The one thing no business lacks today is data – from streams of sensor readings, to social sentiment, to machine logs, mobile apps, and more. Analysts estimate data volumes growing at 40% per annum, with 90% of it unstructured. Uncovering new insights by collecting and analyzing this data carries the promise of competitive advantage and efficiency savings. However, the traditional Enterprise Data Warehouse (EDW) is straining under the load, overwhelmed by the sheer volume and variety of data pouring into the business, and then being able to store it in a cost-efficient way. As a result many organizations have turned to Hadoop as a centralized repository for this new data, creating what many call a data lake.