The Big Data Con: Why Big Data is a Problem, not a Solution - Ian Plosker

Oct 22, 20120 likes1,083 views

"Big Data" is a commonly brandished term, but rarely does anyone provide a clear definition of it. If we stop to define Big Data, we find that at its core, it is about an inability to meet the challenges of information storage and access in a world where data is generated by the petabyte. As an alternative exists the concept of Critical Data, data that generates value for businesses, whose unavailability costs money or even lives. This is the data which has already been identified and understood to be at the core of a business. Together, we will gain a deeper understanding of how to gather, store, and access this business critical information.

THE BIG DATA CON
Why Big Data is a Problem Not a Solution

#TheBigDataCon

IAN PLOSKER
Director, Technical Operations, EMEA
Basho Technologies
@dstroyallmodels

The Big Data Con: Why Big Data is a Problem, not a Solution - Ian Plosker

ALL OPINIONS EXPRESSED HEREIN
ARE MY OWN AND NOT THOSE OF
MY EMPLOYER OR ANYONE ELSE

GIGABYTES, TERABYTES,
PETABYTES, EXABYTES?

IF THERE’S BIG DATA,
SHOULDN’T THERE ALSO BE
MEDIUM AND SMALL DATA

BIG DATA IS MORE DATA
THAN YOU KNOW WHAT TO
DO WITH

BIG DATA IS THE DATA THAT
YOU DON’T KNOW WHAT TO
DO WITH

SO YOU CAN EXTRACT
VALUE FROM IT IN THE
FUTURE

THE PEOPLE WHO ARE
MAKING MONEY OFF OF BIG
DATA

ARE THE PEOPLE
EXTRACTING VALUE FROM IT
TODAY

I.E. THE PEOPLE SELLING BIG
DATA SOLUTIONS

EVERYONE AND THEIR
GRANDMA ARE TRYING TO
GET IN ON THE ACTION

VENDORS ARE REPACKAGING
THE SAME OLD THING

AND TRYING TO TRICK US
INTO THINKING ITS THE NEW
HOTNESS

MARKETING WORKS TO
SEPARATE WORDS FROM
THEIR MEANING

LET’S TRY TO IMPROVE THE
STATE OF DISCOURSE

SO LET’S BRING SOME NEW
CATCHPHRASES TO THE TABLE

SO WE DON’T HAVE TO TALK
ABOUT BIG DATA ANYMORE

Is your data really
that critical,
dude?

ITS VALUE IS CAPTURED BY
THE OWNERS OF THE DATA

LATENCY AT SOME MARGIN
APPEARS SIMPLY AS
UNAVAILABILITY

Who cares about latency?

Sometimes high latency looks like an outage
to the end user.

FOR AMAZON:
100MS LATENCY
DECREASES SALES BY 1%

Source: http://sites.google.com/site/glinden/Home/StanfordDataMining.2006-11-28.ppt

FOR GOOGLE:
A 500MS INCREASE IN LATENCY
REDUCED TRAFFIC
BY 20 PERCENT

Source: http://sites.google.com/site/glinden/Home/StanfordDataMining.2006-11-28.ppt

WHAT DOES A SYSTEM FOR
CRITICAL DATA LOOK LIKE?

THESE SYSTEMS SACRIFICE
CONSISTENCY FOR HIGH
AVAILABILITY/LOW LATENCY

OR IF DATA UNAVAILABILITY
COSTS YOU $$$ OR MORE

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1. THE BIG DATA CON Why Big Data is a Problem Not a Solution #TheBigDataCon

2. IAN PLOSKER Director, Technical Operations, EMEA Basho Technologies @dstroyallmodels

3. WHO IS basho ?

4. WE MAKE

6. DISCLAIMERS

7. ALL OPINIONS EXPRESSED HEREIN ARE MY OWN AND NOT THOSE OF MY EMPLOYER OR ANYONE ELSE

8. I’M NOT TROLLING

9. I’M NOT FUD RAKING

10. WELL, MAYBE JUST A LITTLE BIT

11. LET’S GET STARTED

12. WHAT IS BIG DATA?

13. HOW BIG IS BIG?

14. GIGABYTES, TERABYTES, PETABYTES, EXABYTES?

15. IF THERE’S BIG DATA, SHOULDN’T THERE ALSO BE MEDIUM AND SMALL DATA

16. BIG DATA IS MORE DATA THAN YOU KNOW WHAT TO DO WITH

17. BIG DATA IS THE DATA THAT YOU DON’T KNOW WHAT TO DO WITH

18. THE PROMISE OF BIG DATA

19. IS TO STORE THE REAMS

20. YOU DON’T KNOW HOW TO USE

21. SO YOU CAN EXTRACT VALUE FROM IT IN THE FUTURE

22. LET’S BE HONEST

23. THE PEOPLE WHO ARE MAKING MONEY OFF OF BIG DATA

24. ARE THE PEOPLE EXTRACTING VALUE FROM IT TODAY

25. I.E. THE PEOPLE SELLING BIG DATA SOLUTIONS

26. EVERYONE AND THEIR GRANDMA ARE TRYING TO GET IN ON THE ACTION

27. VENDORS ARE REPACKAGING THE SAME OLD THING

28. AND TRYING TO TRICK US INTO THINKING ITS THE NEW HOTNESS

29. LET’S NOT BE FOOLED BY MARKETING

30. WORDS ARE IMPORTANT

31. MARKETING WORKS TO SEPARATE WORDS FROM THEIR MEANING

32. FROM THEIR ORIGINAL INTENT

33. TO GET YOU TO ASSOCIATE WORDS

34. WITH PARTICULAR

35. PRODUCTS

36. BRANDS

37. AND VENDORS

38. </RANT>

39. LET’S TRY TO IMPROVE THE STATE OF DISCOURSE

40. SO LET’S BRING SOME NEW CATCHPHRASES TO THE TABLE

41. SO WE DON’T HAVE TO TALK ABOUT BIG DATA ANYMORE

42. INSTEAD LET’S TALK ABOUT CRITICAL DATA

43. WHAT IS CRITICAL DATA?

44. Is your data really that critical, dude?

45. IT’S MISSION CRITICAL DATA

46. IT’S DATA WHOSE UNAVAILABILITY

47. COSTS YOU MONEY

48. CRED

49. OR LIVES

50. IT IS THE DATA NEEDED NOW

51. NOT AT SOME DISTANT POINT IN THE FUTURE

52. IT IS THE DATA THAT YOU

53. YOUR CUSTOMERS

54. OR SOCIETY

55. CAN CAPITALIZE ON TODAY

56. ITS VALUE IS CAPTURED BY THE OWNERS OF THE DATA

57. RATHER THAN A THIRD PARTY

58. HOW DO YOU IDENTIFY YOUR CRITICAL DATA?

59. LATENCY AT SOME MARGIN APPEARS SIMPLY AS UNAVAILABILITY

60. Who cares about latency? Sometimes high latency looks like an outage to the end user.

61. FOR AMAZON: 100MS LATENCY DECREASES SALES BY 1% Source: http://sites.google.com/site/glinden/Home/StanfordDataMining.2006-11-28.ppt

62. FOR GOOGLE: A 500MS INCREASE IN LATENCY REDUCED TRAFFIC BY 20 PERCENT Source: http://sites.google.com/site/glinden/Home/StanfordDataMining.2006-11-28.ppt

63. WHAT DOES A SYSTEM FOR CRITICAL DATA LOOK LIKE?

64. STREAMING PROCESSING

65. STORM

66. RIAK_PIPE

68. EXAMPLES OF DYNAMO SYSTEMS

70. VOLDEMORT

72. THESE SYSTEMS SACRIFICE CONSISTENCY FOR HIGH AVAILABILITY/LOW LATENCY

73. I'M NOT MAKING A SALES PITCH

74. DON'T USE MY DATABASE

75. SERIOUSLY, DON'T

76. UNLESS

77. YOU ARE WILLING TO SACRIFICE