On Yellowbrick Data Warehouse. Q&A with Gary Orenstein

Q1. Yellowbrick emerged in 2018 with a new data-warehousing system. What is special about the Yellowbrick Data Warehouse? 

Yellowbrick Data takes a unique approach to data warehousing by asking the question, “how can we bring performance, cost savings, and miniaturization to today’s data warehousing users?

The answer started with redesigning the data warehouse for an analytics-anywhere world. The Yellowbrick Data Warehouse allows businesses to derive data value with the flexibility to deploy anywhere from the data center to the cloud to the edge.

The power of the Yellowbrick Data Warehouse comes from its architecture for Native Flash Queries, which embraces new flash memory types to drive unparalleled performance, cost savings, and dramatic miniaturization. All of this makes the system simple to operate. With a modern data warehouse, companies can completely reconsider how and where they deploy analytics. In a world of digital transformation, Chief Data Officers now have an analytics engine to drive insights for current and future needs.

Q2. Data Warehousing is a big market, where do you fit in?

Yellowbrick Data fits as a classic enterprise data warehouse with breakthrough performance and operational simplicity in a very compact size.

More specifically Yellowbrick Data focuses on structured SQL processing for analytic applications and business critical reporting. This is a sector of the market that has been served by IBM/Netezza, Teradata, Oracle, Microsoft SQL Server, and others. The Yellowbrick Data Warehouse is a full MPP system that scales to petabytes of capacity, and can be deployed in data centers, in the cloud, or at the edge.

Another area receiving attention is the cloud-only data warehouses like Redshift and Snowflake. These services can provide excellent starting grounds for application development through production. At some point for successful applications, pay-per-use pricing models do not serve customers well and a hybrid cloud model like Yellowbrick makes sense.

Data lakes are no longer confused with data warehouses. But many data lake users still seek improved operational analytics. Realizing that data lakes are wonderful places for storing data, and challenging places to process it, data can be copied or migrated to a data warehouse for operational reporting and analytical applications.

Q3. Do you think it is prime time for Public Cloud Repatriation?

We believe in the hybrid cloud, and that large enterprises will want options as to where and how their analytics are deployed.

Late last year, Michael Dell gave his positive opinion on cloud repatriation in a CRN article. It certainly makes sense for Dell that workloads move back to enterprise data centers.

We have seen a more subtle but interesting shift in 2018 towards a data first, not a deployment first strategy.

Specifically, large enterprises who may have previously said we are all cloud, or no cloud, are now saying, “let’s look at the data warehouses that might fit out needs, and let the products speak for themselves. Then we will figure out the best deployment.”

Ultimately, as in most things in technology, we’ll see a mix of deployment strategies, both in and out of the cloud. What makes sense for our customers is that they have a choice as to where and how they deploy their more important analytical solutions.


Yellowbrick Data Emerges From Stealth With Production Customers and $44 million in Series A Funding to Unveil Yellowbrick Data Warehouse


Gary OrensteinChief Product and Marketing Officer, Yellowbrick Data

Gary leads product and marketing at Yellowbrick Data across marketing strategy, product marketing, growth, communications, and customer engagement. Prior to Yellowbrick, Gary was the Chief Marketing Officer at MemSQL a recognized leader in operational databases. Before MemSQL, Gary was the Chief Marketing Officer at Fusion-io where he led global marketing activities. He also served as Senior Vice President of Products at Fusion-io during the company’s expansion to multiple product lines.

Prior to Fusion-io, Gary worked at infrastructure companies across file systems, caching, and high-speed networking. Earlier in his career he served as the vice president of marketing at Compellent. Gary holds a bachelor’s degree from Dartmouth College and a master’s in business administration from The Wharton School at the University of Pennsylvania.

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