This talk will address how a new architecture is emerging for analytics, based on Spark, Mesos, Akka, Cassandra and Kafka (SMACK). Popular architecture like Lambda separate layers of computation and delivery and require many technologies which have overlapping functionality. Some of this results in duplicated code, untyped processes, or high operational overhead, let alone the cost (i.e. ETL). I will discuss the problem domain and what is needed in terms of strategies, architecture and application design and code to begin leveraging simpler data flows. We will cover how the particular set of technologies addresses common requirements and how collaboratively they work together to enrich and reinforce each other.