But for jobs such as customer sentiment or customer segmentation analysis, "it's good to have clean data but what's really important is to have speed to market," and that's where Hadoop and tools such as Platfora come in, Evelson said.
Platfora's analytic stack is "interesting and innovative," said analyst Curt Monash of Monash Research. Beyond its data-visualization and discovery capabilities in conventionally relational and multidimensional use cases, the platform can be used for analyzing event series, for applications such as online marketing, online security, and anti-fraud, he added.
Event series are sequences of records, often from several different data streams, that can best be understood when analyzed together in time order, Monash said.
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