This talk focuses on the real world experience on the architectural patterns and tools integrations used to solve real business problems with data. This will be a technical session that covers tools such as Hadoop and NoSQL data stores and how to use them for the right use cases. During the session we will dive into customer architectures and where they have had both successes and failures using a combination of tools to serve both OLTP and OLAP workloads. Some of the successes will include large cost reduction in SQL licensing and SAN as well as reduction in overall data warehouse costs including ETL appliances and manpower. The other core focus will be on driving change into businesses and how these customers were able to become leaders or maintain leadership using the data at hand and a set of tools.