Great article! I agree that with social data, sensor data and even mobile data (i.e. location based social interactions) the need to address BigData problems is going to become more mainstream in data management for Enterprises. One of the advantages BigData and its approaches like MapReduce offer is the ability to find optimal solutions which will play in further supporting personalization and engagement through Gamification. Often in a social network, finding the best path to a solution could require looking at a multitude of paths, each with edge functions determined by a varying set of attributes. Physical and logical partitioning of data will allow for support of massive parallel processing to support analyzing smaller chunks of data in parallel against a set of analytical queries, gaining efficiencies in processing.
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