Today, most companies understand the significant benefits of the "Age of Data." Fortunately, an ecosystem of technologies has sprouted up to help them take advantage of these new opportunities. But for many companies, building a comprehensive modern data ecosystem to deliver data value from the available offerings can be very confusing and challenging. Ironically, some technologies that have made specific segments easier and faster have made data governance and protection appear more complex.
Big Data and the Multiverse of Madness
"Use data to make decisions? What a wild concept!" This thought was common in the 2000s. Unfortunately, IT groups didn't understand the value of data – they treated it like money in the bank. They thought data would gain value when stored in a database. So they prevented people from using it, especially in its granular form. But there is no compound interest on data that is locked up. The food in your freezer is a better analogy. It's in your best interest to use it. Otherwise, the food will go bad. Data is the same – you must use, update, and refresh it, or else it loses value.
Over the past several years, we've better understood how to maximize data's value. With this have come disruptive technologies enabling and speeding up the process, simplifying complicated tasks and reducing the cost and complexity required to complete tasks.
But looking at the entire modern data ecosystem, it isn't easy to make sense of it all. For example, suppose you try to organize companies into a technology stack. In that case, it's more like "52 card pickup" – no two cards will fall precisely on each other because very few companies present the same offering and very few cards line up side-to-side to offer perfectly complementary technologies. This is one of the biggest challenges of trying to integrate best-of-breed offerings. The integration is challenging, and interstitial spots are difficult to manage.
If we look at Matt Turck's data ecosystem diagrams from 2012 to 2020, we will see a noticeable trend of increasing complexity – both in the number of companies and categorization. It isn't evident even for those of us in the industry. While the organization is done well, pursuing a taxonomy of the analytics industry is not productive. Some technologies are mis-categorized or misrepresented, and some companies should be listed in multiple spots. Unsurprisingly, companies attempting to build their modern stack might be at a loss. No one knows or understands the entire ecosystem because it's massive. These diagrams have value as a loosely organized catalog but should be taken with a grain of salt.
A Saner, but Still Legacy Approach
Another way to look at the ecosystem—one that's based more on the data lifecycle is the "unified data infrastructure architecture," developed by Andreessen Horowitz (a16z). This ecosystem starts with data sources on the left, ingestion/transformation, storage, historical processing, and predictive processing and on the right is output. At the bottom are data quality, performance, and governance functions pervasive throughout the stack. This model is similar to the linear pipeline architectures of legacy systems.
Like the previous model, many of today's modern data companies don't fit neatly into a single section. Instead, most companies span two adjacent spaces; others will surround"storage," for example, having ETL and visualization capabilities, to give a discontinuous value proposition.
On the left side of the modern data ecosystem, data sources are obvious but worth discussing in detail. They are the transactional databases, applications, application data and other datasources mentioned in Big Data infographics and presentations over the past decade. The main takeaway is the three V's of Big Data: Volume, Velocity and Variety. Those Big Data factors had a meaningful impact on the Modern Data Ecosystem because traditional platforms could not handle all V's. Within a given enterprise, data sources are constantly evolving.
Ingestion and transformation
Ingestion and transformation are a bit more convoluted. You can break this down into traditional ETL or newer ELT platforms, programming languages for the promise of ultimate flexibility, and event and real-time data streaming. The ETL/ELT space has seen innovation driven by the need to handle semi-structured and JSON data without losing transformations. There are many solutions in this area today because of the variety of data and use cases. Solutions are capitalizing on the ease of use, efficiency, or flexibility, where I would argue you cannot get all three in a single tool. Because data sources are dynamic, ingestion and transformation technologies must follow suit.
Storage has recently been a center of innovation in the modern data ecosystem due to the need to meet capacity requirements. Traditionally, databases were designed with computing and storage tightly coupled. As a result, the entire system would have to come down if any upgrades were required, and managing capacity was difficult and expensive. Today innovations are quickly stemming from new cloud-based data warehouses like Snowflake, which has separated compute from storage to allow for improved elasticity and scalability. Snowflake is an interesting and challenging case to categorize. It is a data warehouse, but its Data Marketplace can also be a data source. Furthermore, Snowflake is becoming a transformation engine as ELT gains traction and Snowpark gains capabilities.While there are many solutions in the EDW, data lake, and data lakehouse industries, the critical disruptions are cheap infinite storage and elastic and flexible compute capabilities.
Business Intelligence and Data Science
The a16z model breaks down into the Historical, Predictive and Output categories. In my opinion, many software companies in this area occupy multiple categories, if not all three, making these groupings only academic. Challenged to develop abetter way to make sense of an incredibly dynamic industry, I gave up and over simplified. I reduced this to database clients and focused on just two types: Business Intelligence (BI) and Data Science. You can consider BI the historical category, Data Science the predictive category and pretend that each has built-in "Output." Both have created challenges to the data governance space with their ease of use and pervasiveness.
BI has also come along way in the past 15 years. Legacy BI platforms required extensive data modeling and semantic layers to harmonize how the data was viewed and overcome slower OLAP databases' performance issues. Since a few people centrally managed these old platforms, the data was easier to control. In addition, users only had access to aggregated data that was updated infrequently. As a result, the analyses provided in those days were far less sensitive than today. In the modern data ecosystem, BI brought a sea of change. The average office worker can create analyses and reports, the data is more granular (when was the last time you hit an OLAP cube?), and the information is approaching real-time. It is now commonplace for a data-savvy enterprise to get reports updated every 15 minutes. Today, teams across the enterprise can see their performance metrics on current data and enable fast changes in behavior and effectiveness.
While Data Science has been around for a long time, the idea of democratizing has started to gain traction over the past few years. I use the DS term in a general sense of statistical and mathematical methods focusing on complex prediction and classification beyond basic rules-based calculations. These new platforms increased the accessibility of analyzing data in more sophisticated ways without worrying about standing up the compute infrastructure or coding complexity. "Citizen data scientists" (using this term in the most general terms possible) are people who know their domain, have a foundational understanding of what data science algorithms can do, but lack the time, skill, or inclination to deal with the coding and the infrastructure. Unfortunately, this movement also increased the risk of exposure to sensitive data. For example, analysis of PII may be necessary to predict consumer churn, lifetime value or detailed customer segmentation. Still, I argue it doesn't have to be analyzed in raw or plain text form.
Data tokenization—which allows for modeling while keeping data secure—can reduce that risk. For example, users don't need to know who the people are and how to group them to execute cluster analysis without needing exposure to sensitive granular data. Furthermore, utilizing a deterministic tokenization technology, the tokens are predictable yet undecipherable to enable database joins if the sensitive fields are used as keys.
Call it digital transformation, the democratization of data or self-service analytics, the aesthetic for Historical, Predictive, Output – or BI and Data Science – is making the modern data ecosystem more approachable for the domain experts in the business. This also dramatically reduces the reliance on IT outside of the storage tier. However, the dynamics of what data can do requires users to iterate, and iterating is painful when multiple teams, processes, and technology get in the way.