Some companies have been slow to acquire big data applications. They discovered that modern hardware platforms and database management systems were more than adequate for most of their business analytics needs.
Such needs share several common attributes, including analytics run against operational systems, where the analytics logic and engine were close to the object data. This meant that companies could avoid complex and high-volume data movement and extract-transform-load (ETL) strategies while executing queries against already existing, well-tuned databases.
