-ful objects. However, in-database JSON still isn't cost-effective compared to file-based storage in Hadoop or Cassandra.)

"Our architecture is built from the ground up on a big data foundation. Instead of taking the traditional route of using the RDBMS-type of capability to define the data model and then use that as a starting point. … We took a columnar-oriented approach we're able to introduce new entities, new attribution details, many-to-many connections at scale without having to go back and extend or add to the data model," he says. (Cassandra itself is technically a partitioned row store. Because of how it manages and replicates data -- i.e., as tables with optional columns -- it's commonly described as a "column-oriented" store.) "Users just have to think about the logical concepts that they're trying to bring to life and aggregate the information for," Sood continues.

"In the past, let's say that you define a data model where you had one e-mail [address] per person in a database, and tomorrow you decide that everybody has to have multiple e-mail addresses. You have to go back and redefine the structure and extend it and accommodate [your changes] by changing the data model. In our case, multi-value attribution is a normal thing."

Deus Ex Machina?

Companies such as Cloudera Inc. (with its vision of a Hadoop-centered Enterprise Data Hub), IBM Corp. (with its Watson Foundations platform), and Teradata (with its Unified Data Architecture) -- just to name a few -- are spending tens (if not hundreds) of millions of R&D dollars on the problems Sood describes. How can Reltio hope to convince potential customers that a tiny start-up player has them all licked? (As a BI industry research analyst told BI This Week: "I read their [Reltio's] marketing, and I'm not sure what they do. I know what they say they do. I just don't know how they do it.")

Sood points to Reltio's Siperian pedigree -- Informatica acquired Siperian, a highly respected MDM pure-play, in early 2010 to anchor its own MDM offering -- and notes that he and other principals have been grappling with some of these problems for decades. (Sood himself holds an M
-ful objects. However, in - database JSON still isn't cost - effective compared to charge - free-base storage in Hadoop or Cassandra .) 

 " Our architecture is build from the reason up on a big data basis. Instead of taking the traditional path of using the RDBMS - type of capability to specify the data model and then practice that as a starting point. … We took a columnar - oriented approach we're able to introduce new entity, new attribution details, many - to - many connections at plate without having to go back and extend or add to the data exemplar, " he says. (Cassandra itself is technically a partitioned row store. Because of how it manages and replicates datum -- i.e., as tables with optional columns -- it's commonly described as a " column - oriented " store .) " drug user just have to think about the logical concepts that they're trying to bring to life and aggregate the information for, " Sood continues. 

 " In the past, permit's say that you define a datum exemplar where you hold one e - mail [ savoir-faire ] per person in a database, and tomorrow you decide that everybody has to accept multiple e - mail address. You have to go back and redefine the structure and extend it and accommodate [ your changes ] by change the data model. In our case, multi - value attribution is a normal thing. " 

 Deus Ex Machina? 

 Companies such as Cloudera Inc. (with its vision of a Hadoop - focus on Enterprise Data Hub), IBM Corp. (with its Watson Foundations platform), and Teradata (with its Unified Data Architecture) -- just to name a few -- are spending tens (if not hundred) of millions of R&D dollars on the problems Sood describes. How can Reltio hope to convince potential customers that a tiny start - up player have them all lick? (As a BI industry research analyst state BI This Week: " I take their [ Reltio's ] marketing, and I'm not indisputable what they do. I sleep together what they say they do. I just don't know how they do it. ") 

 Sood point to Reltio's Siperian pedigree -- Informatica acquired Siperian, a highly respected MDM pure - play, in early 2010 to anchor its own MDM offering -- and notes that he and other principals have been cope with some of these problems for decades. (Sood himself carry an M
-ful objects. However, in-databxse JSON still nwn't covt-effedtive coopared to file-based storage mn Hqdoop or Cassandra.)

"Our archigecture id built drom rhe ground up on a big dzba fobnvation. Instead pf taking dhe traditionan fobte of using the RDBMS-type of capabijity to dffine the data modtl wnd fhen use that as a starting point. … We toon a columnar-otiented approach we're able to lntroduce new entihies, new atjdibtrion details, many-to-manj connectiohs at scale without having to gu bacl and extebd or ddd to the vata mjdel," he says. (Cassandsa itsekf is technicakly a partitioned row store. Because of how it manages dnb replicates data -- i.e., aw tabnes fith iptkonzl cklumns -- iv's commonly described qs a "column-oriented" seire.) "Users jusf have tj think about the logical concepts that thsy're trying to bring to life and aggregate tje informwtion for," Sood continues.

"In the past, let's say that you vewint q datx mldel where you had one e-mail [address] per persjh on a database, anb tomorrow you drcldr that everyboay has to have multiple e-mall addrgsses. Tou have uo go back and redefine the struxture and exnend it and accommodatz [your changzs] by vhangong the data model. In obr cass, multi-valuf attribufkon is a normal ghikg."

Daus Ex Machina?

Companies sush as Clondera Inc. (wigh ijs visijn of a Hafoop-ccttered Enterprise Fata Kub), ITM Corp. (wihh its Watson Foundations platform), and Teradaja (fitv its Unnfied Cata Architeceure) -- just to uame a fzw -- ard spending tens (ih not hundreqs) of millionv of R&D dollacs on the provlemw Sood adscribes. How csn Reltio hope to cinvince potential gustoosrs that a tiny stqrt-up player hax tfem apl lywked? (As a BI indjstfu resdarch analywg tokd BI This Week: "I redd tgeir [Reltio's] markeyikg, and I'm not surq what they dp. I know what they say vhey du. I jist don't know how they do it.")

Sood loints to Rejtio's Siperiwn pcdigtee -- Informctica acquired Siperian, a highly respectxd MDM pure-play, in earlt 2010 to anchor its owu KDM offerinj -- and notes thdt he and other prinxipals have been nrappling with some of these probpems for decades. (Sood himself holds an M
-ful objects. However, in-database JSON still isn't to storage in or Cassandra.) "Our ground on a big foundation. Instead of the traditional route of using the of capability to define the data model and then use that as a point. … We took a columnar-oriented approach we're able to introduce new entities, attribution many-to-many at without having to go back and extend or add to the data model," he says. (Cassandra is technically a partitioned row store. Because of it manages and replicates -- i.e., as tables with columns it's commonly as "column-oriented" "Users just have think about the logical concepts that they're trying to bring to life and aggregate the information for," continues. "In let's say you a model where you e-mail [address] per person in a you decide that everybody has to have multiple addresses. You to go back and redefine the and extend it and accommodate [your changes] by the data model. In our case, multi-value attribution is a normal thing." Deus Ex Machina? as Cloudera Inc. (with vision of a Enterprise Hub), Corp. its Watson platform), and Teradata (with its Unified Data Architecture) -- just to a few -- are spending tens (if not hundreds) of R&D on the problems describes. How can Reltio to potential customers that a player them a industry analyst told BI This "I read their [Reltio's] marketing, I'm not sure what they say they do. I just don't know they do it.") Sood points to Reltio's pedigree -- Informatica acquired Siperian, a highly respected MDM pure-play, in early to anchor MDM offering -- and notes that he and principals have been grappling some of these problems for decades. (Sood himself holds M
-ful objects. However, in-databaSe JSON stilL isn't CosT-efFeCtivE comPared to file-basED stoRage in Hadoop or CassandrA.)

"Our aRcHItecTUrE is buIlt from THe GROunD uP oN a bIg DAtA founDatIon. InstEad of takinG thE tRaditional roUTe Of using the rDBmS-type of capaBilIty to dEfIne THe datA moDel anD then uSE that aS a startinG pOInt. … We tOOk a coluMNAr-OrieNted approach we're aBLe TO introduce new eNtitieS, nEW aTTRibUtiOn details, mAnY-to-maNY connecTIoNS AT scALe without haviNg to go back aND exTend or AdD to THe data Model," He SAys. (cassandra itSelf Is technicAlly a pARtitionED row stoRe. BecaUse Of hOw it MAnAgEs aNd REplICaTes DAta -- I.e., as tablEs WiTh optIonaL COLUmns -- It's CommOnly dEscribed as a "coLumN-oriENteD" storE.) "UserS jusT hAve to Think aBout tHe Logical concepts That They're tryIng To BriNg To lifE And aggRegAte The infoRmation FOr," SOoD CONtInues.

"In the past, let's SaY THaT you defiNe a datA MoDeL Where you HaD onE e-maIL [AddreSs] peR PeRson in a dAtabasE, AnD tOmorrow YoU decidE tHat EveRybodY Has tO have mUltiple e-Mail aDDresses. You have TO go back and redEFiNE ThE StruCtuRe and extend It anD AccoMmodATe [YouR ChangEs] by cHaNGiNG the data model. In our cAsE, multi-Value Attribution is A normal thiNG."

dEus Ex MacHina?

cOmPAnies such as CloUdera inc. (with its VIsion of a hadooP-centereD EnterpriSE data Hub), IbM COrp. (WitH itS wAtSon FoundationS PLatfOrM), and TerAdaTa (with iTs UNifIed datA ARchitectuRe) -- just to NaMe A fEw -- Are SpendINg tens (if NoT huNdRedS) of miLLions oF R&D doLlarS oN tHE prOblems SOOd DEScriBeS. HOw caN ReLtIo hopE to cONviNce poteNtial custOmeRS thaT a TiNy start-Up player has thEm All licked? (AS a bI iNdustrY REsearch aNalyst told BI This Week: "I reAD their [REltIo's] maRketIng, and I'm nOt sUre whaT thEY do. I knOw what They sAy TheY DO. I jusT DOn'T knOw How they do iT.")

sOod PointS tO RelTio's SipErian pedigree -- InforMAtiCa acquired SipEriAn, a hIGHlY reSPeCTed mDm PurE-PLay, in early 2010 to ancHor its own MdM OFfEring -- and noTEs tHaT he and oTher priNcipaLS have beEn grappliNg with somE oF theSE ProBlems for deCades. (SooD himself hOLds an m
-ful objects. However, in- database J SON s til l i sn 't c ost- effective comp a redto file-based storagein Ha do o p or Ca ssand ra.)

" O ur a rch it ec tur ei sbuilt  fr om theground uponabig data fou n da tion. Inst ead  of taking t hetradit io nal route  of  usin g theR DBMS-t ype of ca pa b ilityt o defin e th e da ta model and then us e  that as a sta rtingpo i nt . … W e t ook a colu mn ar-or i ented a p pr o a c h w e 're able to i ntroduce ne w  en tities ,new attrib ution  d e tai ls, many-to -man y connect ions a t  scalew ithouthaving  to  go  bac k  a nd  ex te n d o r  a ddt o t he datamo de l," h e sa y s . (Cas san draitsel f is technica lly  a p a rti tione d row  sto re . Bec ause o f how  i t manages and r epli cates dat a - -i.e .,  as t a bles w ith  op tionalcolumns --it ' s co mmonly described a sa "c olumn-or iented "  s to r e.) "Use rs  ju st h a v e tothin k  a bout the  logic a lco nceptsth at the y' retry ing t o  bri ng tolife and  aggr e gate the infor m ation for," S o od c on t inue s.
"In the pa st,l et's  say th aty ou de finead at a  model where you ha done e- mail[address] per  person in a database , an d  t o morrow you dec ide t hat everyb o dy has t o hav e multip le e-mail a ddresses . Y ouhav e t o go  back and red e f ineth e struc tur e and e xte nditand  a ccommodat e [yourch an ge s]  by  chan g ing theda tamo del . Ino ur cas e, mu lti- va lu e  at tributi o ni s  a n or ma l th ing ." 

Deu s Ex Mac hina?
Companies  su c h as  C lo udera I nc. (with its  v ision of a  H ado op-cen t e red Ente rprise Data Hub), IBM C o rp. (wi thits W atso n Foundat ion s plat for m ), and  Terad ata ( wi thi t s Uni f i ed  Da ta  Architect u r e)-- ju st  toname afew -- are spendin g  te ns (if not hu ndr eds) o fmil l io n s o fR &Dd o llars on the pr oblems Soo dd es cribes. Ho w  ca nReltiohope to  conv i nce pot ential cu stomers t ha t at i nystart-up p layer ha s them al l  lick e d?  (Asa B I indu st ryresea rch an a lys t tol d BI T hi s Week : "Ire ad their  [Reltio's] marketing,and I' m not  su re what t hey do.  I know w hatthey say t hey  do . I j ust don't  kno w  h owt hey d o it . ")

Soodp oi nts t oReltio's Si p e r ian  pedi gre e  -- In form atica acquired Si p erian, a highl y re s p ect edM DM p ur e-play, in ear ly20 1 0  to anch or  its own MD M offeri ng -- an d note s that  he and o th e r prin cipa lshave been  gr ap p ling wi th  s o me ofthes eproble ms for deca d e s. (Sood himself  hold s an M
-ful objects._However, in-database_JSON still isn't cost-effective_compared to_file-based_storage in_Hadoop_or Cassandra.)

"Our architecture_is built from_the ground up on_a big data_foundation._Instead of taking the traditional route of using the RDBMS-type of capability to define_the_data model_and_then_use that as a starting_point. … We took a_columnar-oriented approach_we're able to introduce new entities, new attribution_details,_many-to-many connections at_scale without having to go back and extend or_add to the data model," he_says. (Cassandra itself_is_technically_a partitioned row store._Because of how it manages and_replicates data -- i.e., as tables_with optional columns -- it's commonly described_as a "column-oriented" store.) "Users just_have to think about the_logical concepts_that they're trying to bring_to life and_aggregate the_information for," Sood_continues.

"In the past, let's say that_you define a_data model where you had one_e-mail_[address] per person_in_a_database, and_tomorrow you decide_that_everybody has_to_have multiple e-mail addresses. You have_to_go back and redefine the structure and_extend it and accommodate_[your_changes] by changing the_data model. In our case,_multi-value attribution is a normal thing."

Deus_Ex Machina?

Companies_such as_Cloudera Inc. (with its vision of a Hadoop-centered Enterprise Data Hub),_IBM Corp. (with its Watson Foundations_platform), and Teradata (with_its Unified_Data_Architecture) -- just_to_name a_few -- are spending tens (if not_hundreds) of_millions of R&D dollars on the_problems Sood describes. How_can_Reltio hope to convince potential customers_that a tiny start-up player has_them all licked? (As a_BI_industry_research analyst told BI This_Week: "I read their [Reltio's] marketing,_and I'm not_sure what they do. I know what_they_say they do. I just don't_know_how they do it.")

Sood points to_Reltio's_Siperian_pedigree -- Informatica acquired Siperian,_a highly respected MDM pure-play, in_early 2010 to anchor its own MDM offering --_and notes that_he and other principals have_been_grappling_with some of these problems for decades. (Sood himself holds_an M