The document discusses the importance of uptime for online applications, emphasizing that businesses must ensure continuous availability to meet customer needs and avoid significant losses during downtimes. It features success stories of companies like Netflix and Adobe, which leverage DataStax's Apache Cassandra for robust data management and scalability. Additionally, it highlights disaster planning, the evolution of e-commerce applications, and the advantages of using NoSQL databases over traditional RDBMS for modern data handling.

1. How much money do you lose when
your online application goes down?
Guest: Eric Lubow, Co-founder & CTO Simple Reach
Kami Nixon, DataStax Product Team

2. DataStax: An Overview
• Founded in April 2010
• Drives Apache Cassandra™, the
popular open-source big data
database
• 300+ customers
©2013 DataStax Confidential. Do not distribute without consent. 2

3. Eric Lubow, CTO and Co-Founder at SimpleReach
Eric Lubow began his career building
secure systems at Guardian Digital before
joining Conductor.com, where he developed
and ran their ad systems. After graduating
from Rutgers University with a degree in
Information Systems, Eric did multiple tours
with the U.S. Army including serving in Iraq
as a Lieutenant and Albania as a Captain.
He is a board advisor for the IronMatt.org
charity for pediatric brain tumors, a mixed
martial artist, motorcyclist, and seasoned
skydiver.
Eric is the co-author of 'Practical Cassandra'
to be released on Dec 23.

4. Kami Nixon, DataStax Product Team
Kami Nixon is on DataStax’s product
team, and came to NoSQL from the
relational data modeling world. A
former newspaper reporter, Kami
writes frequently about how today's
data is transforming the way modern
businesses interact with their
customers.
Kami tried skydiving once and never
wants to do that again. But she is a
musician who performs in the Bay
Area.

5. Today’s conversation
• Introduction to DataStax
• Today’s online environments
• Uptime (continuous availability)
• Success Stories
• Your Questions

6. Is she buying clothing? vegetables? a mortgage?
Your online applications must help customers with…
• Fast and tailored product searches
• Individualized recommendations
• Customized web pages
• Good information
With no downtime

7. What do you need Uptime for?
• Analyzing buyer behavior
• Social media analysis
• Analyzing click-stream patterns
• Compliance analysis
• Spot-on customer recommendations
• Fast fraud detection

8. 2012201120102009
Rule 1 - Plan for disaster
Database Crash
October 24, 2012
(AP) We are suffering from a
database crash as of this morning.
We hope to be back online soon.
The machine was completely hung
up and required a full re-boot. We
realized we need to switch the
master-replica relationship. Once
the recovery is complete, we hope
to avoid disruption in the future.
We are sorry for the inconvenience.
Privacy Hacked
February 21, 2013
(AP) A customer support service
revealed today that it had been
hacked and user information had
been compromised. It is unclear
how much personal privacy
information is at major risk and
whether efforts to restore privacy
will be successful. as for
Officials in major industries are
watching the situation to
safeguard individual privacy
concerns.
Black Friday Disaster;
Website Crippled
November 25, 2011
(AP) Firesales turned into a
firestorm for a major retailer this
morning as the company’s web
servers buckled under Black Friday
traffic. Shoppers experienced
broken checkout pages, emptied
shopping carts and login errors.
The company reported devastating

9. Big problems should not stop your business
Datacenter
Cloud
About 1/2
OF ALL SALES
will be online
BY THE END
OF 2013
Source: (http://www.datastax.com/resources/whitepapers/bigdata)
24/7
monitoring
demands
Global
market
demands
Localization
deployment

10. How do you avoid disaster?
Datacenter
Cloud
Apache Cassandra™:
massively scalable
NoSQL database
Source: (http://www.datastax.com/resources/whitepapers/bigdata)
And easy
data distribution
That offers
uptime, all the time
(continuous availability)

11. 2012201120102009
Scale to meet any demand, without surprises
Black Friday Holiday shopping season
Rapper joins Social
Media and crashes site
Major Retailer
loses shopping cart
inventory
Dates
systems
crashes
14
24 25
13
5
24
On Demand
down
Power grid
failure
Natural disaster Fluctuating
traffic
demands

12. A customer is about to give you money
This should
NEVER
be unavailable!

13. Yesterday’s ecommerce vs. today’s ecommerce
LOB
App
RDBMS
Oracle
LOB
App
RDBMS
MySQL
LOB
App
RDBMS
SQL
Server
Data Warehouse
RDBMS
Teradata/
Column DB’s
LOB
App
NoSQL
LOB
App
NoSQL
LOB
App
NoSQL
C
* C
*
C
*
C
*
C
*C
*
C
*
C
*
C
*
C
*
C
* C
*
C
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*
C
*C
*
C
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C
* C
*
C
*
C
*
C
*C
*
C
*
C
*
C
*
C
*
Data Warehouse
Hadoop
Legacy Line-of-
Business Apps
Today’s Line-of-
Business Apps

14. Previous Generation vs. Modern Applications
Slow/medium velocity data High velocity data
Data coming in from one/few locations Data coming in from many locations
Rigid, static structured data Flexible, fluid, multi-type data
Low/medium data volumes; purge often High data volumes; retain forever
Deploy app central location/ one server Deploy app everywhere / many servers
Write data in one location Write data everywhere/anywhere
Primary concern: scale reads Scale writes and reads
Scale up for more users/data Scale out for more users/data
Downtime tolerated Downtime not tolerated
Legacy Applications Today’s Applications

15. Success Story - Netflix
Netflix systems are run in the cloud across multiple availability zones
with Cassandra and sport constant uptime. Over 95% of Netflix’s data
is stored in Cassandra (much of it previously on Oracle).

16. Success Story - Netflix
Commenting on Amazon outage in Oct 2012: “We configure all our clusters
to use a replication factor of three, with each replica located in a different
Availability Zone. This allowed Cassandra to handle the outage remarkably
well. When a single zone became unavailable, we didn't need to do
anything. Cassandra routed requests around the unavailable zone and when
it recovered, the ring was repaired.”
- Netflix Tech Blog
http://techblog.netflix.com/2012/10/post-mortem-of-october-222012-aws.html

17. http://techblog.netflix.com/2011/11/benchmarking-cassandra-scalability-
on.html
Netflix Cloud Benchmark…
“In terms of scalability, there is a clear winner throughout
our experiments. Cassandra achieves the highest
throughput for the maximum number of nodes in all
experiments with a linear increasing throughput.”
Solving Big Data Challenges for Enterprise Application Performance Management, Tilman Rable, et al., August
2013, p. 10. Benchmark paper presented at the Very Large Database Conference, 2013.
http://vldb.org/pvldb/vol5/p1724_tilmannrabl_vldb2013.pdf
End Point Independent NoSQL Benchmark
Highest in throughput…
Lowest in latency…
Cassandra: performance and scale

18. Cassandra: read and write anywhere
Write
Read
Write
Write
Read
Cassandra
Multi-Data
Center

19. Success Story: RightScale
Rightscale keeps its customers in contact with each other all over the
world via DataStax clusters in 5+ global data centers.

20. Success Story: Adobe
Adobe delivers on very stringent response time requirements (<
12ms or less for 95% of requests) for its marketing cloud with
DataStax clusters in two data centers.

21. DataStax Enterprise – Hot Data in Context
Analyze Write
Read
Write Search
Search
Write
Read
DataStax
Enterprise
Multi-Data
Center

22. DataStax Enterprise for uptime
• Cassandra for real time ecommerce transactions.
• Hadoop for ecommerce buyer analysis.
• Solr for fast ecommerce product searches.

23. Easily manage ecommerce databases

24. Success Story: Datafiniti
Datafiniti, which is a search engine for data, needs to consume lots
of data in real time and provide fast search on top of the same data.

25. Success Story: ebay

26. The Application World *HAS* Changed

27. WHAT?!

28. Security and Compliance

29. 2012201120102009
Could your business be next?
Disasters Smack
Share Buyback Plan
(AP) Several companies
impacted by recent catastrophes
are quickly putting their share
repurchasing plans on the
backburner.
Insurer Travelers Cos became
the latest on Friday when it said
it would slow down its buyback
program after the Japanese
earthquake and deadly tornado
Ohio treasurer's
office new salary
database crashes, 300
searches a minute in
first day
(AP) The Ohio treasurer's office
database of state workers'
salaries and wages was so
popular when it went online
Wednesday that a server linked
to it crashed several times, Ohio
Treasurer Josh Mandel said.
He did not have specifics on
how many users were on it.
LivingSocial hacked;
50 million affected
(AP) Daily deals Web site
LivingSocial is the latest
database target for hackers, who
have compromised the personal
information of more than 50
million people.
In internal LivingSocial e-mails
obtained by AllThingsD, the
unknown culprits appear to have
made off with the names, e-
mails, birthdates, and encrypted
passwords of what appears to be

30. The Security You Need
Write
Read
Write
Write
Read
Analyze
Search
Search

31. Success Story: Thomson Reuters
“Security is very important to us,
so we’re naturally very pleased
to see all the new security
features in DataStax Enterprise
3. Its scalability and
performance are enabling us to
develop an exciting financial
data analytics platform that will
create a better experience for
our audience.”

32. What’s next for your business?
Future-proof your modern applications.
• Expand capacity when needed without business interruption.
• Scale to handle new product lines, new markets, and more.

33. DataStax Enterprise – The future-proof platform
• Easily increase performance and scale
• Add nodes transparently/online
• Across multiple data centers and cloud zones
DataStax
Enterprise
The Enterprise
NoSQL Platform
Online
AnalyzeSearch
DataStax
Enterprise
The Enterprise NoSQL Platform
Online
Analyze
Search
Online
AnalyzeSearch
Online
Analyze
Search

34. Success Story: Ooyala
DataStax is driving
Cassandra to be the first
viable alternative to the
Oracle database for
companies who are
transforming the way they
interact with customers.
Getting ahead of exploding growth
• Sign big, new contracts all the time (ESPN)
• 200M unique users per month
• 2 Billion events per day
• Hundreds of TB’s of data
Flexible architecture
• “Couldn’t shoehorn RDBMS technology”
Very small operations team
• 3 people
• 100’s of nodes

35. Get Strong Payback on IT Investment
Constant Contact found that scaling out with NoSQL vs. IBM DB2
saved them 90% in software costs, and was implemented in 1/3 the
time...
“To do what we need to do today
without Cassandra would cost a
couple million dollars more and
would be significantly harder to
manage operationally.”
• Better ROI
• 80-90% less than a RDBMS
• Simpler & faster development
• Greater insight
• More flexibility and
functionality

36. How can I try DataStax Enterprise?
• Go to www.datastax.com/download
• Download DataStax Enterprise
• Installs and configures in minutes
• Completely free for development
evaluation (no trial time bombs)
• Subscription required for production
deployments

37. Resources: DataStax.com
Eric’s Book: Practical Cassandra

38. Thank You – Questions?
We power the big data applications
that transform business.