Harnessing Big Data to Solve Complex Problems:

The Cloud Analytics Reference Architecture

Table of Contents
Introduction ....................................................................................................................... 1
Cloud Analytics Reference Architecture ............................................................................... 1
Using All the Data .............................................................................................................. 3
Better Questions and Answers ............................................................................................ 3
A Deliberate Approach to Unlocking the Promise of Big Data .................................................. 5
A Strong Foundation ........................................................................................................... 5
The Data Lake ................................................................................................................... 6
The Analytics .................................................................................................................... 7
Visualization and Interaction ............................................................................................. 10
Conclusion....................................................................................................................... 13
1
Introduction
The ability to compete and win in the information
economy will come from powerful analytics that draw
insights and value from data, and from high-fidelity
visualizations that present those insights in impactful,
intuitive ways.
Government and business organizations are
increasingly looking to big data to create new
opportunities and solve their most complex real-world
problems. They hope to tap into the many rich new
sources of information that are emergingfrom online
consumer behavior to social networking to the growing
use of electronic health records. At the same time,
organizations are building up immense databases of
their own, using rapid advances in cloud storage.
Despite this new wealth of information, the key to
unlocking its value seems to be missing. Organizations
are discovering that the size and diversity of big data
make it difficult to use in a meaningful way. They are
never able to explore all of the information at once, and
so are unable to track overall trends, or find the kinds
of larger, unexpected patterns that can lead to valuable
knowledge and insight.
The problem is that organizations are limited by
computing techniques developed long before big
data arrived on the scene. With these conventional
techniques, only narrow slices of data can be
accessed at any time. Datasets and analytics are
highly structured, and must be torn down and rebuilt
with each new line of inquiry. Information that does
not neatly fit into such rigid structuressuch as
Twitter and video feedsoften cannot be used. While
organizations are collecting more information than
ever, the data tends to reside in silos that are difficult
to integrate. Cloud storage, despite its benefits, has
not eliminated the data silosit has simply made
them fatter.
In addition, few of the worlds IT systems are ready for
the technology revolution happening as organizations
seek to transform how they use data. As illustrated
in Exhibit 1, their infrastructures. face three major
challenges:
To help organizations overcome these hurdles and
prepare for whats next, Booz Allen has pioneered an
entirely new approach for the implementation of big
data in the digital enterprisea way of using technology,
machine-based analytics, and human-powered analysis
to create competitive and mission advantage.
This innovative approach, known as the Cloud Analytics
Reference Architecture, removes the conventional
constraints, enabling organizations to integrate all
of their available data, along with information from
multiple outside data sources. This powerful capability
makes it possible for organizations to find value, guide
strategy, and solve mission and business problems
long considered too complex.
Cloud Analytics Reference Architecture
The Cloud Analytics Reference Architecture has been
proven in high-stakes environments. It was developed
through/during an ongoing collaboration between
Booz Allen and the US government to leverage big
data in the search for terrorists and other threats.
Intelligence analysts are currently using the Cloud
Analytics Reference Architecture to integrate the
wide entire spectrum of intelligence sources, and
apply sophisticated analytical tools to find hidden
The Cloud Analytics Reference Architecture
Harnessing Big Data to Solve Complex Problems
Volume
Not enough storage
capacity and
analytical capabilities
to handle massive
volumes of data
Variety
Data comes in many
different formats,
which can be diffcult
and expensive to
integrate
Velocity
Inability to
process data in
real time in order
to extract the
most value from it
Exhibit 1 | Data Challenges in the Era of Big Data
Source: Booz Allen Hamilton
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connections and patterns. Similarly, the US military is
using the Cloud Analytics Reference Architecture to
provide information on insurgents and others who are
planting improvised explosive devices (IEDs) and other
bombs. The capability of the Cloud Analytics Reference
Architecture to analyze a vast array of disparate
data sources is providing military commanders with
unprecedented situational awareness. Commanders
have reported that the approach is saving lives.
In another example, Booz Allen and a large hospital
chain in the Midwest have demonstrated how the
Cloud Analytics Reference Architecture can also save
lives in medicine. By analyzing a large volume of
electronic health records, researchers have discovered
unexpected patterns over time in the vital signs of
former patients whose serious, often hospital-acquired
infections suddenly became life-threatening. Using
those insights, the hospital system has begun a
program to monitor current patients with infections,
watching whether their vital signs are following the
same patterns. This procedure is providing doctors with
an early warning that their patients conditions may be
deteriorating.
Booz Allen is now adapting the Cloud Analytics
Reference Architecture for the larger government and
business communities. This groundbreaking approach
can be applied to a broad range of critical problems,
such as:
Looking across large populations of internal and
external network users to identify those most likely
to steal information and commit fraud. The Cloud
Analytics Reference Architecture can achieve this
by integrating data from sources as varied as social
media sites, public records and even users patterns
of computer behavior.
Uncovering threats to the stability of the US financial
system, by discovering hidden patterns in the
combined data of an array of government regulators
and private financial institutions.
Exhibit 2 | Booz Allens Cloud Analytics Reference Architecture
Source: Booz Allen Hamilton
Streaming
Indexes
Human Insights and Actions
Enabled by customizable interfaces
and visualizations of the data
Analytics and Services
Your tools for analysis, modeling,
testing, and simulations
Data Management
The single, secure repository
for all of your valuable data
Infrastructure
The technology platform for storing
and managing your data
Services (SOA)
Analytics and
Discovery
Views and Indexes
Data Lake
Metadata Tagging
Data Sources
Infrastructure/Management
Visualization,
Reporting, Dashboards,
and Query Interface
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Enabling two or more government investigative
agencies with a shared mission to integrate their
intelligence and create a common operating
picturewhile precisely adhering to the restrictions,
authorities and security issues pertaining to each
organizations data.
The Cloud Analytics Reference Architecture represents
not an incremental step forward, but rather an entirely
new approachone specifically designed to solve
organizations real-world problems, and provide them
new opportunities, by harnessing the power of big data.
Using All the Data
The Cloud Analytics Reference Architecture takes
advantage of the immense storage ability of the cloud,
but in a completely new way. An organizations repository
of information is no longer stored in rigid, regimented
data structures, but rather is consolidated in a vast
pool, or data lake. Every inquiry can make use of this
entire pool, along with information from multiple outside
data sourcesand it is all available at once. Users no
longer need to move from database to database, pulling
out specific information. And because there are no data
silos, there is no need to integrate them.
What results is not chaotic or overwhelming. Rather,
the rich diversity of information in the data lake
becomes a powerful force. The data lake is more than
a means of storageit is a medium expressly designed
to foster connections in data. And the Cloud Analytics
Reference Architecture explores those connections
to search for valuable correlations and patterns. This
actually reduces the complexity of big data, making it
manageable and useful, and creating efficiencies.
The crucial role of the data lake can be seen when
the Cloud Analytics Reference Architecture is viewed
in layers (see Exhibit 2). The data lake is supported
from below by the cloud storage infrastructure, and
in turn supports the computer analytics. All of these
elements support the final phase, the visualization and
interaction, where human insight and action take place.
Better Questions and Answers
With the conventional approach, we do not really ask
questions of the datawe create hypotheses, and then
test the data to see whether we are right. In order to
pose these hypotheses, we have to guess in advance
what the answers might be, often a difficult proposition.
We also need to be familiar with the data we are
considering, including where it is (in what specific
datasets or databases), what format it is in, and even
to a large extent what the data itself contains.
That level of knowledge might be achievable when
we are working with a limited number of datasets
or databases, but not with the vast amounts of
information now becoming available to us. We often
have to put aside, or assume away, factors that we
might actually believe are critical. And so we end up
settling for marginal questions, and marginal answers.
Because the data lake removes the need for rigid data
structures, all of these constraints are removed. We no
longer need to pose hypotheses of defined data, and
so can ask more big-picture, intuitive questions.
The Cloud Analytics Reference Architecture also allows
us to more readily look for unexpected patternsit
lets the data talk to us, so to speak. While we can
look for patterns with the conventional approach, we
can only do so within our narrowly defined datasets
and databases, and we have to know in advance
what patterns we might be looking for. With the Cloud
Analytics Reference Architecture, we can discover
unexpected patterns that naturally emerge in the data.
This capability creates opportunities to predict the
future by looking at the past. Because the Cloud
Analytics Reference Architecture can store and analyze
vast amounts of information, organizations can look
for patterns in historical data, and see whether such
patterns are repeating today. This can, for example,
help regulators determine whether financial institutions
are repeating the mistakes of the past. And it can help
medical researchers look for patterns in the historical
heath records of thousands of previous patients, to
help treat patients today.
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5
A Deliberate Approach to Unlocking the
Promise of Big Data
Booz Allens Cloud Analytics Reference Architecture
provides a holistic approach to people, processes, and
technology in four tightly integrated layers, as depicted
in Exhibit 3. By design, these layers work seamlessly
together to:
Allow distributed storage and replication of bytes
across networks and hardware that are assumed
tofail at any time
Allow for massive, world-scale storage that separates
metadata from data
Support a write-once, sporadic append, read-many
usage structure
Store records of various sizes, from a few bytes up
to a few terabytes in size
Allow compute cycles to be easily moved to the data
store, instead of moving the data to a processer farm.
The Cloud Analytics Reference Architecture has an
inherent flexibility that enables organizations to pursue
new analytical approaches with few if any changes to
the underlying infrastructure. For example, the data
lake is easily expandable. Because it stores information
so efficiently, it can accommodate both the natural
growth of an organizations data, as well as the
addition of data from multiple outside sources. At the
same time, the Cloud Analytics Reference Architecture
replaces the current, custom-built analytic and
visualization tools with ones that can easily be adapted
for almost any number of inquiries.
A Strong Foundation
With the conventional approach, organizations must
continually reinvest in infrastructure as analytic needs
change. Building bridges between silos, for example,
typically requires reconfiguring and even expanding
Infrastructure
Data Management
Human Insights and Actions
Analytics and Services
Human Insights and Actions
Building on results and outputs from various analytical methods, multiple
data visualizations can be created in your new cloud analytics solution.
These are used to compose the interactive, real-time dashboard interfaces
your decision makers and analysts need to make sense of your data.
Analytics and Services
Both traditional and Big Data tools and software can operate on the
information stored in your Data Lake, producing advanced specific analysis,
modeling, testing, and simulations you need for decision making.
Data Management
Your Data Lake is a secure, distributed repository of a wide variety of
data sources. Security, metadata, and indexing of Big Data are enabled
by distributed key value systems (NoSQL), but the Architecture allows for
traditional relational databases as well.
Infrastructure
This foundational layer allows for quick, streamlined, low-risk deployment
of the cloud implementation. The plug-and-play, vendor-neutral framework is
unique to Booz Allen.
Exhibit 3 | Layers within the Cloud Analytics Reference Architecture
Source: Booz Allen Hamilton
LAYER 1
LAYER 2
LAYER 3
LAYER 4
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the infrastructure. With the Cloud Analytics Reference
Architecture, the infrastructure becomes a stable
platform to support all aspects of cloud computing.
With the top-to-bottom flexibility of the Cloud Analytics
Reference Architecture, organizations do not need to
continually rebuild and reconfigure their infrastructure.
Their initial investment in infrastructure is both enduring
and cost-effective.
The Data Lake
With the conventional approach, the computer finds
information by looking in a particular database. With
the data lake, information is located in an entirely
different wayby tags, or details that have been
embedded in them for sorting and identification.
For example, an investors portfolio balance (the data)
is generally stored with identifying information such
as the name of the investor, the account number, one
or more dates, the location of the account, the types
of investments, the country the investor lives in, and
so on. This metadata is what gets tagged, and is
located by the computer during inquiries.
The tags themselves are also a way of gaining
knowledge from the data. In the example above,
the tags might allow us to look for, say, connections
between investors countries and their types of
investments. The basic datathe portfolio balance
might not even be part of the inquiry. Such connections
can be made with the conventional approach, but
only if the custom-built databases and computer
analytics have already been designed to take them into
consideration. As illustrated in Exhibit 4, with the data
lake, all of the data, metadata and identifying tags are
available for any inquiry or search for patterns. And,
such inquiries or searches can pivot off of any one of
those pieces of information. This greatly expands the
usability of the data available to an organization. It
actually makes big data even bigger.
In addition, the data lake smoothly accepts every type
of data, including unstructured datainformation that
has not been organized for inclusion in a data base. An
example might be the doctors and nurses notes that
accompany a patients electronic health records, or
information from social networking sites.
Human Insights and Actions
Analytics and Services
Structured Batch
Unstructured
Exhibit 4 | Data Management Architectural Model
Source: Booz Allen Hamilton
7
Two other critical emerging data types are batch
and streaming. Batch data is typically collected on
an automated basis and then delivered for analysis
en massefor example, the utility meter readings
from homes. Streaming data is information from a
continuous feed, such as video surveillance.
Much of the flood of big data is unstructured, batch
and streaming, and so it is essential that organizations
have the ability to make full use of all types. With the
data lake, there is no second-class or third-class data.
All of it, including structured, unstructured, batch and
streaming, is equally ingested into the data lake, and
available for every inquiry.
This mass of information is not random and chaotic,
but rather is purposeful. The data lake is like a viscous
medium that holds the data in place, and at the same
time fosters connections. Because the data is all in
one place, it is, in a sense, all connected.
As an example, cybersecurity experts trying to identify
internal and external network users most likely to steal
information and commit fraud might consolidate a
broad range of disparate information into a data lake.
In addition to unstructured information about individuals
from social media sites, the data lake could include
thousands of public records sources, from bankruptcy
and criminal histories to trajectories of zip codes.
These might show out-of-the ordinary improvements or
declines in personal finances (possibly indicating that
an individual has committed fraud or is in dire straits
and may have motivation to do so). The data lake
might also include users computer behavior, enabling
the analytics to look for anomalies. Is the customer or
employee staying on the network far longer than usual,
or visiting new and different parts of the network, or
engaging in activities uncharacteristic of prior use?
With conventional methods, each potential data
source would have to be examined separatelyand
the results would be difficult to integrate. A data lake
would remove these constraints, making it possible
for the analytics to look for patterns and connections
in all of the available data at once, and to compile
sophisticated risk scores on every internal and external
user of the system.
The Analytics
The data lake supports a two-step process to analyze
the data. In the first step, the pre-analytical tools filter
and organize information from the data lake. That sets
the stage for computer analyticsin the next layer
upto search for valuable knowledge.
Extracting the Data
Pre-analytics use the metadata tags to locate
the relevant data from the data lake and give it
an underlying organization. For example, in the
collaboration between Booz Allen and the Midwest
hospital system, the electronic health records of
more than a thousand previous patients with serious
infections were ingested into a version of a data
lake. Special pre-analytics pulled out the patients
vital signs, and thenusing the time-and-date
stamps embedded in the recordsorganized them in
chronological order. That enabled analytics, in the next
step, to search for patterns in the way the patients
vital signs changed over time.
Although pre-analytical tools are commonly used in
the conventional approach, they are typically part of
the rigid structure that must be torn down and rebuilt
as inquiries change. Because such work is resource-
intensive, only a limited number of such tools can be
built, severely hampering an organizations ability to
make full use of its data. By contrast, the pre-analytics
in the Cloud Analytics Reference Architecture are
designed for use with the data lake, and so are not
part of a custom-built structure. They are both flexible
and reusable, giving organizations almost endless
windows into their data. Moreover, they are designed to
be interoperable from the moment they come on-line,
creating a set of easily shared services for all users of
the data.
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Finding Connections and Patterns
Once the data has been prepared by the pre-analytics,
the search for knowledge and insight can begin. As with
the other elements of the Cloud Analytics Reference
Architecture, computer analytics are used in an entirely
new way (see Exhibit 5). Two key types of analytics are:
Ad hoc queries. These are the analytics that ask
questions of the data. While in the conventional
approach the analytics are part of the narrow,
custom-built structure, here they are free to pursue
any line of inquiry.
Machine learning. This is the search for patterns.
Because all of the data is available at once, and
because there is no need to hypothesize in advance
what patterns might exist, these analytics can look
for patterns that emerge anywhere across the data.
Giving Computers More Work
A key feature of the Cloud Analytics Reference
Architecture is that it allows computers to take over
much of the work humans are doing now. Conventional
methods require that people play a large role in
processing the dataincluding selecting samples to be
analyzed, creating data structures, posing hypotheses,
and sifting through and refining results. That intense
level of effort may be workable for small amounts
of data, but no organization has the personnel or
resources to use such methods to process big data.
The Cloud Analytics Reference Architecture solves
this problem by giving a great deal of that work to
the computers, particularly tasks that are repetitive
and computationally intensive. This reduces human
error, and substantially speeds up the work. When we
use the Reference Architecture to pose more intuitive
questions, or to find patterns, we are essentially asking

Human Insights and Actions
Time Series
Social Network
Analysis
R, SAS, Matlab,
Mathematica
MapReduce, Hive,
Pig, Hama
Exhibit 5 | Analytics and Services Architectural Model
Source: Booz Allen Hamilton
10
the computer to take us as close as it can to finding
the answers we want. It is then up to us, using our
cognitive skills, to find meaning in those answers.
By separating out what the computer can dothe
analyticsand what only people can dothe actual
analysisthe Cloud Analytics Reference Architecture
greatly eases the human workload. It is a division
of labor that frees subject matter experts to look at
the larger picture. At the same time, the Reference
Architecture rapidly highlights areas that analysts
should not waste their time exploringenabling them
to focus their resources in the right direction.
For example, agencies that investigate consumer
complaints against financial institutions often do not
know which individual complaints are indicative of a
broader pattern of consumer abuse, and so deserve
the most attention. Investigators rarely have the time
to sort through the vast array of sources that might
provide valuable clues, such as blogs and social media
sites where consumers commonly air their grievances.
With a data lake that included all such available
information, the Reference Architectures analytics
could quickly identify patterns, such as consumer abuse
affecting large numbers of people. Investigators could
then focus their resources on the most serious cases.
Security of the Data
In its ability to integrate disparate data sources,
the Cloud Analytics Reference Architecture makes it
possible for organizations to easily share information,
confident that security, privacy and other rules
governing the data will be strictly maintained. With
the conventional approach, the primary obstacle to
information-sharing is not technology, but rather the
concern that secure information will be compromised.
Investigative agencies, for example, worry that
confidential sources will be inadvertently revealed.
Hospitals and doctors are concerned that patient
privacy will be violated.
Those concerns go away with the Cloud Analytics
Reference Architecture. As information is put into
the data lake, the relevant restrictions, authorities,
and security issues are tagged. All or portions of
documents are tagged as well, indicating the security
and privacy levels of specific information. Using these
tags, organizations can establish rules regarding which
information can be shared, with whom, and under
what circumstances. If new information agreements
are instituted, organizations do not need to re-tag the
datathey simply change the rules regarding the tags
already in place.
The security of data in the Cloud Analytics Reference
Architecture has been proven to work in very secure
environments within the US government, where the
highest levels of precision in security and privacy
arerequired.
Visualization and Interaction
Decision makers may be understandably concerned that
big data will be overwhelming, and lead to information
overload. Quite the opposite is true. The Cloud Analytics
Reference Architecture addresses the issue head-on
by incorporating the visualizationhow the knowledge
is presented to usinto the analytics from the outset.
That is, the analytics not only conduct the inquiries,
they help contextualize and focus the results.
This enables analysts to more easily make sense of the
information, to frame better, more intuitive inquiries,
and to gain deeper insights. Building the visualization
into the analytics has another advantageit provides
the ability for quick and effective feedback between the
two layers, so that the presentation of the findings can
be continually refined for the decision maker.
The visualization tools also make it possible for
different organizations to tailor how they see the same
data. For example, two agencies of the Department
of Homeland SecurityImmigration and Customs
Enforcement (ICE) and Customs and Border Protection
(CBP)may want to visualize certain data in their
own way. ICE, which has an investigative focus, might
prefer that the visualization show how individuals are
connected to one another. CBP, which is interdiction
focused, may want the same data displayed
geographically and temporally, to understand where
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and when most activity occurs. The Cloud Analytics
Reference Architecture easily accommodates both
views of the dataand any number of others, as
illustrated in Exhibit 6.
Another important breakthrough is that analysts,
or subject matter experts, can explore the data
without the need for computer experts to serve as
intermediaries. Because of the high level of computer
expertise needed to design custom data storage
structures and analytics, much of the analysis in the
conventional approach is conducted by computer
scientists, computer engineers, and mathematicians
acting as agents for the subject matter experts.
They are typically the ones who translate the overall
goals of the business and government analysts into
the language of the machine. Whenever there is a
middleman in any field, things tend to get lost in the
translation, and data analysis is no exception. Here, it
leads to a disconnect between the people who need
knowledge and insight (the subject matter experts) and
the data itself. It also substantially slows the process.
In the top layers of the Cloud Analytics Reference
Architecture, the middleman syndrome disappears.
The ability to ask intuitive questions, and to look for
patterns, provides the analysts with direct access to
the data. That gives them the flexibility they need to
experiment and explore, and allows the system to reach
maximum velocity. The computer scientists, computer
engineers and mathematicians still play a key role, but
now are no longer the ones who drive the inquiries into
the data.
For example, investigators who suspect that credit
card fraud may be occurring are often hampered by
the need to go through computer experts to query the
data. Their request may be one of many, and by the
time they get back the information they need to act,
the criminals have often made large purchases on
the credit cards. With the Cloud Analytics Reference
Architecture, however, investigators could query the
data themselves, quickly pinpoint the fraud, and take
action in time to stop the activity. Subject matter
experts in other fields, such as financial analysts,
medical researchers and policy experts, can have
similar direct access to the data.
Analytics and Services
Monitoring Exploratory
Geospatial
Line Chart
Exhibit 6 | Human Insights and Actions Architectural Model
Source: Booz Allen Hamilton
12
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With the Cloud Analytics Reference Architecture,
the flood of information is not overwhelmingit is
readied for action as never before. This breakthrough
in visualization could have as profound an effect on
decision making as bar graphs and pie charts did in the
1950s and 1960s, when statistics became widely used
in business. Those visuals presented all the essential
information at a glance, changing the nature of decision
making. The Cloud Analytics Reference Architecture will
do the samebut this time with big data.
Conclusion
The opportunities offered by the Cloud Analytics
Reference Architecture will not emerge on their own
conscious effort and deliberate planning are needed.
Unless organizations make the right infrastructure
decisions, they cannot hope to build a data lake.
Unless they make the right data management
decisions, they will never break free from the rigid
data and analytic structures that are so limiting. The
Cloud Analytics Reference Architecture can be seen as
a road map for that decision making, one that shows
the importance of a holistic, rather than piecemeal,
haphazard approach. Each element is closely tied
to each of the other elements, and so all must be
considered together.
The Cloud Analytics Reference Architecture is no more
expensive to build than one based on the traditional
approach, and is considerably more cost-effective in the
long run. Because the elements of the Cloud Analytics
Reference Architecture are largely reusable, they can
scale an organizations big data in an affordable way.
In this time of doing more with less, the Cloud
Analytics Reference Architecture enables organizations
to leverage the substantial investment the US
government has already made in this area. Many of
the same data challenges business and government
organizations currently face are being successfully
addressed by military and non-military agencies.
Organizations now have an opportunity to take
advantage of the advanced technologies and best
practices that have led to that success.
It is impossible to harness big data with approaches and
techniques designed for small data. But by reimagining
how data can be stored, analyzed and visualized,
the Cloud Analytics Reference Architecture gives
organizations a powerful tool to solve their most complex
problems, and drive mission and business success.
See our ideas in action at boozallen.com/cloud.
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