Archive for the ‘marketing’ Category

IDC estimates that $6B (out of $27B for big data) will be invested in Hadoop infrastructure in 2015. That’s not bad for an open source technology spawn within Yahoo just less than 10 years ago. The onslaught of mobile, social, and emerging prevalence of sensor data is driving businesses and governments to extract trends, sense, and information from.

After all, for a few hundred thousand dollars in investment, a corporation can build and install a compute cluster to perform analytics and predictions from the collected data. Yahoo, Facebook, Salesforce, Twitter, and internet based businesses have already invested significantly. Traditional businesses, like insurance, banks, medical providers, manufacturers, are now investing. These businesses benefit from gaining insights into their customers and supply chains, using cheap off the shelf compute servers and storage, and free open source software that’s Hadoop.

But many companies are finding that their investments in the compute infrastructure might be humming and consuming power in their data centers, but not producing enough results to justify the ROI. Hadoop, as implemented, has a number of issues:

  • programming the cluster using the Java / MapReduce framework could be cumbersome in many cases
  • the cluster runs as a batch processing system, harkening back to the dates of the mainframe, where jobs are submitted and the computed results would come hours later. Once a job is submitted, it’s coffee time and a waiting game.

That’s why the Spark project has zoomed from a mere Berkeley AmpLab project 4 years ago to an important top level Apache project with a 1.0 release published just in May 2014. Spark replaces many pieces of traditional Hadoop, especially the Hadoop execution engine (MapReduce). Often, customers keep the Hadoop data store HDFS.

Much of the IT world is suddenly seeing an entirely better solution than the traditional MapReduce and batch nature of Hadoop.  Even the new version of Hadoop 2.x, with a new execution engine called YARN is overshadowed by the looming Spark. You see, Spark is designed to address the highlighted issues, specifically provides the following:

Deliver much higher developer velocity.

To analyze the streams of data comsonicboom-velocitying from mobile, social and sensors, developers need to write and adapt existing analytics and machine learning algorithms to process the data. Spark allows the developers to write in Scala and Python, in addition to Java, which makes the coding much faster and easier to read the more succinct code. Also, Spark provides an execution engine (DAG, RDD) that goes far beyond the relatively simplistic model of MapReduce, making programing the cluster much more intuitive to write. Execution runs with all the data residing in memory, as opposed to getting data from disks, so the turn-around is much faster. Developers can iterate quickly on their programs with fast turn-around of running Spark jobs.


Process data with 10x-100X speedup.

Because Spark specifically arrange the data processing operations to ensure all data procession is done in memory in each compute node of the cluster. The result is tremendous speedup in processing. Customers can see more results quickly, getting higher return on their Hadoop investment.


Offer investment protection for existing Hadoop.

Spark is compatible with traditional Hadoop infrastructure. Spark can run along side Hadoop 2.0’s YARN execution engine. Spark can take data from Hive or HDFS, and in fact runs the data much faster, by putting the data in memory using an in-memory file system called Tachyon.

This last reason makes it so much easier to consider using Spark for an existing Hadoop investment. Now Hadoop developers are paying attention and flocking to meetups on Spark. While Spark just released a version 1.0, so it’s still relatively new, and subject to the iidiosyncracies of newly developed open source software. Often, the above benefits are outweighing the risks for traditional Hadoop users and developers to switch to Spark.

There are many other benefits to Spark, such as streaming – these we’ll reserved for discussions later.

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Winning New Business

winningnewbizThis book by Richard Denny provides good insights for people wanting to understand sales and the selling process.  Denny provides good summaries and illuminating “wise words” at the end of each chapter.  Some chapters are very applicable to those looking for employment.  Best “wise words”:

If you want to increase your successes, double your failure rate.  (Go for the ‘no’)

Yesterday is history.  Tomorrow is a mystery.  Today is a gift.  That is why it is called the present.

Some good info from the book:

4 ways to grow a business:

  • increase number of customers
  • increase average transaction value
  • increase frequency of repurchase
  • acquisition

6 stages of successful presentation:

  1. show the results
  2. go to prices and fees, get a reaction
  3. go into detail
  4. give one or two case histories appropriate for prospect
  5. provide something to give you credibility
  6. outline your guarantee (risk reversal)

Definitely well worth reading, and keeping a copy for reference.

Copyright (c) 2009 by Waiming Mok

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