Adding business value using data elasticity
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Adding Business Value Using Data Elasticity. Varadha Sundaram Sun Certified Enterprise Architect Sabre Inc., Dallas, USA. What is the challenge with digitizing information?. Data Storing Data Retrieval Data Relevance. Trend in Data size over last 6 years.

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Adding Business Value Using Data Elasticity

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Adding Business Value Using Data Elasticity

Varadha Sundaram

Sun Certified Enterprise Architect

Sabre Inc., Dallas, USA

What is the challenge with digitizing information?

  • Data Storing

  • Data Retrieval

  • Data Relevance

Trend in Data size over last 6 years

Why and how to Store Data Store ?

Store Data By Relevance

What type of storage strategy makes Business Sense

Why is Data Relevance important

  • Helps Businesses present data to customers based on context

  • Helps Business Analyze / Mine data for future endeavors

  • Helps Business make more money by using the value data possesses

  • In order to store Relevant data we need products which offer DATA ELASTICITY

What is Data Elasticity

  • The elasticity of a data store relates to the flexibility of its data model and clustering capabilities.

  • Greater the number of data model changes that can be tolerated  more easily the clustering can be managed & more elastic the data store is considered to be.

Data Elasticity vs. Databases

  • Relational databases are most often very inelastic, as they have a predefined data model that can only be adapted through redesign.

  • NoSQLdata stores, however, do not have a fixed schema. Each row can have a different number and even different type of columns data model can change dynamically.

  • Challenge is that the programmer has to take into account that the underlying data model may change over time.

Present Data by Relevance

What is Data Relevance

  • Group information by

    • Interest

    • Hobby

  • Offer Information by

    • Geo presence

    • By category

Facebook in action

Data Relevance in action

How is the data stored

  • Stored in a generic form – paired form

  • Data name and data value

    (key value pair ex. Interest - swimming)

  • Stored in different locations as distributed data

  • Partitioned based on context

    (biography, interest, friends, work …)

Proposed Solution/Product

  • Use NoSQL Solution

  • By definition it is a simple File system based database designed to serve “write once read multiple times”.

Why should any business use NoSQL

  • It has more content and does not use everything

  • It knows the data better and understand

  • Can address wide spectrum of customer needs

Tourism Scenario

  • A Traveler is visiting to Coimbatore for attending a conference.

  • Upon landing, provide following details to him as soon as he switches on his smart phone.

A Traveler Relevance Information about Coimbatore


  • Data Elasticity makes OLAP – OnLine Analytical Processing easier

  • Data is stored in de-normalized form – eases data mining

  • Data Elasticity enhances a business’s success (facebook, amazon, google …)

Thank you!Questions & Answers

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