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Kognitio Analytical Platform Company Update December 2012
Kognitio Analytical PlatformCompany Update
December 2012
Kognitio
•Privately held•Dev Labs in the UK •Leadership in US•~100 employees
Core product:•MPP in‐memory analytical platform
•Built from the ground‐up to satisfy large and complex analytics on big data sets
Kognitio is focused on providing the premier high-performance analytical platform to power business
insight around the world.
WW Client Growth
*Some clients NDA
Kognitio v8 Software MDX Connector
Cube Designer
Excel Add-in
Console
Admin Tools Analytical Processing
Accelerator for …
Analytical Appliance
Accelerator for Hadoop
Brand Streamlining – New Kognitio Product Hierarchy
Flexibility Engrained to our Business Model
Public Cloud (SaaS)Low costs, no CapExrequirement, immediate provisioningIncur charged per hour on demand (CPU core/ hour)Provided by Kognitio, hosted by Amazon Web Services (AWS)
Private Cloud Pre-built and configured Highest security for sensititive data setsHosted in Tier-3 data centers via specialized hosting providers~ 48 hour provisioning
SoftwareIndustry-standard x86 Linux serversRapid deployment and implementationTypical license-maintenance contract for customersMassively scalable
ApplianceCommodity hardware per client preferenceBespoke formula of RAM data memory, server cores and disk specificationsProfit = software license + hardware margins
PartnershipsISVs: specialized/industry solutionsServices: implementation and deliveryDistributors: expanded market coverage
- Flexible delivery model to meet client requirements - Partnership channel builds ecosystem and expands reach- Revenue model:
- One-time charge: volume-based software licenses- Recurring revenue: maintenance and support
Analytical Platform Reference Architecture
In-memory Analytical Platform
“pull very large amounts of data from existing data storage (persistence) systems into high speed computer memory”
– can be existing traditional disk based data warehouse products, operational systems, Kognitio’s own disk subsystem or increasingly distributed parallel file systems such as Hadoop or cloud storage
• Scale the power as required• Adaptable capacity
– Scale up / down as when needed within server farm• Utilize local disk for near-line store of regularly used
reference data or result sets
What is an “In-memory” Analytical Platform?
• A database where all of the data of interest or specific portions of the data have been permanently pre-loaded into a computers random access memory (RAM).
• Not a large cache– Data is held in structures that take advantage of the properties of
RAM – NOT copies of frequently used disk blocks– The databases query optimiser knows at all times exactly which
data is in memory and which is not
Speed & Scale from “True MPP”• Memory & CPU on an individual server = NOWHERE near enough for big data
– Moore’s Law – The power of a processor doubles every two years– Data volumes – Double every year!!
• Every CPU core in• Every server needs to efficiently involved in • Every query
Every
– Data is split across all the CPU cores– All database operations are parallelised with no points of serialisation –
This is true MPP
• Combine the RAM of many individual servers• many CPU cores spread across• many CPUs, housed in • many individual computers (1 to 1000+)
Many
• The only way to keep up is to parallelise or scale-out
V8 Enables the Analytical Platform Reference Architecture
External Tables
External FunctionsNot Only SQL
Hadoop Connector Other Connectors
Kognitio Storageas an External table
Not Only SQL: any language in-line
Kognitio External Scripts– Run third party binaries or scripts embedded within SQL
• Perl, Python, Java, R, SAS, etc.• One-to-many rows in, zero-to-many rows out, one to one
create interpreter perlinterpcommand '/usr/bin/perl' sends 'csv' receives 'csv' ;
select top 1000 words, count(*)from (external script using environment perlinterp
receives (txt varchar(32000))sends (words varchar(100))script S'endofperl(
while(<>){
chomp();s/[\,\.\!\_\\]//g;foreach $c (split(/ /)){ if($c =~ /^[a-zA-Z]+$/) { print "$c\n”} }
})endofperl'from (select comments from customer_enquiry))dt
group by 1 order by 2 desc;
This reads long comments text from customer enquiry table, in line perl converts long text into output stream of words (one word per row), query selects top 1000 words by frequency using standard SQL aggregation
Kognitio Hadoop Connectors
HDFS Connector• Connector defines access to hdfs file system• External table accesses row-based data
in hdfs• Dynamic access or “pin” data into memory• Complete hdfs file is loaded into memory
Filter Agent Connector• Connector uploads agent to Hadoop nodes• Query passes selections and relevant
predicates to agent• Data filtering and projection takes place
locally on each Hadoop node• Only data of interest in loaded into memory
via parallel load streams
Innovative client solutions
Orbitz leverages Kognitio Cloud to take large volumes of complex data, ingested in real time from web channels, demographic and psychographic data, customer segmentation and modeling scores and turn it into actionable intelligence, allowing them to think of new ways of offering the right products and services to its current and prospective client base.
PlaceIQ provdes actionable hyper‐local Mobile BI location intelligence. They leverage Kognitio to extracts intelligence from large amounts of place, social and mobile location‐based data to create hyper‐local, targetable audience profiles, giving advertisers the power to connect with consumers at the right place, at the right time, with the right message.
Public Cloud
Private Cloud
Public Cloud
Software
Appliance
TiVo Research & Analytics 40 TBs of RAM that perform complex media analytics, cross‐correlating data from over 22 sources with set‐top box data to allow advertisers, networks and agencies to analyze the ROI of creative campaigns while they are still in flight, enabling self‐service reporting for business users
The VivaKi Nerve Center provides social media and other analytics for campaign monitoring and near real‐time advertising effectiveness. This enables agencies in the Publicis Global Network to provide deep‐dive analytics into TBs of data in seconds
AIMIA provides self‐service customer loyalty analysis on over 24 billion transactions that are live in‐memory full volumes of POS data. Retailers, Customer Packaged Goods companies and other service providers, provide merchandise managers with “train‐of‐thought” analysis to better target customers.
Context for media analytics: • In‐memory analytical database for Big Data
• Correlate everything to everything
• MPP + Linear Scalability
• Predictable and ultra‐fast performance
• > 22 data sources
• Commodity servers/equipment
• Market‐available IT skills
• No solution re‐engineering
Solution Benefits– Reports allow advertisers, networks and agencies to analyze the
relative strengths and weaknesses of different creative executions, and how such variables as program environment, time slots, and pod position impact their ROI
– Enables self‐service reporting for business users
Mars, Inc.: “By using TRA to improve media plans, creative and
flighting, Mars has achieved a portfolio increase in ROI versus a year ago of 25% in one category and 35% in a
second category.”
Challenges– Expanding volumes of data– Few opportunities for
summarization (demographics, purchaser targets, etc.)
– Data too large/complex for traditional database systems
– Need for simple administration
Analytics on tens of billions of events in tens of seconds with NO DBA
Thank You!
connect
kognitio.com
kognitio.tel
kognitio.com/blog
twitter.com/kognitio
linkedin.com/companies/kognitio
tinyurl.com/kognitio
youtube.com/kognitio
contact
Michael HiskeyVice President, Marketing & Business [email protected]+1.917.375.8196
Steve FriedbergMMI [email protected]
Paul GroomVP, Business [email protected]
John CoppinsSVP, Kognitio Cloudjohn/[email protected]
