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1. The way of business solutionsThe way of business solutionswww.insightssuccess.comwww.insightssuccess.com
November 2017November 2017
Hadoop Market will
upsurge to $54.2 billion
in the near future
IRIVoracity
An Insatiable Appetite for Data
HADOOPHADOOP
SOLUTION PROVIDER
BEST
COMPANIES 2017
10
THE
Industry Forecast
Trajectory of Hadoop's
Future and its Effects
on the Industry
Tech-Talk
The Power of
Predictive Insights
EXPERT’S COLUMN

4. Editorial
n the time period 2012 to 2014, Hadoop started taking over the
Imarket of Big Data, when the industry was already marked by
wave of mergers, acquisitions and financial rounds with high
level valuations. The scenario looks entirely different today. The
industry experts say that Hadoop is the only cost-sensible and
scalable open source alternative to the other commercially available
Big Data management packages. The technology is now an integral
part of almost any commercially available Big Data solution and also
the de-facto industry standard for business intelligence (BI).
Even though the usability and essentiality of this technology is
incomparable, Hadoop has failed to deliver enough in terms of
revues by the year 2015. The industry reports suggest that during the
duration of three years from 2012 to 2015, venture capital,
acquisition money and RD budgets were playing the leading roles
in the growth and development of the technology. The industry saw
some extraordinary Hadoop trends like rapid shift from batch
processing to online processing, emergence of MapReduce
alternatives like Spark, Storm and DataTorrent.
Like any other technology, Hadoop has been through obvious
setbacks but it seems that the technology is here to stay and grow
with the rapid advancements in the near future. The foreseers of the
industry say that there will be commercially supported Hadoop-
related software, hardware and appliances helping enterprises in
consulting, integration, middleware and support as well as in training
and outsourcing.
Not only in the sphere of Information Technology and business
world, Hadoop is one such technology which is redefining terms
even in the healthcare industry. An independent research and survey
has revealed that the technology has played an active role in
reducing cost overhead, curing diseases, improving profits,
predicting epidemics and enhancing the quality of human life by
preventing deaths. This technology is now being adopted in the
scientific research labs, hospitals and other medical institutions to
reduce healthcare costs by changing the models of treatment.
Even the technology was not making sufficient profits in the industry
for a long time, there apparently seems no reason to underrate or
underestimate its capabilities. Ever since its invention, Hadoop has
been redefining terms in the technological world and helping
businesses improve. It clearly seems that the technology is nothing
without the contribution of Hadoop solution providers. With time,
people will surely understand the capabilities of the technology and
its advancements will surely bring a change in the world for good.
An underrated technology
with the capability to
change the world
Rajarshi Chatterjee

5. ,7
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November, 2017
Database Management Steve
Technology Consultant Swapnil Patil
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Research Analyst Jennifer
John, Brian
Editor-in-Chief Pooja M. Bansal
Ariana LawrenceSenior Editor
Managing Editor Rajarshi Chatterjee
Co-Editors
Ashwini Deshmukh
Mary D’Souza
Stephanie Andrews
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Visualiser David King
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Business Development Executive
Vijaykumar DudhbhateArt Editor
Picture Editor Shweta Ambilwade
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Nikita Doiphode
Judy Kent

6. COVER
STORY
IRIVoracityAn Insatiable Appetitefor Data
08
ARTICLE
32
20
38
26
Industry Forecast
Tech-Talk
Big Data Analytics Key
To Business Growth
Editor’s Pick
INDUSTRY INSIGHT

7. 30
36
22
C O N T E N T S
IPSSC labs:
Delivering Hand-Crafted
HPC Extraordinary
Big Data Computing Solutions
I18I

8. st
he history of Hadoop goes back to the early 21 Century. Hadoop was invented by the famous advocate
T st
and creator Doug Cutting, he also invented Apache Lucene and Apache Nutch, In the mid 21 century
when the technology started getting into the veins of the world of information technology, more and more
companies started adopting the technology to improve their services. In the year 2008, Yahoo! announced that its
production search index was being generated by a 10,000-core Hadoop cluster. In the same year, the technology
was made its own top-level project at Apache which further confirmed its success and also its diverse and active
community.
Interestingly, again, in the same year, Hadoop created a milestone in the technology sector by breaking all world
records to become the fastest system to sort a terabyte of data.
Hadoop is one such technology which is now getting adopted by businesses all over the globe and is helping
enterprises leveraging their growth. To showcase the companies which are enriching the industry with
extraordinary technology, we have come up with the issue on “The 10 Best Hadoop Solution Provider
Companies 2017.”
On the cover of this edition, we have, “IRI Voracity: An Insatiable Appetite for Data”. IRI is a leading big data
software and solutions provider with both tools and a platform that address the data processing, protection, and
provisioning needs of enterprises large and small. It is a data management ISV founded in 1978, serving as a
centralized data marshaling area and one-stop solution stack for data discovery, integration, migration,
governance, and analytics. IRI touts Voracity as the “only affordable, high-speed platform for managing data in
flat files, DBs, HDFS, and cloud apps, from profiling to presentation.”
Along with this interesting Cover Story, we have enlisted some of the major contributors of the field, one of that
is, “PSSC Labs: Delivering Hand-Crafted HPC Extraordinary Big Data Computing Solutions”. To expand
the potentials and show how businesses can benefit with the Hadoop technology, PSSC Labs comes into the
scenario with over 25 years of experience in delivering solutions ensuring relentless performance with the
absolute lowest total cost of ownership. The company has set an exceptional record by offering companies
custom-built options outside of expensive proprietary designs offered by larger solution providers ─an option once
only considered variable─ for enterprises with massive infrastructure needs.
To add an interesting angle to the edition, we have come up with some knowledge enriching articles from the
experts of the industry like “The Power of Predictive Insights” by Steven Ramirez, CEO at Beyond the Arc,
Inc. Along with such amazing pieces to read about Hadoop, we have also covered some of the amazing articles
crafted by our in-house editors as Trajectory of Hadoop’s Future and its Effects on the Industry and Hadoop
Market will upsurge to $54.2 billion in the near future: Industry Forecast, among many others.
Hope this issue will leave a mark on your mind and will enrich your knowledge about Hadoop technology.
Serving Technology to Help Clients’
Improve Businesses
HADOOP
THE 10 BEST

10. HADOOPSOLUTION PROVIDER COMPANIES 2017
THE 10 BESTCover Story
David Friedland
COO

11. Voracity is designed to support the full scope of
data-driven work in a familiar place …
a single pane of glass where users can nd,
process, govern, and analyze their data,
plus manage their jobs and metadata
‘‘ ‘‘
RI
Voracit
An Insatiable Appetite for Data

12. Voracity’s seamless interchangeability of engines means that
data analysts, ETL architects and governance teams can
leverage the same Eclipse pane-of-glass to design and run jobs.
There’s no need to learn Hadoop code
Big Data Manipulation in a Managed Environment
CoSort is the default data processing engine in IRI’s
modern “total data management” platform, Voracity. The
platform can also use Hadoop engines too, but more on that
later.
The purpose of Voracity is to be a centralized data
marshalling area and one-stop solution stack for data
discovery, integration, migration, governance, and
analytics. IRI touts Voracity as the “only affordable, high-
speed platform for managing data in flat files, DBs, HDFS,
and cloud apps, from profiling to presentation.”
Voracity uses a popular (and free) graphical integrated
development environment (IDE) called IRI Workbench.
Because it is built on Eclipse, the GUI for Voracity is
automatically familiar to millions of users, and is a fully
extensible solution stack. Many free and commercial plug-
ins can open in Voracity’s user workspaces and run within
Voracity workflows.
Using these flexible Eclipse “workspaces,” different
stakeholders can work alone or in teams to profile and
classify, integrate and harmonize, clean and mask,
prototype or replicate, and blend or analyze their data, as
well as track its changes through time.
More specifically, Voracity performs multiple functions
within five key data management areas:
• Data Discovery -- search, extract, structure, profile,
classify, and diagram data sets
• Data Integration -- extract, transform, load (ETL),
change data capture, pivoting, etc.
• Data Migration -- data type, file format, endian, and
database conversion or replication
• Data Governance -- cleansing, masking, test data,
master data and metadata management
n the era of big data, two of the biggest challenges that
IIT professionals face are: 1) speeding insight from
variable data sizes, formats, and streams, and 2)
securing personally identifying information (PII) to protect
corporate reputations and to comply with data privacy laws.
Some try to address the performance challenge by powering
legacy data integration or virtualization suites with huge
servers. Others try complex Hadoop programs or unfamiliar
database technologies. For data security, they turn to costly
classification and de-identification technologies, and
specialized compliance experts.
Many continue to seek out proven solutions they can afford.
IRI (Innovative Routines International, Inc.), is a data
management ISV founded in 1978 focused on fast, feature-
rich processing and protection technology for data big and
small.
According to IRI’s SVP and COO David Friedland, the
company’s early roots were in moving mainframe
sort/merge/report jobs into CP/M, DOS, UNIX, and
Windows. This initial mission led IRI to develop and
parallelize more data mapping functions, which also made
its “CoSort” product popular with DW and BI architects
needing a faster ETL and data preparation engine.
As IRI grew in big data processing markets (long before
Hadoop emerged), it developed even more data-centric
capabilities for profiling, processing, protection,
presentation, and prototyping, including: data searching and
classification, data integration and replication, data masking
and encryption, data cleansing and reporting, and test data
generation. Today, IRI delivers eight (8) data management
and protection software products, which are supported in
more than 40 international offices.
‘‘ ‘‘

13. • Analytics -- embedded reporting,
BIRT and dashboard integration, or
data wrangling
This diagram provides a view of how
data flows through typical work
sequences:
Fast Data Munging and Masking
(With or Without Hadoop)
Many data stores are now in Hadoop
Distributed File Systems (HDFS), and
the cost of cluster hardware continues
to fall. As a result, there’s an
increasing need to process and protect
data in HDFS files, Hive, etc. With this
comes the challenge of a steep learning
curve for Hadoop users.
IRI addresses these issues in the
platform. The data transformation,
masking, and reformatting jobs built
visually for CoSort can also run
automatically in Hadoop MapReduce
2, Spark, Spark Stream, Storm, or Tez.
“Voracity’s seamless
interchangeability of engines means
that data analysts, ETL architects and
governance teams can leverage the
same Eclipse pane-of-glass to design
and run jobs. There’s no need to learn
Hadoop code.”
IRI sees the convergence of Hadoop
commoditization and Voracity task
consolidation as the perfect
opportunity for smaller and mid-sized
companies to capitalize on big data.
IRI says that Voracity can manage both
static and streaming data -- from files,
DBs, IoT, and more -- without Apache-
project complexity or mega-vendor
costs.
Development Background
IRI had been building toward Voracity
long before realizing it. But once
dedicated to the platform, IRI began to
combine its existing products with
other state-of-the-art technologies.
Years of internal and external
innovation later, Voracity is now more
than the sum of its parts. For example,
the platform added searching, profiling,
and classification wizards to discover
data ahead of analytic, quality, and
masking operations.
Voracity also supports newer data
delivery methods like Kafka and
formats like JSON along with old
school COBOL files and relational
databases. It combines IRI’s
proprietary engines with open source
communication and parsing protocols
to address all the challenges of big data
today: volume, variety, velocity,
veracity, and value.
A key design goal was also
accessibility. IRI built Voracity to be
user-friendly for a wide range of
groups, including BI/DW architects,
data scientists, DBAs, and GRC
(governance, risk, and compliance)
With Voracity, you
don't need a
PhD to use it, a
fat purse to
buy it, or large
team to support it
‘‘
‘‘

14. fficers. Another goal was to future-proof it against
ochange. The versatility of Voracity’s programs and
constant evolution in Eclipse functionality make
the platform a chameleon for multiple tasks today, and
future data processing requirements tomorrow.
Many thought leaders in the data management industry
contributed to Voracity, guiding it during its development
and positioning stages to make sure it hit its mark. Analysts
at Gartner, consultants at Athena Solutions, Big Data
Dimension, and the Data Governance Institute all weighed
in on the platform, as did the inventors of AnalytiX DS
Mapping Manager and the Data Vault (Dan Linstedt). All of
them ensured that Voracity became a flexible, outcome-
driven platform.
Customer Adoption
Although IRI continues to expand, it already has many
multinational customers. Banks and insurance companies
like Bank of America, AIG, HSBC, and AXA process their
data with Voracity’s CoSort engine, as do airlines like
American, Japan, and Lufthansa, and automotive
companies like Hyundai, Nissan, and Mercedes-Benz. Hosts
of other conglomerates like Visa, Nestle, Samsung,
Capgemini, Accenture, Rolex, Sony, and The Walt Disney
Company also rely on IRI’s data manipulation technology.
“We are proud to have thousands of users worldwide using
IRI software in contexts like data integration and data
masking, which leading publications and analysts firms like
Gartner, IDC, and The Bloor Group all recognize,” David
remarked.
Building Partnerships to Build Business
IRI routinely collaborates with specialty providers who
contribute to the Voracity ecosystem. By blending into the
IRI data fabric in Eclipse, these developers can add their
value to the platform with minimal user impact.
To illustrate, IRI recently announced a partnership with
AnalytiX DS to enhance Voracity’s metadata management
capabilities for ETL and data quality users. The companies
unveiled their complementary functions in adjacent exhibits
at the Dataversity Enterprise Data World conference and
expo in Atlanta this year.
While talking about the partnership, David said, “Both
companies are excited about bringing the combined
technologies to market under a single, integrated offering.”
He commented on the benefits that their clients will be
getting and said, “The bridge between our platforms is built
on an API-level integration of metadata. This enables
anyone with either stack to use the strengths of the other on
a pay-to-play basis.”
Staying Ahead of the Data Management Industry
IRI attributes its technical success to: 1) an organically-
grown code base focused on big data processing speed; 2)
simple and open metadata; 3) the extensibility of Voracity’s
Eclipse design/deployment GUI; and, 4) input from
industry thought leaders.
IRI also credits its success to conservative growth,
relatively-low marketing overhead, and the priority given to
its most loyal users in feature-function decisions, support
resources, and licensing flexibility.
Voracity is a total data management solution stack
that bends ETL mega-vendor cost curves, eliminates
multi-tool complexity, and mitigates
Apache project risks
‘‘ ‘‘

15. This combination of factors allow IRI to deliver enterprise-
class performance and functionality at affordable
subscription prices.
Moving into its next 40 years, IRI sees Voracity as a key to
the growth of the company and the industry. IRI continually
ranks among the data management industry’s top firms.
Database Trends and Applications (DBTA) ranked the tools
in IRI's Data Protector Suite -- also key components of
Voracity -- as a Trend Setting Product in 2017. CV
Magazine named Voracity the Most Price-Performant Big
Data Management Platform.
Still Active Founders
Paul Friedland, CEO, started the company in 1978. Paul’s
innovation in high-performance, high-volume data
processing began even earlier when he was cited in Knuth’s
Sorting and Searching. Through decades of continuing
innovation in co-routine architecture, multi-threading, data
manipulation, and task consolidation, he made IRI a leader
in the big data processing industry long before Hadoop was
introduced. His son, David Friedland, COO, joined IRI in
1998 after working in technology marketing and
international journalism. Today, he manages both partner
and product line growth, works with analysts and
stakeholders, blogs on technical topics, and speaks at trade
conferences.
David said, “Despite the rich technical history I’ve seen at
IRI, the years ahead bode even better. We are in the middle
of exponential data growth. Voracity’s myriad solutions in
data governance and analytic-related applications coupled
with its price-performance position in Hadoop-fueled
markets bring us new opportunities every day.”
While discussing the future of the company, he added “I see
us leveraging partner technologies for NLP, machine
learning, and rich visualizations as a way to add even more
value to the Voracity platform going forward.”
Voracity is designed
to support the full
scope of data-related
work in a familiar place
to govern data,
metadata, and users
‘‘ ‘‘

17. Management BriefCompany Name
Agilisium Consulting
agilisium.com
Raj Babu
CEO
Agilisium consulting is a digital system integrator with global
delivery capabilities.
Apptium Technologies
apptium.com
Rick Kapani
Founder CEO
Apptium Technologies is an innovative technology partner to
leading service providers in the Telecom, Media, Entertainment
and High Tech industries.
BlueTalon
bluetalon.com
Eric W. Tilenius
CEO
Cardinality
cardinality.co.uk
Steve Bowker
CEO Co-founder
Cardinality provide “Data with Attitude” using innovative
advancd real-time analytics to dramatically improve Operational
Efficienc using Automation and improved Business Processes
creating superior Customer Experience.
Noodle Analytics
noodle.ai
Stephen Pratt
CEO
Noodle.ai is the world’s most sophisticated Enterprise AI
system to manage complex business operations.
Pentaho
pentaho.com
Rod Squires
VP sales
Pentaho is a Unified Data Integration and Analytics Platform
under Hitachi Vantara.
PSSC Labs
pssclabs.com
Alex Lesser
CSO
PSSC Labs is a renowned Hadoop Solution Provider, delivering hand-
crafted HPC and Big Data computing solutions ensuring relentless
performance with the absolute lowest total cost of ownership.
Semantix
semantix.com.br
Leonardo Santos
CEO
Zettaset
zettaset.com
Jim Vogt
CEO
Zettaset is a technology solution provider offering high-
performance data encryption and security in the cloud or on-
premises that’s easy to deploy.
BlueTalon is a leading provider of data-centric security for next-
gen data platforms.
Semantix is the largest company focused on Big Data in Brazil,
founded in 2010 with the mission to build the new Digital Era.
IRI, The CoSort Company
iri.com
Paul Friedland
President CEO
IRI is a big data software and solutions provider with both tools
and a platform that address the data processing, protection, and
provisioning needs of enterprises large and small.
HADOOPSOLUTION PROVIDER COMPANIES 2017
THE 10 BEST

20. PSSC Labs:Delivering Hand-Crafted HPC
Extraordinary Big Data Computing Solutions
nnovation and evolution are the two other names of
Itechnology and change is the other name for
improvement. Every innovation begins with
experimentation and ends with adoption, unless it leads to
destruction. Experts say that in the long term, there will be
greater adoption of Hadoop as an enterprise solution.
The ecosystem of Hadoop is constantly evolving and while
observing its history of development, one can state that this
technology have just begun to hit its stride and has much
more potential in terms of progress and adoption than it has
expressed so far. With the continued disruption in the
traditional storage and analytics platforms, companies are
finding in difficult to maintain the status-quo older system
which is becoming too costly to maintain and is ultimately
leading to the rise of Hadoop technology, which experts
consider as the ideal low cost, expandable and flexible
enterprise solution.
To expand the potentials and show how businesses can
benefit with the Hadoop technology, PSSC Labs comes
into the scenario with over 25 years of experience in
delivering hand-crafted HPC and Big Data computing
solutions ensuring relentless performance with the absolute
lowest total cost of ownership. The company has set an
exceptional record by offering companies custom-built
options outside of expensive proprietary designs offered by
larger solution providers ─an option once only considered
variable─ for enterprises with massive infrastructure needs.
With missions to disrupt the status quo and deliver
enterprise solutions to the most demanding industries,
PSSC Labs is offering the lowest cost of ownership via
unique, customized solutions that deliver high performance,
high density, flexibility and scalability while reducing
overall footprint and power usage. This extraordinary
service of PSSC labs has not only satisfied hundreds of
small to mid-sized business to deliver the best in US
manufactured servers and clusters, it has made a mark on
the minds of some of the most well-known organizations in
the world including NASA, Harvard University, MIT
University, Shutterstock and U.S. Defense Forces. PSSC
Labs is also known an Intel Premiere Partner as well as an
Intel Data Center Specialist.
“I interviewed six companies. PSSC Labs was the most
honest and sensitive in addressing our needs. They did not
try to push unnecessary technology or products on us, but
tried to best address our needs and wants,” asserts Robert
Yelle, Harvard University Research Scientist.
About the Man Redefining Company and Leading the
Industry
During the early ‘90s, Alex Lesser, Chief Strategy Officer
at PSSC Labs, joined the company to redefine everything in
the industry and help clients achieve their desired goals.
More than 25 years ago, PSSC Labs was founded by his
parents, Janice and Larry Lesser and was a family business,
but everything changed and started rolling towards better
way since Alex started defining strategies for the company.
He worked hard to move the industry away from selling
expensive proprietary technology of a few mass providers
and instead focused on developing commodity based, open
source solutions that incorporate inventive design, custom
notification, and the latest hardware to produce those.
November 2017 |
HADOOPSOLUTION PROVIDER COMPANIES 2017
THE 10 BEST
18

21. Alex is a man of excellence with his academic background
from University of California, Los Angeles, and more than
two decades of work experience in the industry. Under his
guidance, the company not only provides the industry with
better solutions but allows PSSC Labs to maintain its
commitment towards producing and servicing its products
100 percent in the USA.
Offering Customized Solutions for Better Results
While trying to break the mold of traditional infrastructure
or over-reliance on cloud-based set ups, PSSC Labs is
redefining things and building up new empires of business
technology. The company currently focuses on working
with its customers to provide solutions that not only stays
within their operating budget but also maximizes speed,
density and energy savings. The company designs each
Hadoop solution while keeping in mind the specific
business needs of its clients and ensures that their solutions
are more flexible, reliable, scalable and at the same time, it
offers a lower total lifetime cost of ownership than any
other solution on the market.
Winning over Challenges to Walk Towards Success
PSSC Labs considers that their name is among the known
vendors in the industry which is dominated by big names
like HP or Dell. “The challenge is constantly working to get
our name out there and convince decision makers to think
about the infrastructure in a manner they might not have
considered. PSSC Labs must constantly work with
enterprises to evaluate their long term plans and get them
to consider Hadoop as a viable solution, convincing them of
the lower footprint and lower energy cost, as well as
performance benefits that Hadoop can offer,” says PSSC
Labs.
Besides the known benefits of Hadoop technology, one key
aspect of PSSC Lab’s success is their ability to customize
Hadoop solutions of their customers, ensuring that they are
not upsold on hardware they don’t need while still
delivering the best product within their budget. The
company is always developing themselves and seeking
ways to deliver better service for the benefit of their client's
business. PSSC Labs is innovating and bringing new
products and technology to enterprises that is expected to
maximize value while lowering the total cost of ownership
of the products for lifetime. While staying at the forefront
of the computing technology 1960, PSSC Labs is dedicated
to fulfill its commitment to provide the best US based
engineering support.
It is our ability to customize
Hadoop solutions of our
customers, ensuring they
are not upsold on hardware
they don’t need while
still delivering the best
product within their budget
| November 2017
Alex Lesser
Chief Strategy Ofcer
‘‘
‘‘
19

23. | November 2017 21

24. C
an we honestly say that our professional day starts
with a morning clearly with intentions as to what
we should be doing, how we should be working,
whom we should be working with and when should we get
things done by? There is an option for all of us that is
Analytics. Now, can Analytics combined with smartly-
enabled collaboration tools make a difference in how we
choose to spend our time?
Top teams and organizations make decisions every day on
how best to achieve their goals, but do we have all of the
information required to make the right decisions at the right
moment? Will Big data, predictive modeling with
connected devices that provide real-time insight be the next
new trend to change the way we work?
But to while it comes to save time, I honestly do not think
we have mastered the art of collaboration because we still
seem to be working harder and not smarter. It seems as
though the technology we use works us, more than we work
the technology. Why is it that we still find ourselves
completing work task the same way we did back in history?
In our personal lives, we definitely have new levels of
multitasking and time runs by, but in business have we
really gained the most with our utmost precious valued
commodity called time?
We exist in a time where information is accessible at the tap
of a button. With the rise of new gadgets, apps on our
iPhone and portable devices comes the influx of new
“techies.” But, why then we are still stuck with
unproductive tasks which no more than a waste of time? In
today’s world, we have Instant Messaging at our
workstations and even video endpoints to connect us with
anyone in the world. Still, we find people spend 50% of
their time in the wasteful, ineffec-tual and uninspiring
meetings, ruining their fifteen to twenty hours a week. With
all the advancements in technology, can’t this ill-favored
corporate pastime be executed better?
Can Analytics Change
the Way COMPANIES
Collaborate andConsume
TECHNOLOGY?
Specialist’s Viewpoint
November 2017 |22

25. Technology Collaboration and Consumption
The goal has always been to collaborate better. Access to
basic information across multiple data sources coupled just
in time could enable us to have insights on who we should
invite to the meeting, selection of collaboration tools that
yield the fastest results and meeting spaces that will
generate the best outcome and highest output of
participation from key team members during collaboration.
For this new level of collaboration to be the most effective
should the information come before you book the meeting
or afterwards. At UC Interlink, we think about everyday
how to enable IT services engine to yield recommendations
with the right outcome, when you’re ready to consume it
and way before it turns into another wasteful meeting.
With the right data sources and business intelligence, the
options are prescriptive and predictive, and limitless.
Imagine improving your time to market for a new product
launch, having absolute focus and team alignment, via
tracking behaviors of the team, while getting recommended
efficiencies to keep the team working at its best.
With this platform of intelligence, the Business Leaders can
target key performance metrics that enable them to devise
strategies, because if you are in such a place, then results
matter, gaining time matters and the behaviors of the
workforce matter. Regardless of the industry or application,
incorporating the use of data and analytics provides the
organization the ability to move from a defensive to an
Stephanie Carhee
President
| November 2017 23

26. offensive posture. Currently, we are working on algorithms
that can think and recognize patterns, predictions and
choices based on the collective knowledge.
Amazon’s Model
The list of technology giants that have figured out how to
solve the problem of what is best to consume when you
need it is a short list with one name at the top of it;
Amazon.
Amazon, attributes 40% of its revenue to recommendations
the e-commerce giant makes to its customers, based on their
search histories and previous purchases. For example, last
week when I wanted to add lighting to my walk-in closet, I
searched Amazon, not only did my Amazon search, locate
the best reviewed product, it also recommended the right
size Amazon batteries. This is a simple idea, but has
limitless potential that can be applied to how users can
consume valued IT resources within the enterprise.
Let’s examine how this concept can be used to optimize IT
service delivery. By tracking and mapping work patterns,
preferences, daily activities, past beha-viors, technology
usages, connected devices and networked systems; we can
recommend the right tool based on the role of the worker,
key performance goals, and business outcomes or even
based on defined user experience strategy. This is what I
call the Internet of Things (IoT) personified.
Companies have to think about how they want to spend
their time and investments in software applications.
Purchasing collaboration software tools in isolation is not a
silver bullet, but when combined with technology adoption
expertise, user analytics and smartly-enabled devices and
software, the possibilities are endless. At their core, big data
solutions are designed to provide the right information, to
the right person, at the right time.
The Road to Business Analytic Adoption Services
My personal advice to companies is to stop wasting time
and resources, stop making the same mistakes and actually
challenge your technology partners to think differently
about the outcomes you want. This can be achieved by
creating and defining a Collaboration Strategy that will
optimize how you do things and empower the best people to
deliver their best work.
Here are some Collaboration Strategy best practices
• Have intention behind every software tool, work station
and conference room than can be enabled by your cloud
and network capabilities
• Understand how all of your dipartite software
collaboration tools and devices can be seamlessly
connected to each other.
• Let the user experience drive your technology decisions
and not the other way around.
• Understand the behaviors of every user within your
workforce to identify what is working well and what can
be improved to obtain a workforce transformation.
• Don’t set out on this journey using only instinct to
answer tough questions; rather let the data drive your
decisions coupled with experts that know your
environment and how to interpret the data to achieve
your key goals.
• Use the Internet of Things (IoT) as a strategy to tie
unlikely data sources together to make better decision
and improvements in the way you work.
• Devise a game plan based on your company’s trends,
and vulnerabilities (not obvious by the naked eye) to
enable your teams to work smarter and be better
prepared than the competition.
• Hold your technology partners accountable to not selling
you another technology service or product, rather
“incentify” them to deliver an outcome that you can
track and measure.
Collaboration at Its Best
This kind of business insight will change the game, reduce
loss of revenue and take technology investments in
collaboration software tools to new levels of value. Let’s
face it, our top assets are the people with whom we work.
In the end, technologies are designed to help you work
better and get things done in time or we should say save
your time and compete to win!
November 2017 |24

28. Opportunities in the
INDUSTRY
An
INDUSTRY INSIGHT
November 2017 |26

29. n this era of changing technologies, the Big Data
Idomain has evolved in a very short period of time. It
plays the most pivotal role across all industries. The
ability of Big Data to mine critical data has radically altered
the dynamics of the way businesses function, drive sales,
and attract customers. It has become an essential
component of business strategy nowadays. A business tastes
success by uncovering insights locked inside data. The
overlaying trends will examine the evolving ways
enterprises can realize better business value with Big Data
and how improving business intelligence can help
transform organizational processes and the customer
experience. There is a demand for better data management
from most of the business executives for compliance and
increased confidence to steer the business. It will help them
in more rapid adoption of Big Data and innovative and
transformative data analytic technologies.
Insight-driven Organizations
In this present year, businesses will move beyond just data
handling to leveraging the insights that Big Data uncovers.
As understanding, managing, and manipulating Big Data
has now become fairly ubiquitous, most of the companies
have the ability to deal with it. Mining data will be the
center of attraction and it will help effectively to meet
organizational requirements and for precise targeting of
products and services. An insight-driven approach will
facilitate an evolved customer experience, competitiveness,
advanced security and operational efficiency.
Cyber security Applications
Today, everyone is dependent on the digital technology and
our dependence has reached an unprecedented level. Cyber-
attacks have also become much more prevalent. An
increased occurrence of ransomware has been registered
across the globe and cyber criminals are now targeting
personal data and devices. Concerning the prime industry,
cyber security can only be possible through big data
analytics which will become a major area of investment and
will grow swiftly. It is necessary for the enterprises and the
government agencies to upgrade their security systems to
next-generation software which can address ultra-modern
security threats.
Analytics across the enterprise
It can be said that the analytics will not remain isolated to a
few departments like marketing and risk management. On
the other hand it will infuse the entire enterprise. To
understand the dynamics of business operations, data
analytics will be utilized and will also reveal ways and
| November 2017 27

30. means to increase efficiency. Hence to derive overall business strategy, insights from multiple departments will be
integrated and redundant processes will be eliminated. It will also help the departments to increase efficiency,
growth, and productivity.
Bridging the talent gap
If the demand expands further, the talent gap in data analytics will soar. It is expected that organizations and
academic institutions will collaborate closely to generate skills and talent to meet the demand for data engineers.
The functions of all corporate employees will be expected to understand, appreciate and work with analytics since it
emerges as one of the key instruments in every organization. The academic institutions are also looking forward to
put together degree programs in data science.
IoT and People
There will be a transition from Internet of Things (IoT) to Internet of People (IoP). Interactions, predictive analytics
around human behavior, and other subjective areas will grow and start to filter all industry verticals. For example,
hospitals will increasingly deploy machine learning techniques to predict the likelihood of the relapse of a disease.
This will enable them to work out a patient’s readmission precisely at the time of the initial discharge.
Business-science collaboration
Businesses will have to learn and deploy traditional, scientific techniques of pattern-matching and artificial
intelligence for analytics use cases. For example, techniques to analyze gene sequences in DNA are being used in
text-matching algorithms to process bulk emails. It is expected to see very close collaboration between data
scientists and the scientific community. For example, image processing is widely used in ‘tagging’ in social media,
while voice recognition is used in apps.
Technology
There will be brisk moving in the organizations from on-premise platforms to cloud and hybrid environments.
Around 44 percent of applications used by Fortune 500 organizations are already on the cloud, and more than 50
percent of IT applications will move to the cloud by the end of the year. There will be a rise in demand for analytics
tools that are simple, flexible, and capable of handling a variety of data sources. Hadoop enables to store an
extremely large volume of data at a significantly lower price point and hence it will continue to become increasingly
popular. The share of unstructured data in the data warehouse will continue to increase, which will further cause for
Hadoop. Hadoop, now, is past the business relevance and scalability assessment phase and its adoption is expected
to accelerate strongly.
We are advancing towards a completely new era in the domain of analytics. Big data is disruptive and it has paved
the way for pioneering ideas and innovative techniques across industry verticals. It is now driving the stream of
disruption and expanding the scope of opportunities for previously untouched market segments. Organizations need
to leverage Big Data analytics to its full capacity so as to thrive in this competitive world.
November 2017 |28

32. About e Au or
Expert’s Column
Steven Ramirez
CEO
Beyond the Arc, Inc
November 2017 |30

33. The Power of
Predictive Insights
ith access to more data than
Wever, we now have the tools
to harness it to optimize
strategy. From acquiring new customer
relationships, to tailored messaging, to
increased customer retention,
predictive insights help businesses
make data-driven decisions.
What is predictive analytics?
What if you could use data like a secret
superpower to help you predict future
outcomes, tap into the minds of
customers, and as a result, make your
customers happy?
Armed with big data and predictive
analytics, you can connect with
customers in a whole new way and, in
turn, maximize profit.
How does this look? One part of the
equation is using the data to answer
key business questions:
What is the lifetime value of a
customer that made a purchase for the
first time today?
Are there hidden factors that impact
cost and margins?
How do we reduce churn and retain the
most valuable customers?
Where does all the data come from?
It can be pulled from more sources
than you think, and the data you add
will give you important insights into
the customer experience.
Interactions – email and chat
transcripts, call center notes, web
click-streams, and in-person dialogues
Attitudes – opinions, preferences,
needs, and desires gathered through
survey results and social media
Descriptions – attributes,
characteristics, self-declared
information, addresses and other
location information, and
demographics
Existing business data – transactions,
purchases, phone logs, store visits, web
page visits, mobile interactions,
response to past promotions, lifetime
value, tenure with the company,
payment history, and usage history
Predictive insights in action
How are companies applying
predictive analytics to increase
business value?
Improving retention with enhanced
customer service based on
behavioral segmentation.
A large mobile service provider wanted
to reduce attrition by targeting which
customers were likely to cancel service
soon, so they could take preemptive
action to retain their business. By
developing predictive models based on
specific behaviors for different people,
they were able to craft offers that
would likely appeal to certain
segments. They fed this information
into the call center, so service reps
could provide specific offers to high-
risk segments to improve customer
satisfaction.
Reducing employee turnover and
hiring for success using predictive
insights.
A leading financial institution used
advanced analytics to increase the
long-term effectiveness of hiring
choices. By analyzing patterns in their
HR data, they were able to identify
which skills, experience, and behaviors
were predictive of success on the job
for frontline employees. They could
use a similar approach to reduce
employee attrition, finding solutions by
analyzing a broad scope of data
including hiring information, Voice of
the Employee feedback, intranet
browsing patterns, and more.
While traditional business intelligence
reports on what’s happened in the past,
predictive analytics gives you the
power to create business impact on an
individual level, and to do that for
millions of individuals.
By mining and analyzing all your
available big data, you can develop
reliable, repeatable models for
predicting outcomes and drive more
profitable decision-making.
| November 2017 31

34. Hadoop Market will
upsurge to $54.2
billion in the near future:
Industry Forecast
ccording to Industry forecast, the Global Hadoop
AMarketplace is poised to grow at a CAGR
(Compounded Annual Growth Rate) of around
42.7 percent over the next decade and is expected to reach
nearly $54.2 billion by 2025. Better cost efficiency and
faster processing of large quantities of data compared to
conventional data processing solutions such as RDBMS are
two of the most encouraging factors boosting the global
adoption of Hadoop. Other major drivers of the market
include the exponential rise of unstructured data volumes,
the increased demand for big data analytics, and major
collaboration and investment taking place in Hadoop
industry. Below is the list of some of those critical factors
which will contribute in the up-surging of Hadoop market
in the near future also the concern related to the future
growth of Hadoop.
Growing Demand for Big data analytics Tools:
The market for data analytics is growing significantly,
owing to the increasing adoption of Hadoop big data and BI
solutions by the organizations to manage exponentially
generated data each day. Increasing demand for cost-
effective and faster analytics solutions to convert mammoth
information collected by big data and IoT (Internet of
Things) into actionable decisions is one of the most
substantial factors driving the evolution of this big data
analytics market.
Big data analytics tools have the potential to derive
meaningful insights and hidden patterns, which could help
an organization in better decision making in terms of
marketing, investment, disinvestment, partnership, merger
acquisition among many others. Better decisions, based
on past scientific data are attracting companies to invest in
big data analytics.
Big Collaborations in Big Data Industry
Ÿ There are numerous technology giants which are dealing
with Hadoop solutions like IBM, Intel Microsoft. In
the last couple of years, much eminent collaboration has
been taking place in Hadoop industry, which can also be
seen as one of the primary reasons for an upsurge in
market. Few major partnerships in the Hadoop business,
which has taken place in the last couple of years, are
enlisted below.
Ÿ At Scale Partners with Cloudera and Tableau to speed
Industry Forecast
November 2017 |32

35. Ÿ up the deployment of Big Data analytics applications
Ÿ TERADATA partners with HORTONWORKS to
accelerate business value from big data technologies.
Ÿ MapR and DataScience.com join forces to speed data
science and machine learning in the Enterprise.
Mammoth Data Generation:
The amount of data being generated is growing
exponentially with each passing day. The magnitude of data
being generated by humans, machines and their interactions
on social media itself is gigantic. There are more than 2
billion monthly Facebook users present on Mobile as of
now, which is many times more as compared to the number
of Facebook users in 2012. This shows how fast the number
of users is growing on social media and how fast the data is
getting generated daily.
Not only the social media but almost all organizations are
also contributing towards the mammoth data generation
with each passing year. A wide variety of data is getting
generated from varied channels such as structured, semi-
structured and unstructured. Previously, the data from excel
and databases used to get stored in back-end but now the
data is coming in the form of images, audios videos as
well. To store, retrieve and process this gigantic
heterogeneous data in an efficient and faster way is a huge
challenge for many organizations across the globe.
Hadoop is known for storing, processing and analyzing
colossal heterogeneous data in a much faster and efficient
way as compared to other contemporaries. This facet of
Hadoop technology is pulling companies to invest in
Hadoop technology and thus driving Hadoop business in an
upward direction.
Researchers have forecasted that 40 Zettabytes (40,000
Exabytes) will be generated by 2020, which is an increase
of 300 times from 2005. All these data contain very useful
business insight, which if carefully processed, can help
companies to gauge eminent consumer behavior.
Emerging Markets to Deliver Most Profitable Returns
North America has been a dominant region in the Hadoop
business for a long time and will continue to retain that
status; as industry forecasted a steady growth of Hadoop in
North America over the next couple of years. However, the
| November 2017 33

36. Hadoop marketplace in Asia Pacific is projected to expand at the fastest pace of 30.2 percent CAGR. Europe is also
projected to grow upwards in the next few years due to the expanding big data management capabilities across sectors
such as government, retail, and BFSI in the region.
Amid Growth prospect; there is a genuine Security concern
Big data is not new to large organizations; however, it’s also becoming popular among smaller and medium sized
organizations due to cost reduction and provides easy to manage data. Cloud-based storage has assisted data mining
and collection. However, this big data and cloud storage integration has triggered a challenge to privacy and security
threats. Therefore, just a normal security check cannot discover security patches for a continuous streaming data. For
this purpose, organization needs full-time privacy while data streaming and big data analysis. Hadoop developers need
to fix the security concern with big data usage only then will the exponential positive growth of Hadoop in near
future will become inevitable.
Apart from various factors mentioned in this article, lucrative growth opportunities, developing economies, increasing
penetration of the Internet availability of affordable smartphones, technologically and digitally improved industrial
infrastructures, and the exponential rise in numbers of mobile device users will continue to fuel the growth of Hadoop
technology in future.
November 2017 |34

38. y Adrian Hinrichsen, Marketing Business
BDevelopment Director of Datumize
The above infographic is astonishing when you really delve
into the numbers. The last few years have been quite
interesting when it comes to the IoT space.
I have personally taken a back seat and watched how the
industry has sprouted, from an embryonic platform to an
early catalyst for possibly becoming the next “Skynet” (no
pun intended). For some time now pundits have been
predicting great things for the Internet of Things (IoT),
from smart cities and smart homes to smart energy grids,
driverless cars and autonomous robots. What is in no doubt
are the number of “things” that now have “connected
capability”, and it is rising fast; according to one leading
analyst, 6.4billion connected things will be in use by the
end of this year, an increase of 30% from last year, meaning
5million new things are being connected up to the internet
every single day. The term internet of things (IoT) was
coined round about the turn of the millennium and is widely
held to mean the connection of “things”. There are a
number of factors driving IoT. First, consumers are
demanding greater convenience, speed of delivery and
personalisation of the goods and services they consume.
There are also other drivers for the IoT
explosion we are witnessing. The costs of infrastructure are
on a downward trajectory. Sensors are becoming smaller,
cheaper and more energy efficient and battery life is
improving. The further innovation of cloud computing
platforms and the emergence of specialised IoT services on
them mean that the data collection and analysis necessary
for wide scale deployment are more accessible.
Here you can see one infographic from Deloitte in 2014 that
shows the value they analysed for smart homes and smart
cars. Interestingly enough these percentages have not
differed too much till now.
Is IoT Fact or Future?
IoT is right at the top of the “hype” cycle and firmly
perched to what everyone is talking about. Mckinsey Co
predict that the economic impact of the IoT could be
between $3.9tn and $11.1tn per year by 2025. That is a
huge industry considering it was only born 16 years ago.
One of the main question I get asked a lot is “where do you
see IoT making the most advantage”? Currently the top
industries are domestic/leisure, utilities/energy and
transport/automotive. At Datumize we are seeing traction in
Pioneer’s Desk
November 2017 |36

39. all these sectors with each project very much different to
the next. Our everyday environment is changing, sometimes
without us even noticing, however our lives are being made
easier for it.
Although we are moving quickly to an IoT environment, we
are also facing “Barriers to connection”, where businesses
and consumers do not share the same vision of IoT. One
suspicion is the concern for security and how IoT
technology could be hijacked and manipulated by those for
ill intent. Other factors are more technical in nature, and
seem to be around operating systems, pricing and current
offerings. All of these factors will have to be overcome if
we are to achieve the holy grail of “smart Cities” and
connection of things.
In Conclusion
IoT is a concept which is no longer discussed only by
technical scientists, it has very much moved into the
mainstream. Certain industries have embraced IoT more
than others, for example domestic/leisure, utilities and
transport are leading the way. We are all consumers and
citizens, and a great deal of education needs to occur
before the reality of IoT is understood and accepted by
us at large. Data is the key to IoT and organisations
seems to want to get their hands on that “Dark data”,
but do not know what to do with it once they have
it, or how to turn it into a value for their business.
It is here that obstacles occur in our everyday
business environment as the resources needed
have currently not been implemented into the
infrastructure and this will not happen until
businesses understand the value that is passing
them by on a daily basis within their organisation.
IoT is potentially the most exciting technical
revolution to have happened in a long time, and if we
are able to help businesses and consumers connect in
a smarter way, help build the resources and
infrastructure to support this new environment, then the
way we live and work will change forever, in a very
positive way.
| November 2017 37
Adrian Hinrichsen
Marketing Business
Development Director, Datumize

40. ust a while ago, companies were not sure about using
Jbig data analytics for business execution. There was a
simple reason for the organization to not venture into
big data. It was the cost of analysis.
In this modern era, everything went digital, so data is
flooding in from every single direction. Organizations are
getting overloaded with terabytes and petabytes of data in
different formats from sources like operational
transactional systems, customer service points, also mobile
web media. Now, it creates a problem of storage. And
with no proper utilization of the data, collecting storing is
a waste of resource. In the past it was difficult to process
such data without relevant technology.
Significance of Big Data Analytics
As its name suggests, big data, obviously, is big. It is so big
that traditional data processing techniques are just not
enough to analyze it. With the ‘beginning of the digital age’
data explosion has occurred. And because of the volume,
variety velocity at which the data is growing, it is
extremely difficult for organizations to store or compute
this data for timely accurate decisions. Here big data
analytics comes to the rescue. To examine enormous
amount of data and uncover the relevant features that will
help businesses to make better decisions, is what Big data
analytics work for.
But to make big data really helpful an organization needs to
know that it is really applicable or not and the ability to
make it useful. If an organization has the needed resources,
it should definitely move forward to the big data analytics.
Big Esteem of Big Data Analytics
The esteem of big data is not just limited to the volume
velocity, but also referred by the variety, variability
complexity of the data. So it needs only some upgrades
efforts to fully perceive the potential of big data. It just that
only once an organization gets it running, the benefits are
just more than one’s expectations. It is just out of our
imagination the amount of data users are creating for
different organizations like social media interactions,
product reviews, free job portal alerts, customer service
transactional points.
Editor’s Pick
November 2017 |38

41. 3. It Minimizes the risk through valuable insights
The most dangerous thing for a company is to make wrong
business decisions. But with the help of big data,
organizations can minimize their risks through the valuable
insights they can gather through analysis.
4. Helpful in Innovation of new products and services
Big data analysis helps organizations to understand better
what customers want and with the help of this, they can
provide better after-sales service. Additionally, they can be
innovative about their new products so that it can pertain to
the customer’s viewpoint.
5. Online reputation of brands can be monitored more
precisely
Especially those organizations who are active in social
media, big data analytics is of great help, to actively
monitor improve their social media presence. Not just
that, it also gives them a good idea about the brand’s views
on the web. Big data analytics are becoming a key to
business growth, especially, for the organizations who want
to grow in this age of innovation.
Why Big Data Analytics is a key to business growth?
The important thing of big data analytics is the way
organizations use it to boost their business performance,
innovate and provide better customer service. Here are
some of the ways big data analytics are proving to be the
key to business growth.
1. Boosts Performance through better data analysis
With the help of big data analytics one can take a look at his
organization, how exactly efficiently it is working. Like
this, based upon the findings of this analysis, an
organization can work on to make the workforce more
effective.
2. Helps to understand market sentiment competitor
strategies
Big data analysis helps organizations to be forward in the
business competition. The market sentiments related to the
organization and its competitors can be understood by
simply analyzing the big data. It will help organizations to
create strategies to make the right decision.
Analytics Key
To
Business
Growth
Big Data
| November 2017 39

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