In a world filled with data-analytics solutions, how do you choose the right one to achieve your business goals? HP Vertica for SQL on Hadoop offers businesses the ability to conduct SQL queries on their Hadoop data.

Data analytics = Business intelligence

David Abercrombie, principal data analytics engineer at Tapjoy, Inc. – a marketing automation company delivering a monetization platform for mobile apps – speaks with  John Furrier and Dave Vellante on theCUBE, SiliconANGLE’s Media production team, at the HP Big Data Conference 2015 about data analytics and the business intelligence the company provides.

“The mobile revolution is upon us, and everyone is using mobile apps,” Abercrombie says. “Tapjoy currently engages about 500 million users who get rewards for using different apps. ” He went on to explain that the main challenge for Tapjoy is to produce relevant content for all of its audiences. There are three key audiences segments for the solutions provider that includes the app publishers, the advertisers and the end users.

SQL is comforting

Data analytics allow Tapjoy to balance the needs of these segments and provide valuable information to help create compelling ads that resonate with the audience. The company is running its data analytics on HP Vertica for SQL on Hadoop.

“Consistency comes from accuracy,” states Abercrombie, who loves the elasticity of SQL. “SQL is able to deliver raw data with an ease of use for analysis. SQL provides real-time information, an ability to express business rules, it is flexible and transparent, offers ease of use and it gives me comfort.”

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of the HP Big Data Conference 2015.

Photo by SiliconANGLE