O’Reilly’s New York-based Strata+Hadoop World conference is one of the largest big data conferences in the world today, featuring hundreds of vendors touting innovative solutions – yet most of them select from the same small handful of phrases to assemble their marketing messages.

Big data. Streaming data. Real-time. Analytics. Data lakes. And open source Apache projects Hadoop, Spark, and Kafka.

In spite of this limited vocabulary, disruptive innovations abound – and furthermore, many of them are maturing. One oft-repeated theme at the conference: we’re past the ‘science project’ phase of big data and onto the business value, enterprise-grade phase.

Other common themes across vendors at the show: streaming data is the hot topic, including real-time analytics, fast data, and the Apache Kafka distributed data streaming platform.

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