During his tenure as vice president of Engineering in the Advertiser Analytics unit at Yahoo!, and later as vice president of Development in the User Data & Analytics unit, David Mariani’s team was responsible for running data pipelines, connecting business users with the company’s ever-growing store of data.

“We had this whole notion of never throwing data away,” he says. “That was a golden rule at Yahoo!. We just about broke the bank with NetApp and EMC. That’s why we invented Hadoop.”

“The benefit of OLAP was our users [at Yahoo!] could self-serve,” Mariani adds. “We generated $50 million in lift from the display advertising business every year because of Analysis Services. We wanted an OLAP interface without the OLAP baggage. Give me Hadoop, with scale-out architecture but an OLAP interface.”

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