Introduction to Big Data

Welcome!

2
 Topics
• Scope: Big Data & Analytics
• Topics:
– Foundation of Data Analytics and Data Mining
– Hadoop/Map-Reduce Programming and Data
Processing & BigTable/Hbase/Cassandra
– Graph Database and Graph Analytics

3
 What’s Big Data?
No single definition; here is from Wikipedia:

• Big data is the term for a collection of data sets so large and
complex that it becomes difficult to process using on-hand
database management tools or traditional data processing
applications.
• The challenges include capture, curation, storage, search, sharing,
transfer, analysis, and visualization.
• The trend to larger data sets is due to the additional information
derivable from analysis of a single large set of related data, as
compared to separate smaller sets with the same total amount of
data, allowing correlations to be found to "spot business trends,
determine quality of research, prevent diseases, link legal citations,
combat crime, and determine real-time roadway traffic conditions.” 4
Big Data: 3V’s

5
 Volume (Scale)

• Data Volume
– 44x increase from 2009 2020
– From 0.8 zettabytes to 35zb
• Data volume is increasing exponentially

Exponential increase in
collected/generated data

6
 4.6
30 billion RFID billion
tags today
12+ TBs (1.3B in 2005)
camera
of tweet data phones
every day world wide

100s of
millions
of GPS
data every day
? TBs of

enabled
devices sold
annually

25+ TBs of
log data 2+
every day billion
people on
the Web
76 million smart meters by end
in 2009… 2011
200M by 2014
Maximilien Brice, © CERN
CERN’s Large Hydron Collider (LHC) generates 15 PB a year
 The Earthscope
• The Earthscope is the world's largest
science project. Designed to track
North America's geological evolution,
this observatory records data over 3.8
million square miles, amassing 67
terabytes of data. It analyzes seismic
slips in the San Andreas fault, sure, but
also the plume of magma underneath
Yellowstone and much, much more.
(http://www.msnbc.msn.com/id/4436
3598/ns/technology_and_science-
future_of_technology/#.TmetOdQ--uI)
 Variety (Complexity)
• Relational Data (Tables/Transaction/Legacy Data)
• Text Data (Web)
• Semi-structured Data (XML)
• Graph Data
– Social Network, Semantic Web (RDF), …

• Streaming Data
– You can only scan the data once

• A single application can be generating/collecting

many types of data

• Big Public Data (online, weather, finance, etc)

To extract knowledge all these types of

data need to linked together 10
 A Single View to the Customer

Social Banking
Media Finance

Our
Gaming
Customer Known
History

Entertain Purchase
 Velocity (Speed)

• Data is begin generated fast and need to be

processed fast
• Online Data Analytics
• Late decisions  missing opportunities
• Examples
– E-Promotions: Based on your current location, your purchase history, what
you like  send promotions right now for store next to you

– Healthcare monitoring: sensors monitoring your activities and body 

any abnormal measurements require immediate reaction

12
 Real-time/Fast Data

Mobile devices
(tracking all objects all the time)

Social media and networks Scientific instruments

(all of us are generating data) (collecting all sorts of data)

Sensor technology and networks

(measuring all kinds of data)

• The progress and innovation is no longer hindered by the ability to collect data
• But, by the ability to manage, analyze, summarize, visualize, and discover
knowledge from the collected data in a timely manner and in a scalable fashion

13
 Real-Time Analytics/Decision Requirement

Product
Recommendations Learning why Customers
Influence
that are Relevant Behavior Switch to competitors
& Compelling and their offers; in
time to Counter

Friend Invitations
Improving the Customer to join a
Marketing Game or Activity
Effectiveness of a that expands
Promotion while it business
is still in Play
Preventing Fraud
as it is Occurring
& preventing more
proactively
Some Make it 4V’s

15
 Harnessing Big Data

• OLTP: Online Transaction Processing (DBMSs)

• OLAP: Online Analytical Processing (Data Warehousing)
• RTAP: Real-Time Analytics Processing (Big Data Architecture & technology)

16
 The Model Has Changed…
• The Model of Generating/Consuming Data has Changed

Old Model: Few companies are generating data, all others are consuming data

New Model: all of us are generating data, and all of us are consuming data

17
What’s driving Big Data

- Optimizations and predictive analytics

- Complex statistical analysis
- All types of data, and many sources
- Very large datasets
- More of a real-time

- Ad-hoc querying and reporting

- Data mining techniques
- Structured data, typical sources
- Small to mid-size datasets

18
 THE EVOLUTION OF BUSINESS INTELLIGENCE
Interactive Business
Speed
Intelligence & Big Data:
In-memory RDBMS Scale
Real Time &
Single View
BI Reporting QliqView, Tableau, HANA
OLAP &
Graph Databases
Dataware house
Business Objects, SAS, Big Data: Speed
Scale
Informatica, Cognos other SQL Batch Processing &
Reporting Tools
Distributed Data Store
Hadoop/Spark; HBase/Cassandra

1990’s 2000’s 2010’s

 Big Data Analytics
• Big data is more real-time in nature
than traditional DW applications
• Traditional DW architectures (e.g.
Exadata, Teradata) are not well-
suited for big data apps
• Shared nothing, massively parallel
processing, scale out architectures
are well-suited for big data apps

20
Big Data Technology

22
 Cloud Computing
• IT resources provided as a service
– Compute, storage, databases, queues
• Clouds leverage economies of scale of
commodity hardware
– Cheap storage, high bandwidth networks &
multicore processors
– Geographically distributed data centers
• Offerings from Microsoft, Amazon, Google, …
wikipedia:Cloud Computing
 Benefits
• Cost & management
– Economies of scale, “out-sourced” resource management
• Reduced Time to deployment
– Ease of assembly, works “out of the box”
• Scaling
– On demand provisioning, co-locate data and compute
• Reliability
– Massive, redundant, shared resources
• Sustainability
– Hardware not owned
 Types of Cloud Computing
• Public Cloud: Computing infrastructure is hosted at the
vendor’s premises.
• Private Cloud: Computing architecture is dedicated to the
customer and is not shared with other organisations.
• Hybrid Cloud: Organisations host some critical, secure
applications in private clouds. The not so critical applications
are hosted in the public cloud
– Cloud bursting: the organisation uses its own infrastructure for normal
usage, but cloud is used for peak loads.
• Community Cloud
 Classification of Cloud Computing based on
Service Provided
• Infrastructure as a service (IaaS)
– Offering hardware related services using the principles of cloud computing. These
could include storage services (database or disk storage) or virtual servers.
– Amazon EC2, Amazon S3, Rackspace Cloud Servers and Flexiscale.
• Platform as a Service (PaaS)
– Offering a development platform on the cloud.
– Google’s Application Engine, Microsofts Azure, Salesforce.com’s
force.com .
• Software as a service (SaaS)
– Including a complete software offering on the cloud. Users can access a
software application hosted by the cloud vendor on pay-per-use basis.
This is a well-established sector.
– Salesforce.coms’ offering in the online Customer Relationship
Management (CRM) space, Googles gmail and Microsofts hotmail,
Google docs.
Infrastructure as a Service (IaaS)
 More Refined Categorization
• Storage-as-a-service
• Database-as-a-service
• Information-as-a-service
• Process-as-a-service
• Application-as-a-service
• Platform-as-a-service
• Integration-as-a-service
• Security-as-a-service
• Management/
Governance-as-a-service
• Testing-as-a-service
• Infrastructure-as-a-service InfoWorld Cloud Computing Deep Dive
 Key Ingredients in Cloud Computing
• Service-Oriented Architecture (SOA)
• Utility Computing (on demand)
• Virtualization (P2P Network)
• SAAS (Software As A Service)
• PAAS (Platform AS A Service)
• IAAS (Infrastructure AS A Servie)
• Web Services in Cloud
Enabling Technology: Virtualization

App App App

App App App OS OS OS

Operating System Hypervisor

Hardware Hardware

Traditional Stack Virtualized Stack

 Everything as a Service
• Utility computing = Infrastructure as a Service (IaaS)
– Why buy machines when you can rent cycles?
– Examples: Amazon’s EC2, Rackspace
• Platform as a Service (PaaS)
– Give me nice API and take care of the maintenance,
upgrades, …
– Example: Google App Engine
• Software as a Service (SaaS)
– Just run it for me!
– Example: Gmail, Salesforce
 Cloud versus cloud
• Amazon Elastic Compute Cloud
• Google App Engine
• Microsoft Azure
• GoGrid
• AppNexus
 The Obligatory Timeline Slide
(Mike Culver @ AWS)

COBOL, Amazon.com
Edsel ARPANET Internet

Web Web as a Web Services,

Darkness
Awareness Platform Resources Eliminated
9 2
9
19
6 8 9 6 99 7 0 1 0 4 0 6
1 95 19 9
1 1 20 20 20
Dot-Com Bubble Web 2.0 Web Scale
Computing
 AWS
• Elastic Compute Cloud – EC2 (IaaS)
• Simple Storage Service – S3 (IaaS)
• Elastic Block Storage – EBS (IaaS)
• SimpleDB (SDB) (PaaS)
• Simple Queue Service – SQS (PaaS)
• CloudFront (S3 based Content Delivery
Network – PaaS)
• Consistent AWS Web Services API
What does Azure platform offer to
developers?
Your Applications

Service …
Workflow Database Analytics Identity Contacts
Bus
Access
… Reporting … Devices …
Control

Compute Storage Manage …

 Google’s AppEngine vs Amazon’s EC2
Python
BigTable
Other API’s

VMs
Flat File Storage

AppEngine: EC2/S3:
• Higher-level functionality • Lower-level functionality
(e.g., automatic scaling) • More flexible
• More restrictive • Coarser billing model
(e.g., respond to URL only)
• Proprietary lock-in

June 3, 2008 Google AppEngine vs. Amazon EC2/ Slide 37

S3
Topics Overview
 Topic 1: Data Analytics & Data Mining
• Exploratory Data Analysis
• Linear Classification (Perceptron & Logistic Regression)
• Linear Regression
• C4.5 Decision Tree
• Apriori
• K-means Clustering
• EM Algorithm
• PageRank & HITS
• Collaborative Filtering
 Topic 2: Hadoop/MapReduce Programming
& Data Processing
• Architecture of Hadoop, HDFS, and Yarn
• Programming on Hadoop

• Basic Data Processing: Sort and Join

• Information Retrieval using Hadoop
• Data Mining using Hadoop (Kmeans+Histograms)
• Machine Learning on Hadoop (EM)

• Hive/Pig
• HBase and Cassandra
 Topic 3: Graph Database and
Graph Analytics
• Graph Database
(http://en.wikipedia.org/wiki/Graph_database)
– Native Graph Database (Neo4j)
– Pregel/Giraph (Distributed Graph Processing Engine)
• Neo4j/Titan/GraphLab/GraphSQL
 Textbooks
• No Official Textbooks
• References:
• Hadoop: The Definitive Guide, Tom White, O’Reilly
• Hadoop In Action, Chuck Lam, Manning
• Data-Intensive Text Processing with MapReduce, Jimmy
Lin and Chris Dyer (www.umiacs.umd.edu/~jimmylin/
MapReduce-book-final.pdf)
• Data Mining: Concepts and Techniques, Third Edition,
by Jiawei Han et al.
• Many Online Tutorials and Papers
42
 Cloud Resources
• Hadoop on your local machine
• Hadoop in a virtual machine on your local
machine (Pseudo-Distributed on Ubuntu)
• Hadoop in the clouds with Amazon EC2
 Course Prerequisite
• Prerequisite:
– Java Programming / C++
– Data Structures and Algorithm
– Computer Architecture
– Basic Statistics and Probability
– Database and Data Mining (preferred)

44
 This course is not for you…
• If you do not have a strong Java programming
background
– This course is not about only programming (on
Hadoop).
– Focus on “thinking at scale” and algorithm design
– Focus on how to manage and process Big Data!
• No previous experience necessary in
– MapReduce
– Parallel and distributed programming
 Grade Scheme
Homework 70%

Project 20%

Class Participation 10%

• Each Class will have a sign-in sheet

• Zero-Tolerance on plagiarism

46
 Project
• Project (due April 24th)
– One project: Group size <= 4 students
– Checkpoints
• Proposal: title and goal (due March 1st)
• Outline of approach (due March 15th)
• Implementation and Demo (April 24th and 26th)
• Final Project Report (due April 29th)
– Each group will have a short presentation and demo (15-20
minutes)
– Each group will provide a five-page document on the project;
the responsibility and work of each student shall be
described precisely
47