1. Big Data: A New Frontier
Alex Cheng, VP Baidu
2013-4-12

3. 5 billion+
Search
Queries
~4 million
Posts on
PostBar
~500 million
Users
100 million+
Mobile
Search
Users
~500,000
Business
Clients
Everyday
at

4. Storage
Processing
Analy1cs
&
Predic1on
Data
Intelligence
Volume
Velocity
Variety
Value

5. Web
Pages
&
Links
100+
PB
Logs
100+
PB
UGC
1
PB
Web
News
PostBar
Encyclopedia
Knows
Searches,
Clicks,
Posts
etc.
1 petabyte = 2x National Library of China

6. Logs
100+
PB
UGC
1+
PB
2005
2006
2007
2008
2009
2010
2011
2012
100
PB
100
PB
100
PB
100
PB
100
PB
100
PB
100
PB
100
PB
• 95%
of
the
data
was
created
within
the
last
3
years
• 100
PB
of
new
data
is
processed
everyday
100
PB
100
PB
100
PB
100
PB
100
PB
100
PB
100
PB
100
PB
100
PB
100
PB
100
PB
100
PB
Growth
:
100%+
YoY

7. Hardware
Innovations
• Custom ARM-based
Servers
• Gigabit Switches
• Custom SSD/Flash
Storage
TCO -25%
Density +70%
PUE 1.18 / 1.37 (#1)
Non-cooling hours 48%
Custom Rack
Uptime Efficiency 10x
Performance 2x
Cost -48%

8. Baidu Cloud IDC
Yangquan, Shanxi, China

9. Software
Innovations
• Global Optimization
• Multiple Replication
• Data Distribution
• Partial Update
MONOLITHIC HW
TRADITIONAL
RELATIONAL
DATABASE
DIRECT RECORD ACCESS OR QUERIES
TRADITIONAL
SERVER
STACK
MAPREDUCE
NOSQL
DATABASE
PARALLEL
RELATIONAL
DATABASE
HADOOP
DISTRIBUTED HARDWARE
NEW
SERVER
STACK

10. • Real-time online learning
• Tens of billions training
samples
• Billions of complex features
Feature
extraction
Model
Training
Models
Query
Advanced
Search
Module
CTR-server
Logs
Offline
Online
Big
Data
+
Web
Search

11. • Real-­‐Rme
DicRonary
Updates
• Dynamic
Result
Modeling
• High-­‐frequency
Inputs
RecommendaRon
Big
Data
+
IME
User
Input
NLP
Module
Consolidated
Search Result
On-Device
Quick
Search
Cloud-
based
Dictionary
Device-
based
Dictionary
Output

12. Voice
Images
• 10+ Billions Training Examples
• Heterogeneous Features
• Intensive Computing
Deep Learning

13. The
Future
of
Big
Data
“Digital
Universe”
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
20,000
40,000
10,000
30,000
exabytes
Machine-generated
Sensor Data
“Anytime,
Anywhere,
Any Devices”
Smartphone
Smart Home
Wearable Devices
Smart Car
… …