The document discusses the development strategies for integrating big data at scale within Salesforce, highlighting the importance of managing various data types for enterprise customers. It outlines concerns related to forward-looking statements and risks in delivering services, alongside the implications of data retention strategies, specifically for field history. Emphasizing scalability and the capability to handle extensive records, it introduces solutions like big objects to enhance data usability and performance.

1. Development Strategies for
Enterprise Scale
How Big Data Helps
Jonathan Bruce, Director PM Big Data & Data Services, Salesforce.com
@jonbruce
Eli Levine
Salesforce.com, LMTS
@teleturn
Simon Toens
PMTS, Salesforce.com
@simontoens

2. Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties
materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results
expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be
deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other
financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any
statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our
operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any
litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our
relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our
service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to
larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is
included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent
fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor
Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently
available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions
based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these
forward-looking statements.

3. Customer Company Strategy is Driving More Data to
the Platform
Social
Mobile
Connected
Devices
How do we make all of this data actionable?

4. Our Customers Want to Keep Their Data on Salesforce...

5. Our Customers Want to Bring us More Data
•
•
•
•
•
•
•
structured data
un-structured data
semi-structured data
high volume, velocity, variety
archive data
machine & real time data
sentiment data
YOUR
CONTENT
HERE
Just change
the
background
layer
(right-click >
arrange)

6. Our Customers Want to Do More With Their Data

7. Our Customers Want to Do More With Their Data

8. Our Customers Want to Do More With Their Data

9. Foundational Technology

10. Force.com Big Data Scale
●
Millions of records: NO PROBLEM
●
Billions of records: CHALLENGING
●
SObjects with unlimited scalability?

11. Big Objects: Big Data SObjects
●
Virtually unlimited storage
●
Many Force.com features
○
REST, SOAP API
○
Custom objects, fields with MD API
○
SOQL
○
Reports

12. Big Objects: When To Use
●
Record count > 100s millions
●
Can live with some Platform limitations
Event data vs. Entity Data

13. Big Objects: Tradeoff
Functionality
Scalability

14. Big Objects: Difficult Things
●
Real-time versus Batch Experience
●
SOQL Joins
●
Sharing
●
Isolated Transactions

15. Big Objects: Potential Features
● Flexible Schema
● Powerful Data Processing

16. Big Objects: Under the Hood
Force.com API
Reports
Custom
Apex
Objects
Force.com Platform
Multitenant
Relational
DB
...
Multitenant
HBase
Big Data
Phoenix
Store
Open
Source

17. Big Data on Platform
Our first usecase

18. Field History Retention
● First force.com feature that uses big data technologies
● Stores field history in HBase and leverages Phoenix to provide
SOQL access
● Why field history?

19. Field History
● Tracks changes to up to 20 fields per object
● Read-only audit data
○ Unbounded, accumulates over time as entity data changes
○ Cannot (should not) be deleted
● Approaching 100B rows total
● > .5B rows for large orgs - causes performance problems
○ Slow or timed out queries, reports, SOQL that read from
*History entities (AccountHistory, CaseHistory etc)
○ Too much data for weekly export to complete

20. Field History
● Initial (band-aid) solution ideas
○ Delete field history older than 18 months (for new
organizations created post June 2011)
○ Provide a API for customers to delete field history
● Feedback
○ Field history is extremely important data for our customers
○ Customers do not want to delete this data

21. Field History Retention - Archive
● Field history is event data, a perfect fit for BigObjects
● Don’t delete, archive
● When Field History Retention is enabled:
○ Affects all entities that have “history tracking” enabled
○ History older than 18 months will continuously be archived
○ Archived history will be retained for > 10 years
○ Metadata API retention policy override to configure time in
live/archive per SObject type
○ Allow tracking of more fields & additional field types (large
text fields)

22. Field History Retention - Query
● Distinction between live and archived data: Account/Case/etc
{History} vs FieldHistoryArchive
● No sharing
● Usecase bounded SOQL support now, additional SOQL and
platform feature support (related lists/reports) over time

23. Field History Retention
DEMO

24. Jonathan Bruce
@jonbruce

25. Todays Tools ...
● Skinny table
● Indexes
● LDV Trickery?
● Data Ingest – Bulk API

26. Winter ‘14 & Spring ’14 - Pilots
Field history is the basis for data audit trail
Policy driven data retention policy – 5, 7, 10… years
Increased limits to track history on many fields
field history retention
Spring ‘14 & Summer ’14 - Pilots
Programmatic driven data lifecycle from live to archive state
Configurable behavior across custom schema, accessibility &
archive data model
Maintain and assure operational efficiency
data lifecycle
management
Retain access and visibility across data lifecycle

27. Jonathan Bruce
Director PM –
Big Data & Data Services
Eli Levine
LMTS
Simon Toens
PMTS