Neustar is a fast growing provider of enterprise services in telecommunications, online advertising, Internet infrastructure, and advanced technology. Neustar has engaged Think Big Analytics to leverage Hadoop to expand their data analysis capacity. This session describes how Hadoop has expanded their data warehouse capacity, agility for data analysis, reduced costs, and enabled new data products. We look at the challenges and opportunities in capturing 100′s of TB’s of compact binary network data, ad hoc analysis, integration with a scale out relational database, more agile data development, and building new products integrating multiple big data sets.

1. Using Hadoop
to Expand
Data Warehousing
Mike Peterson
VP of Platforms and Data Architecture, Neustar
Ron Bodkin
CEO and Founder, Think Big Analytics
ron.bodkin@thinkbiganalytics.com
.
x
1 Copyright © Think Big Analytics and Neustar Inc.
June 13, 2012

2. Agenda
Overview
Technology
Process
Conclusion
2 Copyright © Think Big Analytics and Neustar Inc.

3. Big Data Highlights at Neustar
2010 2011 2012
Hadoop
Hadoop Cluster Cluster
Rollout at Quova Rollout with
UltraDNS
3 Copyright © Think Big Analytics and Neustar Inc.

4. The Business Case
100 TB of INCREMENTAL Data Storage
3 Year Cost
Millions US $
$9.6 $9.6
$6.3
$0.2
Hadoop Big Data Netezza Teradata Oracle
4 Copyright © Think Big Analytics and Neustar Inc.

5. Big Data Warehouse
Challenges Goals
• Cost to store unstructured data • Integrate unstructured data with EDW
• Poor response time to changing BI needs • Predictive analytics based on data science
• Data Warehouse access for departments • Access to cluster for all users
5 Copyright © Think Big Analytics and Neustar Inc.

6. Data Agility
Classic Warehouse Big Data Warehouse
» ETL » Store raw data
» Pre-parse all data » Parse only when proven
» Normalize up front » Approximate parse on
» Feed data marts demand
» New ideas = IT projects » Analysis on demand
» Aggregate/Summarize » Provide ideas before
projects to optimize
6 Copyright © Think Big Analytics and Neustar Inc.

7. Change to Technology Focus
» New data platforms unlock innovation
» Not just package implementation
» More open source technology
» Rethink assumptions
» Increase technology skills
» Focus data teams
7 Copyright © Think Big Analytics and Neustar Inc.

8. Working Together
» Expertise in delivery
» Trusted partner
» Collaborative development
» Open source leader
» Invested in client success
» Price/performance
8 Copyright © Think Big Analytics and Neustar Inc.

9. Technology
9 Copyright © Think Big Analytics and Neustar Inc.

10. Architecture Overview
Samples & Aggregates
RSync/SCP + Capture
Scripts Server
Cluster
Backup Master Server
Cronacle Agent Slave
Slave
Postgres ETL Slave
Slave Server
Hive + UDFs
Secondary Name Node Postgres
Cronacle to HDFS (incl. Hive
Scheduler Slave Metastore)
Master Server Postgres + HDFS HDFS
Task Tracker
Hive Name Node
Job Tracker
Ad-Hoc queries and BI
Management, Monitoring
LDAP
10 Copyright © Think Big Analytics and Neustar Inc.

11. Initial Hadoop Cluster Current Configuration
» 40 servers
» Hadoop and PostgreSQL
Data Nodes
» 2 x 12 cores
» 64 GB memory
» 24 x 3TB SATA drives
» Mixed Nodes –
Raid 6 storage
» HDFS only nodes –
JBOD
» 10Gbit Ethernet
11 Copyright © Think Big Analytics and Neustar Inc.

12. System Scale
» Query volume – light but ramping
» 10,000 Map Reduce processes/day
» Ingesting over 40B rows a day
» 1.5TB with 7x compression
» Storage utilization at 45%
» Core utilization spikes when processing Machine
Learning Algorithms
» 100% capture of multiple large product data sets
12 Copyright © Think Big Analytics and Neustar Inc.

13. Software Choices by Layer
Data Processing &
Platform Application Integration Analytics
Resource Management
Data Science & Algorithms Application Support
Business Intelligence &
Current configuration:
Reporting Hive
» Redwood Software
Hortonworks Data Platform, Ganglia
LDAP, Hortonworks Data Platform
Data Ingestion Data Transformation & Aggregation Data Publication
Custom Script Hive FTP scheduler
Management & Monitoring
Workflow Management
» Hortonworks Distribution
Cluster Security
Cronacle
Metadata Management Low Latency Data Access
GridSQL, not Hadoop ecosystem
» Move to Oracle JDK 6
Data Governance Resource Management » Move to Red Hat
Fair Scheduler
Platform Software
Hortonworks Data Platform, Oracle JDK 6, RHEL 6
Networking Infrastructure
10 GigE HP Servers
Cluster Provisioning
On Premise Shared Hadoop and Grid SQL
13 Copyright © Think Big Analytics and Neustar Inc.

14. Massive Binary Format Data
Query
SELECT * FROM datafile
WHERE dt='2012-06-15'; » Parse on fly: don’t
1
duplicate or lose original
Parse into records
» Reused open source
Binary
InputFormat
Binary
SerDe
parser with custom
extensions
2
Parse into fields lazily
» Optimized with
Bean » profiling
Object
Inspector » lazy parsing
3
Fields determined
minimizes object
large partitioned binary file - 100's of TBs by Java beans methods creation
compressed binary record 1 » CPU bound due to
parsing compact structure
compressed binary record 2
...
6/19/12 14

15. Disk Failures and Recovery
» 5 drives in 9 months; 3 were DOA
» Hadoop handled failure perfectly
» Raid 6 PostgreSQL & GridSQL working fine
15 Copyright © Think Big Analytics and Neustar Inc.

16. Storage Policy
» Storage still isn’t free!
» Newer data = 3 replicas
» Older data = 2 replicas
» Data retention = 1 year
» Free space = 20% reserve
16 Copyright © Think Big Analytics and Neustar Inc.

17. Process
17 Copyright © Think Big Analytics and Neustar Inc.

18. The Big Data Journey
Phase 1: Enterprise Cluster Dev & Deployment
Data Science
Phase 2: Comprehensive Ingestion by Service
Monetization
Cost Savings
Offerings
Ingestion
Phase 3: Develop Big Data Capabilities
» New Applications
» Data Science
» Advanced Analytics
» Cost Savings Data Services Strategy
18 Copyright © Think Big Analytics and Neustar Inc.

19. Organizational Approach
Executive Support
Roles and Organization
Data Governance
Outreach
Training
Product Definition
Data Sharing
Data Science / Analytics
Data Acquisition External Data Acquisition Internal
Platform Build
19 Copyright © Think Big Analytics and Neustar Inc.

20. Organizational Investment
Data
Developers
Database
Administrator
Big Data Big Data
Administrator Engineer
New workloads & tools Distributed development
Data
Architect
Data Architect Data Scientist
Big Data Modeling Math, programming &
Varying data structures analysis
20 Copyright © Think Big Analytics and Neustar Inc.

21. Training to Match Organization
Fundamentals Track
Tools Track
Applications Track
Guiding Principles
• Making Hadoop Big Data “relevant” at the company and job
• Cross-train math and engineering skill bases
• Lab Team exposure to new and emerging technology training
21 Copyright © Think Big Analytics and Neustar Inc.

22. Building Data Science Capability
22 Copyright © Think Big Analytics and Neustar Inc.

23. Use of Capability
Use
Case
Technology
Selection Criteria
» Structure
Basic
Only Structured Data Type Complex Structure » Compute Scale Reporting
» Data Volume
» Latency
At least 10
# Calculations
Under 10 » Analysis Type Data Ingestion
PetaFLOP PetaFLOP
100 TB
Data Size
Under Batch
EDW
or more
EDW
10 TB
Data Processing
EDW EDW
EDW Data
EDW 10-100 TB
Data
Latency? Analysis Analysis Fast Analytics
Type? Type?
Tightly Integrated Other (Simple,
A minute Under with existing data
a minute Parallel, Complex Production, Tightly Integrated Data
or more Other
Structural) with existing data
Enrichment
existing existing
EDW EDW EDW
platform platform
Data Science
Trends
• Compute model scores faster
• Analyze full data sets
• Incorporate new data
•
» 23
Build new services from data

24. Conclusion
24 Copyright © Think Big Analytics and Neustar Inc.

25. Getting Value from Big Data Finalize these
take aways
» Expand warehousing capability with Hadoop
» Enable data science to create new value
» Organizational change is a journey
25 Copyright © Think Big Analytics and Neustar Inc.

26. Thank You
Mike Peterson
VP of Platforms and Data Architecture, Neustar
Ron Bodkin
CEO and Founder, Think Big Analytics
ron.bodkin@thinkbiganalytics.com
x
26 Copyright © Think Big Analytics and Neustar Inc.