Seeing Redshift: How Amazon Changed Data Warehousing Forever


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The Briefing Room with Claudia Imhoff and Birst
Live Webcast April 9, 2013

What a difference a day can make! When Amazon announced their new RedShift offering – a data warehouse in the cloud – the entire industry of information management changed. The most notable disruption? Price. At a whopping $1,000 per year for a terabyte, RedShift achieved a price-point improvement that amounts to at least two orders of magnitude, if not three when compared to its top-tier competitors. But pricing is just one change; there's also the entire process by which data warehousing is done.

Register for this episode of The Briefing Room to hear veteran Analyst Dr. Claudia Imhoff explain why a new cloud-based reality for data warehousing significantly changes the game for business intelligence and analytics. She'll be briefed by Brad Peters of Birst who will tout his company's BI solution, which has been specifically architected for cloud-based hosting. Peters will discuss several key intricacies of doing BI in the cloud, including the unique provisioning, loading and modeling requirements. Founded in 2004, Birst has nearly a decade of doing cloud-based BI and Analytics.


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Seeing Redshift: How Amazon Changed Data Warehousing Forever

  1. 1. The Briefing Room
  2. 2. Twitter Tag: #briefr The Briefing RoomWelcomeHost:Eric
  3. 3. Twitter Tag: #briefr The Briefing Room!   Reveal the essential characteristics of enterprise software,good and bad!   Provide a forum for detailed analysis of today s innovativetechnologies!   Give vendors a chance to explain their product to savvyanalysts!   Allow audience members to pose serious questions... and getanswers!Mission
  4. 4. Twitter Tag: #briefr The Briefing RoomAPRIL: IntelligenceMay: INTEGRATIONJune: DATABASEJuly: CLOUD
  5. 5. Twitter Tag: #briefr The Briefing RoomIntelligenceProcessing Monitoring Alerts/triggers/actionsIf it’s not accessible, it’s not achievableCOSTCOMPLEXITYPERFORMANCEBARRIERS
  6. 6. Twitter Tag: #briefr The Briefing RoomAnalyst: Claudia Imhoff Claudia Imhoff is the CEOof Intelligent Solutions
  7. 7. Twitter Tag: #briefr The Briefing RoomBirst! Birst offers a SaaS-based, multi-tenant BI platform; it canalso be deployed on-premise!   The Birst solution is capable of unifying siloed technologies,automating data management and providing agileenterprise-class analytics! Birst’s approach enables self-service analytics by allowingbusiness users to manage and add new data sources, createcustom dashboards and collaborate across the organization
  8. 8. Twitter Tag: #briefr The Briefing RoomBrad PetersBrad Peters is the CEO and co-founder ofBirst. Brad has spent the last 10 years buildinganalytics products and solutions. Prior toworking at Birst, he helped found and laterled the Analytics product line at SiebelSystems, which forms the basis of Oracle’scurrent OBIEE product family. Brad started hiscareer as an investment banker for MorganStanley in the New York M&A practice. Bradregularly blogs for where hewrites about Cloud and business softwarerelated issues.
  10. 10. AMAZON  REDSHIFT:  A  FRACTION  OF  TRADITIONAL  COMPUTING  COSTS    •  Compare  $1,000/TB  per  year  to  on-­‐premise  data  warehouse  •  Ini%al:  RDBMS  license  +  Hardware  +  DW  Development  •  Ongoing:  Maintenance  +  Staffing  •  Commodity  Map  Reduce  only  20%  less  •  OpPon  to  put  into  something  significantly  more  queryable  is  compelling  10“The  average  )me  for  the  construc)on  of  a  data  warehouse  is  12  to  36  months  and  the  average  cost  for  its  implementa)on  is  between  $1  million  to  $1.5  million.”    Noumenal  Consul%ng    September,  2010  
  11. 11. Faster,  Simpler  –  More  Agile  Big  Data  AnalyPcs  • Op%mize  data  driven  decisions  • Automate  the  data  transforma%on  tasks  • Enable  business  folks  to  do  what  they  do  best  •  Answer  business  ques%ons  inside    of  data  FROM  DATA  TO  ANSWERS  Faster,  Simpler  –  More  Agile  Big  Data  Engine  • Op%mize  Query  and  I/O  • Automate  the  data  administra%ve  tasks  • Enable  data  stewards  to  do  what  they  do  best    •  Ensure  data  is  accessible,  performant  and  secure  11
  12. 12. AMAZON  REDSHIFT:  BRINGING  BIG  DATA  TO  BUSINESS  RelaPonal  database:  business  analyst  • Flexibility  to  bring  different  data  types/sources  together  • Complex  dimensional  queries  –  on  the  fly  MapReduce,  Hadoop:  data  scienPst  • Complex  to  fully  leverage  data  • HiveQL  &  Hadoop-­‐only  tools  limited  • GeXng  beyond  simple  aggrega%ons  is  painful/not  possible  • Batch  process  makes  broad  access  untenable    12
  13. 13. BIRST:  GIVING  BUSINESS  MEANING  TO  YOUR  BIG  DATA  Examples:  13•  “as-­‐is”  vs.  “as-­‐was”    •  Common/conformed  dimensions    •  Sophis%cated  hierarchies  •  Cross  data  source  metrics  •  Many-­‐to-­‐many    rela%onships  •  Mul%-­‐pass  /  Mul%-­‐level  ques%ons  Must  do  two  things:  1. Organize  the  data  for  rich  ques%ons  •   Business  metrics  •   Dimensional  analysis  2. Enable  business  users  to  ask  rich  ques%ons  •   Interac%ve,  ad  hoc  capabili%es  •   Logical  layer    
  14. 14. BIRST:  GIVING  BUSINESS  MEANING  TO  YOUR  BIG  DATA  14Must  do  two  things:  1. Organize  the  data  for  rich  ques%ons  •   Business  metrics  •   Dimensional  analysis  2. Enable  business  users  to  ask  rich  ques%ons  •   Interac%ve,  ad  hoc  capabili%es  •   Logical  layer    
  15. 15. BIRST:  THE  ONLY  END-­‐TO-­‐END  SOLUTION  FOR  AMAZON  REDSHIFT  Connect  to  Source  ApplicaPons  Automated  Data  Warehouse                  Automated  Data  Model  Logical  Layer  De-­‐normalize  Data  Create  Dimensional  Model  Create  Business  Model  Distribute  Insight  Only  parPal  support  by  VisualizaPon,  Dashboard-­‐only,  and  other  Discovery  Tools  OLAP  BI  Tools  (e.g.  SAP  Business  Objects,  Microstrategy,  Oracle  BI,  IBM  Cognos)  ConvenPonal  AnalyPcal  ETL  tools  (e.g.  InformaPca,  etc.)  
  16. 16. WAREHOUSE  AUTOMATION  Step  1:  Denormalize  and  cleanse   Step  2:  Map  into  dimensional  model  16
  17. 17. 17Finance  Data    CRM  Data    Opera%ons  Data    More  Data  DW  Sandbox   Sandbox  Dashboards  Ad  Hoc  Reports  Unified  Logical  Model  ODS  Users  LEVERAGING  THE  POWER  OF  REDSHIFT  
  18. 18. FROM  DATA  TO  ANSWERS    -­‐  IN    THE  CLOUD  Why  pull  data  out  of  Amazon  Redshia?  • Moving  data  across  the  cloud  is  more  expensive  and  slow  than  manipula%ng  it  in  place  Leverage  the  power  of  Amazon  Redshia  with  ELT  • Meaning:  Manipulate  the  data  IN  THE  DATABASE  Reap  benefits  of  mulP-­‐tenant  analysis  • Mul%ple  projects,  mul%ple  user  communi%es,  one  shared  infrastructure  18
  19. 19. 390,000,000 3,100,000 560,000 420,000 32,000 4,000 ENTERPRISE  CALIBER  BI  BORN  IN  THE  CLOUD  MB of DataDashboardsDimension TablesFact TablesDashboard views a dayOrganizations  
  20. 20. 20LEADERS  RELY  ON  BIRST  Enterprise  Cloud  Mid-­‐market  
  21. 21. ABOUT  BIRST  • #1  Cloud  BI  Provider  Market  &  Product  Leader  • More  than  1,000  organiza%ons  rely  on  Birst  •   Founded  in  2005    21“  No.  1  in  product  func0onality  and  customer    (that  is,  product  quality,  no  problems  with  so=ware,  support)  and  sales  experience.”  2013  Business  Intelligence  Magic  Quadrant  Challenger  
  23. 23. LEARN  MORE  Join  us  for  a  Live  Demo  • Every  Tuesday  and  Thursday  at  11:00  am  PT/2:00  pm  ET  • Register  at  Try  Birst  with  Birst  Express  •  Contact  us  • Email:  • Phone:    (866)  940-­‐1496    
  24. 24. Twitter Tag: #briefr The Briefing RoomAnalyst:Claudia ImhoffPerceptions & Questions
  25. 25. Copyright © 2013, Intelligent Solutions, Inc., All Rights ReservedClaudia ImhoffPresidentIntelligent Solutions, Inc.FounderBoulder BI Brain Trust (BBBT)A thought leader, visionary, and practitioner, ClaudiaImhoff, Ph.D., is an internationally recognized experton analytics, business intelligence, and theinfrastructures to support these initiatives. Dr. Imhoffhas co-authored five books on these subjects andwrites articles (totaling more than 100) for technicaland business magazines.She is also the Founder of the Boulder BI Brain Trust(, a consortium ofindependent analysts and consultants. You canfollow them on Twitter at #BBBT.Email: cimhoff@intelsols.comPhone: 303-444-6650Twitter: Claudia_Imhoff25
  26. 26. Copyright © 2013, Intelligent Solutions, Inc., All Rights ReservedGeneral Cloud BI Advantages§  Low-cost, low-risk, low-maintenance and fast development§  Usage-based billing and predictable monthly costs§  On-demand capacity – easy to deploy, grow & shrink users§  Secure and high availability§  New product features delivered rapidly§  Can also be used for developing in-house solutions§  Vendors support only one platform / one version of app§  Cloud BI model gives vendor a predictable cash flow26
  27. 27. Copyright © 2013, Intelligent Solutions, Inc., All Rights ReservedGeneral Cloud BIDisadvantages§  Cloud model produces less upfront vendor revenue buthigher customer set up costs§  May lead to stovepipe Cloud systems with limited controls§  May involve complex integration with existing systems§  May involve complex customization and tuning for largeprojects§  Customers still need ability to integrate Cloud applicationdata with other enterprise data27
  28. 28. Copyright © 2013, Intelligent Solutions, Inc., All Rights ReservedEnter Redshift§  Fast, fully managed, petabyte-scale DW service§  Optimized for datasets from few 100 gigabytes to apetabyte or more§  Delivers fast query and I/O performance using columnarstorage technology (ParAccel)§  Automated most common admin tasks around provisioning,configuring, monitoring, back-ups, and security§  Pricing is simple – an hourly rate based on node type andnumber of nodes in a cluster – no upfront prices§  Compatible with industry standard ODBC and JDBCconnections and Postgres drivers28
  29. 29. Copyright © 2013, Intelligent Solutions, Inc., All Rights ReservedGood News About Redshift§  Now have ability to provision huge database volumes§  No long, protracted procurement process to get HW/SWand no maintenance cost§  Ability to grow as you do – perhaps beyond petabytes!§  Potentially huge cost savings over years versus cost ofown HW/SW§  Great elasticity in terms of adding/subtracting users§  Great performance for complex analytics – return resultsvery quickly29
  30. 30. Copyright © 2013, Intelligent Solutions, Inc., All Rights ReservedThings to Think About withRedshift§  Possibility of an outage – it s happened before – needservice-level agreements§  Costs of data migration and integration – you needmassive bandwidth to transmit data or lots of USB drives§  Very new processes – no established best practices yet(but Amazon has a very thorough getting Started Guide)§  Potentially higher costs than on-premises over time§  Per user pricing can become expensive for large numbers§  You pay for all the data whether you use it or not30
  31. 31. Copyright © 2013, Intelligent Solutions, Inc., All Rights ReservedBirst on Redshift§  Birst has all the necessary components for BI solution§  ETL, semantic layer of business terms, multiple deploymentmethods (dashboards, reports, mobile devices)§  No DBAs required to create tables and write load scripts(scripts are generated by Birst)§  Tight integration with Redshift means fast data processing– maximized speed, scale and performance§  Analytic results returned quickly so buisness can act quicklyMy bottom line: Redshift and Birst gives traditionaldata warehousing players a run for their money.31
  32. 32. Copyright © 2013, Intelligent Solutions, Inc., All Rights ReservedQuestions§  What suggestions do you have for your customers to mitigate oreliminate the potential for “silos” of data—integrating their on-premisesdata warehousing system and data now in cloud deployments?§  What have been the significant benefits your customers have receivedfrom moving to the Redshift offering?§  What are the realistic deployment times for a Redshift + Birstimplementation?§  Still a question today is “Will organizations trust in a cloud solution forcritical analytics?” How do you answer that?§  Every company likes to think of itself as unique. How do youaccommodate this uniqueness in a cloud-based solution(customization capabilities)?32
  33. 33. Copyright © 2013, Intelligent Solutions, Inc., All Rights ReservedQuestions§  What do you say to the bandwidth problem?§  Do you have best practices for new customers moving to Redshift andBirst? What are they?§  When does it not make sense for a company to move to the Redshift +Birst combination but stay with an on-premises deployment?§  How easy will it be to move from Redshift back to an on-premisesversion? What would be the reasons for such a shift?§  What do you see for the future of your partnership with Amazon?33
  34. 34. Twitter Tag: #briefr The Briefing Room
  35. 35. Twitter Tag: #briefr The Briefing RoomApril: INTELLIGENCEMay: INTEGRATIONJune: DATABASEUpcoming
  36. 36. Twitter Tag: #briefr The Briefing RoomThank Youfor YourAttentionCertain images and/or photos in this presentation are the copyrighted property of 123RF Limited, their Contributors or Licensed Partners and are being used with permission under license. Theseimages and/or photos may not be copied or downloaded without permission from 123RF Limited.