BIG DATA

Prepared By
Asmita Deshmukh
 Content
1. Introduction
2. What is Big Data
3. Characteristics of Big Data
4. Storing,selecting and processing of Big Data
5. Why Big Data
6. How it is Different
7. Big Data sources
8. Tools used in Big Data
9. Application of Big Data
10. Risks of Big Data
11. Benefits of Big Data
12. How Big Data Impact on IT
13. Future of Big Data
 Introduction
• Big Data may well be the Next Big Thing in the IT
world.

• Big data burst upon the scene in the first decade of the
21st century.

• The first organizations to embrace it were online and

startup firms. Firms like Google, eBay, LinkedIn, and
Facebook were built around big data from the
beginning.
• Like many new information technologies, big data can
bring about dramatic cost reductions, substantial
improvements in the time required to perform a
computing task, or new product and service offerings.
 What’s Big Data?
No single definition; here is from Wikipedia:

• Big data is the term for a collection of data sets so large and
complex that it becomes difficult to process using on-hand database
management tools or traditional data processing applications.
• The challenges include capture, curation, storage, search, sharing,
transfer, analysis, and visualization.
• The trend to larger data sets is due to the additional information
derivable from analysis of a single large set of related data, as
compared to separate smaller sets with the same total amount of
data, allowing correlations to be found to "spot business trends,
determine quality of research, prevent diseases, link legal citations,
combat crime, and determine real-time roadway traffic conditions.”
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 What is BIG DATA?
•   ‘Big Data’ is similar to ‘small data’, but bigger in
size

•   but having data bigger it requires different

approaches:
–  Techniques, tools and architecture

•   an aim to solve new problems or old problems in a

better way

•   Big Data generates value from the storage and

processing of very large quantities of digital
information that cannot be analyzed with
traditional computing techniques.
 What is BIG DATA
•  Walmart handles more than 1 million customer
transactions every hour.

• Facebook handles 40 billion photos from its user base.

• Decoding the human genome originally took 10years to

process; now it can be achieved in one week.
Three Characteristics of Big Data V3s

Volume Velocity Variety

• Data • Data • Data
quantity Speed Types
 1st Character of Big Data
Volume
•A typical PC might have had 10 gigabytes of storage in 2000.

•Today, Facebook ingests 500 terabytes of new data every day.

•Boeing 737 will generate 240 terabytes of flight data during a single
flight across the US.

• The smart phones, the data they create and consume; sensors
embedded into everyday objects will soon result in billions of new,
constantly-updated data feeds containing environmental, location,
and other information, including video.
 Volume (Scale)

• Data Volume
– 44x increase from 2009 2020
– From 0.8 zettabytes to 35zb
• Data volume is increasing exponentially

Exponential increase in
collected/generated data

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 4.6
30 billion RFID billion
tags today
12+ TBs (1.3B in 2005)
camera
of tweet data phones
every day world wide

100s of
millions
data every day

of GPS
? TBs of

enabled
devices sold
annually

25+ TBs of
log data 2+
every day billion
people on
the Web
76 million smart meters by end
in 2009… 2011
200M by 2014
Maximilien Brice, © CERN
CERN’s Large Hydron Collider (LHC) generates 15 PB a year
 The Earthscope
• The Earthscope is the world's largest
science project. Designed to track
North America's geological evolution,
this observatory records data over 3.8
million square miles, amassing 67
terabytes of data. It analyzes seismic
slips in the San Andreas fault, sure, but
also the plume of magma underneath
Yellowstone and much, much more.
(http://www.msnbc.msn.com/id/4436
3598/ns/technology_and_science-
future_of_technology/#.TmetOdQ--uI)
 2nd Character of Big Data
Velocity
• Clickstreams and ad impressions capture user behavior at
millions of events per second

• high-frequency stock trading algorithms reflect market

changes within microseconds

• machine to machine processes exchange data between

billions of devices

• infrastructure and sensors generate massive log data in real-

time

• on-line gaming systems support millions of concurrent

users, each producing multiple inputs per second.
 Velocity (Speed)

• Data is being generated fast and need to be

processed fast
• Online Data Analytics
• Late decisions  missing opportunities
• Examples
– E-Promotions: Based on your current location, your purchase history, what you
like  send promotions right now for store next to you

– Healthcare monitoring: sensors monitoring your activities and body  any

abnormal measurements require immediate reaction

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 Real-time/Fast Data

Mobile devices
(tracking all objects all the time)

Social media and networks Scientific instruments

(all of us are generating data) (collecting all sorts of data)

Sensor technology and networks

(measuring all kinds of data)

• The progress and innovation is no longer hindered by the ability to collect data
• But, by the ability to manage, analyze, summarize, visualize, and discover
knowledge from the collected data in a timely manner and in a scalable fashion

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 3rd Character of Big Data
Variety
• Big Data isn't just numbers, dates, and strings. Big
Data is also geospatial data, 3D data, audio and
video, and unstructured text, including log files and
social media.

• Traditional database systems were designed to

address smaller volumes of structured data, fewer
updates or a predictable, consistent data structure.

• Big Data analysis includes different types of data

 Variety (Complexity)
• Relational Data (Tables/Transaction/Legacy Data)
• Text Data (Web)
• Semi-structured Data (XML)
• Graph Data
– Social Network, Semantic Web (RDF), …

• Streaming Data
– You can only scan the data once

• A single application can be generating/collecting

many types of data

• Big Public Data (online, weather, finance, etc)

To extract knowledge all these types of

data need to linked together 17
Big Data: 3V’s

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 A Single View to the Customer

Social Banking
Media Finance

Our
Gaming
Customer Known
History

Entertain
Entertain Purchase
 Storing Big Data
Analyzing your data characteristics
• Selecting data sources for analysis
• Eliminating redundant data
• Establishing the role of NoSQL
Overview of Big Data stores
• Data models: key value, graph, document,
column-family
•  Hadoop Distributed File System
•  HBase
•  Hive
 Selecting Big Data stores

• Choosing the correct data stores based on

your data characteristics

•  Moving code to data

•  Implementing polyglot data store solutions

• Aligning business goals to the appropriate

data store
 Real-Time Analytics/Decision Requirement

Product
Recommendations Learning why Customers
Influence
that are Relevant Behavior Switch to competitors
& Compelling and their offers; in
time to Counter

Friend Invitations
Improving the Customer to join a
Marketing Game or Activity
Effectiveness of a that expands
Promotion while it business
is still in Play
Preventing Fraud
as it is Occurring
& preventing more
proactively
Some Make it 4V’s

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 Harnessing Big Data

• OLTP: Online Transaction Processing (DBMSs)

• OLAP: Online Analytical Processing (Data Warehousing)
• RTAP: Real-Time Analytics Processing (Big Data Architecture & technology)

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 Challenges in Handling Big Data

• The Bottleneck is in technology

– New architecture, algorithms, techniques are needed
• Also in technical skills
– Experts in using the new technology and dealing with big data

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 The Model Has Changed…

• The Model of Generating/Consuming Data has Changed

Old Model: Few companies are generating data, all others are consuming data

New Model: all of us are generating data, and all of us are consuming data

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What’s driving Big Data

- Optimizations and predictive analytics

- Complex statistical analysis
- All types of data, and many sources
- Very large datasets
- More of a real-time

- Ad-hoc querying and reporting

- Data mining techniques
- Structured data, typical sources
- Small to mid-size datasets

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 THE EVOLUTION OF BUSINESS INTELLIGENCE
Interactive Business
Speed
Intelligence & Big Data:
In-memory RDBMS Scale
Real Time &
Single View
BI Reporting QliqView, Tableau, HANA
OLAP & Graph Databases
Dataware house
Business Objects, SAS, Big Data: Speed
Scale
Informatica, Cognos other SQL Batch Processing &
Reporting Tools
Distributed Data Store
Hadoop/Spark; HBase/Cassandra

1990’s 2000’s 2010’s

 Big Data Analytics

• Big data is more real-time in nature

than traditional DW applications
• Traditional DW architectures (e.g.
Exadata, Teradata) are not well-
suited for big data apps
• Shared nothing, massively parallel
processing, scale out architectures
are well-suited for big data apps

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Big Data Technology

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 Processing Big Data
 Integrating disparate data stores
•   Mapping data to the programming framework
•   Connecting and extracting data from storage
•   Transforming data for processing
• Subdividing data in preparation for Hadoop
MapReduce
 Employing Hadoop MapReduce
• Creating the components of Hadoop MapReduce jobs
•   Distributing data processing across server farms
• Executing Hadoop MapReduce jobs
•   Monitoring the progress of job flows
 The Structure of Big Data
Structured
• Most traditional data
sources

Semi-structured
• Many sources of big
data

Unstructured
•  Video data, audio data
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 Why Big Data

•  Growth of Big Data is needed

–  Increase of storage capacities

–  Increase of processing power

–  Availability of data(different data types)

–  Every day we create 2.5 quintillion bytes of data;

90% of the data in the world today has been created
in the last two years alone
 Why Big Data

•FB generates 10TB daily

•Twitter generates 7TB of data

Daily

•IBM claims 90% of today’s

stored data was generated
in just the last two years.
 How Is Big Data Different?
1) Automatically generated by a machine
(e.g. Sensor embedded in an engine)

2) Typically an entirely new source of data

(e.g. Use of the internet)

3) Not designed to be friendly

(e.g. Text streams)

4) May not have much values

• Need to focus on the important part
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 Big Data sources

Users

Application Large and growing files

(Big data files)

Systems

Sensors
 Data generation points Examples

Mobile Devices

Microphones

Readers/Scanners

Science facilities

Programs/ Software

Social Media

Cameras
 Big Data Analytics

•   Examining large amount of data

•   Appropriate information

•   Identification of hidden patterns, unknown correlations

•   Competitive advantage

•   Better business decisions: strategic and operational

•   Effective marketing, customer satisfaction, increased

revenue
 Types of tools used in
Big-Data
•Where processing is hosted?
–  Distributed Servers / Cloud (e.g. Amazon EC2)
•Where data is stored?
–  Distributed Storage (e.g. Amazon S3)
•What is the programming model?
–  Distributed Processing (e.g. MapReduce)
•How data is stored & indexed?
–  High-performance schema-free databases (e.g. MongoDB)
• What operations are performed on data?
–  Analytic / Semantic Processing
 A Application Of Big Data analytics

Smarter Multi-channel
Healthcare sales

Homeland Telecom
Security

Trading
Traffic Control
Analytics

Search
Manufacturing
Quality
 Risks of Big Data
• Will be so overwhelmed
•Need the right people and solve the right problems

•  Costs escalate too fast

•  Isn’t necessary to capture 100%

•  Many sources of big data

is privacy
•  self-regulation
•  Legal regulation

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 Leading Technology Vendors

Example Vendors Commonality

• IBM – Netezza • MPP architectures

• Commodity Hardware
• EMC – Greenplum
• RDBMS based
• Oracle – Exadata • Full SQL compliance
 How Big data impacts on IT
• Big data is a troublesome force presenting
opportunities with challenges to IT organizations.

• By 2015 4.4 million IT jobs in Big Data ; 1.9 million

is in US itself
• India will require a minimum of 1 lakh data
scientists in the next couple of years in addition
to data analysts and data managers to support
the Big Data space.
 Potential Value of Big Data
•  $300 billion potential annual
value to US health care.

• $600 billion potential annual

consumer surplus from using
personal location data.

•  60% potential in retailers’

operating margins.
 India – Big Data

•  Gaining attraction
•  Huge market opportunities for IT services
(82.9% of revenues) and analytics firms
(17.1 % )
•  Current market size is $200 million. By 2015 $1
billion
•  The opportunity for Indian service providers lies
in offering services around Big Data
implementation and analytics for global
multinationals
 Benefits of Big Data
•Real-time big data isn’t just a process for storing
petabytes or exabytes of data in a data warehouse, It’s
about the ability to make better decisions and take
meaningful actions at the right time.

•Fast forward to the present and technologies like Hadoop

give you the scale and flexibility to store data before you
know how you are going to process it.

•Technologies such as MapReduce,Hive and Impala enable

you to run queries without changing the data structures
underneath.
 Benefits of Big Data
• Our newest research finds that organizations are using big
data to target customer-centric outcomes, tap into internal
data and build a better information ecosystem.
• Big Data is already an important part of the $64 billion
database and data analytics market

• It offers commercial opportunities of a comparable

scale to enterprise software in the late 1980s

• And the Internet boom of the 1990s, and the social media
explosion of today.
 Future of Big Data
• $15 billion on software firms only specializing in
data management and analytics.
• This industry on its own is worth more than $100
billion and growing at almost 10% a year which is
roughly twice as fast as the software business as a
whole.
• In February 2012, the open source analyst firm
Wikibon released the first market forecast for Big
Data , listing $5.1B revenue in 2012 with growth to
$53.4B in 2017
• The McKinsey Global Institute estimates that data
volume is growing 40% per year, and will grow 44x
between 2009 and 2020.
 References

•  www.Slideshare.com
•  www.wikipedia.com
•  www.computereducation.org
•  Books-
Big Data by Viktor Mayer-Schonberger
Thank You.