Big data represents unprecedented opportunities for companies. Data coming from everywhere is accounted as big data. Reports indicate that due to this unprecedented growth and convergence of social, device, equipment and corporate data, there is an incredible amount of noise being created, and without a proper strategy, companies can get lost in this noise.

Technology enabler SAP (News - Alert) is one such company which helps companies raise their ability to deal with big data, improve work flow, and help them run their business the best way possible. SAP recently launched a Start-up Focus Program in China.

As the part of its global program, the official promotion of the program in China is a way of conscientiously helping Chinese start-up companies utilize the SAP HANA platform to develop and deploy the newest generation of innovative applications and to expand their business opportunities. China's leading third party advertising technology company Miaozhen Systems, with two other start-ups were selected to be part of this program.

The company statement revealed that it is the first time a Chinese advertising technology company has used a large scale data processing platform like SAP HANA, which is a great leap in advertising technology for standardization in China.

The SAP HANA platform is the industry's leading in-memory and database computing platform. As part of SAP's real data platform core package, SAP HANA can provide enormously innovative and useful functions for next generation applications.

 "As the most typical big data enterprise, Miaozhen owns the largest domestic advertising server cluster, in which more than three billion impressions equivalent to two TB of data are collected and processed every day. Through their cooperation with SAP, Miaozhen's capability to process real-time big data has been enhanced to the next level," Vishal Sikka, executive board member, Technology and Innovation, SAP said in a statement.

“Evaluating and optimizing the returns of online advertising and increasing advertising results is the core business of Miaozhen. With the rapid growth of online advertising, we need a system to strikingly improve our ad-hoc OLAP capabilities,” Wu Minghui, founder and chief technology officer of Miaozhen Systems, said in a statement.

With SAP HANA in-memory platform, Miaozhen has improved online campaign analysis, reduced the complex calculation time from 15 hours to 10 seconds, which allowed the company to offer much more efficient online measurement service to customers based on real-time insights to enhance their return on media investment.

Recently, SAP released the reports of a new survey which stated that small and midsize enterprises are realizing the benefits of using and managing "big data" better than larger competitors.

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