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  • According to IDC, 95% of the 1.2 zettabytes of data in the digital universe is unstructured; and 70% of of this is user-generated content. Unstructured data is also projected for explosive growth, with estimates of compound annual growth (CAGR) at 62% from 2008 - 2012.ChallengesUnconstrained growth
  • The more misspelled words you collect, the better is your spellcheck application
  • Computers typically generate data as byproduct of interacting with people or other with other device. The more interactions, typically there is more data. This data comes in a variety of formats from semi-structured logs to in unstructured binaries. This data can be extremely valuable. It can be used to understand and track application or service behavior so that we can find errors or suboptimal user experience. We can mind it for patterns and correlations to generate recommendations.For example ecommerce sites can analyze user access logs to provide product recommendations, social networking sites provide new friends recommendations, dating sites find qualified soul mates, and so fourth.
  • Big data is important.
  • Now the Philosophy around data has changed. The philosophy is collect as much data as possible before you know what questions you are going to ask and most importantly you don't know which algorithms you are going to ask because you don't know what type of questions I might need in future. The ultimate mantra of collect and measure everything. How you are going to refine those algorithms, how much data, how much processing power, you really don't know how much resources you really need. Big data is what clouds are for. Its Big data analysis and cloud computing is the perfect marriage.Free of constraintsCollect and Store without limitsCompute and Analyze without limitsVisualize without limites
  • These resources are even more precious because of the rarity of skills.
  • Our goal, and what our customers tell us they see, is that this ratio is inverted after moving to AWS. When you move your infrastructure to the cloud, this changes things drastically. Only 30% of your time should be spent architecting for the cloud and configuring your assets. This gives you 70% of your time to focus on your business. Project teams are free to add value to the business and it's customers, to innovate more quickly, and to deliver products to market quickly as well.
  • Our goal, and what our customers tell us they see, is that this ratio is inverted after moving to AWS. When you move your infrastructure to the cloud, this changes things drastically. Only 30% of your time should be spent architecting for the cloud and configuring your assets. This gives you 70% of your time to focus on your business. Project teams are free to add value to the business and it's customers, to innovate more quickly, and to deliver products to market quickly as well.
  • There are many patterns of usage that make capacity planning a complex science. From on and off usage patterns, where capacity is only needed at fixed times and not at others, fast growth where an online service becomes so successful that step changes in traditional capacity need to be added, variable peaks - where you just don't know what demand will be when and best guess applies, to predictable peaks such as during commute times as customers use mobile devices to access your service.
  • Each of these examples is typified by wasted IT resources. Where you planned correctly, the IT resources will be over provisioned so that services are not impacted and customers lost during high demand. In the worst cases, that capacity will not be enough, and customer dissatisfaction will result. Most businesses have a mix differing patterns at play, and much time and resource is dedicated to planning and management to ensure services are always available. And when a new online service is really successful, you often can't ship in new capacity fast enough. Some say that's a nice problem to have, but those that have lived through it will tell you otherwise!
  • Elasticity with AWS enables your provisioned capacity to follow demand. To scale up when needed and down when not. And as you only pay for what is used, the savings can be significant.
  • You control how and when your service scales, so you can closely match increasing load in small increments, scale up fast when needed, and cool off and reduce the resources being used at any time of day. Even the most variable and complex demand patterns can be matched with the right amount of capacity - all automatically handled by AWS.
  • Vertical scaling on commodity hardware. Perfect for Hadoop.
  • New model is collect as much data as possible – “Data-First Philosophy”Allows us to collect data and ask questions laterAsk many different kinds of questions
  • And scale is something AWS is used to dealing with. The Amazon Simple Storage Service, S3, recently passed 1 trillion objects in storage, with a peak transaction rate of 750 thousand per second. That's a lot of objects, all stored with 11 9's of durability.
  • And just like an electricity grid, where you would not wire every factory to the same power station, the AWS infrastructure is global, with multiple regions around the globe from which services are available. This means you have control over things like where you applications run, where you data is stored, and where best to serve your customers from.
  • Global reach (North Pole, Space)Native app every smartphoneSMSwebmobile-web10M+ users, 15M+ venues, ~1B check-insTerabytes of log data
  • Bank at least 400,000 simulations to get realistic results.23 hours to 20 minutes and dramatically reduced processing, with the ability to reduce even further when required.Bankinter uses Amazon Web Services (AWS) as an integral part of their credit-risk simulation application, developing complex algorithms to simulate diverse scenarios in order to evaluate the financial health of their clients. “This requires high computational power,” says Bankinter Director of New Technologies Pedro Castillo. “We need to execute at least 400,000 simulations to get realistic results.”
  • One result of such experimentation is Taste Test which is a recommendations product that helps Etsy figure out your tastes and to offer you relevant products. It works like this, you see 6 images at a time and you pick an image you like the most. You iterate through these sets of images a few times (you can also skip a set if you don’t like any images) and after a few iterations, Etsy displays the products that are most relevant to you. I encourage you to try – it’s a lot of fun.Today, Etsy uses Amazon Elastic MapReduce for web log analysis and recommendation algorithms. Because AWS easily and economically processes enormous amounts of data, it’s ideal for the type of processing that Etsy performs. Etsy copies its HTTP server logs every hour to Amazon S3, and syncs snapshots of the production database on a nightly basis. The combination of Amazon’s products and Etsy’s syncing/storage operation provides substantial benefits for Etsy. As Dr. Jason Davis, lead scientist at Etsy, explains, “the computing power available with [Amazon Elastic MapReduce] allows us to run these operations over dozens or even hundreds of machines without the need for owning the hardware.”Dr. Davis goes on to say, “Amazon Elastic MapReduce enables us to focus on developing our Hadoop-based analysis stack without worrying about the underlying infrastructure. As our cycles shift between development and research, our software and analysis requirements change and expand constantly, and [Amazon Elastic MapReduce] effectively eliminates half of our scaling issues, allowing us to focus on what is most important.”Etsy has realized improved results and performance by architecting their application for the cloud, with robustness and fault tolerance in mind, while providing a market for users to buy and sell handmade items online.
  • Another example of such innovation is gift ideas. A lot of us struggle to pic the right present for our friends and so Etsy has a product that makes it easier. Etsy looks at your facebook social graph and learns about your interests and those of your friends. It uses this information to give you ideas for presents. For example, if your friend is an REM fan, Etsy may suggest a t-shirt with REM print on it.These innovative data products are just a few examples of innovation that is possible if we lower the cost barriers for data experimentation.
  • Yelp is also doing product recommendations based on location, people reviews, or people searches. For example, “people who viewed this, viewed that” feature can help customers discover other relevant options in the area. People can discover interesting facts about places with “People viewed this after searching for that” feature. In this example, the westin hotel probably has glass elevators and is likely offers the best location to stay in san francisco at least by some definition of best.There is also “review highlights” feature. Yelp analyses written reviews and provides highlights about the places, so that their customers don’t have to read through all the reviews to get basic ideas about the place. All these differentiating features were possible because of Hadoop and flexible infrastructure for data processing.
  • 500% increase in returns for advertising.Pedabytes of storage.There is a lot of data the retail business has about the users, it’s just never used it in advertising.For example, the retail knows that the customer has purchased a sports movie and is currently searching for video games, so it may make sense to advertise a sports video game for the customer.Efficient: Elastic infrastructure from AWS allows capacity to be provisioned as needed based on load, reducing cost and the risk of processing delays. Amazon Elastic MapReduce and Cascading lets Razorfish focus on application development without having to worry about time-consuming set-up, management, or tuning of Hadoop clusters or the compute capacity upon which they sit.Ease of integration: Amazon Elastic MapReduce with Cascading allows data processing in the cloud without any changes to the underlying algorithms.Flexible: Hadoop with Cascading is flexible enough to allow “agile” implementation and unit testing of sophisticated algorithms.Adaptable: Cascading simplifies the integration of Hadoop with external ad systems.Scalable: AWS infrastructure helps Razorfish reliably store and process huge (Petabytes) data sets.The AWS elastic infrastructure platform allows Razorfish to manage wide variability in load by provisioning and removing capacity as needed. Mark Taylor, Program Director at Razorfish, said, “With our implementation of Amazon Elastic MapReduce and Cascading, there was no upfront investment in hardware, no hardware procurement delay, and no additional operations staff was hired. We completed development and testing of our first client project in six weeks. Our process is completely automated. Total cost of the infrastructure averages around $13,000 per month. Because of the richness of the algorithm and the flexibility of the platform to support it at scale, our first client campaign experienced a 500% increase in their return on ad spend from a similar campaign a year before.”

16h30   p duff-big-data-final 16h30 p duff-big-data-final Presentation Transcript

  • BIG Data on AWSPaul Duffy
  • Characteristics ofBig Data How the Cloud Is Big Data’s Best Friend Big Data on the Cloud In the Real World
  • Characteristics of Big Data
  • The cost of data generation is falling rapidly Dramatic increase in volume, velocity and variety of data
  • BIG DATAA collection of tools, techniques and technologies thatallow you to work productively with data at any scale.
  • Big Data is Getting Bigger 2.7 Zetabytes in 2012 Over 90% will be unstructured Data spread across a wide array of silos
  • Features driven by MapReduce
  • Variable data structures and sourcesComputer Generated Human Generated• Application server logs • Twitter “Fire Hose” 50m (web sites, games) tweets/day 1,400%• Sensor data (weather, growth per year water, smart grids) • Blogs/Reviews/Emails/P• Images/videos (traffic, ictures security cameras) • Social Graphs: Facebook, Linked-in, Contacts
  • The Role of Data is Changing
  • Traditional analytics required a fixed data model,based on pre-known questions Big Data promotes data exploration and experimentation which leads to innovation
  • Collection & Computation CollaborationGeneration storage & analytics & sharing
  • Lower costs,faster throughput Collection & Computation Collaboration Generation storage & analytics & sharing Increased pressure on traditional IT and too
  • Require tools designed for data collection and computation atany volume, velocity or format.
  • Software • Designed for distribution • Easy programming models • Flexible language choice • Platform for abstraction and ecosystem • Good example: Hadoop
  • Infrastructure • Designed for distribution • Easy programming models • Flexible language choice • Platform for abstraction and ecosystem • Good example: cloud computing
  • Software Infrastructure
  • How the Cloud IsBig Data’s Best Friend
  • How do we define the cloud? By Benefits!
  • No Cap Ex Pay Per Elasticity Use CloudFast Time to Market Focus on core competency
  • Why is the CloudBig Data’s Best Friend?
  • We know we want collect, store, organize, analyze andshare it.But we have limited resources.
  • The Cloud OptimizesPrecious IT Resourcesi.e. Skilled People
  • “Over the next decade, the number of files or containers thatencapsulate the information in the digital universe will grow by75x.While the pool of IT staff available to manage them will growonly slightly. At 1.5x” - 2011 IDC Digital Universe Study
  • Deploying a Hadoop cluster is hard
  • Cloud computing 30% 70% The Old Managing All of the IT World Using Big Data “Undifferentiated Heavy Lifting”
  • Cloud computing 30% 70% The Old Managing All of the IT World Using Big Data “Undifferentiated Heavy Lifting” Cloud-Based Configuring Infrastructure Analyzing and Using Big Data Cloud Assets 70% 30%
  • ManagedReusability ServicesScale Innovation
  • ManagedReusability ServicesScale Innovation
  • ManagedReusability ServicesScale Innovation
  • ManagedReusability ServicesScale Innovation
  • ManagedReusability ServicesScale Innovation
  • The Cloud OptimizesCapacity Resources
  • Elastic Compute Capacity On and Off Fast Growth Variable peaks Predictable peaks
  • Elastic Compute Capacity WASTE On and Off Fast Growth Variable peaks Predictable peaks CUSTOMER DISSATISFACTION
  • Elastic Compute CapacityCapacity Traditional IT capacity Elastic cloud capacity Time Your IT needs
  • Elastic Compute Capacity On and Off Fast Growth Variable peaks Predictable peaks
  • The Cloud Empowers Usersto Balance Cost and Time
  • 1 instance for 500 hours=500 instances for 1 hour I like this! I scale
  • The CloudReduces CostFor Experimentation
  • The CloudEnables Collection and Storageof Big Data
  • Simple Storage Service 1 Trillion1000.000 750.000 500.000 250.000 0.000 750k+ peak transactions per second
  • Global Accessibility Region US-WEST (N. California) EU-WEST (Ireland) GOV CLOUD ASIA PAC (Tokyo) US-EAST (Virginia)US-WEST (Oregon) ASIA PAC (Singapore) SOUTH AMERICA (Sao Paulo)
  • Storage Costs are Declining
  • Big Data on the CloudIn the Real World
  • Big Data Verticals SocialMedia/Advertisi Financial Oil & Gas Retail Life Sciences Security Network/Gamin ng Services g User Anti-virus Targeted Monte Carlo Demographics Recommend Advertising Simulations Seismic Genome Fraud Usage analysis Analysis Analysis Detection Image and Transactions Video Risk Analysis Analysis Image In-game Processing Recognition metrics
  • Visualizations
  • Bank – Monte Carlo Simulations “The AWS platform was a good fit for its unlimited and flexible computational power to23 Hours to our risk-simulation process requirements. With AWS, we now have the power to decide20 Minutes how fast we want to obtain simulation results, and, more importantly, we have the ability to run simulations not possible before due to the large amount of infrastructure required.” – Castillo, Director, Bankinter
  • RecommendationsThe Taste Test http://www.etsy.com/tastetest
  • RecommendationsGift Ideas for Facebook Friendsetsy.com/gifts
  • Click Stream Analysis User recently purchased a sports movie and Targeted Ad is searching for (1.7 Million per day) video games
  • Characteristics ofBig Data How the Cloud Is Big Data’s Best Friend Big Data on the Cloud In the Real World
  • Thank you