How Cloudera defined big data, and was defined by it http://www.techrepublic.com/article/how-cloudera-defined-big-data-and-was-defined-by-it/ Of course, the way companies see data has changed dramatically since Cloudera began its journey. Cloudera's offerings changed based on the market and there are two key areas where Olson said that the company both leads the market and is subsequently led by the market: Enterprise manageability. Being that Hadoop was born on the consumer internet, demand for security features such as PCI compliance and key management became critical. Knowing where the data came from and who had been able to touch it also became an urgent requirements which led Cloudera to fold those details into its enterprise data hub. Data process and analysis. Making data available in new ways and opening up more analytic and processing workloads has made the data more valuable.