Becoming an “as-it-happens” business

data flow

Steve Wooledge, VP Marketing at MapR Technologies, highlights the shift to realtime analytics and the value of a data-centric approach to deliver “as-it-happens” results.

Is your business an “as-it-happens” business or an “after-it-happens” business?

If you are only using big data to build models for optimizing processes every so often, then yours is an “after-it-happens” organization. You are responding to data after the fact.

Data processing is often a bottleneck in organizations. You might already be using Hadoop, but likely in a completely separate environment from your operational databases and customer-facing applications. These days, it’s no longer good enough to simply run a few queries to gain insight for the next business decision.

To get real value out of today’s big and fast data, it’s critical that you merge these business analytics and your production and operational environments. By taking a data-centric approach to your infrastructure, you’ll be able to provide flexible, real-time data access and automate data-to-action for immediate business benefits.

A Peek Behind the Data-to-Action Curtain

Here are three successful companies that have made the leap to an “as-it-happens” business. They not only cut IT and storage costs, but also created long-term platforms for innovation.

The Rubicon Project is a digital advertising infrastructure company that has developed software for automating the selling/purchasing of online ads. The company created pioneering technology that created a new model for the advertising industry – similar to what NASDAQ did for stock trading. Each day around the world, the company performs more than 125 billion real-time ad auctions. Its automated advertising platform has surpassed Google in U.S. audience reach, as it touches 96 percent of Internet users in the United States. By choosing a fault-tolerant, mission-critical Hadoop platform, the company is able to run Hadoop along with the rest of its enterprise infrastructure in a “lights-out” data center.

Urban Airship is a company that enables brands to build relationships with their constantly connected customers through Urban Airship’s mobile push messaging service. As part of its service, Urban Airship sends more than 180 billion text messages every month. The company relies on an enterprise-grade Hadoop platform to deliver actionable information so that brands can strengthen their relationships with their always-connected customers.

Machine Zone, one of the world’s most innovative mobile gaming companies and the creators of Game of War, initially had its operations isolated from its analytics environment. Thus, the company’s ability to deliver actionable data was limited. The company’s game servers delivered data to its analytics clusters, which then caused synchronization problems, data corruption, and even data loss. In response, the company re-engineered its platform to deliver operations and analytics on the same platform. By synchronizing the analytics with the game platform, the data appeared in real time. Now, Machine Zone is able to now support more than 40 million users, with more than 300,000 events per second.

By unifying their operational and analytics environments together, these companies are able to benefit from the best of both worlds – they are able to reduce costs and latency while providing a world-class, as-it-happens customer experience.

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