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Adoption  Is  The  Only  Option
Hadoop  Is  Changing  Our  World  And  Changing  Yours
Mike  Gualtieri,  Principal  Analys...
#Trends  
#Trends  
©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 32
7%
16%
15%
18%
20%
24%
5%
12%
18%
17%
16%
33%
Social  rel...
©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 33
Top  3  Hottest  Forrester  research  
reports  in  2014?...
Hadoop  
Distributions
Hadoop  In  The  
Cloud
Hadoop  Engineered  
Systems
• Cloudera
• Hortonworks
• IBM
• MapR
• Pivota...
Gather  and  store  all  your  data  and  do  it  cost  
effectively.
Process,  analyze,  and  access  the  heck  out  of  data  -­
every  which  way.
TRENDS
FORRESTER
Hadooponomics makes
enterprise adoption mandatory.
©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 38
Hadooponomics  powers  many  use  cases
› Data  Lakes
› B...
©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 39
Quiz
What  percentage  of  large  enterprises  does  
For...
100%
Number  of  enterprises  that  
Forrester  estimates  will  adopt  
Hadoop!
#BigSolutions
Hadoop  helps  democratize  big  problem  
solving.
85%  of  farmers  risks  are  
weather  related.
Hyper-­local  weather  
monitoring,  agronomic  data  
modeling,  and  hi...
Speed  to  discover  new  
cancer  treatments  
depends  on  analyzing  
genomes.  
Researchers  can  now  
analyze  100  ...
Is  there  life  on  
Mars?
Data  from  NASA’s  
Curiosity  rover  is  
analyzed  by  Hadoop.
#Celebrity
©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 47
Growth  and  customer  experience  are  priorities  
to  ...
For  you For  all For  segments For  you
CRM
Big  Data  
Analytics
Personal  
Relationships
Mass  
Production
Customer  Ex...
Celebrity  experiences  powered  by  
Hadoop.
• Use  analytics  to  predict  
customer  characteristics  
and  context
• Make  and  optimize  
decisions  about  that  
...
#Analytics
©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 52
Enterprises  need  all  kinds  of  analytics
Past Present...
©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 53
Predictive  and  real-­time  have  momentum,  but  most  ...
#Predict
©  2013  Forrester  Research,  Inc.  Reproduction  Prohibited 55
Types  of  predictive  models
› Classifiers
• Predict  a ...
Relationships
Finances
Devices
Attributes
History
Predict  
characteristics,  
behaviors,  likes,  
and  needs.
Customer
Behavior
Channel
Weather Location
Time Use  in-­the-­moment  
context  to  predict  
next-­best-­action.
Customer
Hadoop  can  speed  the  predictive  model  
building  process
What  customers  are  likely  to  plan  a  vacation  in  
the  next  6  weeks?
#Realtime
Businesses  often  make  decisions  based  on  
historical  reports  and  dashboards…
…but  decisions  must  also  be  made  right  now.
25  nodes  Fortune  10  technology  company.
How  can  we  process  1  
billion  events  per  day  to  
optimize  mobile  ...
How  can  huge  volume  of  
telematics  data  from  250+  
onboard  sensors  be  used  
to  improve  safety?
Capture  and...
©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 65
Make  industrial  strength  “lambda”  applications
#Rebel
Rebel  data  warehouses  are  powered  by  
Hadoop.
©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 68
10%
21%
27%
28%
29%
37%
42%
43%
53%
Achieve  better  busi...
Data  warehousing  has  evolved  to  almost  divine  
perfection,  but…
…it  often  takes  too  long  to  incorporate  new...
There’s  more  than  one  way  to  build  a  
data  warehouse.
Hadoop-­centric  
SQL
Federated  
Enterprise  SQL
• Hive
• Impala
• Drill
• Phoenix  (through  
Hbase)
• Spark  SQL    
(t...
©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 72
Rebel  data  warehouses  in  Hadoop  will:
› Continuously...
Data  platform  for  business  
and  data  scientists  in  
Hadoop.
20  nodes  Flash-­sale  website  for  furniture  and  ...
Director  of  Data  Engineering
Hemal Gandhi
“Don’t  carry  over  your  
data  warehousing  
knowledge  to  
Hadoop.  It  ...
#Jobs
Source:  indeed.com/jobtrends March  30,  2015
Up,  up,  and  away!
RDBMS
All  enterprises  have  RDBMS’s;;  now  they  
need  Hadoop.
Source:  indeed.com/jobtrends March  30,  2015
Hadoop
Hadoop Spark
Hadoop  and  Spark  make  a  sweet  couple.
Source:  indeed.com/jobtrends March  30,  2015
Hadoop Cobol
What  technology  should  new  college  
graduates  learn?
Source:  indeed.com/jobtrends March  30,  2015
#Greatness
Andrea  D’Orio
Marco  De  Bellis
Italy
“Must  be  open  to  all  
possible  solutions.”
Dr.  Joachim  Baumann
Germany
“Hadoop  developers  are  
impossible  to  find.  Find  
someone  who  
understands  distrib...
France
Gregory  Huet
“Someone  who  can  get  their  hands  
dirty”
Michael  Maes Marnix  Vandenboek
Belgium Netherland
Arun Murthy
“Develop  an  end-­to-­
end  application  for  the  
business  and  iterate  
to  make  it  better”
Founder  a...
#Opportunity
©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 86
Find  Hadoop  opportunities  in  
your  business.
1.  Wal...
What  kind  of  customer  
experiences  can  you  
create  for  your  firm  
with  Hadoop?
Build  a  rebel  data  platform  with  
Hadoop  to  make  it  happen.
forrester.com
Thank  you
Mike  Gualtieri
mgualtieri@forrester.com
Twitter:  @mgualtieri
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Adoption is the only option hadoop is changing our world and changing yours forrester

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Adoption Is The Only Option
Hadoop Is Changing Our World And Changing Yours

Mike Gualtieri, Principal Analyst
Forrester

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Adoption is the only option hadoop is changing our world and changing yours forrester

  1. 1. Adoption  Is  The  Only  Option Hadoop  Is  Changing  Our  World  And  Changing  Yours Mike  Gualtieri,  Principal  Analyst April  15,  2015 Twitter:  @mgualtieri
  2. 2. #Trends  
  3. 3. #Trends  
  4. 4. ©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 32 7% 16% 15% 18% 20% 24% 5% 12% 18% 17% 16% 33% Social  related  projects Mobile  related  projects Cloud  related  projects Systems  of  engagement  applications Systems  of  record  applications Data  related  projects 2nd  Priority Top  Priority Base:  2,074  IT  executives  and  technology  decision-­makers Please  rank  the  following  technologies  according  to  their   importance  and  investment  within  your  firm? Executives  and  technology  decision-­makers   have  remembered  the  power  of  data.
  5. 5. ©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 33 Top  3  Hottest  Forrester  research   reports  in  2014? #1 The  Customer  Experience  Index,  2014 #2 Forrester  Wave:  Big  Data  Hadoop   Solutions,  2014 #3 Digital  Customer  Experience  Trends,   2014
  6. 6. Hadoop   Distributions Hadoop  In  The   Cloud Hadoop  Engineered   Systems • Cloudera • Hortonworks • IBM • MapR • Pivotal • Altiscale • Amazon  Web   Services • Google • Microsoft  Azure • Qubole • and  others… • EMC • Cisco • Cray • HP • NetApp • Oracle • Teradata • and  others… Forrester  will  publish  three  distinct  Waves  in   2015.
  7. 7. Gather  and  store  all  your  data  and  do  it  cost   effectively.
  8. 8. Process,  analyze,  and  access  the  heck  out  of  data  -­ every  which  way.
  9. 9. TRENDS FORRESTER Hadooponomics makes enterprise adoption mandatory.
  10. 10. ©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 38 Hadooponomics  powers  many  use  cases › Data  Lakes › Business  intelligence  (traditional  analytics) › Predictive  and  streaming  analytics › ETL-­less  ETL › Active  Archive › Transactions
  11. 11. ©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 39 Quiz What  percentage  of  large  enterprises  does   Forrester  estimate  will  adopt  Hadoop? A. 34% B. 50% C. 88% D. 100%
  12. 12. 100% Number  of  enterprises  that   Forrester  estimates  will  adopt   Hadoop!
  13. 13. #BigSolutions
  14. 14. Hadoop  helps  democratize  big  problem   solving.
  15. 15. 85%  of  farmers  risks  are   weather  related. Hyper-­local  weather   monitoring,  agronomic  data   modeling,  and  high-­ resolution  weather   predictions. 10  nodes  +  burst  to  cloud   for  bigger  jobs.
  16. 16. Speed  to  discover  new   cancer  treatments   depends  on  analyzing   genomes.   Researchers  can  now   analyze  100  genomes  per   day  economically  instead  of   1  per  every  two  weeks.  
  17. 17. Is  there  life  on   Mars? Data  from  NASA’s   Curiosity  rover  is   analyzed  by  Hadoop.
  18. 18. #Celebrity
  19. 19. ©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 47 Growth  and  customer  experience  are  priorities   to  business  leaders
  20. 20. For  you For  all For  segments For  you CRM Big  Data   Analytics Personal   Relationships Mass   Production Customer  Experience 1800 1900 1950 2000 2015
  21. 21. Celebrity  experiences  powered  by   Hadoop.
  22. 22. • Use  analytics  to  predict   customer  characteristics   and  context • Make  and  optimize   decisions  about  that   customer  as  an  individual • Adapt  customer   experiences  to  act  on   decisions Celebrity  experiences  must:
  23. 23. #Analytics
  24. 24. ©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 52 Enterprises  need  all  kinds  of  analytics Past Present Future Learn Decide Anticipate Predictive   Analytics Real-­time   Analytics Descriptive   Analytics (Traditional  Analytics) (Advanced  Analytics)
  25. 25. ©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 53 Predictive  and  real-­time  have  momentum,  but  most  of   enterprises  are  not  using  it  yet. 10% 13% 16% 18% 21% 21% 24% 29% 33% 37% 49% 50% 56% 58% 81% 15% 21% 20% 20% 27% 32% 19% 33% 42% 35% 50% 54% 59% 57% 77% Non  Modeled  Data  Exploration  And  Discovery Streaming  Analytics Advanced  Visualization Text  Analytics Metadata  Generated  Analytics Predictive  Analytics Search/Interactive  Discovery Location  Analytics Process  Analytics Olap Embedded  Analytics Performance  analytics Web  Analytics Dashboard Reporting 2014 2012 “What  is  your  firm's/business  unit's  current  use  of  the  following  technologies?” Source:  Forrester  Research +52% +61%
  26. 26. #Predict
  27. 27. ©  2013  Forrester  Research,  Inc.  Reproduction  Prohibited 55 Types  of  predictive  models › Classifiers • Predict  a  specific  event,  characteristic,  or  behavior   › Recommenders • Make  a  recommendation › Clusters • Find  groups  that  share  common  characteristics › Numerical,  time  series  forecasting • Predict  a  numerical  value
  28. 28. Relationships Finances Devices Attributes History Predict   characteristics,   behaviors,  likes,   and  needs. Customer
  29. 29. Behavior Channel Weather Location Time Use  in-­the-­moment   context  to  predict   next-­best-­action. Customer
  30. 30. Hadoop  can  speed  the  predictive  model   building  process
  31. 31. What  customers  are  likely  to  plan  a  vacation  in   the  next  6  weeks?
  32. 32. #Realtime
  33. 33. Businesses  often  make  decisions  based  on   historical  reports  and  dashboards…
  34. 34. …but  decisions  must  also  be  made  right  now.
  35. 35. 25  nodes  Fortune  10  technology  company. How  can  we  process  1   billion  events  per  day  to   optimize  mobile  ads? Real-­time  stream   processing  on  Hadoop   provides  24/7  operation   and  can  scale  elastically.
  36. 36. How  can  huge  volume  of   telematics  data  from  250+   onboard  sensors  be  used   to  improve  safety? Capture  and  analyze  all   data  to  predict  part   failures. 10  nodes
  37. 37. ©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 65 Make  industrial  strength  “lambda”  applications
  38. 38. #Rebel
  39. 39. Rebel  data  warehouses  are  powered  by   Hadoop.
  40. 40. ©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 68 10% 21% 27% 28% 29% 37% 42% 43% 53% Achieve  better  business  transparency Develop  better  products  and  services Improve  business  planning Gain  competitive  advantage Ensure  compliance  and  reduce  risks Improve  data  quality  and  consistency Improve  customer  interaction  and  satisfaction Monitor,  improve,  and  optimize  process  performance Make  better  informed  business  decisions Businesses  aspire  to  make  smarter  decisions   much  faster. What  are  the  most  important  goals/drivers  your  organization  considers  when  planning  or   orchestrating  your  business  intelligence  strategy?
  41. 41. Data  warehousing  has  evolved  to  almost  divine   perfection,  but… …it  often  takes  too  long  to  incorporate  new   data  to  find  new  insights.
  42. 42. There’s  more  than  one  way  to  build  a   data  warehouse.
  43. 43. Hadoop-­centric   SQL Federated   Enterprise  SQL • Hive • Impala • Drill • Phoenix  (through   Hbase) • Spark  SQL     (through  Spark) • IBM  Big  SQL • Microsoft   Polybase • Oracle  Big  Data   SQL • Teradata   QueryGrid • Actian Vortex • Pivotal  HAWQ SQL  is  a  killer  app  for  Hadoop  adoption. Enterprise  SQL   Hadoop-­centric
  44. 44. ©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 72 Rebel  data  warehouses  in  Hadoop  will: › Continuously  source  new  data  economically › Provide  a  broad  set  of  analytics  tools  to  all  those   who  need  them › Accommodate  self-­service  discovery  and  data   experiments › Lightly  govern  the  rules  of  engagement
  45. 45. Data  platform  for  business   and  data  scientists  in   Hadoop. 20  nodes  Flash-­sale  website  for  furniture  and   home  accessories  founded  in  2009. “We  need  an  agile  data   warehouse  capability   without  spending  millions.”
  46. 46. Director  of  Data  Engineering Hemal Gandhi “Don’t  carry  over  your   data  warehousing   knowledge  to   Hadoop.  It  doesn’t   work.”
  47. 47. #Jobs
  48. 48. Source:  indeed.com/jobtrends March  30,  2015 Up,  up,  and  away!
  49. 49. RDBMS All  enterprises  have  RDBMS’s;;  now  they   need  Hadoop. Source:  indeed.com/jobtrends March  30,  2015 Hadoop
  50. 50. Hadoop Spark Hadoop  and  Spark  make  a  sweet  couple. Source:  indeed.com/jobtrends March  30,  2015
  51. 51. Hadoop Cobol What  technology  should  new  college   graduates  learn? Source:  indeed.com/jobtrends March  30,  2015
  52. 52. #Greatness
  53. 53. Andrea  D’Orio Marco  De  Bellis Italy “Must  be  open  to  all   possible  solutions.”
  54. 54. Dr.  Joachim  Baumann Germany “Hadoop  developers  are   impossible  to  find.  Find   someone  who   understands  distributed   systems.” “Hire  rate  is  3%”
  55. 55. France Gregory  Huet “Someone  who  can  get  their  hands   dirty” Michael  Maes Marnix  Vandenboek Belgium Netherland
  56. 56. Arun Murthy “Develop  an  end-­to-­ end  application  for  the   business  and  iterate   to  make  it  better” Founder  and  Architect
  57. 57. #Opportunity
  58. 58. ©  2015  Forrester  Research,  Inc.  Reproduction  Prohibited 86 Find  Hadoop  opportunities  in   your  business. 1.  Walk  through  critical  or  challenging  business  processes -­ At  each  step  of  the  business  process  ask  how  Hadoop   analytics  could  improve  the  process 2.  Walk  through  customer  experience  to  improve  customer   experience -­ At  each  step  of  the  customer  journey,  ask  how  Hadoop   analytics  could  help  create  celebrity  customer  experiences
  59. 59. What  kind  of  customer   experiences  can  you   create  for  your  firm   with  Hadoop?
  60. 60. Build  a  rebel  data  platform  with   Hadoop  to  make  it  happen.
  61. 61. forrester.com Thank  you Mike  Gualtieri mgualtieri@forrester.com Twitter:  @mgualtieri

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