If data is the new oil, then Big Data is the new snake oil. For over a decade, Big Data has managed to delude far too many smart, honest, hard-working data practitioners, with nothing but the best intentions. This session is a plea for your common sense and decency. Together, we will use history, facts, authority, and logic to expose it for what it really is. Layer by layer, we will peel off the Confusion, Illusion, Deception, Distraction and the Regression that is "Big Data". You will realize just how much progress and value Big Data has bestowed on us over the past decade. But more importantly, we will see what we can and must do to make data practice, and consequently the world, a better place. Brace yourself for a thought-provoking session, filled with "Aha" moments. I promise that after this session, you will never look at big data the same way as you did before you stepped into the room.
Every beginner knows that every table has an identity/auto increment primary key, supported by a main index. If I told you that these keys that you take for granted, are the primary factor that destroy your database's consistency, performance, scalability, and modularity, you'd probably think I'm crazy. But what if I can prove it, scientifically, and beyond any reasonable doubt? "It ain't what you don't know that gets you into trouble. It's what you know that just ain't so..." Join me on this fascinating journey down the rabbit hole, where we will shed new light on some of the most fundamental aspects of database design. You will experience hands-on how you can drastically improve your database consistency, simplify your queries, improve performance by orders of magnitude, allow for unprecedented scalability, and modularity. Prepare for a paradigm shift. By the end of this session, you will chant with me: "The key, the whole key, and nothing but the key, so help me Codd".