Some people consider "big data" an "overused" buzzword, almost as if it were a fad or a "trending term" and then in a year, we'll all move on to the next "shiny object." We may very well have a new shiny object soon enough, but the fact remains that big data is a current issue because it's real. Big data presents both challenges and opportunities, and I believe the opportunities will drive its endurance as a business topic more than the challenges. The thought behind that is that great options are emerging to manage the challenges.
Hadoop is a great example of a viable option to meet big data challenges, and marketers need to "do Hadoop" at least a little because customer data streams are driving much of big data. We can't just fling it over the transom for IT to take care of, so I recommend that all marketers "do Hadoop."
Start with this whitepaper, A Non-Geek's Big Data Playbook: Hadoop and the Enterprise Big Data Warehouse. Written by SAS Director of Emerging Technologies Tamara Dull, the paper is very visual and showcases six common “plays” of how Hadoop supports and extends the enterprise data warehouse (EDW) ecosystem.
I hope you'll find this paper gives you perspectives to help you work with your I.T. counterparts to look beyond the big data challenges and focus on realizing all the big data opportunities.
Let me know what you think.