There is no big data unless you are big brother or big tech
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There Is No Big Data* * Unless You Are Big Brother or Big Tech. Zachary G. Ives University of Pennsylvania and Inc. (visiting for 2 more weeks). We’ve All Heard the Story…. Google has multi PB - EB of data Facebook 10PB data warehouse (Parikh keynote)

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There Is No Big Data* * Unless You Are Big Brother or Big Tech

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There is no big data unless you are big brother or big tech

There Is No Big Data* *Unless You Are Big Brother or Big Tech

Zachary G. Ives

University of Pennsylvania

and Inc. (visiting for 2 more weeks)


We ve all heard the story

We’ve All Heard the Story…

  • Google has multi PB - EB of data

  • Facebook 10PB data warehouse (Parikh keynote)

  • Walmart 500TB data warehouse in 2004

  • "Data is becoming so huge, we in academia need to invent new BIG DATA capabilities!”

    • … Marketers gave us a guide: ~4 “V”s

    • … We latched onto volume + velocity


But wait google has jeff dean etc why do they need us to handle scale

But Wait – Google has Jeff Dean etc.!Why Do They Need Us to Handle Scale?

BigTech are solving scale themselves, and leading the way.

They have real data, real workloads, real $$, real machines.

MapReduce, Pregel, F1, Millwheel, Puma, Presto, …


Worse the problem is usually not too much data to handle

Worse: The Problem Is Usually NotToo Much Data to Handle…

Rowstron+ 12: even Big Tech data isn’t always BIG

  • Analytics clusters @ Microsoft, median job < 14GB

  • Median Facebook job < 100GB

    What about academia, science, or “medium tech” data?

  • A genome

  • A giant Twitter crawl

  • Wikipedia with all history and languages

    Single server-sized… But not what we want to look at: most of the data we want to process needs complementary data we don’t own!!!

3G bases

284M edges, 53M entities

30M pages


Big data is a product not a source

Big Data is a Product, Not a Source

Current focus:

BIG?

  • Not just “variety” – proprietary “little data”:

  • Specialized science data

  • Individual observations

  • E-commerce data


Growing small data big data

“Growing” small dataBIG DATA

Many issues in “big data integration”

  • How do we exploit existing knowledge?

  • How do we take advantage of scale, of user populations, and history?

    But: How do we convince “small data” owners they WANT to be BIG DATA?

  • Need to measure impact of data

    Next step beyond provenance, responsibility, …

  • Need to incentivizecontributions

    Credit, badges, h-index, $$$, …

  • Need user DRM or DUAs, not just corporate DRM, EULAs, and SLAs

“I am getting bigger and bigger”


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