Taming the Big Data Tsunami using Intel Architecture

Taming the Big Data Tsunamiusing Intel® ArchitectureClive D’Souza, Solutions Architect, Intel CorporationDhruv Bansal, Chief Science Officer, InfochimpsDATS004

Agenda •  What is Big Data? •  Why does Big Data matter? •  How can Intel® Architecture help •  Summary2

Big Data Tsunami Between the birth of the world and 2003, there were five Exabyte of information created. We now create five Exabyte every two days 180,000 Eric Schmidt 160,000 Content Depots – Massive/ Over 24 Petabytes Exponential Growth 140,000 Unstructured Data processed by Enterprise Hosting Services Google* every day in 2011 120,000 100,000 Four billion Traditional Unstructured Pieces of content shared 80,000 on Facebook* every day by July 2011 60,000 Traditional Structured Data 250 Million 40,000 Tweets per day in October Growth 2011 Linear 20,000 5.5 million 0 Legitimate emails sent 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 every second in 2011 2.7 Zetabytes of data in 2012, 15 billion connected devices by 2015 !!! Source: IDC, 2011 Worldwide Enterprise Storage Systems 2011–2015 Forecast Update.3 Worldwide Enterprise Storage Consumption Capacity Shipped by Model, 2006–2015 (PB)

Big Data — Traits Big Data Decrees Volume •  Speed is everything! •  Use diverse data •  Data never gets stale Velocity Value Variety •  Data growth will be exponential •  Big Data is real Core Tenants •  Transformational to business Unstructured datasets whose Volume, Variety and Velocity is beyond the ability of typical database software tools to capture, store, manage and analyze†4 †Big data: The next frontier for innovation, competition, and productivity”, McKinsey Global Institute

Big Data — Flow Data Analytics Data - Query Enabled Data Curation Data Aggregation Data Ingestion Compute/Network/IO/Storage-Intensive5

Our Problem – Which 5K? •  Don’t know the future value of today’s data •  We cannot connect the dots we do not yet have •  The old collect, winnow, dissemble model fails spectacularly in the Big Data world The “5K” is different for everybody! Image used with permission from Author7

Intelligent 5K = Big Money! US health care Global personal •  $300 billion value per location data year •  $100 billion+ revenue •  ~0.7 percent annual for service providers productivity growth •  Up to $700 billion value Manufacturing to end users •  Up to 50 percent decrease in product development, assembly costs •  Up to seven percent reduction in working US retail capital •  60+ percent increase in Europe public sector net margin possible administration •  0.5-1.0 percent annual •  €250 billion value per productivity growth year •  ~0.5 percent annual productivity growth8 Source: Mckinsey, 2011

Big Data in play by Infochimps*9

Growing Pains… •  IT growth outpaced by Big Data growth •  Unparalleled data complexity •  Need for speed – race to the bottom! •  Workload management •  Data access, data silos, data quality, data security •  Shortage of data scientists •  New domain – not easy to implement Big Data solutions will transform IT10

Big Data Means More Than Hadoop* [Many people’s] understanding of “Hadoop” is like my understanding of “tango”: I know the word, I know one when I see one, but I can’t dance for ***. Jeffrey Eisenberg Hadoop* Ecosystem •  Java* •  Multi-language •  I/O-bound •  Databases •  Batch, map/reduce, historical •  Web •  Realtime Big Data hardware needs more than I/O11 About Infochimps* www.infochimps.com

Full Data Stack Overview Internal DBs & Data Appliances Data Storage Public Integration (Analytic Hadoop* Data Sensors (ETL and DBs and (Batch/Historical Analytics) streaming) filesystem) Rich Media CRM ERM POS Stream Web Processing (Real-Time Logs Mobile Analytics) System Logs Documents12

Full Data Stack Database Sources Sqoop* Bulk Load Structured Hadoop* Datastores like SQL Hbase* or Primary Analytics Bulk/Large-Scale HDFS* Datastore Processing Engine Streaming Sources Flume* Collect and Process Streaming or Fast-Changing Data Elasticsearch* Mongo* or Search Engine and MySQL* Tableau* API Reporting LogiXML* Aggregates Custom App etc. DataViz* Local SAS*, R*, Web Servers Stata*, etc. Disk Statistical13 Packages

Demonstration When are two time series correlated? AAPL14

Demonstration Q: Traffic to which Wikipedia* articles is correlated with the price of AAPL? AAPL Source Data: •  Web traffic logs (Wikipedia, 3 mos.) •  S&P 500* Stock Prices15

Demonstration Tentative Answer: Traffic to articles about music, television, and video games are directly correlated with AAPL’s stock price. Bonus: Also Jack AAPL Dorsey, CEO of Square!16

Full Data Stack17

Intelligent Data Center HPC & IOPS/TB Decision Optimized Support Dedicated Premium Edg e/M Servers Storage 2M VPN or LAN Low- SSD Latency, “Centralized” Compute Proximity Unified Storage WWW Storage Network High- Virtualized Servers NVM Capacity Storage HDD IT/Web/Application Development $/TB Infrastructures Optimized19

Intel® Xeon® Processor = Heart of the Intelligent Data Center •  Integrated PCI Express* Gen 3.0 •  Intel® Hyper-Threading Technology, two Threads/Core •  Shared Last Level Cache, 2.5 MB/ Core •  Higher memory bandwidth with DDR3 •  Integrated Memory Controller •  PCIe Non-Transparent Bridge •  Asynchronous DRAM self-refresh (ADR) •  Intel® QuickData Technology Direct Memory Access Intel® Xeon® powers Big Data compute20

Intelligent Storage Optimizations De-duplication Real Time Compression BEFORE DE-DUPLICATIONAFTER 95% smaller backup1 Up to 80% data reduction2 Intelligent Tiering Thin Provisioning TRADITIONAL ALLOCATION THIN PROVISIONING ALLOCATED BUT FREE APPLI 3 USED SYSTEM-WIDE ALLOCATED BUT FREE CAPACITY APPLI 2 RESERVED USED APPLI 3 ALLOCATED BUT FREE APPLI 2 APPLI 1 USED APPLI 1 Up to 80% reduction in Up to 25% reduction in disk expenses3 annual storage CapEx growth4 1 IBM storage simulcast, November 9, 2011 2 BM storage simulcast, November 9, 2011 3 Dell “Fluid Data Storage: Driving Flexibility in the Data Center”, February 201121 4 Intel IT study “Solving Intel IT’s Data Storage Growth Challenges

New Memory Hierarchies — Non-Volatile Memory Time spent by application in CPU vs. IO Intel® Solid-State Drive Application 910 Series CPU Processing •  Enhanced Performance -  Sequential R/W: 2.0/1.0 GB/s -  Random R/W: 180/75 KIOPS Timeline SW 10µs -  Latency R/W: 65/65µs IO Processing NVM 65µs •  High Endurance 25nm HET MLC -  10x drive writes/day for five years -  30x endurance over standard MLC due to improved write amplitude and NAND management CPU Processing Reduction of software latency dramatically increases application IOPS as NVM latency decreases22

Intel® Integrated IO Technology Inbound Flow (Rx) Outbound Flow (Tx) Core Reads Data 2 Intel Xeon® 1 Intel Xeon Core creates buffer Intel Processor E5-2600 Intel Processor E5-2600 for I/O device to read, QPI 1 QPI 1 putting data in cache Intel (cache line allocated) QPI 2 CORE 1 CORE 2 Intel CORE 1 CORE 2 QPI 2 CORE 3 CORE 4 CORE 3 CORE 4 CORE 5 CORE 6 CORE 5 CORE 6 CORE 7 CORE 83 CORE 7 CORE 8 LLC Data to Core 3 Tx Packet Data to I/O CACHE IOC CACHE 1 DMA Write directly To “IO allocated” LLC No No Memory Memory Transactions Transactions PCI Express* PCI Express* Rx 2 I/O request Packet Intel Ethernet Intel Data Direct I/O Intel Ethernet read of I/O data Controller Technology Controller (Intel DDIO)23 Intel QPI - Intel QuickPath* Interconnect

10GbE Completes the Job Faster 4X Improvement Performance comparison using best submitted/published 2-socket server results on the SPECfp*_rate_base2006 benchmark as of 6 March 2012. Economies of scale realized with 10GbE Software and workloads used in performance tests may have been optimized for performance only on Intel® microprocessors. Performance tests, such as SYSmark* and MobileMark*, are measured using specific computer systems, components, software, operations and functions. Any change to any of those factors may cause the results to vary. You should consult other information and performance tests to assist you in fully evaluating your contemplated purchases, including the performance of that product when combined with other products. For more information go to http://www.intel.com/performance. Configuration: Source: Intel internal measurements of average time for an I/O device read to local system memory under idle conditions comparing Intel® Xeon® processor24 E5-2600 product family (230ns) vs. Intel Xeon processor 5500 series (340ns). See notes in backup for configuration details.

Platform and Software Optimizations Integrated Up to four channels PCI DDR3 1600 MHz Express* memory 3.0 Up to 40 lanes Up to eight per socket cores Up to 20 MB cache •  Up to 80% Performance Boost vs. Prior Generation1 –  Intel® Advanced Vector Extensions (Intel® AVX) - Reduce Compute Time –  Intel® Turbo Boost Technology — Increased Performance2 •  Hadoop* Optimizations from Intel –  Built on Open Source Releases –  Custom Tuning for Data Types and Scaling Approaches 1 Performance comparison using best submitted/published 2-socket server results on the SPECfp*_rate_base2006 benchmark as of 6 March 2012.25 2 Source: Intel internal measurements of average time for an I/O device read to local system memory under idle conditions comparing Intel® Xeon® processor E5-2600 product family (230ns) vs.. Intel Xeon processor 5500 series (340ns). See notes in backup for configuration details

Intel® Intelligent Storage Acceleration Library (Intel® ISA-L) Algorithmic Library to address key Storage market segment needs Normalized to Existing Open Source Solutions •  Optimized for Intel® Architecture 4 •  Enhances efficiency, data integrity, security/encryption 3 Benefits of using Intel® ISA-L 2 •  Allows maximum utilization of additional 1 cores •  Faster time to market (TTM)/less 0 resources than developing in-house •  Allows Intel to develop optimizations using new architectural enhancements that promote faster TTM AVX Multi-buffer Hashing Functions (Baseline case is without Intel ISA-L) Intel ISA-L enables OEMs to obtain more performance from Intel® CPUs26 Note: For more information go to http://www.intel.com/performance

A Fresh Look at Intel® Virtualization Technology (Intel® VT) Intel® Virtualization Technology Traditional Server VMM Intel VT for Intel VT for •  Isolate development and IA-32 and Intel 64 (Intel VT-x) Directed I/O (Intel VT-d) production environment HW support for HW support for isolated execution isolated I/O •  Technology demonstrators New Cloud Security Model •  Isolation of workloads in multi-tenant cloud VM1 VM2 •  Memory monitoring for malware detection VMM •  Device Isolation for protection against DMA attacks Hardware Provides Stronger Isolation of VMs27 Intel® Virtualization Technology for IA-32, Intel® 64 and Intel® Architecture (Intel® VT-x)

Intel® Trusted Execution Technology (Intel® TXT) Trusted Pools Intel® TXT Control VMs based on platform trust to better •  Enables isolation and tamper protect data detection in boot process Trusted Launch •  Complements runtime Verified platform integrity reduces protections malware threat •  Hardware based trust provides verification useful in Internet compliance •  Trust status usable by security and policy applications to control workloads Compliance Hardware support for compliance reporting enhances auditability of cloud environment Hardens and Helps Control the Platform28

Data Protection with Intel® AES-NI Data at Rest Full disk encryption software protects data while saving to disk Intel® AES-NI Data in Motion •  Special math functions built Secure transactions used pervasively in in the processor accelerate ecommerce, banking, etc. processing of crypto algorithms like AES •  Includes 7 new instructions Internet Intranet •  Makes enabled encryption software faster and stronger Data in Process Most enterprise and cloud applications offer encryption options to secure information and protect confidentiality Efficient Ways to Use Encryption for Data Protection29 Intel® AES New Instructions (Intel® AES-NI)

Big Data rEvolution From To Collecting Connecting From To Analyzing Predicting From To Structured Unstructured31

Summary Compute Intel® Xeon® Processor •  Big Data Phenomenon is Real •  Analytics based on Hadoop* will be the norm •  Compute, Network & Storage will converge for Big Data Solutions Network Storage 10GbE Network NVM, Tiered, JBOD Intel® Architecture is foundational to finding “Your 5K”32

Legal DisclaimerINFORMATION IN THIS DOCUMENT IS PROVIDED IN CONNECTION WITH INTEL PRODUCTS. NO LICENSE, EXPRESS OR IMPLIED,BY ESTOPPEL OR OTHERWISE, TO ANY INTELLECTUAL PROPERTY RIGHTS IS GRANTED BY THIS DOCUMENT. EXCEPT ASPROVIDED IN INTELS TERMS AND CONDITIONS OF SALE FOR SUCH PRODUCTS, INTEL ASSUMES NO LIABILITY WHATSOEVERAND INTEL DISCLAIMS ANY EXPRESS OR IMPLIED WARRANTY, RELATING TO SALE AND/OR USE OF INTEL PRODUCTS INCLUDINGLIABILITY OR WARRANTIES RELATING TO FITNESS FOR A PARTICULAR PURPOSE, MERCHANTABILITY, OR INFRINGEMENT OF ANYPATENT, COPYRIGHT OR OTHER INTELLECTUAL PROPERTY RIGHT.•  A "Mission Critical Application" is any application in which failure of the Intel Product could result, directly or indirectly, in personal injury or death. SHOULD YOU PURCHASE OR USE INTELS PRODUCTS FOR ANY SUCH MISSION CRITICAL APPLICATION, YOU SHALL INDEMNIFY AND HOLD INTEL AND ITS SUBSIDIARIES, SUBCONTRACTORS AND AFFILIATES, AND THE DIRECTORS, OFFICERS, AND EMPLOYEES OF EACH, HARMLESS AGAINST ALL CLAIMS COSTS, DAMAGES, AND EXPENSES AND REASONABLE ATTORNEYS FEES ARISING OUT OF, DIRECTLY OR INDIRECTLY, ANY CLAIM OF PRODUCT LIABILITY, PERSONAL INJURY, OR DEATH ARISING IN ANY WAY OUT OF SUCH MISSION CRITICAL APPLICATION, WHETHER OR NOT INTEL OR ITS SUBCONTRACTOR WAS NEGLIGENT IN THE DESIGN, MANUFACTURE, OR WARNING OF THE INTEL PRODUCT OR ANY OF ITS PARTS.•  Intel may make changes to specifications and product descriptions at any time, without notice. Designers must not rely on the absence or characteristics of any features or instructions marked "reserved" or "undefined". Intel reserves these for future definition and shall have no responsibility whatsoever for conflicts or incompatibilities arising from future changes to them. The information here is subject to change without notice. Do not finalize a design with this information.•  The products described in this document may contain design defects or errors known as errata which may cause the product to deviate from published specifications. Current characterized errata are available on request.•  Intel product plans in this presentation do not constitute Intel plan of record product roadmaps. Please contact your Intel representative to obtain Intels current plan of record product roadmaps.•  Intel processor numbers are not a measure of performance. Processor numbers differentiate features within each processor family, not across different processor families. Go to: http://www.intel.com/products/processor_number.•  Contact your local Intel sales office or your distributor to obtain the latest specifications and before placing your product order.•  Copies of documents which have an order number and are referenced in this document, or other Intel literature, may be obtained by calling 1-800-548-4725, or go to: http://www.intel.com/design/literature.htm•  Software and workloads used in performance tests may have been optimized for performance only on Intel microprocessors. Performance tests, such as SYSmark* and MobileMark*, are measured using specific computer systems, components, software, operations and functions. Any change to any of those factors may cause the results to vary. You should consult other information and performance tests to assist you in fully evaluating your contemplated purchases, including the performance of that product when combined with other products. For more information go to http://www.intel.com/performance•  Intel, Xeon, Atom, Ultrabook, Sponsors of Tomorrow and the Intel logo are trademarks of Intel Corporation in the United States and other countries.•  *Other names and brands may be claimed as the property of others.•  Copyright ©2012 Intel Corporation.33

Legal Disclaimer •  Intel® Hyper-Threading Technology (Intel® HT Technology) is available on select Intel® Core™ processors. Requires an Intel® HT Technology-enabled system. Consult your PC manufacturer. Performance will vary depending on the specific hardware and software used. For more information including details on which processors support Intel HT Technology, visit http://www.intel.com/info/hyperthreading. •  Intel® Trusted Execution Technology (Intel® TXT): No computer system can provide absolute security under all conditions. Intel® TXT requires a computer with Intel® Virtualization Technology, an Intel TXT enabled processor, chipset, BIOS, Authenticated Code Modules and an Intel TXT compatible measured launched environment (MLE). Intel TXT also requires the system to contain a TPM v1.s. For more information, visit http://www.intel.com/technology/security •  Intel® Virtualization Technology (Intel® VT) requires a computer system with an enabled Intel® processor, BIOS, and virtual machine monitor (VMM). Functionality, performance or other benefits will vary depending on hardware and software configurations. Software applications may not be compatible with all operating systems. Consult your PC manufacturer. For more information, visit http://www.intel.com/go/virtualization •  Intel® Turbo Boost Technology requires a system with Intel Turbo Boost Technology. Intel Turbo Boost Technology and Intel Turbo Boost Technology 2.0 are only available on select Intel® processors. Consult your PC manufacturer. Performance varies depending on hardware, software, and system configuration. For more information, visit http://www.intel.com/go/turbo •  Intel® AES-NI requires a computer system with an AES-NI enabled processor, as well as non-Intel software to execute the instructions in the correct sequence. AES-NI is available on select Intel® processors. For availability, consult your reseller or system manufacturer. For more information, see Intel® Advanced Encryption Standard Instructions (AES-NI)34

Risk Factors The above statements and any others in this document that refer to plans and expectations for the second quarter, the year and the future are forward-looking statements that involve a number of risks and uncertainties. Words such as “anticipates,” “expects,” “intends,” “plans,” “believes,” “seeks,” “estimates,” “may,” “will,” “should” and their variations identify forward-looking statements. Statements that refer to or are based on projections, uncertain events or assumptions also identify forward-looking statements. Many factors could affect Intel’s actual results, and variances from Intel’s current expectations regarding such factors could cause actual results to differ materially from those expressed in these forward-looking statements. Intel presently considers the following to be the important factors that could cause actual results to differ materially from the company’s expectations. Demand could be different from Intels expectations due to factors including changes in business and economic conditions, including supply constraints and other disruptions affecting customers; customer acceptance of Intel’s and competitors’ products; changes in customer order patterns including order cancellations; and changes in the level of inventory at customers. Uncertainty in global economic and financial conditions poses a risk that consumers and businesses may defer purchases in response to negative financial events, which could negatively affect product demand and other related matters. Intel operates in intensely competitive industries that are characterized by a high percentage of costs that are fixed or difficult to reduce in the short term and product demand that is highly variable and difficult to forecast. Revenue and the gross margin percentage are affected by the timing of Intel product introductions and the demand for and market acceptance of Intels products; actions taken by Intels competitors, including product offerings and introductions, marketing programs and pricing pressures and Intel’s response to such actions; and Intel’s ability to respond quickly to technological developments and to incorporate new features into its products. Intel is in the process of transitioning to its next generation of products on 22nm process technology, and there could be execution and timing issues associated with these changes, including products defects and errata and lower than anticipated manufacturing yields. The gross margin percentage could vary significantly from expectations based on capacity utilization; variations in inventory valuation, including variations related to the timing of qualifying products for sale; changes in revenue levels; segment product mix; the timing and execution of the manufacturing ramp and associated costs; start-up costs; excess or obsolete inventory; changes in unit costs; defects or disruptions in the supply of materials or resources; product manufacturing quality/yields; and impairments of long-lived assets, including manufacturing, assembly/test and intangible assets. The majority of Intel’s non-marketable equity investment portfolio balance is concentrated in companies in the flash memory market segment, and declines in this market segment or changes in management’s plans with respect to Intel’s investments in this market segment could result in significant impairment charges, impacting restructuring charges as well as gains/losses on equity investments and interest and other. Intels results could be affected by adverse economic, social, political and physical/infrastructure conditions in countries where Intel, its customers or its suppliers operate, including military conflict and other security risks, natural disasters, infrastructure disruptions, health concerns and fluctuations in currency exchange rates. Expenses, particularly certain marketing and compensation expenses, as well as restructuring and asset impairment charges, vary depending on the level of demand for Intels products and the level of revenue and profits. Intel’s results could be affected by the timing of closing of acquisitions and divestitures. Intels results could be affected by adverse effects associated with product defects and errata (deviations from published specifications), and by litigation or regulatory matters involving intellectual property, stockholder, consumer, antitrust, disclosure and other issues, such as the litigation and regulatory matters described in Intels SEC reports. An unfavorable ruling could include monetary damages or an injunction prohibiting Intel from manufacturing or selling one or more products, precluding particular business practices, impacting Intel’s ability to design its products, or requiring other remedies such as compulsory licensing of intellectual property. A detailed discussion of these and other factors that could affect Intel’s results is included in Intel’s SEC filings, including the company’s most recent Form 10-Q, Form 10-K and earnings release. Rev. 5/4/1235

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Taming the Big Data Tsunami using Intel Architecture

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Taming the Big Data Tsunami using Intel Architecture Presentation Transcript