Paralleling the rise of Hadoop, there is a new architecture taking hold at leading enterprises (in financial services, web, retail and elsewhere) that turns 30 years of data practices on its head. The ‘data reservoir’ is not an ETL dumping ground for all the data that hasn’t yet been promoted to the data warehouse. It is the opposite — a centralized Hadoop repository where a second copy of siloed data from across the company can be sent, including both transactional warehouse data and newer log/event style datasets, to allow much more exploratory and dynamic cross-functional discovery and data analysis. The Enterprise Data Reservoir is the successor to the Enterprise Data Warehouse — allowing unanticipated questions against all classes of data to be pursued immediately, rather than after 12 months of painstaking ETL, modeling and architecture. But realizing its benefits requires a realistic view of architectural patterns, security and governance, metadata management, scalable interactive exploration/analysis, and more. In this session I’ll share our learning from working with leading implementers, and paint the vision for the Data Reservoir that we find so compelling and transformative.