Six Big Myths of Big Data Debunked

1
Copyright © 1991 - 2015 R20/Consultancy B.V.,
The Hague, The Netherlands. All rights
reserved. No part of this material may be
reproduced, stored in a retrieval system, or
transmitted in any form or by any means,
electronic, mechanical, photographic, or
otherwise, without the explicit written permission
of the copyright owners.
by
Rick F. van der Lans
R20/Consultancy BV
Twitter @rick_vanderlans
www.r20.nl
Six Big Myths of
Big Data
Copyright © 1991 - 2015 R20/Consultancy B.V., The Hague, The Netherlands 2
Rick F. van der Lans
Rick F. van der Lans is an independent consultant, lecturer, and author. He
specializes in data warehousing, business intelligence, database technology,
and data virtualization. He is managing director of R20/Consultancy B.V.. Rick
has been involved in various projects in which data warehousing, and
integration technology was applied.
Rick van der Lans is an internationally acclaimed lecturer. He has lectured
professionally for the last twenty five years in many of the European and
Middle East countries, the USA, South America, and in Australia. He has been
invited by several major software vendors to present keynote speeches.
He is the author of several books on computing, including his new Data
Virtualization for Business Intelligence Systems. Some of these books are
available in different languages. Books such as the popular Introduction to
SQL is available in English, Dutch, Italian, Chinese, and German and is sold
world wide. He also authored The SQL Guide to Ingres and SQL for MySQL
Developers.
As author for BeyeNetwork.com, writer of whitepapers, chairman for the
annual European Enterprise Data and Business Intelligence Conference, and
as columnist for a few IT magazines, he has close contacts with many
vendors.
R20/Consultancy B.V. is located in The Hague, The Netherlands, www.r20.nl. You can get in touch with Rick via:
Email: rick@r20.nl
Website: www.r20.nl
Twitter: @Rick_vanderlans
LinkedIn: http://www.linkedin.com/pub/rick-van-der-lans/9/207/223

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Don’t Always Believe What You Read
Big data: A revolution that will transform
how we live, work and think
Companies are being destroyed and
created around big data, …
Without big data, you are blind and deaf
in the middle of a freeway.
Big data has arrived and is shaping IT
today
The disruptive power of big data
Myth 1:
Big Data is the Goal

3

4

5
It’s All About Analytics
Analytical Challenges of Tomorrow
Improve product development
Optimize business processes
Optimize machines
Improve customer care
Improve customer delight
Improve pro-active customer
care
Personalize products
…

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Myth 2:
Analytics Demands Big Data
Let’s Be Realistic About
Big Data

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It’s About the Right Data at the Right Time

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Myth 3:
It’s Big Data When It Doesn’t Fit
in a Relational Database

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The Market of Hadoop/NoSQL Products

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Analytical SQL Database Servers
Examples
1010Data ParStream
Actian Vector (Ingres) Pivotal Hawq
Actian Matrix (Paraccel) SAND Analytics
Exasol SAP HANA
EMC/Greenplum SAP Sybase IQ
HP/Vertica SnowflakeDB
IBM Pure System for Analytics Teradata
InfoBright Teradata Aster Database
Kognitio WX2 XTremeData dbX
Microsoft PDW And many others …
Oracle Exalytics

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Myth 4:
Big Data is Textual and
Unstructured Data
Internet of Things

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The amount of highly structured,
machine-generated data may surpass the
amount of unstructured data.

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Myth 5:
Analytics Together with
Big Data are Disruptive
Is Big Data Analytics Really Disruptive?

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The Right Data, Analytics and Creativity!

15
Myth 6 :
Big Data is for Everyone
Data is Produced for
Internal Consumption Only
(Living of the Land)

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Today: Data is a By-Product
0
100
200
300
400
500
Market Cap in Billion $US
Amazon
Boeing
Facebook
GE
Google
Heineken
HP
ING
LinkedIn
Microsoft
Netflix
Twitter
Walmart

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0
10
20
30
40
50
Ratio Market Cap / Annual Revenue
Twitter
Facebook
LinkedIn
Google
Netflix
Microsoft
Amazon
GE
ING
Heineken
Boeing
HP
Walmart
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
Annual Revenue / Employees
Netflix
Google
Facebook
Microsoft
Amazon
Boeing
ING
GE
HP
LinkedIn
Walmart
Heineken
Twitter

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CEO’s
Company CEO Education
Twitter Dick Costolo B.S. degree in computer and
communication sciences
Yahoo Marissa Mayer B.S. in symbolic systems and M.S. in
computer science
Google Larry Page B.S. in computer engineering and M.S.
in computer science
Amazon Jeffrey Preston B.S. in electrical engineering and
computer science
Netflix Reed Hastings M.S. in computer science
Microsoft Bill Gates The über nerd!
Many more …
Don’t Always Believe What You Read!
Big data is not the goal, but offers an enormous
potential to increase analytical capabilities
• It’s about big information and big analytics
Let the requirements drive technological decisions
• Start with analytics
• Non-SQL databases have no claim on big data
Large portion of big data will be highly structured
It’s about the right data at the right time
Manage the big expectations
Is your organization ready?

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Six Big Myths of Big Data Debunked

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