Page 2 of 8 Sponsored byThe State of the Big Data MarketContentsSplunk IPO EnergizesBig Data Market &Commentary from DonDeLoach at Infobright‘Big data’ concept hasgrown well betweenits diminutivebeginningsThe traditional analytics framework is broken,according to experts in the business analytics space. Manysay the components of the framework are not well-organizedand exclude important pieces. Its structure (usually depictedas a pyramid), tends to break the analytics process intosegments, which can fracture business. In this E-Guide, learnabout a big data analytics approach, as well as key vendors’approaches in the space.Splunk IPO Energizes Big Data Market & Commentary fromDon DeLoach at InfobrightWhat Splunk and Infobright have done is to take "what is possible" withmachine-generated data and made it practical. As evidenced by the amazingsuccess of the Splunk IPO last week, "big data" - as in machine-generateddata - got a big lift.According to Don DeLoach, CEO of Infobright, it takes him back to the late90s when IPOs would double in a matter of hours. I asked Don why hethought that this was such a big event. He said that it is a data point thatacknowledges the big data market is really coming into its own.In my conversation with Don, he mentioned that emerging landscapes suchas smart power grids and smart power management systems are indicativeof where the explosion of machine-generated data is going. Don also talkedabout his respect for the other vendors in the big data space - includingSplunk and IBMs Smarter Planet - and added that these types of systemswill bring along another huge wave of usage of machine-generated data.You can get the big picture on big data by reading my interviews with DonDeLoach of Infobright and Sanjay Mehta of Splunk to get the big picture onbig data. (Clicking on the link for each company will take you to my interviewsas featured on the BeyeNETWORK.)
Page 3 of 8 Sponsored byThe State of the Big Data MarketContentsSplunk IPO EnergizesBig Data Market &Commentary from DonDeLoach at Infobright‘Big data’ concept hasgrown well betweenits diminutivebeginningsIts going to be exciting to watch this big data space continue to grow, notonly in size but also in capabilities!‘Big data’ concept has grown well between its diminutivebeginningsBy Nicole Laskowski, News EditorThe traditional analytics framework is broken, according to Simon Zhang,director of business analytics at Mountain View, Calif.-based LinkedIn Corp.,and featured speaker at a recent Big Analytics 2012 event in Boston.Zhang backed his position with two reasons: First, the components of theframework are not well-organized and exclude important pieces; second, itsstructure -- usually depicted as a pyramid -- tends to break the analyticsprocess into segments, which can fracture the business.What is big data?Big data is a general term used to describe the voluminous amount ofunstructured, semi-structured and textual data being created on a daily basis.Although big data doesnt refer to any specific quantity, the term is often usedwhen speaking about multiple terabytes to petabytes of data thatorganizations can analyze in search of potentially valuable business insightsand trends."LinkedIn came up with a new framework," he said. "Its not a pyramid; its adiamond."The design emphasizes more and easier access to data as well as greaterteam unity. Both are seen as important characteristics by Zhang and hiscolleagues since they aim to find meaningful patterns in their data. ButLinkedIn, like many companies that sell a data product, is well beyond theaverage business, which is still wondering how to take advantage of thewidely discussed yet elusive concepts of "big data" and "data science."
Page 4 of 8 Sponsored byThe State of the Big Data MarketContentsSplunk IPO EnergizesBig Data Market &Commentary from DonDeLoach at Infobright‘Big data’ concept hasgrown well betweenits diminutivebeginningsIn reality, big data emerged years ago and has since been buildingmomentum, but the topic exploded onto the scene in 2011. Last year,Gartner Inc., the research IT group based in Stamford, Conn., included bigdata on its annual "Hype Cycle for Emerging Technologies" report for the firsttime. And analysts began surveying the big data terrain, focusing much oftheir attention on an open source technology called Hadoop.A year later, the concept of big data can still be a difficult one to grasp. Justpinning down a definition can turn into a daunting task. But while vendorsand analysts figure out how far to stretch that label, understanding where bigdata came from can shed some light on how the industry arrived at this point-- one that just may push businesses to break with tradition.Big datas rootsThe term "big data" has been around for decades. A Quora posting providesan example of its usage dating back to 1987. Almost 10 years later, in 1996,Silicon Graphics International Corp.s chief scientist, John Mashey, gave atalk called "Big data and the next wave of infrastress.""[Infrastress is] stress on the infrastructure of computing," he said in a 1999interview with Government Computer News. "Its what happens whentechnologies move at different speeds and put stress on the parts that arentmoving so fast."In his presentation, Mashey explained that CPUs, memory and disk spacewere advancing faster than other aspects of computing, such as bandwidthand file systems. This disparity can create bottlenecks, instability and forcebusinesses to find workarounds, he said.At the time, Mashey typically referred to the big data as the growth in datavolume, pointing to a relatively new data source known as the Internet, anddiscussed its impact on storage systems. A few years later, Doug Laney, ananalyst with META Group Inc. (which was acquired by Gartner), added to thisdescription.
Page 5 of 8 Sponsored byThe State of the Big Data MarketContentsSplunk IPO EnergizesBig Data Market &Commentary from DonDeLoach at Infobright‘Big data’ concept hasgrown well betweenits diminutivebeginnings"It wasnt just about growing volumes," Laney said. "Information managementwas challenged in a variety of ways."In his Feb. 2001 commentary, Laney described the complexity of the datalandscape as three-dimensional. The volume of data was on the rise, heobserved, but so was the velocity and the variety of data -- big datas threeVs.His reference to variety was a way of describing structured data residing inmultiple sources. The challenge here, he said, didnt have to do with theamount of data in each source, but instead with how to integrate all of thedata together.Big datas variety has evolved since then to reflect multiple data structures,which have blossomed at an unprecedented rate. In addition to the typicalstructured data businesses are familiar with, text, images, video, audio filesand Web logs have emerged.Although the initial description has changed, Laneys original observationremains: Data integration is still difficult.Breaking the v-v-v-aultLike Mashey, Laney found the Internet -- particularly the groundswell of e-commerce -- to be a significant factor in the changing data environment."The lower cost of e-channels enables an enterprise to offer its goods orservices to more individuals or trading partners and up to 10 [times] thequantity of data about an individual transaction may be collected -- therebyincreasing the overall volume of data to be managed," Laney wrote in 2001.E-commerce created a kind of new reality for marketers and retailers,according to Peter Fader, co-director of the Wharton customer analyticsinitiative at the University of Pennsylvania and professor of marketing.
Page 6 of 8 Sponsored byThe State of the Big Data MarketContentsSplunk IPO EnergizesBig Data Market &Commentary from DonDeLoach at Infobright‘Big data’ concept hasgrown well betweenits diminutivebeginnings"We were able to all of a sudden see and track all kinds of behavior thatbefore was invisible," he said. "And we had the technology to createdatabases around it."The Internet fundamentally changed customer relationship management(CRM) systems, said Fader. There are parallels between the CRMmovement and big data, according to Fader. Businesses regarded theadditional information as key to gaining deeper knowledge of theircustomers. And, thanks to Moores Law, compute power and storagebecame cheaper and more accessible, enabling businesses to keep ratherthan discard data."Were just naturally hoarders," he said. "And when you find assets that mightbe of value -- whether its arrowheads, real estate, or in this case, data -- wewant to grab it all."The Internet wasnt the only relatively new, promising source of data;sensors, which also owe a nod to Moores Law, were coming into their own in2001. Together, the two had a major impact on the rate, or velocity, at whichdata was being produced, Laney said."The frequency of the data that spewed off of devices from point-of-salesystems to RFID scanners to mobile devices was increasing," he said. "Werealized that current systems didnt have the capacity to load and processthat data within a given window."Ultimately, businesses are still facing what Mashey described back in 1996as infrastress: Some technologies are growing more quickly than others. Andbusinesses may need new technologies if they want to take advantage of thedata theyve collected and new data sources.In fact, these days, analysts tend to believe that the three-V definition of bigdata falls short. Gartner, for example, recently released a revised definition ofbig data -- one that builds on the expanding variety, velocity and volumecharacteristics it originally came up with.
Page 7 of 8 Sponsored byThe State of the Big Data MarketContentsSplunk IPO EnergizesBig Data Market &Commentary from DonDeLoach at Infobright‘Big data’ concept hasgrown well betweenits diminutivebeginningsSpecifically, Gartner states that big data will require "new forms ofinformation processing for enhanced insight discovery, decision-making andprocess automation.""To claim that its just about data growth misses the point," Laney said duringa recent Webinar presentation. "Its usage to help the business perform ortransform is just as -- or more -- important to the definition."
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