Enterprise architects, are you mired in a tangled web of data marts while your business pursues customer engagement without you? If you think a Hadoop-centric architecture is going to save the day, you may need to rethink. Your customers expect you to create systems of insight to deliver win-win engagement in real time. I’m seeing a new class of digital predators leverage the cloud to do just this. For example, Netflix designs cover graphics for its series based on subscriber viewing habits. They know their customers that well.
I call their technology approach an Elastic Analytics Platform in my recently published report. I formally define it as:
“A combination of data storage and middleware technology that allows the creation and dissolution of analytics components on demand, while provisioning these with data from one, or a few, distributed, virtualized data sources.”
That’s a mouthful. So here’s a rough picture:
Firms like Netflix, Stitch Fix (who? read the linked KDnuggets blog post), and LinkedIn are sourcing all their data, and I mean everything, into a few data stores in the cloud. Next, they are exploiting cloud to create analytic workloads on demand. This gives them elasticity two ways. First, they get scale-out storage; second, they get on-demand analytics components. For example, Netflix can spin up Hadoop, Spark, or Kafka clusters as they need them and provision these from Kafka or S3. They also have Teradata on Amazon. This gives them enormous flexibility to create as much of what they need when they need it.
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