Enterprise architects, are you mired in a tangled web of data marts while your business pursues customer engagement without you? If you think a Hadoop-centric architecture is going to save the day, you may need to rethink. Your customers expect you to create systems of insight to deliver win-win engagement in real time. I'm seeing a new class of digital predators leverage the cloud to do just this. For example, Netflix designs cover graphics for its series based on subscriber viewing habits. They know their customers that well.
I call their technology approach an Elastic Analytics Platform in my recently published report. I formally define it as:
"A combination of data storage and middleware technology that allows the creation and dissolution of analytics components on demand, while provisioning these with data from one, or a few, distributed, virtualized data sources."
That's a mouthful. So here's a rough picture: