Krebbers (VP of architecture at Shell) said the best benefits of big data were realised by using a mixture of technologies (quoted in Data quality more important than fixating over big data)

“A mixture of more expensive in-memory, for speed; SQL, for a more economical option; and Hadoop, as a means of storing data you don’t know what to do with“

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Even large, well-oiled organizations such as Shell are in a data-grab mode in terms of storing “all” data in Hadoop, without a well-thought through, business-driven data-capture and decisioning approach.