a major rapper joining a social media site. This happened in real life before the site became a DataStax customer, and that business boon actually crashed the site. How would your business handle it if you experienced a sudden huge spike in demand? If your application crashed, how much business would you lose? We’ve heard estimates in the millions of dollars per day lost to outages. What’s more, how would you ever get those sought-after customers back to your company?
  • So, scaling up. Cassandra, which powers DataStax Enterprise, scales without surprises and greatly outperforms other NoSQL databases like Hbase and MongoDB. In independent benchmarks, Cassandra consistently outperforms competition and scales linearly, something no other database technology even claims to do.
  • Here’s more about how it works. Cassandra lets you read and write data anywhere, with no single points of failure.
  • This means that companies like RightScale can keep its customers in contact with each other all over the world. RightScale has what’s called a multi-data center environment, and Cassandra’s architecture is uniquely built to make that easy.
  • Adobe also relies on this architecture to deliver on very stringent response-time requirements, with ever-fluctuating demand.
  • While Scale and Uptime are crucial, they are not sufficient, which brings us to rule number 3: You have to make each customer feel unique. In today’s environment, it’s not enough to be continuously available to your customers. You have to let them search for what they want, and you have to analyze their behaviors so that you recommend the right products and services to them. Also, when you identify a new market to enter, you have to beat your competition so the customers in that market realize that you are for them. You simply cannot let technology slow down your business.
  • So, here is how you get to know your customers better, in real time, using search and analytics. In DataStax Enterprise you can do all of this in real time without affecting performance. You’ve still got the active-everywhere architecture letting you read and write at extremely high velocities. Thanks to DataStax Enterprise’s integrated platform, you also have the ability to search and analyze all of that hot data in context. You don’t have to extract it, process it and then import it back into some program. Nope. You leverage it exactly as you need to, all in real time within the context of the online app. Plus, you also offer a much better search experience for your customers, again because everything is happening in real time without slowing anything down.
  • So, DataStax Enterprise is an enterprise NoSQL platform built on Cassandra that lets you scale with no surprises and keep your applications running, no matter what. Plus, its integrated platform gives you operational simplicity for real-time, analytic, and enterprise search data.
  • Easily manage ecommerce databases with point and click visual restore, object management and much more. Keep your team lean as you grow your business.
  • Datafiniti uses the operational simplicity and integration of DataStax so it can provide fast search.
  • And one more look at ebay, this time showing how the integrated search and analytics capabilities of DataStax Enterprise let them serve the personalized pages that customers simply expect. Note well, it’s not just ebay they expect this personalization from either. If you aren’t offering this level of customization on your page and in your products and services, your competitors, whether you are in the catering business or the construction business, almost certainly are.
  • So far we’ve talked quite a bit about what you must do. You must treat your customers uniquely. You must scale and so forth (usually on a budget). Well, Rule #4 is about something you must not do, and that is jeopardize your customers’ privacy.
  • Every time a service gets compromised you do lose customers. And you may never get them back because they may never trust you again.
  • DataStax offers the most comprehensive set of data security features offered by any NoSQL provider. Read, write, search and analyze, and do it all with enterprise security. So if you are a health care provider, a mortgage company or an insurance brokerage with a tight regulatory and compliance environment, you can still offer the service that customers demand today.Internal authentication, which makes it easy to manage who can access your database.External authentication, which allows widely trusted security packages like Kerberos and LDAP to be used for security management.Permission management that controls who can perform certain tasks in your database.Transparent data encryption, which encrypts sensitive data so that it can’t be stolen and accessed by data thieves.Data auditing that provides the ability to understand everything that’s taken place in your database, and…Client to node encryption, which protects data as it’s in flight from clients to the database.
  • Security that satisfies even the toughest requirements, like those of Thomson Reuters.
  • And finally, Rule #5: Plan for the future.Future-proof your modern applications. Use scalable architecture so you can expand capacity when you need to, without interrupting your revenue-generating ecommerce pages. Scale to handle new product lines, new markets and so on.
  • DataStax Enterprise is the future-proof platform because it lets you easily increase performance and scale without any surprises. You can add nodes transparently and online, even across multiple data centers and cloud zones.
  • The most innovative companies partner with us so they know their data technology will meet the unknown, but ever growing, demands of the future. Companies like Ooyala can grow confidently, thanks to their relationship with DataStax.
  • Constant Contact found that choosing DataStax saved them 90% in software costs, and was implemented in 1/3 the time. Remember at the beginning of the talk, we touched on enablement for your developers. Making things easier for them to shorten implementation times? Our Cassandra Query Language, akin to SQL, flattens the learning curve for the people on your team coming from a relational background. Our drivers and other capabilities make the whole development and implementation process seamless so your lean team can stay that way, and still perform incredibly well.Ease of use. Better manageability. Superior technology. Integration and certified for production. World class support. Lower software costs. Commodity hardware capabilities. Cloud and physical deployments. Nimble operational team functionality.Oh, and unparalleled performance.All of this means you get a better return on investment, not only savings costs to improve the bottom line, but growing the top line in ways you may not have ever imagined. What would this do for your ecommerce environment?
  • Here are those rules again.Plan for disaster. Don’t just recover from it -- Avoid it altogether.Plan for success – scale without surprises so you can always meet customer demandPlan for each customer to feel unique – meet the needs of a million customers, one-by-one, by leverage your hot data in contextPlan for getting and keeping customer trust. Hit the front page with huge revenues, not with a huge security breachPlan for the future – avoid the risk of being left behind because you couldn’t see which markets to enter, or it was too hard for you to scale
  • Find out how easy it is to implement these rules in your ecommerce environment.Download DataStax Enterprise today. It’s completely free in development, with no trial time bombs or anything like that. Use it in your sandbox. You do need a subscription when you bring it into production so that your mission-critical applications will be supported.
  • Find the download, and TONS more information at have tutorials, papers, webinars, case studies, videos, truly anything you might need to get further along in making your ecommerce site the best in can be. And drop us a note – we’d love to hear from you.
  • Questions?
  • In terms of what you used to expect from your ecommerce apps and what you need to demand from them now, take a look here. The velocities and varieties of data coming in are ever-increasing. You’ve got more and more of it, and you must scale and never experience downtime.
  • Here’s when you need DataStax instead of a legacy relational solution:You need a more flexible data model.You have to store a variety of data types.You need constant uptime/continuous availability.You need to distribute data across multiple data centers or cloud availability zones. You need linear scale-out performance for growing data.You need very fast write capabilities. You need to write and read data in multiple locations. You need transactions but eventual consistency is OK (or strong consistency with performance impact for many data copies). You need an easy way to integrate real-time, analytics, and search data. 
  • This performance means that you can handle increasing and fluctuating customer demand, like the folks at Gnip do. Gnip delivers social media data to 95% of Fortune 500 using DataStax Enteprrise.
  • And Ooyala uses their high-performing DataStax cluster to track about 1-fourth of all onine video viewers each day. They generate 1 to 2 billion events per day.
  • Rule 3: You have to make each customer feel unique. In today’s environment, it’s not enough to be continuously available to your customers. You have to let them search for what they want, and you have to analyze their behaviors so that you recommend the right products and services to them. Also, when you identify a new market to enter, you have to beat your competition so the customers in that market realize that you are for them. Your line of business managers simply cannot let technology slow them down.
  •  HDFS storage replaced with Cassandra (Cassandra File System – CFS)No single points of failure as in Apache Hadoop distributionHadoop task tracker started on all nodesAble to create multiple CFSs across multiple data centers to segregate Hadoop data and tasksCan create multiple job trackers – one for each data center
  • Innovations like a visual management tool called OpsCenter.
  • Internal authentication, which makes it easy to manage who can access your database.External authentication, which allows widely trusted security packages like Kerberos and LDAP to be used for security management.Permission management that controls who can perform certain tasks in your database.Transparent data encryption, which encrypts sensitive data so that it can’t be stolen and accessed by data thieves.Data auditing that provides the ability to understand everything that’s taken place in your database, and…Client to node encryption, which protects data as it’s in flight from clients to the database.
  • Quite simply, the future is now.
  • So HealthCare Anytime has some of the most unstructured data there is – doctors’ notes.And Ooyala has a tough job of analyzing video streaming.Maybe you are thinking, “I’m not running those kinds of business. This is a problem for someone else.”Not so. I’ll read these analyst quotes and we can talk more about this during the Q&A if you’d like.
  • HealthCare Anytime also finds that they are able to make the right business decisions because they have the right information at the right time. For one, they didn’t know they could get the integration of Cassandra, Hadoop, Solr plus Security for their business which must meet strict privacy regulations. Two, they didn’t dream that they would save so much money but also so greatly improve performance.We have a video on that shows patients describing how their care has improved because they can access medical information easily. I encourage you to watch that video.
  • And that’s okay because DataStax will partner with you. We talked a lot about what Apache Cassandra can do for your ecommerce app.DataStax employs a large percentage of the committers who write code for Apache Cassandra. DataStax employees write about 80% of the Apache Cassandra code. The Apache Cassandra chair is our co-founder, Jonathan Ellis.We are driving Apache Cassandra. But we don’t recommend that you take open-source Cassandra into production, or that you go into production without support. This is why DataStax the company came to be.Jonathan and other world-class experts provide ongoing support for our customers, helping them creatively solve today’s business problems using data. When you become a customer, you enjoy ongoing support while you build and when you go into production. You use a certified version of Cassandra, plus all of the other innovations that we discussed today.
  • This may not be the first time you’ve heard about “big data” and you might be wondering what the difference is among various vendors. Again, look at the left side of this slide. These are the online transactional applications that your ecommerce team is building. On the right, you’ll see data warehouses, which you likely also have. Data warehouses are for analysis of what you might call “cold” data. The rest of today’s talk will focus on the left side, the hot data, the ever-growing transactions between your customers and you that exist in real-time.
  • Here is how eBay depicted one of their application at our Summit in June. Note the complexity, and how several different data technologies are used, each for a specific purpose.This is an application for fraud detection and prevention.
  • Here’s a look at a fulfillment application at eBay. This application is supported 100% by Cassandra.
  • Don't Let Your Shoppers Drop; 5 Rules for Today’s eCommerce

    1. 1. Don’t Let Your Shoppers Drop: 5 Rules for Today’s ecommerce Kami Nixon, Product Marketing Christian Hasker, Community Marketing Special Guest: Mike Peters, General Manager of Software Projects
    2. 2. Today’s conversation • Introduction to DataStax • Today’s ecommerce • Five Rules for Great ecommerce • Success Stories • Your Questions
    3. 3. DataStax: An Overview • Founded in April 2010 • Drives Apache Cassandra™, the popular open-source big data database • 300+ customers ©2013 DataStax Confidential. Do not distribute without consent. 3
    4. 4. What helps make good ecommerce great? • Analyzing buyer behavior • Social media analysis • Analyzing click-stream patterns • Compliance analysis • Spot-on customer recommendations • Fast fraud detection
    5. 5. How it helps what you see
    6. 6. How it helps what you see
    7. 7. A customer is about to give you money This should NEVER be unavailable!
    8. 8. Discussion: ecommerce use case Software Projects Cassandra Use Case
    9. 9. Consistency and processing in ecommerce
    10. 10. Yesterday’s ecommerce vs. today’s ecommerce LOB App RDBMS Oracle LOB App RDBMS MySQL LOB App RDBMS SQL Server Data Warehouse RDBMS Teradata/ Column DB’s LOB App NoSQL LOB App NoSQL LOB App NoSQL C * C * C * C * C *C * C * C * C * C * C * C * C * C * C *C * C * C * C * C * C * C * C * C * C *C * C * C * C * C * Data Warehouse Hadoop Legacy Line-of- Business Apps Today’s Line-of- Business Apps
    11. 11. Five Rules for great ecommerce 1. Plan for disaster. 2. Plan for success. 3. Plan for each customer to feel unique. 4. Plan for getting/keeping customer trust. 5. Plan for the future.
    12. 12. 2012201120102009 Rule 1 - Plan for disaster Database Crash October 24, 2012 (AP) We are suffering from a database crash as of this morning. We hope to be back online soon. The machine was completely hung up and required a full re-boot. We realized we need to switch the master-replica relationship. Once the recovery is complete, we hope to avoid disruption in the future. We are Privacy Hacked February 21, 2013 (AP) A customer support service revealed today that it had been hacked and user information had been compromised. It is unclear how much personal privacy information is at major risk and whether efforts to restore privacy will be successful. as for Officials in major industries are watching the situation to safeguard individual privacy concerns. Black Friday Disaster; Website Crippled November 25, 2011 (AP) Firesales turned into a firestorm for a major retailer this morning as the company’s web servers buckled under Black Friday traffic. Shoppers experienced broken checkout pages, emptied shopping carts and login errors. The company reported
    13. 13. How do you avoid disaster? Datacenter Cloud Apache Cassandra™: massively scalable NoSQL database Source: ( And easy data distribution That offers uptime, all the time (continuous availability)
    14. 14. Big problems should not stop your business Datacenter Cloud About 1/2 OF ALL SALES will be online BY THE END OF 2013 Source: ( 24/7 monitoring demands Global market demands Localization deployment
    15. 15. Success Story - Netflix Netflix systems are run in the cloud across multiple availability zones with Cassandra and sport constant uptime. Over 95% of Netflix’s data is stored in Cassandra (much of it previously on Oracle).
    16. 16. Success Story - Netflix Commenting on Amazon outage in Oct 2012: “We configure all our clusters to use a replication factor of three, with each replica located in a different Availability Zone. This allowed Cassandra to handle the outage remarkably well. When a single zone became unavailable, we didn't need to do anything. Cassandra routed requests around the unavailable zone and when it recovered, the ring was repaired.” - Netflix Tech Blog
    17. 17. Examples of Oracle RDBMS Replacements
    18. 18. 2012201120102009 Rule 2 – Plan for success (serve millions everywhere) Black Friday Holiday shopping season Rapper joins Social Media and crashes site Major Retailer loses shopping cart inventory Dates systems crashes 14 24 25 13 5 24 On Demand down Power grid failure Natural disaster Fluctuating traffic demands
    19. 19. on.html Netflix Cloud Benchmark… “In terms of scalability, there is a clear winner throughout our experiments. Cassandra achieves the highest throughput for the maximum number of nodes in all experiments with a linear increasing throughput.” Solving Big Data Challenges for Enterprise Application Performance Management, Tilman Rable, et al., August 2013, p. 10. Benchmark paper presented at the Very Large Database Conference, 2013. End Point Independent NoSQL Benchmark Highest in throughput… Lowest in latency… Cassandra: performance and scale for ecommerce
    20. 20. Cassandra: read and write anywhere Write Read Write Write Read Cassandra Multi-Data Center
    21. 21. Success Story: RightScale Rightscale keeps its customers in contact with each other all over the world via DataStax clusters in 5+ global data centers.
    22. 22. Success Story: Adobe Adobe delivers on very stringent response time requirements (< 12ms or less for 95% of requests) for its marketing cloud with DataStax clusters in two data centers.
    23. 23. Rule 3 – Plan to make each customer feel unique Help customers with… • Fast and tailored product searches • Individualized recommendations • Customized web pages
    24. 24. DataStax Enterprise – hot data in context Analyze (Hadoop) Write Read Write Search (Solr) Search (Solr) Write Read DataStax Enterprise Multi-Data Center
    25. 25. DataStax Enterprise for ecommerce • Cassandra for real time ecommerce transactions. • Hadoop for ecommerce buyer analysis. • Solr for fast ecommerce product searches.
    26. 26. Easily manage ecommerce databases
    27. 27. Success Story: Datafiniti Datafiniti, which is a search engine for data, needs to consume lots of data in real time and provide fast search on top of the same data.
    28. 28. Success Story: ebay
    29. 29. Rule 4 – Plan to obtain and keep customer trust
    30. 30. 2012201120102009 Could your business be next? Disasters Smack Share Buyback Plan (AP) Several companies impacted by recent catastrophes are quickly putting their share repurchasing plans on the backburner. Insurer Travelers Cos became the latest on Friday when it said it would slow Ohio treasurer's office new salary database crashes, 300 searches a minute in first day (AP) The Ohio treasurer's office database of state workers' salaries and wages was so popular when it went online Wednesday that a server linked to it crashed several times, Ohio Treasurer Josh Mandel said. LivingSocial hacked; 50 million affected (AP) Daily deals Web site LivingSocial is the latest database target for hackers, who have compromised the personal information of more than 50 million people. In internal LivingSocial e- mails obtained by AllThingsD, the unknown culprits appear to have made
    31. 31. NoSQL security for the enterprise Write Read Write Search (Solr) Search (Solr) Write Read Analyze (Hadoop)
    32. 32. Success Story: Thomson Reuters “Security is very important to us, so we’re naturally very pleased to see all the new security features in DataStax Enterprise 3. Its scalability and performance are enabling us to develop an exciting financial data analytics platform that will create a better experience for our audience.”
    33. 33. Rule 5 – Plan for the future Future-proof your modern applications. • Expand capacity when needed without business interruption. • Scale to handle new product lines, new markets, and more.
    34. 34. DataStax Enterprise – The future-proof platform • Easily increase performance and scale • Add nodes transparently/online • Across multiple data centers and cloud zones DataStax Enterprise The Enterprise NoSQL Platform Online AnalyzeSearch DataStax Enterprise The Enterprise NoSQL Platform Online Analyze Search Online AnalyzeSearch Online Analyze Search
    35. 35. Success Story: Ooyala DataStax is driving Cassandra to be the first viable alternative to the Oracle database for companies who are transforming the way they interact with customers. Getting ahead of exploding growth • Sign big, new contracts all the time (ESPN) • 200M unique users per month • 2 Billion events per day • Hundreds of TB’s of data Flexible architecture • “Couldn’t shoehorn RDBMS technology” Very small operations team • 3 people • 100’s of nodes
    36. 36. Get Strong Payback on IT Investment Constant Contact found that scaling out with NoSQL vs. IBM DB2 saved them 90% in software costs, and was implemented in 1/3 the time... “To do what we need to do today without Cassandra would cost a couple million dollars more and would be significantly harder to manage operationally.” • Better ROI • 80-90% less than a RDBMS • Simpler & faster development • Greater insight • More flexibility and functionality
    37. 37. Five Rules for great ecommerce 1. Plan for disaster. 2. Plan for success. 3. Plan for each customer to feel unique. 4. Plan for getting/keeping customer trust. 5. Plan for the future.
    38. 38. How can I try DataStax Enterprise? • Go to • Download DataStax Enterprise • Installs and configures in minutes • Completely free for development evaluation (no trial time bombs) • Subscription required for production deployments
    39. 39. More Info:
    40. 40. Thank You – Questions? We power the big data applications that transform business.
    41. 41. Previous Generation vs. Modern Applications Slow/medium velocity data High velocity data Data coming in from one/few locations Data coming in from many locations Rigid, static structured data Flexible, fluid, multi-type data Low/medium data volumes; purge often High data volumes; retain forever Deploy app central location/ one server Deploy app everywhere / many servers Write data in one location Write data everywhere/anywhere Primary concern: scale reads Scale writes and reads Scale up for more users/data Scale out for more users/data Downtime tolerated Downtime not tolerated Legacy Applications Today’s Applications
    42. 42. DataStax / Cassandra vs. Legacy RDBMS Fluid and flexible data model Rigid data model Easily supports modern data types Difficulty in supporting all datatypes Automatic data sharding/distribution Manual data sharding/distribution Multi-data center/cloud support Single DC with data shipping options Continuous availability Medium to high availability Read from anywhere Read from primary, possibly slaves Write data anywhere Write data to primary or specified shards AID transactions; tunable consistency ACID transactions Unlimited scale out for more capacity Limited scale up for capacity (out-reads) CQL for primary interface SQL for primary interface DataStax Enterprise/Cassandra Legacy RDBMS
    43. 43. Handle Increasing Customer Demand Gnip delivers social media data to 95% of Fortune 500 by using DataStax Enterprise. Data velocity rates for Twitter alone can be 20,000 tweets per second.
    44. 44. Handle Increasing Customer Demand Ooyala distributes and analyzes media/video content for companies like ESPN, Rolling Stone and others. They track about one quarter of all online video viewers each day and generate 1-2 billion events that are streaming in real-time through their DataStax cluster.
    45. 45. Rule 3 – Plan to Make Each Customer Feel Unique “I have to move as fast as my market. I can’t get slowed down by people telling me this is going to take six months. It’s got to be ready, quickly. No matter what. And I need to adapt quickly with my customers.”
    46. 46. Analyze Your Hot Data • Analyze your data as you interact with customers, without slowing down • Stay up and running, as you analyze • Even across multiple data centers In case you are wondering, MapReduce, Hive, Pig, Sqoop, and Mahout are all supported
    47. 47. Search Your Hot Data . Your customers expect to search for what they want. • We let you do that for them • Again, without slowing anything down • Even across multiple data centers
    48. 48. DataStax OpsCenter makes it all easy to manage A new, 10-node DSE cluster with OpsCenter running on AWS in 3 minutes… Done!1 2 3
    49. 49. With things like Visual Restore Visual Restore: Both full and object-level restore supported… 1 2
    50. 50. Security to Satisfy Your Chief Security Officer • Internal authentication • Internal object permissions • Client to node encryption • Internal authentication • Internal object permissions • Client to node encryption • External authentication • Transparent data encryption • Data auditing GENERAL SECURITY FOR THE CASSANDRA COMMUNITY ADVANCED SECURITY FOR THE ENTERPRISE
    51. 51. NoSQL Momentum “NoSQL is the stuff of the Internet Age.” - Andrew Oliver, InfoWorld
    52. 52. Analysts Weigh In Big data is comprised of (1) Volume – TB’s to PB’s of data (2) Velocity – how fast the data is coming in (3) Variety – all types are now being captured (4) Complexity – multi- location, data center, etc. “Big data technologies describe a new generation of technologies and architectures, designed to economically extract value from very large volumes of a wide variety of data, by enabling high-velocity capture, discovery, and/or analysis.” "Big data is data that exceeds the processing capacity of conventional database systems. The data is too big, moves too fast, or doesn't fit the structures of your database architectures. To gain value from this data, you must choose an alternative way to process it." * All definitions have one thing in common: new technology is needed for big data…
    53. 53. Make Right Business Decisions “DataStax made it all work together” • Cassandra, Hadoop, Solr, Security Manage costs & improve performance • 400% ROI over five years • $750K five-year savings in support costs • 90% better response and upload time Analyzing Information • Doctors’ notes • Analyze notes to bill back Medicare / Medicaid
    54. 54. DataStax Delivers Confidence Confidence in using a production-ready version of Cassandra, fully supported by the world’s leading experts, 24x7 We’re there when you need us Get support while you build and during production, with hot-fix support for emergencies Consult with us while you decide what to build and what to change
    55. 55. Production-Ready and Supported Business continuity • Multiple datacenters Tight SLAs on performance • 12ms or less for 95% of their requests Operational simplicity • Linear, predictable scale • Built-in replication Flexibility • Tunable consistency
    56. 56. Legacy ecommerce vs. Today’s ecommerce LOB App RDBMS Oracle LOB App RDBMS MySQL LOB App RDBMS SQL Server Data Warehouse RDBMS Teradata/ Column DB’s LOB App NoSQL LOB App NoSQL LOB App NoSQL C * C * C * C * C *C * C * C * C * C * C * C * C * C * C *C * C * C * C * C * C * C * C * C * C *C * C * C * C * C * Data Warehouse Hadoop Transactions: • LOB Style • Full consistency Analytics: • ROLAP • Rank • Windowing • Partition by, etc. Search • Full Text Transactions: • LOB Style • Tunable consistency Analytics: • MapReduce • Hive • Pig • Mahout Search • Solr Transactions: • DW style Analytics: • ROLAP • RANK • Windowing • Partition by, etc. Search • Full Text Transactions: • None Analytics: • MapReduce • Hive • Pig • Mahout Search • Solr
    57. 57. The Modern “Application” Fraud Detection and Prevention
    58. 58. The Modern “Application”