All too often, organizations must make a choice between data volume and analytic complexity. The infrastructure based on traditional database technologies easily gets overextended keeping up with the growth in user data and volumes. This leaves no room to accommodate the increasing analytic complexity.
Though much of the big data evolution is being driven by the vast commercial possibilities of the Internet, the scope and pace of change suggests the advent of an even more fundamental shift, focusing the broader advertising community on a series of critical questions: How can data most effectively be used to address core business needs? Where can this data be sourced? How can it be shared, optimized and enhanced for analysis and monetization?
In this video, Brad Terrell is back to talk about the need for different technology solutions that are optimized to meet unique big data challenges.