by Angela Guess
Joab Jackson reports that “Users of NoSQL databases and data processing frameworks such as CouchDB and Hadoop are deploying these new technologies for their speed, scalability and flexibility, judging from a number of sessions at the NoSQL Now conference being held this week in San Jose, California.” He explains, “EMC is using a mixture of traditional databases and newfangled NoSQL data stores to analyze public perception of the company and its products, explained Subramanian Kartik, distinguished EMC engineer, during one talk. The process, called sentiment analysis, involves scanning hundreds of technology blogs, finding mentions of EMC and its products, and assessing if the references are positive or negative, using words in the text.”
Jackson adds, “For digital media company AOL, NoSQL products provide speed and volume that would not be possible using traditional relational databases. The company uses Hadoop and the CouchDB NoSQL database to run its ad targeting operations, said Matt Ingenthron, manager of community relations for Couchbase, during another talk. AOL has developed a system that can pick out a set of targeted ads for each time a user opens an AOL page. What ads are chosen can be based on the data that AOL has on the user, along with algorithmic guesses about what ads would be most of interest to that user. The process must be executed within about 40 milliseconds.”
photo credit: EMC
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