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Taming the Big Data Tsunami
using Intel® Architecture
Clive D’Souza, Solutions Architect, Intel Corporation
Dhruv Bansal, Chief Science Officer, Infochimps


DATS004
Agenda

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




2
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-Intensive

5
Agenda

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




6
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 Author
7
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 growth



8      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 IT

10
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/O

11   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      Documents



12
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          Statistical
13
                                             Packages
Demonstration
            When are two time series correlated?


     AAPL




14
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 Prices

15
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 Stack




17
Agenda

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




18
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
                                                                          Optimized




19
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 compute

20
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 2011
21   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 decreases

22
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® processor
24   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® CPUs


26   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 VMs

27   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 Platform

28
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 Protection

29     Intel® AES New Instructions (Intel® AES-NI)
Agenda

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




30
Big Data rEvolution



                  From            To
     Collecting                            Connecting




                  From            To
     Analyzing                              Predicting




                  From            To
     Structured                         Unstructured




31
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 Disclaimer
INFORMATION 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 AS
PROVIDED IN INTEL'S TERMS AND CONDITIONS OF SALE FOR SUCH PRODUCTS, INTEL ASSUMES NO LIABILITY WHATSOEVER
AND INTEL DISCLAIMS ANY EXPRESS OR IMPLIED WARRANTY, RELATING TO SALE AND/OR USE OF INTEL PRODUCTS INCLUDING
LIABILITY OR WARRANTIES RELATING TO FITNESS FOR A PARTICULAR PURPOSE, MERCHANTABILITY, OR INFRINGEMENT OF ANY
PATENT, 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 INTEL'S 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 Intel's 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 Intel's 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 Intel's products; actions taken by Intel's 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. Intel's 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 Intel's products and the level of revenue and
     profits. Intel’s results could be affected by the timing of closing of acquisitions and divestitures. Intel's 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 Intel's 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. 5/4/12


35

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Taming the Big Data Tsunami using Intel Architecture

  • 1. Taming the Big Data Tsunami using Intel® Architecture Clive D’Souza, Solutions Architect, Intel Corporation Dhruv Bansal, Chief Science Officer, Infochimps DATS004
  • 2. Agenda •  What is Big Data? •  Why does Big Data matter? •  How can Intel® Architecture help •  Summary 2
  • 3. 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)
  • 4. 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
  • 5. Big Data — Flow Data Analytics Data - Query Enabled Data Curation Data Aggregation Data Ingestion Compute/Network/IO/Storage-Intensive 5
  • 6. Agenda •  What is Big Data? •  Why does Big Data matter? •  How can Intel® Architecture help •  Summary 6
  • 7. 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 Author 7
  • 8. 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 growth 8 Source: Mckinsey, 2011
  • 9. Big Data in play by Infochimps* 9
  • 10. 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 IT 10
  • 11. 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/O 11 About Infochimps* www.infochimps.com
  • 12. 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 Documents 12
  • 13. 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 Statistical 13 Packages
  • 14. Demonstration When are two time series correlated? AAPL 14
  • 15. 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 Prices 15
  • 16. 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
  • 18. Agenda •  What is Big Data? •  Why does Big Data matter? •  How can Intel® Architecture help •  Summary 18
  • 19. 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 Optimized 19
  • 20. 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 compute 20
  • 21. 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 2011 21 4 Intel IT study “Solving Intel IT’s Data Storage Growth Challenges
  • 22. 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 decreases 22
  • 23. 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
  • 24. 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® processor 24 E5-2600 product family (230ns) vs. Intel Xeon processor 5500 series (340ns). See notes in backup for configuration details.
  • 25. 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
  • 26. 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® CPUs 26 Note: For more information go to http://www.intel.com/performance
  • 27. 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 VMs 27 Intel® Virtualization Technology for IA-32, Intel® 64 and Intel® Architecture (Intel® VT-x)
  • 28. 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 Platform 28
  • 29. 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 Protection 29 Intel® AES New Instructions (Intel® AES-NI)
  • 30. Agenda •  What is Big Data? •  Why does Big Data matter? •  How can Intel® Architecture help •  Summary 30
  • 31. Big Data rEvolution From To Collecting Connecting From To Analyzing Predicting From To Structured Unstructured 31
  • 32. 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
  • 33. Legal Disclaimer INFORMATION 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 AS PROVIDED IN INTEL'S TERMS AND CONDITIONS OF SALE FOR SUCH PRODUCTS, INTEL ASSUMES NO LIABILITY WHATSOEVER AND INTEL DISCLAIMS ANY EXPRESS OR IMPLIED WARRANTY, RELATING TO SALE AND/OR USE OF INTEL PRODUCTS INCLUDING LIABILITY OR WARRANTIES RELATING TO FITNESS FOR A PARTICULAR PURPOSE, MERCHANTABILITY, OR INFRINGEMENT OF ANY PATENT, 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 INTEL'S 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 Intel's 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
  • 34. 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
  • 35. 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 Intel's 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 Intel's products; actions taken by Intel's 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. Intel's 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 Intel's products and the level of revenue and profits. Intel’s results could be affected by the timing of closing of acquisitions and divestitures. Intel's 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 Intel's 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. 5/4/12 35