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Indexing - Why  Example: top 10 cities  ~50K [country, city] combinations per day  Top 10 cities for 1 year =>  365 (days) X 50K ~=15M data points scanned  If you add gender => 30M  If you add Device, OS, Browser …  Might compress well, but think about the environment  How much energy would you spend for just top 10 cities? * Image from:© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27

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