<s>
In-database	B-General_Concept
processing	I-General_Concept
,	O
sometimes	O
referred	O
to	O
as	O
in-database	B-General_Concept
analytics	I-General_Concept
,	O
refers	O
to	O
the	O
integration	O
of	O
data	O
analytics	O
into	O
data	O
warehousing	O
functionality	O
.	O
</s>
<s>
(	O
SPSS	B-Algorithm
from	O
IBM	O
are	O
examples	O
of	O
tools	O
that	O
still	O
do	O
this	O
today	O
)	O
.	O
</s>
<s>
Though	O
in-database	O
capabilities	O
were	O
first	O
commercially	O
offered	O
in	O
the	O
mid-1990s	O
,	O
as	O
object-related	O
database	O
systems	O
from	O
vendors	O
including	O
IBM	O
,	O
Illustra/Informix	O
(	O
now	O
IBM	O
)	O
and	O
Oracle	B-Application
,	O
the	O
technology	O
did	O
not	O
begin	O
to	O
catch	O
on	O
until	O
the	O
mid-2000s	O
.	O
</s>
<s>
At	O
that	O
point	O
,	O
the	O
need	O
for	O
in-database	B-General_Concept
processing	I-General_Concept
had	O
become	O
more	O
pressing	O
as	O
the	O
amount	O
of	O
data	O
available	O
to	O
collect	O
and	O
analyze	O
continues	O
to	O
grow	O
exponentially	O
(	O
due	O
largely	O
to	O
the	O
rise	O
of	O
the	O
Internet	O
)	O
,	O
from	O
megabytes	O
to	O
gigabytes	O
,	O
terabytes	O
and	O
petabytes	O
.	O
</s>
<s>
This	O
“	O
big	B-Application
data	I-Application
”	O
is	O
one	O
of	O
the	O
primary	O
reasons	O
it	O
has	O
become	O
important	O
to	O
collect	O
,	O
process	O
and	O
analyze	O
data	O
efficiently	O
and	O
accurately	O
.	O
</s>
<s>
All	O
of	O
these	O
factors	O
in	O
combination	O
have	O
created	O
the	O
need	O
for	O
in-database	B-General_Concept
processing	I-General_Concept
.	O
</s>
<s>
The	O
introduction	O
of	O
the	O
column-oriented	B-General_Concept
database	I-General_Concept
,	O
specifically	O
designed	O
for	O
analytics	O
,	O
data	O
warehousing	O
and	O
reporting	O
,	O
has	O
helped	O
make	O
the	O
technology	O
possible	O
.	O
</s>
<s>
There	O
are	O
three	O
main	O
types	O
of	O
in-database	B-General_Concept
processing	I-General_Concept
:	O
translating	O
a	O
model	O
into	O
SQL	O
code	O
,	O
loading	O
C	O
or	O
C++	O
libraries	O
into	O
the	O
database	O
process	O
space	O
as	O
a	O
built-in	O
user-defined	O
function	O
(	O
UDF	O
)	O
,	O
and	O
out-of-process	O
libraries	O
typically	O
written	O
in	O
C	O
,	O
C++	O
or	O
Java	O
and	O
registering	O
them	O
in	O
the	O
database	O
as	O
a	O
built-in	O
UDFs	O
in	O
a	O
SQL	O
statement	O
.	O
</s>
<s>
In	O
this	O
type	O
of	O
in-database	B-General_Concept
processing	I-General_Concept
,	O
a	O
predictive	O
model	O
is	O
converted	O
from	O
its	O
source	O
language	O
into	O
SQL	O
that	O
can	O
run	O
in	O
the	O
database	O
usually	O
in	O
a	O
stored	B-General_Concept
procedure	I-General_Concept
.	O
</s>
<s>
Many	O
analytic	O
model-building	O
tools	O
have	O
the	O
ability	O
to	O
export	O
their	O
models	O
in	O
either	O
SQL	O
or	O
PMML	B-Application
(	O
Predictive	O
Modeling	O
Markup	O
Language	O
)	O
.	O
</s>
<s>
Once	O
the	O
SQL	O
is	O
loaded	O
into	O
a	O
stored	B-General_Concept
procedure	I-General_Concept
,	O
values	O
can	O
be	O
passed	O
in	O
through	O
parameters	O
and	O
the	O
model	O
is	O
executed	O
natively	O
in	O
the	O
database	O
.	O
</s>
<s>
Tools	O
that	O
can	O
use	O
this	O
approach	O
include	O
SAS	O
,	O
SPSS	B-Algorithm
,	O
R	O
and	O
KXEN	O
.	O
</s>
<s>
Running	O
in	O
process	O
allows	O
the	O
function	O
to	O
have	O
full	O
access	O
to	O
the	O
database	O
server	O
’s	O
memory	O
,	O
parallelism	B-Operating_System
and	O
processing	O
management	O
capabilities	O
.	O
</s>
<s>
They	O
are	O
still	O
typically	O
registered	O
in	O
the	O
database	O
engine	O
and	O
called	O
through	O
standard	O
SQL	O
,	O
usually	O
in	O
a	O
stored	B-General_Concept
procedure	I-General_Concept
.	O
</s>
<s>
In-database	B-General_Concept
processing	I-General_Concept
makes	O
data	O
analysis	O
more	O
accessible	O
and	O
relevant	O
for	O
high-throughput	O
,	O
real-time	O
applications	O
including	O
fraud	O
detection	O
,	O
credit	O
scoring	O
,	O
risk	O
management	O
,	O
transaction	O
processing	O
,	O
pricing	O
and	O
margin	O
analysis	O
,	O
usage-based	O
micro-segmenting	O
,	O
behavioral	O
ad	O
targeting	O
and	O
recommendation	O
engines	O
,	O
such	O
as	O
those	O
used	O
by	O
customer	O
service	O
organizations	O
to	O
determine	O
next-best	O
actions	O
.	O
</s>
<s>
In-database	B-General_Concept
processing	I-General_Concept
is	O
performed	O
and	O
promoted	O
as	O
a	O
feature	O
by	O
many	O
of	O
the	O
major	O
data	O
warehousing	O
vendors	O
,	O
including	O
Teradata	O
(	O
and	O
Aster	O
Data	O
Systems	O
,	O
which	O
it	O
acquired	O
)	O
,	O
IBM	O
(	O
with	O
its	O
Netezza	O
,	O
PureData	O
Systems	O
,	O
and	O
products	O
)	O
,	O
IEMC	O
Greenplum	O
,	O
Sybase	B-Application
,	O
ParAccel	O
,	O
SAS	O
,	O
and	O
EXASOL	O
.	O
</s>
<s>
Some	O
of	O
the	O
products	O
offered	O
by	O
these	O
vendors	O
,	O
such	O
as	O
CWI	O
's	O
MonetDB	B-Application
or	O
IBM	O
's	O
Db2	O
Warehouse	O
,	O
offer	O
users	O
the	O
means	O
to	O
write	O
their	O
own	O
functions	O
(	O
UDFs	O
)	O
or	O
extensions	O
(	O
UDXs	O
)	O
to	O
enhance	O
the	O
products	O
 '	O
capabilities	O
.	O
</s>
<s>
collaborates	O
with	O
marketing	O
and	O
IT	O
teams	O
to	O
institutionalize	O
data	O
mining	O
and	O
analytic	O
processes	O
inside	O
the	O
data	O
warehouse	O
for	O
fast	O
,	O
reliable	O
,	O
and	O
customizable	O
consumer-behavior	O
and	O
predictive	B-General_Concept
analytics	I-General_Concept
.	O
</s>
<s>
In-database	B-General_Concept
processing	I-General_Concept
is	O
one	O
of	O
several	O
technologies	O
focused	O
on	O
improving	O
data	O
warehousing	O
performance	O
.	O
</s>
<s>
Others	O
include	O
parallel	B-Operating_System
computing	I-Operating_System
,	O
shared	O
everything	O
architectures	O
,	O
shared	B-Operating_System
nothing	I-Operating_System
architectures	I-Operating_System
and	O
massive	B-Operating_System
parallel	I-Operating_System
processing	I-Operating_System
.	O
</s>
<s>
It	O
is	O
an	O
important	O
step	O
towards	O
improving	O
predictive	B-General_Concept
analytics	I-General_Concept
capabilities	O
.	O
</s>
