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Bahaaldine Azarmi - Scalable Big Data Architecture: A practitioners guide to choosing relevant Big Data architecture

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Book:
Scalable Big Data Architecture: A practitioners guide to choosing relevant Big Data architecture
Author:
Bahaaldine Azarmi
Publisher:
Apress
Genre:
Computer / Science
Year:
2016
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This book highlights the different types of data architecture and illustrates the many possibilities hidden behind the term Big Data, from the usage of No-SQL databases to the deployment of stream analytics architecture, machine learning, and governance.

Scalable Big Data Architecture covers real-world, concrete industry use cases that leverage complex distributed applications , which involve web applications, RESTful API, and high throughput of large amount of data stored in highly scalable No-SQL data stores such as Couchbase and Elasticsearch. This book demonstrates how data processing can be done at scale from the usage of NoSQL datastores to the combination of Big Data distribution.

When the data processing is too complex and involves different processing topology like long running jobs, stream processing, multiple data sources correlation, and machine learning, its often necessary to delegate the load to Hadoop or Spark and use the No-SQL to serve processed data in real time.

This book shows you how to choose a relevant combination of big data technologies available within the Hadoop ecosystem. It focuses on processing long jobs, architecture, stream data patterns, log analysis, and real time analytics. Every pattern is illustrated with practical examples, which use the different open sourceprojects such as Logstash, Spark, Kafka, and so on.

Traditional data infrastructures are built for digesting and rendering data synthesis and analytics from large amount of data. This book helps you to understand why you should consider using machine learning algorithms early on in the project, before being overwhelmed by constraints imposed by dealing with the high throughput of Big data.

Scalable Big Data Architecture is for developers, data architects, and data scientists looking for a better understanding of how to choose the most relevant pattern for a Big Data project and which tools to integrate into that pattern.

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Bahaaldine Azarmi 2016

Bahaaldine Azarmi Scalable Big Data Architecture 10.1007/978-1-4842-1326-1_1

1. The Big (Data) Problem

Bahaaldine Azarmi 1

(1)

Saint Cloud, France

Data management is getting more complex than it has ever been before. Big Data is everywhere, on everyones mind, and in many different forms: advertising, social graphs, news feeds, recommendations, marketing, healthcare, security, government, and so on.

In the last three years, thousands of technologies having to do with Big Data acquisition, management, and analytics have emerged; this has given IT teams the hard task of choosing, without having a comprehensive methodology to handle the choice most of the time.

When making such a choice for your own situation, ask yourself the following questions: When should I think about employing Big Data for my IT system? Am I ready to employ it? What should I start with? Should I really go for it despite feeling that Big Data is just a marketing trend?

All these questions are running around in the minds of most Chief Information Officers (CIOs) and Chief Technology Officers (CTOs), and they globally cover the reasons and the ways you are putting your business at stake when you decide to deploy a distributed Big Data architecture.

This chapter aims to help you identity Big Data symptoms in other words when it becomes apparent that you need to consider adding Big Data to your architecturebut it also guides you through the variety of Big Data technologies to differentiate among them so that you can understand what they are specialized for. Finally, at the end of the chapter, we build the foundation of a typical distributed Big Data architecture based on real life examples.

Identifying Big Data Symptoms

You may choose to start a Big Data project based on different needs: because of the volume of data you handle, because of the variety of data structures your system has, because of scalability issues you are experiencing, or because you want to reduce the cost of data processing. In this section, youll see what symptoms can make a team realize they need to start a Big Data project.

Size Matters

The two main areas that get people to start thinking about Big Data are when they start having issues related to data size and volume; although most of the time these issues present true and legitimate reasons to think about Big Data, today, they are not the only reasons to go this route.

There are others symptoms that you should also consider type of data , for example. How will you manage to increase various types of data when traditional data stores, such as SQL databases, expect you to do the structuring, like creating tables?

This is not feasible without adding a flexible, schemaless technology that handles new data structures as they come. When I talk about types of data, you should imagine unstructured data, graph data, images, videos, voices, and so on.

Yes, its good to store unstructured data, but its better if you can get something out of it. Another symptom comes out of this premise: Big Data is also about extracting added value information from a high-volume variety of data. When, a couple of years ago, there were more read transactions than write transactions, common caches or databases were enough when paired with weekly ETL (extract, transform, load) processing jobs. Today thats not the trend any more. Now, you need an architecture that is capable of handling data as it comes through long processing to near real-time processing jobs. The architecture should be distributed and not rely on the rigid high-performance and expensive mainframe; instead, it should be based on a more available, performance driven, and cheaper technology to give it more flexibility.

Now, how do you leverage all this added value data and how are you able to search for it naturally? To answer this question, think again about the traditional data store in which you create indexes on different columns to speed up the search query. Well, what if you want to index all hundred columns because you want to be able to execute complex queries that involve a nondeterministic number of key columns? You dont want to do this with a basic SQL database; instead, you would rather consider using a NoSQL store for this specific need.

So simply walking down the path of data acquisition, data structuring, data processing, and data visualization in the context of the actual data management trends makes it easy to conclude that size is no longer the main concern.

Typical Business Use Cases

In addition to technical and architecture considerations, you may be facing use cases that are typical Big Data use cases. Some of them are tied to a specific industry; others are not specialized and can be applied to various industries.

These considerations are generally based on analyzing applications logs, such as web access logs, application server logs, and database logs, but they can also be based on other types of data sources such as social network data.

When you are facing such use cases, you might want to consider a distributed Big Data architecture if you want to be able to scale out as your business grows.

Consumer Behavioral Analytics

Knowing your customer, or what we usually call the 360-degree customer view might be the most popular Big Data use case. This customer view is usually used on e-commerce websites and starts with an unstructured clickstreamin other words, it is made up of the active and passive website navigation actions that a visitor performs. By counting and analyzing the clicks and impressions on ads or products, you can adapt the visitors user experience depending on their behavior, while keeping in mind that the goal is to gain insight in order to optimize the funnel conversion.

Sentiment Analysis

Companies care about how their image and reputation is perceived across social networks; they want to minimize all negative events that might affect their notoriety and leverage positive events. By crawling a large amount of social data in a near-real-time way, they can extract the feelings and sentiments of social communities regarding their brand, and they can identify influential users and contact them in order to change or empower a trend depending on the outcome of their interaction with such users.

CRM Onboarding

You can combine consumer behavioral analytics with sentiment analysis based on data surrounding the visitors social activities. Companies want to combine these online data sources with the existing offline data, which is called CRM (customer relationship management) onboarding , in order to get better and more accurate customer segmentation. Thus, companies can leverage this segmentation and build a better targeting system to send profile-customized offers through marketing actions.

Prediction

Learning from data has become the main Big Data trend for the past two years. Prediction-enabled Big Data can be very efficient in multiple industries, such as in the telecommunication industry, where prediction router log analysis is democratized. Every time an issue is likely to occur on a device, the company can predict it and order part to avoid downtime or lost profits.

When combined with the previous use cases, you can use predictive architecture to optimize the product catalog selection and pricing depending on the users global behavior.

Understanding the Big Data Projects Ecosystem

Once you understand that you actually have a Big Data project to implement, the hardest thing is choosing the technologies to use in your architecture. It is not just about picking the most famous Hadoop-related technologies, its also about understanding how to classify them in order to build a consistent distributed architecture.

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