Strata 2012 Keynotes

Dave Campbell

Dave Campbell, MicrosoftTechnical Fellow

David Campbell is a Microsoft Technical Fellow whose present role is Vice President of Product Development for the SQL Server product suite.

David graduated with a Master’s Degree in Mechanical Engineering (Robotics) from Clarkson University in 1984 and began working on robotic workcells for Sanders Associates – later a division of Lockheed Corporation. In 1990 he joined Digital Equipment Corporation where he worked on their Codasyl database product DEC DBMS as well as their relational database product; Rdb.

Upon joining Microsoft in 1994, David was a developer and architect on the SQL Server Storage Engine team that was principally responsible for rewriting the core engine of SQL Server for SQL Server Version 7.0.

At Microsoft, he has held numerous... Read More.

9:00am Wednesday, 02/29/2012
The explosion of data is both a challenge and opportunity for businesses. In order to thrive in this new world, organizations will need a technical strategy for sifting through all of this data and driving insights.
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Location: Mission City Ballroom
Alistair Croll

Alistair Croll, Solve For InterestingFounder

Alistair has been an entrepreneur, author, and public speaker for nearly 20 years. He’s worked on a variety of topics, from web performance, to big data, to cloud computing, to startups, in that time. In 2001, he co-founded web performance startup Coradiant (acquired by BMC in 2011), and since that time has also launched Rednod, CloudOps, Bitcurrent, Year One Labs, the Bitnorth conference, the International Startup Festival and several other early-stage companies.

Alistair is a chair for Strata + Hadoop World conferences; Techweb’s Cloud Connect; and the International Startup Festival. He’s written four books on analytics, technology, and entrepreneurship, including the best-selling Lean Analytics which is being translated into eight languages. He lives in Montreal, Canada and tries to mitigate chronic ADD... Read More.

8:45am Wednesday, 02/29/2012
Opening remarks by the Strata program chairs, Edd Dumbill and Alistair Croll.
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Location: Mission City Ballroom
8:45am Thursday, 03/01/2012
Opening remarks by the Strata program chairs, Alistair Croll and Edd Dumbill.
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Location: Mission City Ballroom
Doug Cutting

Doug Cutting, ClouderaChief Architect

Doug (@cutting) is the founder of numerous successful open source projects, including Lucene, Nutch, Avro, and Hadoop. Doug joined Cloudera in 2009 from Yahoo!, where he was a key member of the team that built and deployed a production Hadoop storage and analysis cluster for mission-critical business analytics. Doug holds a Bachelor’s degree from Stanford University and sits on the Board of the Apache Software Foundation.

8:50am Wednesday, 02/29/2012
Apache Hadoop forms the kernel of an operating system for Big Data. This ecosystem of interdependent projects enables institutions to affordably explore ever vaster quantities of data. The platform is young, but it is strong and vibrant, built to evolve.
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Location: Mission City Ballroom
Edd Dumbill

Edd Dumbill, Silicon Valley Data ScienceVP Strategy

Edd Dumbill is a technology analyst, writer and entrepreneur based in California. He’s helping drive businesses with data as VP Strategy for Silicon Valley Data Science.

Edd was the founding program chair for the O’Reilly Strata, and chaired the Open Source Convention for six years. He was the Founding Editor of the journal Big Data.

A startup veteran, Edd was the founder and creator of the Expectnation conference management system, and a co-founder of the online intellectual property exchange.

An advocate and contributor to open source software, Edd has contributed to various projects, such as Debian and GNOME, and created the DOAP Vocabulary for describing software projects.

Edd has written four books, including O’Reilly’s “Learning Rails”. He writes... Read More.

8:45am Wednesday, 02/29/2012
Opening remarks by the Strata program chairs, Edd Dumbill and Alistair Croll.
Full Details
Location: Mission City Ballroom
8:45am Thursday, 03/01/2012
Opening remarks by the Strata program chairs, Alistair Croll and Edd Dumbill.
Full Details
Location: Mission City Ballroom
Ben Goldacre

Ben Goldacre, Bad Sciencedistractible

Ben is a best-selling author, broadcaster, medical doctor and academic who specialises in unpicking dodgy scientific claims from drug companies, newspapers, government reports, PR people and quacks. Unpicking bad science is the best way to explain good science.

Bad Science (4th Estate) has sold over 400,000 copies, is published in 18 countries, and reached #1 in the UK paperback non-fiction charts. His book exposing bad behaviour in the pharmaceutical industry will be published in 2012 by 4th Estate.

Ben has written the weekly Bad Science Column in the Guardian since 2003. It’s archived on this site along with blogposts, columns for the British Medical Journal, and other writing.

There are lots of clips of Ben on telly here, and a talk at... Read More.

9:55am Wednesday, 02/29/2012
Negative results from clinical trials go missing far too often, leading us to overestimate the benefits of treatments. Attempts to remedy this problem haven't worked well. Ben Goldacre, both a doctor and data geek, will talk about how to fix this, and other, problems in medicine.
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Location: Mission City Ballroom
Jonathan Gosier

Jonathan Gosier, metaLayer

Jonathan Gosier is a designer, software developer, lover of data science and the co-founder of which aims to change how you analyze content by offering products for atomizing and visualizing data.

From 2009 to 2011 he served as Director of Product for SwiftRiver at Ushahidi working on an open-source platform for drawing insight from real-time communication during crisis events. The SwiftRiver project was awarded the 2011 Knight News Challenge award for its potential to improve the data journalism and news gathering process.

In 2009 Jon spoke at TED in Oxford, UK about his company Appfrica and one of their projects which connected rural African villages with the internet through a call center and light infrastructure. The service, in collaboration with non-profit OpenMind, was... Read More.

8:50am Thursday, 03/01/2012
Big data isn't just an abstract problem for corporations, financial firms, and tech companies. To your mother, a 'big data' problem might simply be too much email, or a lost file on her computer. We need to democratize access to the tools used for understanding information by taking the hard-work out of drawing insight from excessive quantities of information.
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Location: Mission City Ballroom
Usman Haque

Usman Haque, Pachube.comFounder

Usman Haque is the founder of, a real-time data infrastructure for the Internet of Things used by tens of thousands of people around the world (acquired by LogMeIn Inc in 2011). Trained as an architect, he has created responsive environments, interactive installations, digital interface devices and dozens of mass-participation initiatives. His skills include the design and engineering of both physical spaces and the software and systems that bring them to life. He received the 2008 Design of the Year Award (interactive) from the Design Museum, UK, a 2009 World Technology Award (art), a Wellcome Trust Sciart Award, a grant from the Daniel Langlois Foundation for Art, Science and Technology, the Swiss Creation Prize, Belluard Bollwerk International, the Japan Media Arts Festival Excellence prize and... Read More.

9:35am Thursday, 03/01/2012
The expected massive growth of connected device, appliance and sensor markets in the coming years - often called 'The Internet of Things' - will need a more rich concept of 'open data' than is currently common.
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Location: Mission City Ballroom
Avinash Kaushik

Avinash Kaushik, Market MotiveChief Education Officer

Avinash Kaushik is the co-Founder of Market Motive Inc and the Digital Marketing Evangelist for Google. His prior professional experience includes key roles at Intuit, DirecTV, Silicon Graphics in the US & DHL in Saudi Arabia.

Through his blog, Occam’s Razor, and his best selling books, Web Analytics: An Hour A Day and Web Analytics 2.0, Avinash has become recognized as an authoritative voice on how marketers, executives teams and industry leaders can leverage data to fundamentally reinvent their digital existence.

Avinash puts a common sense framework around the often frenetic world of web analytics and combines that with the philosophy that investing in talented analysts is the key to long-term success. He passionately advocates customer centricity and leveraging bleeding edge competitive intelligence... Read More.

9:40am Wednesday, 02/29/2012
So you've hoarded the world's data within your enterprise. Now what? Author and digital marketing evangelist Avinash Kaushik shares lessons from the nascent world of Web Analytics on how multiplicity, scale and outsourcing powers a data democracy, and how that in turn drives business action.
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Location: Mission City Ballroom
Coco Krumme

Coco Krumme, MIT Media LabPhD

Coco Krumme is a PhD student at MIT, where she’s partnered with a major financial institution to study transaction data and human behavior.

9:15am Thursday, 03/01/2012
Why data can tell us only so much about food, flavor, and our preferences.
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Location: Mission City Ballroom

Gary Lang, MarkLogicSenior Vice President, Engineering

Gary Lang is the senior vice president of engineering for MarkLogic. Lang is a proven leader with more than two decades experience delivering large, complex products and systems, architectural design and direction setting for high-revenue software projects. Lang is responsible for all of MarkLogic product development.

Lang comes to MarkLogic from Microsoft, where he was a leader in the development of the next version of Visual Studio. Prior to Microsoft, Gary was vice president of platforms and global engineering at Autodesk, where he led an organization of 1,200 employees worldwide providing platform and product engineering for Autodesk’s core products as well as new software and services for emerging businesses. His organization was responsible for developing code for almost all of Autodesk’s desktop and SaaS products,... Read More.

9:45am Thursday, 03/01/2012
Big Data is about extracting value from fast, huge, varied, complex data sets. But simply crunching data is only the first step. As adoption of MapReduce and data analytic technologies increases, forward thinking companies are starting to build applications on their core data assets.
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Location: Mission City Ballroom
Luke Lonergan

Luke Lonergan, Greenplum, a division of EMCCTO, VP and Co-Founder

A co-founder of Greenplum, Luke served as CTO of the organization and continues in this role for the Greenplum Division. Prior to Greenplum, Luke founded Didera, a database clustering company, in 2000 and served as CEO and Chairman. Luke’s background includes 16 years of management experience in computing technology ranging from innovations in supercomputing to advances in medical imaging systems. Most recently, he directed data center integration at High Performance Technologies Inc (HPTi), scaling the business to $30M, and setting industry firsts in parallel computing subsequently adopted by IBM and Compaq. Previously he held management positions at Northrop Grumman Corporation. He holds an M.S. in Aeronautics and Astronautics from Stanford University and a B.E. in Mathematics from Vanderbilt University.

9:05am Thursday, 03/01/2012
How are businesses using big data to connect with their customers, deliver new products or services faster and create a competitive advantage? Learn about the changing nature of customer intimacy and how the technologies and techniques around big data analysis provide business advantage in today's social, mobile environment – and why it is imperative to adopt a big data analytics strategy.
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Location: Mission City Ballroom
Abhishek Mehta

Abhishek Mehta, TresataCo-founder

Abhishek is an expert in the areas big data and consumer payments.

He is the co-founder of Tresata, a big data startup that helps companies identify their core data assets, manage, maintain and enhance the intrinsic value in them and build data factories and products to monetize that value.

Abhishek has over a decade of experience in various strategic and operational leadership roles in banking, technology and consulting. Abhishek is also a Member of the Faculty at one of the premier Retail Banking Management Programs in the US.

A featured speaker on these topics, Abhishek is a die-hard supporter of all things open source and is recognized in the industry as a visionary on how to create value by building, transforming (or disrupting) business eco-systems.

... Read More.
9:10am Wednesday, 02/29/2012
How big data tools and technologies give us back our individual identity ... because if you didn't know you were unique and special, well, you are. Big data can be applied to solving socio-economic problems that rival the scale and importance of building ad optimization models.
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Location: Mission City Ballroom
Richard Merkin

Richard Merkin, Heritage Provider Network

Richard Merkin has more than 30 years of experience in the health care field. He has specific expertise in the development and administration of integrated physician systems. As the founder of Heritage Provider Network established in 1996, Dr. Merkin develops clinically focused networks to bring efficient and quality driven systems to the communities in which it operates by working with physicians and physician organizations, hospitals and integrated delivery systems, health plans, public and community-based health care entities, and other health care professionals.

Dr. Merkin is a visionary and a sought-after healthcare expert who encourages innovation and challenge. Responding to our country’s 2 trillion dollar health care crises, Dr. Merkin created, developed and sponsored the 3 million dollar Heritage Health Prize for predictive modeling to save... Read More.

9:50am Thursday, 03/01/2012
Dr. Richard Merkin, President and CEO of Heritage Provider Network, that was recently named one of Fast Company’s 10 most innovative healthcare companies for 2012, will announce the winner of the second progress prize in the $3 million dollar Heritage Health Prize competition.
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Location: Mission City Ballroom
Mike Olson

Mike Olson, ClouderaCSO and Chairman

Mike (@mikeolson) co-founded Cloudera in 2008 and served as its CEO until 2013 when he took on his current role of chief strategy officer (CSO.) As CSO, Mike is responsible for Cloudera’s product strategy, open source leadership, engineering alignment and direct engagement with customers. Prior to Cloudera Mike was CEO of Sleepycat Software, makers of Berkeley DB, the open source embedded database engine. Mike spent two years at Oracle Corporation as vice president for Embedded Technologies after Oracle’s acquisition of Sleepycat in 2006. Prior to joining Sleepycat, Mike held technical and business positions at database vendors Britton Lee, Illustra Information Technologies and Informix Software. Mike has a Bachelor’s and a Master’s Degree in Computer Science from the University of California, Berkeley.

... Read More.
9:20am Wednesday, 02/29/2012
Tools for attacking big data problems originated at consumer internet companies, but the number and variety of big data problems have spread across industries and around the world. I'll present a brief summary of some of the critical social and business problems that we're attacking with the open source Apache Hadoop platform.
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Location: Mission City Ballroom
Steve Schoettler

Steve Schoettler, JunyoFounder and CEO

Steve Schoettler is Founder and CEO of Junyo, a learning analytics company creating tools to help teachers and students understand and improve academic success. As co-founder of Zynga, Steve helped introduce social gaming, virtual currencies, and real-time analytics on a massive scale. Prior to Zynga, Steve worked on innovative and scalable technologies in mobile, entertainment, distributed computing, and security. Steve holds a B.S. in Electrical Engineering and Computer Science from UC Berkeley.

9:35am Wednesday, 02/29/2012
The increasing use of online software and digital devices in the classroom provides a source of high-frequency data streams that can be analyzed to better understand student progress, identify individual needs, and develop personal recommendations.
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Location: Mission City Ballroom
Hal Varian

Hal Varian, GoogleChief Economist

Hal R. Varian is the Chief Economist at Google. He started in May 2002 as a consultant and has been involved in many aspects of the company, including auction design, econometric analysis, finance, corporate strategy and public policy.

He also holds academic appointments at the University of California, Berkeley in three departments: business, economics, and information management.

He received his SB degree from MIT in 1969 and his MA in mathematics and Ph.D. in economics from UC Berkeley in 1973. He has also taught at MIT, Stanford, Oxford, Michigan and other universities around the world.

Dr. Varian is a fellow of the Guggenheim Foundation, the Econometric Society, and the American Academy of Arts and Sciences. He was Co-Editor of the American Economic Review... Read More.

9:55am Thursday, 03/01/2012
Google Insights for Search provides an index of search activity for millions of queries. These queries can sometimes help understand consumer behavior. Hal describes some of the issues that arise in trying to use this data for short-term economic forecasts and provide examples.
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Location: Mission City Ballroom
Flavio Villanustre

Flavio Villanustre, LexisNexis Risk Solutions and HPCC SystemsVice President Infrastructure and Products

Flavio Villanustre is the Vice President of Infrastructure and Products. In this position, Flavio is responsible for Information and Physical Security, overall infrastructure strategy and new product development for LexisNexis Risk Solutions and HPCC Systems. Prior to 2001, Flavio served in a variety of roles at different companies including Infrastructure, Information Security and Information Technology. In addition to this, Villanustre has been involved with the Opensource community for over 15 years through multiple initiatives. Some of these include founding the first Linux User Group in Buenos Aires (BALUG) in 1994, releasing several pieces of software under different Opensource licenses, and evangelizing Opensource to different audiences through conferences, training and education. Before working in technology, Flavio was a neurosurgeon.

9:30am Wednesday, 02/29/2012
Back in the late 80s artificial intelligence was set to take over the world; it didn’t happen. In 2012; AI has been stripped down, dressed up and reborn as machine learning. Will it take over the world this time? What makes a Big Data - Machine Learning solution ‘better’?
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Location: Mission City Ballroom
Pete Warden

Pete Warden, JetpacCTO

A former Apple engineer, Pete Warden is the CTO of Jetpac, and writes on large-scale data processing and visualization

9:25am Thursday, 03/01/2012
Why unstructured data beats structured.
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Location: Mission City Ballroom
Presentation: Embrace the Chaos Presentation [PDF]


  • EMC
  • Microsoft
  • HPCC Systems™ from LexisNexis® Risk Solutions
  • MarkLogic
  • Shared Learning Collaborative
  • Cloudera
  • Digital Reasoning Systems
  • Pentaho
  • Rackspace Hosting
  • Teradata Aster
  • VMware
  • IBM
  • NetApp
  • Oracle
  • 1010data
  • 10gen
  • Acxiom
  • Amazon Web Services
  • Calpont
  • Cisco
  • Couchbase
  • Cray
  • Datameer
  • DataSift
  • DataStax
  • Esri
  • Facebook
  • Feedzai
  • Hadapt
  • Hortonworks
  • Impetus
  • Jaspersoft
  • Karmasphere
  • Lucid Imagination
  • MapR Technologies
  • Pervasive
  • Platform Computing
  • Revolution Analytics
  • Scaleout Software
  • Skytree, Inc.
  • Splunk
  • Tableau Software
  • Talend

For information on exhibition and sponsorship opportunities at the conference, contact Susan Stewart at

For information on trade opportunities with O'Reilly conferences contact Kathy Yu at mediapartners

For media-related inquiries, contact Maureen Jennings at

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