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Yahoo has joined a growing list of companies offering big dataanalytics as a service with its Genome offering this week. Genome is a service designed to let companies deliver highlytargeted online advertising and marketing campaigns. It will letadvertisers quickly sift through and analyze terabytes of real-timeweb data collected from Yahoo's own networks and from those ofpartners such as Yahoo and AOL. The service, scheduled to become available in July, will letadvertisers mash up their own data with Yahoo's data and runanalytics on the combined data set. Such instant analysis of real-time big data sets is an emergingtrend and something that many companies are moving towards. "It isillustrative of the desire by companies of all sizes to capture,synthesize, analyze and share timely information about userbehavior," said Jeffrey Kaplan, managing director ofThinkStrategies. The goal: To drive better decision-making and newbusiness opportunities, he said. Genome is based on technology from interclick, a company that Yahooacquired last December. At its core is a 20-terabyte in-memorydatabase that pulls in and analyses real-time behavioral andadvertising-related data from Yahoo's multi-petabyte scale Hadoopclusters. The company is using a blend of proprietary technology andbest-of-breed commercial products from vendors such as Netezza andMicrostrategy to do the data analytics on the real-time data, saidMichael Katz, CEO of interclick. "Looking at it through the lens of the business, big data is notjust about storing the data," Katz said. "It's about capturingdata, putting it into the platform, updating it and propagating itout to the server to be able to do targeting against it inreal-time. It's not a trivial task." Genome is one of a growing number of services that offer companiesa way to do sophisticated analytics with their big data withouthaving to invest in a data analytics infrastructure of their own,or without having to worry about finding scarce data scientists tosupport the infrastructure In Yahoo's case, the service is targeted specifically at online adtargeting. Others are broader in nature. One example is Google's BigQuery, launched a few weeks ago, whichaims to let enterprises upload their data to Google'sinfrastructure and run sophisticated analytics against it. Anotheris ClearStory , a start-up that came out of stealth mode earlier this year. Itoffers a service that lets companies mash up heterogeneous datafrom corporate databases, Hadoop environments and public websources, and then run it through an analytics application. Other companies with similar offerings include Metamarkets, aventure funded startup that offers a software-as-a-service (SaaS)solution for big data analytics. The company helps firms analyzeclickstream data and other online data and provides visualizationand predictive modeling capabilities for customers. Another example is WibiData, a startup that offers a service thatlets businesses store and analyze vast amounts of customer datafrom websites, mobile devices and other sources. "The problem of getting interactive access to ever more challengingdata sets has been top-of-mind for several years now," said CurtMonash, principal at Monash Research. Companies such as Metamarketsand WibiData are addressing that need with their hosted dataanalytics models, he said. Jaikumar Vijayan covers data security and privacy issues, financialservices security and e-voting for Computerworld. Follow Jaikumaron Twitter at @jaivijayan or subscribe to Jaikumar's RSS feed . His e-mail address is . See more by Jaikumar Vijayan on Computerworld.com . Read more about bi and analytics in Computerworld's BI and Analytics Topic Center. The e-commerce company in China offers quality products such as kitchen cabinet baseboard , PVC Skirting Board, and more. For more , please visit Kitchen Kickboards Plinths today!
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