Werner Vogels

VP & CTO, Amazon.com

Data Without Limits
20 minutes, 9.2mb, recorded 2011-02-02
Dr. Werner Vogels

Is bigger better?  Does having more data lead to more fine-grained business intelligence analysis?  According to Werner Vogel, the answer is always yes; more data is always better.  As an example,  Werner eludes to whole range of Amazon suggestions documented on the Internet where an ordinary search lead to Amazon suggesting products from their Adult Goods category.  Werner points out that these very surprising recommendations are driven by the fact that there isn't enough data to make solid recommendations.

Werner suggests that the move to big data implies a shift in how organizations approach business intelligence. Now data is largely vacuumed up without the guidance of traditional marketing's initial questions or hypotheses. Before big data, organizations would gather as much data as possible, but they already knew which questions they were going to ask. Now with big data, you can't predict how much resources you'll need to support business intelligence or the kinds of analysis that you'll want to do.

In this keynote, Werner shares his unique perspective of customers as they use Amazon Web Services.  As more companies move to cloud computing, the challenges represented in the classic five step process of business intelligence (collect, store, organize, analyze, share) are changing.  Werner provides many examples of how different companies are rising to meet these these new big data challenges.


Dr. Werner Vogels is Vice President and Chief Technology Officer at Amazon.com where he is responsible for driving the company’s technology vision, which is to continuously enhance the innovation on behalf of Amazon’s customers at a global scale.

Prior to joining Amazon, he worked as a researcher at Cornell University where he was a principal investigator in several research projects that target the scalability and robustness of mission-critical enterprise computing systems. He has held positions of VP of Technology and CTO in companies that handled the transition of academic technology into industry.

Vogels holds a Ph.D. from the Vrije Universiteit in Amsterdam and has authored many articles for journals and conferences, most of them on distributed systems technologies for enterprise computing.

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