This is Mark Ledbetter's presentation from the September 22, 2014 Hortonworks webinar “What’s Possible with a Modern Data Architecture?” Mark is vice president for industry solutions at Hortonworks. He has more than twenty-five years experience in the software industry with a focus on Retail and supply chain.

1. Hortonworks
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We Do Hadoop. We Do Retail.
September 22, 2014

2. Our Mission: Power your Modern Data Architecture
with HDP and Enterprise Apache Hadoop
Who we are
June 2011: Original 24 architects, developers, operators of Hadoop from Yahoo!
June 2014: An enterprise software company with 500+ Employees
Our model
Innovate and deliver Apache Hadoop as a complete enterprise data platform
completely in the open, backed by a world class support organization
Key Partners
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3. Fastest growing Fortune 1000 customer base
Customer Momentum
• 300+ customers in seven quarters, growing at 75+/quarter
• Two thirds of customers come from F1000
Largest Cluster in North America
32,000 Nodes
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Largest Cluster in Europe
1,000 Nodes
30+ customers migrated from other distributions
Some notable migrations include many of the early adopters of Hadoop:
Experience at Scale
80,000 nodes under contract
Largest Known Cluster in APAC
400 Nodes

4. Enabling a Modern Data Architecture
with HDP and Apache Hadoop
Spring 2014
Version 1.4
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We Do Hadoop. We Do Retail.

5. Traditional systems under pressure
DATA SYSTEM APPLICATIONS
Business
Analytics
Custom
Applications
RDBMS EDW MPP
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Packaged
Applications
• Silos of Data
• Costly to Scale
• Constrained Schemas
Clickstream
Geolocation
Sentiment, Web Data
Sensor. Machine Data
Unstructured docs, emails
Server logs
SOURCES
Existing Sources
(CRM, ERP,…)
New Data Types
…and difficult to
manage new data

6. Why a Modern Data Architecture?
Business
Analytics
LIMITATIONS
Silos & Expensive
Single Purpose
DATA SYSTEM APPLICATIONS
Custom
Applications
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Packaged
Applications
RDBMS EDW MPP
MDA: Key Drivers
1. Leverage new types of data
2. IT optimization
3. Enable a data lake
GOALS
• Extend new data sets across
existing data platforms
• Common data platform, multiple
processing engines
• Batch, interactive and real time on
a single data platform
EXISTING
Systems
Clickstream
Web
&Social
Geoloca9on
Sensor
&
Machine
Server
Logs
Unstructured
SOURCES

7. HDP2 and YARN enable the Modern Data Architecture
Batch Interactive Real-Time
HDFS
(Hadoop Distributed File System)
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Hortonworks architected and
led development of YARN
Common data set, multiple applications
• Optionally land all data in a single cluster
• Batch, interactive & real-time use cases
• Support multi-tenant access, processing
& segmentation of data
YARN: Architectural center of Hadoop
• Consistent security, governance & operations
• Ecosystem applications certified
by Hortonworks to run natively in Hadoop
SOURCES
EXISTING
Systems
Clickstream
Web
&Social
Geoloca9on
Sensor
&
Machine
Server
Logs
Unstructured
DATA SYSTEM APPLICATIONS
Business
Analytics
Custom
Applications
Packaged
Applications
RDBMS EDW MPP YARN: Data Operating System
1 ° ° ° ° ° ° ° ° °
° ° ° ° ° ° ° ° ° N

8. HDP delivers a comprehensive data management platform
HDP 2.1
Hortonworks Data Platform
BATCH, INTERACTIVE & REAL-TIME SECURITY
DATA ACCESS
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Provision,
Manage &
Monitor
Ambari
Zookeeper
Scheduling
Oozie
Data Workflow,
Lifecycle &
Governance
Falcon
Sqoop
Flume
NFS
WebHDFS
In-Memory
Spark
YARN: Data Operating System
DATA MANAGEMENT
GOVERNANCE
& INTEGRATION
Authentication
Authorization
Accounting
Data Protection
Storage: HDFS
Resources: YARN
Access: Hive, …
Pipeline: Falcon
Cluster: Knox
OPERATIONS
Script
Pig
Search
Solr
SQL
Hive
HCatalog
NoSQL
HBase
Accumulo
Stream
Storm
Others
ISV
Engines
1 ° ° ° ° ° ° ° ° °
° ° ° ° ° ° ° ° ° °
° ° ° ° ° ° ° ° ° °
°
°
N
HDFS
(Hadoop Distributed File System)
Deployment Choice
Linux Windows On-Premise Cloud
YARN is the architectural
center of HDP
• Enables batch, interactive
and real-time workloads
• Single SQL engine for both batch
and interactive
• Enable existing ISV apps to plug
directly into Hadoop via YARN
Provides comprehensive
enterprise capabilities
• Governance
• Security
• Operations
The widest range of
deployment options
• Linux & Windows
• On premise & cloud
TezTez

9. Our Approach
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10. Hortonworks Approach
1 Innovate the Core
Architect and build
innovation at the core of
Hadoop
• YARN: Data Operating System
• HDFS as the storage layer
• Key processing engines
Script
Pig
Search
Solr
SQL
Hive/Tez,
HCatalog
NoSQL
HBase
Accumulo
Stream
Storm
Batch
Map
Reduce
YARN
:
Data
Opera9ng
System
HDFS
(Hadoop
Distributed
File
System)
Page 10 © Hortonworks Inc. 2011 – 2014. All Rights Reserved

11. Hortonworks Approach
1 Innovate the Core
Architect and build
innovation at the core of
Hadoop
• YARN: Data Operating System
• HDFS as the storage layer
• Key processing engines
Extend Hadoop as an
2 Enterprise Data Platform
Extend Hadoop with enterprise
capabilities for governance,
security & operations
Apply enterprise software rigor
to the open source development
process
Script
Pig
Search
Solr
SQL
Hive/Tez,
HCatalog
NoSQL
HBase
Accumulo
Stream
Storm
Batch
Map
Reduce
YARN
:
Data
Opera9ng
System
HDFS
(Hadoop
Distributed
File
System)
Page 11 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
HDP 2.1
Governance
& Integration
Security
Operations
Data Access
YARN
Data Management

12. Hortonworks Approach
1 Innovate the Core
Architect and build
innovation at the core of
Hadoop
• YARN: Data Operating System
• HDFS as the storage layer
• Key processing engines
Extend Hadoop as an
2 Enterprise Data Platform 3 Enable the Ecosystem
Extend Hadoop with enterprise
capabilities for governance,
security & operations
Apply enterprise software rigor
to the open source development
process
Script
Pig
Search
Solr
SQL
Hive/Tez,
HCatalog
NoSQL
HBase
Accumulo
Stream
Storm
Batch
Map
Reduce
Page 12 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Enable the leaders in the data
center to easily adopt & extend
their platforms
• Establish Hadoop as standard
component of a modern data
architecture
• Joint engineering
YARN
:
Data
Opera9ng
System
HDFS
(Hadoop
Distributed
File
System)
HDP 2.1
Governance
& Integration
Security
Operations
Data Access
YARN
Data Management

13. …all done completely 4 in Open Source
Hadoop is a platform decision
• Open Source: fastest path to innovation for a platform technology
• Eliminate vendor lock in, no proprietary software
• Data center leaders have committed to the open source approach
Script
Pig
Contributes more to the Apache Hadoop
ecosystem in the ASF than any other vendor
Search
Solr
SQL
Hive/Tez,
HCatalog
NoSQL
HBase
Accumulo
Stream
Storm
Batch
Map
Reduce
YARN
:
Data
Opera9ng
System
HDFS
(Hadoop
Distributed
File
System)
Page 13 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Apache
Project Committers PMC
Members
Hadoop 26 20
Tez 15 13
Hive 15 5
HBase 7 3
Pig 5 5
Accumulo 2 2
Flume 1 0
Storm 2 2
Sqoop 1 0
Ambari 32 28
Oozie 3 2
Zookeeper 2 1
Knox 6 6
Falcon 3 3
TOTAL 120 90
HDP 2.1
Governance
& Integration
Security
Operations
Data Access
YARN
Data Management

14. The Modern Data Architecture w/ HDP
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15. Hadoop Juices Sales in Retail
FUNCTION USE CASE
Marketing
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360° View of Customer:
Ø Customer Lifetime Value
Ø Targeted Marketing Campaigns
Segmentation
Pricing
Brand Sentiment Analysis
eCommerce & Customer Service
Product Recommendation Engine
Web Path Optimization
Call Center Productivity
Forecasting, Allocation & Merchandizing
Product Placement
Store-Level Optimization of Assortment, Prices and Spaces
Procurement & Supply Chain
Inventory Management
Real-time Delivery Management
Improved Order Picking
Vendor Management
Strategic Sourcing

16. Case Study: 12 month Hadoop evolution at TrueCar
Data Platform Capabilities
June 2013
Begin
Hadoop
Execution
July 2013
Hortonworks
Partnership
12 months execution plan
Page 16 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
May ‘14
IPO
Aug 2013
Training
& Dev.
Begins
Nov 2013
Production
Cluster
60 Nodes
2 PB
Jan 2014
40% Dev.
Staff
Proficient
Dec 2013
Three
Production
Apps
(3 total)
Feb 2014
Three More
Production
Apps
(6 total)
12 Month Results at TrueCAR
• Six Production Hadoop Applications
• Sixty nodes/2PB data
• Storage Costs/Compute Costs
from $19/GB to $0.23/GB
“We addressed our data platform capabilities
strategically as a pre-cursor to IPO.”

17. Hortonworks Support
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We Do Hadoop. We Do Retail.

18. End to end support to ensure your Hadoop success
Mission Critical Hadoop Support
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Hortonworks Support
Backed by the architects, builders and
operators of Hadoop, Hortonworks offers
the most effective and complete Hadoop
support available
Support Provided
• Application Development Support
• Diagnose Install, Config & Cluster Mgmt Issues
• Access to Upgrades, Updates and Patches
• Diagnose Performance Issues
• Remote Troubleshooting
• Diagnose Loading, Processing & Query Issues
• Customer Support Portal
• Advanced Knowledgebase
Architect &
Design Development Implementation Production
Only Hortonworks provides unlimited support
across architecture, development,
implementation & production

19. End to end support to ensure your Hadoop success
Mission Critical Hadoop Support
Services
Architect &
Design Development Implementation Production
Only Hortonworks provides unlimited support
across architecture, development,
implementation & production
Page 19 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Hortonworks Services
Our services team ensures your Hadoop
project will be delivered successfully
Services Provided
• Architecture
• Implementation
• Cluster Tuning
• Migration
• Best Practices

20. End to end support to ensure your Hadoop success
Mission Critical Hadoop Support
Services
Training
Architect &
Design Development Implementation Production
Only Hortonworks provides unlimited support
across architecture, development,
implementation & production
Page 20 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Hortonworks University
We offer a wide range of training options
backed by experts and designed to
evolve your teams Hadoop proficiency
Custom Coursework
• On-site training for your team
• Customized for your requirements
Public Courses
• Offered in all geographies
• Hadoop Architect
• Hadoop Developer
• Hadoop Analyst
• Hadoop Operations
• Data Science

21. Hadoop is a Platform Decision
Open Leadership
Drive innovation in the open via
the Apache community-driven
open source process
Page 21 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
Enterprise Rigor
Engineer, test and certify
Apache Hadoop with the
enterprise in mind
Ecosystem Endorsement
Focus on deep integration with
existing data center technologies
and skills
Fastest Growing Customer and Partner Base
Largest and most experienced Hadoop adopters have standardized on Hortonworks
The data center leaders have standardized on Hortonworks

22. Questions?
Page 22 © Hortonworks Inc. 2011 – 2014. All Rights Reserved
We Do Hadoop. We Do Retail.
September 22, 2014