1.

In a Big Data environment, the Organized data is analyzed using

Mark for Review
(1) Points

R (*)

DB Connector

Golden Gate

Data Integrator

[Incorrect] Incorrect: organized data is analyzed using R

--------------------------------------------------------------------------------
----------------------------------------
2. In a Big Data environment, the acquired data is Organize
d using Mark for Review
(1) Points

MapReduce (*)

BI Server

Endeca Server

Summary Advisor

[Incorrect] Incorrect: the acquired data is organized using MapReduc

e
--------------------------------------------------------------------------------
-------------------------------------------------
3. The integrated software that is bundled with the Big Dat
a Appliance are: Mark for Review
(1) Points
(Choose all correct answers)

BI Server

Cloudera Manager (*)

Cloudera Distribution of Apache Hadoop (*)

 Oracle R Distribution (*)

[Incorrect] Incorrect: Cloudera's Distribution of Apache Hadoop, Clo

udera Manager and Oracle R are bundled in the Big Data Appliance
--------------------------------------------------------------------------------
---------------------------------------------------------------
4. The Big Data Appliance license includes the following pr
oducts: Mark for Review
(1) Points

Oracle BI Server Products

Oracle Database products

Cloudera Subscription Products (*)

Oracle Enterprise Manager products

[Correct] Correct: the Big Data appliance includes Cloudera subscr

iption products
--------------------------------------------------------------------------------
------------------------------------------------------
5. Cloudera Search provides full text interactive search ov
er data stored in : Mark for Review
(1) Points
(Choose all correct answers)

HDFS (*)

BI Server

MDX Data

Hbase (*)

[Incorrect] Incorrect: Cloudera search provides full text interactiv

e search over data stored in HDFS and Hbase
--------------------------------------------------------------------------------
----------------------------------------------------
6. Your customer already has a data warehouse running on Exadata. They want
access to both their data warehouse and their custom hadoop cluster, what solut
ion would you offer them? Mark for Review
(1) Points

Write big data to a flat file and load using SQL*Loader

Query across Big Data transparent gateway

Big Data Connectors (*)

Make hadoop cluster the data warehouse

[Correct] Correct, Big Data Connectors provide access to data stor

ed in Hadoop
--------------------------------------------------------------------------------
-------------------------------------------------------------------------------
7. One of the largest airlines in the world, employing doze
ns of operational research analysts, throws away most of its fleet operational d
ata at the end of the day because its so big. Highlighting what problem currently
that companies deal with Mark for Review
(1) Points

The lack of high powered relational databases to process the warehouse d

ata

The lack of analytical tools to make predictions on data

The amount of data produced versus the data used to make decisions (*)

The unavailability of inexpensive storage

[Incorrect] Incorrect, the amount of data produced vs. the amount of

data used to make decisions is a huge problem for companies today
--------------------------------------------------------------------------------
-----------------------------------------------------------------------
8. Define Datafication Mark for Review
(1) Points

The use of rich text formatting in emails and similar corresponding

The capture and use of information in more daily activities (*)

The ramifications of converting most of our medical records to electroni

c records
[Correct] Correct: datafication is the capture and use of informat
ion in more daily activities

Objection Handling and Competition

(Answer all questions in this section)
--------------------------------------------------------------------------------
----------------------------------------------------------------------
9. Select the key DW competitors in the Big Data space as o
f October 2013 Mark for Review
(1) Points
(Choose all correct answers)

Greenplum (*)

Teradata (*)

IBM (*)

Sugarplum

Adobe

[Incorrect] Incorrect: all of the above statements are great respons

es to the application certification on Exadata objection

Solution Overview and Positioning - Analytics

(Answer all questions in this section)
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
-
10. What technique is used to ensure end user performance fo
r OBIEE running on Exalytics within the Big Data solution? Mark for Review
(1) Points

Faceted Search

Disk Aggregation

Materialized Views

In Memory Aggregation using TimesTen (*)

 Indexing

[Incorrect] Incorrect: In Memory Aggregation using Times Ten ensures

end user performance for OBIEE run on on Exalytics
--------------------------------------------------------------------------------
----------------------------------------------------------------------
11. Which core engine in Oracle's Analytics strategy enables customers to do
What-If Scenarios? Mark for Review
(1) Points

Oracle Real Time Decisions

Oracle Essbase (*)

Oracle Times Ten database

Oracle BI Publisher

[Incorrect] Incorrect: Oracle Essbase allows customers to do What-If

scenarios
--------------------------------------------------------------------------------
-----------------------------------------------------------
12. Oracle Endeca Server Data Store Features include _______
___: Mark for Review
(1) Points
(Choose all correct answers)

Relevance Ranking (*)

Stop Words (*)

Dictionary

Thesaurus

Value Search (*)

[Incorrect] Incorrect: Oracle Endeca Server Data Store Features incl

ude: Stop Words; Relevance Ranking; Value Search.
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
----
 13. Data is connected within the Endeca server using _______
_____ . Mark for Review
(1) Points

joins

Sql

facets (*)

java

[Incorrect] Incorrect: Data is connected within the Endeca server us

ing facets.
--------------------------------------------------------------------------------
---------------------------------------------------------------------------
14. What is the feature that differentiates Oracle Analytics
from the rest of the Analytical vendors? Mark for Review
(1) Points

Common Enterprise Model (*)

Connect to Excel

Dashboards

Reports

[Incorrect] Incorrect: the Common Enterprise Model differentiates Or

acle Analytics from the rest of the analytical vendors
--------------------------------------------------------------------------------
----------------------------------------------------------------------------
15. The Endeca Information Discovery server includes these f
eatures: Mark for Review
(1) Points
(Choose all correct answers)

Full data federation capabilities

Natively semi-structured data model (*)

 Modern database implementation techniques (*)

Unified query capability (*)

Data cube import capability

[Incorrect] Incorrect: The Endeca Information Discovery server inclu

des these features: natively semi-structured data model; unified query capabilit
y; modern database implementation
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
-------------------------
16. Which are good opportunities for data discovery? Mark for Review
(1) Points
(Choose all correct answers)

When developers write queries

When you know the questions you need answers to

When data is beyond the warehouse (*)

When data changes rapidly (*)

When relationships in the data are unknown (*)

[Incorrect] "Incorrect: Good opportunities for data discovery are: w

hen relationships in the data are unknown;
when data changes rapidly;
when data is beyond the warehouse."
--------------------------------------------------------------------------------
----------------------------------------------------------------
17. What products are a part of the Oracle Big Data solution
. Mark for Review
(1) Points
(Choose all correct answers)

Oracle Big Data Appliance (*)

Oracle Unstructured Database Machine

Oracle Exalogic Machine

 Oracle Exadata Machine (*)

Oracle Exalytics Machine (*)

[Incorrect] Incorrect. Oracle's Big Data solution consists of the Or

acle Big Data Appliance, the Oracle Exadata Database machine and the Oracle Exal
ytics machine.
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
------
18. What percentage of executives feel the impact that data
has on their organizations ? Mark for Review
(1) Points

70%

50%

25%

12% (*)

[Incorrect] Correct: only 12% of executives feel the impact that dat
a has on their organization
--------------------------------------------------------------------------------
---------------------------------------------------------
19. Oracle's definition of Big Data is Mark for Review
(1) Points

Structured Data

Unstructured Data

Semi-Structured Data

Structured, Unstructured and Semi-Structured (*)

[Incorrect] Incorrect: Oracle's definition of Big Data is structured

, unstructured and semi-structured data
--------------------------------------------------------------------------------
--------------------------------------------------------------------
 20. Smart devices that contribute to Big Data is slated to g
row to this number in 202. Mark for Review
(1) Points

6.5 Billion

1.3 Billion

10 Billion

12.5 Billion (*)

[Incorrect] Incorrect: smart devices that contribute to data are sla

ted to grow to 12.5 Billion by 2020
--------------------------------------------------------------------------------
-----------------------------------------------------------------------
21. Select the industries that could benefit financially from a Big Data sol
ution Mark for Review
(1) Points
(Choose all correct answers)

Retail (*)

Healthcare (*)

Manufacturing (*)

Big Data is not an industry specific solution

[Incorrect] Incorrect: Healthcare, Manufacturing and Retail can all

benefit from a Big Data solution
--------------------------------------------------------------------------------
-------------------------------------------------------------------------------
22. How can a Big Data solution impact the bottom line for a
major retail customer? Select 2. Mark for Review
(1) Points
(Choose all correct answers)

Targeted programs for each consumer (*)

Faster credit card processing on the customer's website

 Just-in-time promotions raising spend in the store and online (*)

High availability within the customer's datacenter

[Incorrect] Incorrect: a Big Data solution can impact the bottom lin
e for a retail customer by enabling targeted programs for consumers and just-in-
time promotions
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
-------
23. What are three key requirements in an Acquire phase for
Big Data Mark for Review
(1) Points
(Choose all correct answers)

High Transaction Volume (*)

Real Time Analysis

Flexible Data Structures (*)

Low, predictable Latency (*)

[Incorrect] Incorrect: low, predictable latency, high transaction vo

lumes and flexible data structures are three key requirements of the Acquire pha
se of Big Data

Requirements Gathering and Discovery

(Answer all questions in this section)
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
-------
24. Select the best 3 probing questions that you would ask t
he lines of business for your retail customer during a discovery session around
their Big Data needs. Mark for Review
(1) Points
(Choose all correct answers)

When will you be doing your next hardware refresh for your database?

How many Hadoop databases do you have?

How many NoSQL databases do you have?

 What are your challenges with respect to customer interactions? (*)

Are you confident you are capturing all the vital data for your business
to perform predictive analysis on your buyers? (*)

[Incorrect] Incorrect, the Exadata Storage Expansion rack is designe

d for database deployments that require very large amounts of data.

Solution Overview and Positioning - Data Management

(Answer all questions in this section)
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
------
25. Your airline customer has a large Oracle footprint. They
need to analyze large amounts of data from their airline fleet. Select the meth
od they can use to access data from a Hadoop cluster that would help with the or
ganizing of this data but allow them to access the data from within their Oracle
database infrastructure. Mark for Review
(1) Points

Oracle SQL Connector for HDFS (*)

Real Application Clusters

On-disk backups of their Hadoop Cluster

Enterprise Manager Agents

Oracle R Connector for Hadoop

[Incorrect] Incorrect: the Oracle SQL Connector for HDFS is the prod
uct that will allow your customer to load or access data stored on HDFS.
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
-------
26. Your customer would like to query data stored in HDFS ad hoc. What solut
ion would you recommend? Mark for Review
(1) Points

Sql

Jive
 Hive (*)

Plume

MapReduce

[Incorrect] Incorrect: HDFS, the primary storage system underlying H

adoop is fault tolerant, scalable and highly available and well suited to distri
buted processing.

Cross-Sell/Up-Sell/Solution Selling
(Answer all questions in this section)
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
-------
27. Your customer has decided to purchase the Big Data Appli
ance. They are also looking to also purchase a similarly high powered machine to
run their middle tier. What are their options? Mark for Review
(1) Points

Oracle Exalogic (*)

Oracle Enterprise Manager

Oracle Exadata

Oracle Big Data Appliance

[Incorrect] Incorrect: positioning Exalogic would provide the custom

er with an engineered system designed to run middle tier workloads.

Pricing and Packaging

(Answer all questions in this section)
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
-------
28. Is there support offered for Oracle NoSQL Community Edit
ion? Mark for Review
(1) Points

No, only NoSQL Enterprise Edition support is availabe at an annual cost

No, NoSQL support must be purchased from Cloudera

 Yes, NoSQL CE support is avaialble at an annual cost (*)

[Incorrect] Incorrect, NoSQL Community Edition support was announced

with Oracle Big Data X4-2
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
------
29. Identify the correct statement about support for the Big
Data Appliance Mark for Review
(1) Points

Software is a separate purchase so the support is priced separately

All software, INCLUDING NoSQL) is supported as part of the Premier Suppo

rt Agreement.

Only the hardware support is supported. For Cloudera and NoSQL support,
you must purchase this from outside vendors

All integrated software (except NoSQL) is supported as part of the Premi

er Support agreement (*)

[Incorrect] Incorrect, all integrated software (except NoSQL) is sup

ported as part of Premier Support
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
------------
30. Select the three pieces of software that is not included
into the price of a Big Data Appliance Mark for Review
(1) Points
(Choose all correct answers)

Oracle Java VM (*)

Oracle Database 12c

Big Data Connectors

NoSQL Database Community Edition (*)

Oracle Linux (*)

[Incorrect] Incorrect, the Exadata Storage Expansion rack is designe
d for database deployments that require very large amounts of data.
--------------------------------------------------------------------------------
--------------------------------------------------------------------------------
-------
31. Your customer struggles to keep data fresh, meet batch job SLAs in their
high yield environments. Select the top 3 reasons a Big Data Appliance and Conn
ector solution would make an effective sales play. Mark for Review
(1) Points
(Choose all correct answers)

Drive technological innovation in the organization (*)

Provide a way to turn big data buzz into a tangible project with immedia
te ROI (*)

Leverage existing budget on a Big Data solution before the competition (

*)

Reduce Oracle Database support costs

None of the above

[Incorrect] Incorrect, the Exadata Storage Expansion rack is designe

d for database deployments that require very large amounts of data.
--------------------------------------------------------------------------------
-----
3. Your customer would like pricing for the Big Data Appliance. They want t
o run a software stack that includes Hadoop, Flume and about 300TB of data. Sele
ct the pricing option that are most appropriate Mark for Review
(1) Points

1 starter rack of the Big Data Appliance

2 full racks of the Big Data Appliance, Oracle Hadoop Licenses and Oracl
e Database

2 full racks of the Big Data Appliance (*)

2 starter racks of the Big Data Appliance, Oracle Hadoop Licenses and Or
acle Database

[Incorrect] Incorrect, 2 full racks of the Big Data Appliance would

be the most appropriate option
--------------------------------------------------------------------------------
------------------------------------------
5. Identify the three key value propositions for the Oracle Big Data soluti
on offering. Mark for Review
(1) Points
(Choose all correct answers)

Optimized and Complete (*)

Simple to Deploy (*)

Easy to manage with single vendor support (*)

Higher support costs

[Incorrect] Incorrect: Oracle Big Data is easy to manage, simple to

deploy, optimized and complete
--------------------------------------------------------------------------------
--------
9. Oracle R is Mark for Review
(1) Points
(Choose all correct answers)

Enables R to run on the Exadata database nodes (*)

Licensed by Cloudera

An Embedded component of the DBMS Server (*)

Installed on the Exalytics Machine

[Incorrect] Incorrect: Oracle R is an embedded component of the data

base server that can run on database nodes.
--------------------------------------------------------------------------------
--------
--------------------------------------------------------------------------------
--------
11. Oracle Endeca Server Data Store Features include __________: Mark for
Review
(1) Points
(Choose all correct answers)

Stop Words (*)

 Thesaurus

Value Search (*)

Relevance Ranking (*)

Dictionary

[Incorrect] Incorrect: Oracle Endeca Server Data Store Features incl

ude: Stop Words; Relevance Ranking; Value Search.
--------------------------------------------------------------------------------
----------------------------
12. Which of the following statement is a correct value prop
osition for Exalytics In-Memory Machine within the Big Data solution? Mark for
Review
(1) Points
(Choose all correct answers)

Very fast reporting and planning multi-dimensional machine (*)

In-memory virtual machine

Very fast and efficient weblogic server machine

In-memory data mart (*)

OLTP environment

[Incorrect] Incorrect: In-memory data marts and very fast reporting

are value propositions for Exalytics within a Big Data solution
--------------------------------------------------------------------------------
--------
14. If your customer is looking at the steps involved with building a DIY Ha
doop cluster vs. a pre-built solution, select three of the steps necessary for a
custom solution Mark for Review
(1) Points
(Choose all correct answers)

Engineer redundancy across the key components (*)

Size the pre-configured engineered system for the amount of data that wi
ll be stored/processed

Tune the hundreds of configuration settings - in Hadoop, Java, OS - in o

rder to ensure their workloads ran in a performant way. (*)

Procure the OS, a Hadoop distribution and/or NoSQL database (*)

[Incorrect] Incorrect: to build a DIY cluster, you must procure the

os, hadoop and NoSQL databases, engineer redundancy across key components and tu
ne the configuration settings
--------------------------------------------------------------------------------
------------
15. Select the three ways a big data appliance can be made f
lexible for a customer's needs. Mark for Review
(1) Points
(Choose all correct answers)

Quarter Rack Expansions

18 node Full Racks (*)

6 node In Rack Expansions (*)

6 Node Starter Rack (*)

Half Rack Expansions

[Incorrect] Incorrect: a Big Data Appliance can be customized by off

ering customers a starter rack, full rack or in rack expansion
--------------------------------------------------------------------------------
--------
20. Your customer has made several large purchases around database products
and has several Exadata and Exalytics machines. They have a Hadoop cluster purch
ased and architected by Cloudera. What portions of the Big Data solution would s
till be a good fit for them? Mark for Review
(1) Points

Oracle Enterprise Manager

Oracle Big Data Appliance Full Rack

Oracle Big Data Connectors (*)

 Oracle Big Data Appliance Starter Rack

Oracle Exalogic

[Incorrect] Incorrect: the Exadata Storage Expansion rack is designe

d for database deployments that require very large amounts of data
--------------------------------------------------------------------------------
--------
21. Some common data sources for Big Data are Mark for Review
(1) Points
(Choose all correct answers)

eCommerce Logs (*)

Web Access Logs (*)

Excel Spreadsheets

Users Cookies

[Incorrect] Incorrect: eCommerce logs and web access logs are common
data sources for Big Data
--------------------------------------------------------------------------------
--------
23. The Big Data Appliance license includes the following products:
Mark for Review
(1) Points

Oracle Database products

Oracle Enterprise Manager products

Oracle BI Server Products

Cloudera Subscription Products (*)

[Incorrect] Incorrect: the Big Data appliance includes Cloudera subs

cription products
------------------------------------------------------------------------
-------------------------------------
24. Oracle Big Data Starter Rack is a fully cabled and confi
gured for growth with how many servers ? Mark for Review
(1) Points
 12

24

6 (*)

[Incorrect] Incorrect: the Big Data Starter Rack comes with 6 server
s
--------------------------------------------------------------------------------
--------
--------------------------------------------------------------------------------
--------
27. What products are a part of the Oracle Big Data solution. Mark for
Review
(1) Points
(Choose all correct answers)

Oracle Exadata Machine (*)

Oracle Exalogic Machine

Oracle Exalytics Machine (*)

Oracle Unstructured Database Machine

Oracle Big Data Appliance (*)

[Incorrect] Incorrect. Oracle's Big Data solution consists of the Or

acle Big Data Appliance, the Oracle Exadata Database machine and the Oracle Exal
ytics machine.
------------------------------------------------------------------------
----------------------------------------------------
28. What are the industries where the Oracle Big Data soluti
on can be targeted towards? Mark for Review
(1) Points

Telecom

Financial
 High Tech

Retail

Telecom, Financial, High Tech and Retail (*)

[Incorrect] Incorrect: Oracle Big Data is appropriate for any indust

ry.
--------------------------------------------------------------------------------
--------------------------------
29. If you had Big Data at work, you could Mark for Review
(1) Points
(Choose all correct answers)

Get fast answers to new questions (*)

Make more accurate predictions (*)

The Enterprise data warehouse will be stored in Memory

Write ETL scripts more efficiently

[Incorrect] Incorrect: Big Data helps companies get fast answers to

new questions and make more accurate predictions
--------------------------------------------------------------------------------
-------------
30. What are three key characteristics of Big Data?
Mark for Review
(1) Points
(Choose all correct answers)

Price

Velocity (*)

ETL Speed

Volume (*)
 Variety (*)

[Incorrect] Incorrect: velocity, volume, and variety are three key c

haracteristics of Big Data
--------------------------------------------------------------------------------
--------
31. Select the best 3 probing questions that you would ask the lines of busi
ness for your retail customer during a discovery session around their Big Data n
eeds. Mark for Review
(1) Points
(Choose all correct answers)

When will you be doing your next hardware refresh for your database?

What are your challenges with respect to customer interactions? (*)

Are you confident you are capturing all the vital data for your business
to perform predictive analysis on your buyers? (*)

How many NoSQL databases do you have?

How many Hadoop databases do you have?

[Incorrect] Incorrect, the Exadata Storage Expansion rack is designe

d for database deployments that require very large amounts of data.
--------------------------------------------------------------------------------
--------
1. Select the key DW competitors in the Big Data space as of October 2013
Mark for Review
(1) Points
(Choose all correct answers)

Sugarplum

Adobe

Teradata (*)

Greenplum (*)

IBM (*)
[Correct] Correct: IBM, Teradata and Greenplum are key DW competit
ors in the DW space

2. Your customer objects that they already have Hadoop setu

p on a local cluster, an existing Oracle Data Warehouse and are not interested i
n the Big Data Appliance. Select the most appropriate responses. Mark for
Review
(1) Points
(Choose all correct answers)

Thank them for meeting with you and leave to prepare for a customer who
does not already utilize Hadoop

Discuss Oracle Advanced Analytics with them for use on their Oracle Data
Warehouse (*)

Discuss Oracle Connectors for Hadoop that allow them to connect their Ha
doop Cluster to their Oracle Data Warehouse (*)

Discuss moving their Hadoop cluster onto an Oracle Exadata Database Mach
ine

[Correct] Correct: emphasizing Oracle Connectors for Hadoop and Or

acle Advanced Analytics is the best response to this objection.

Product Area
(Answer all questions in this section)
3. Cloudera Navigator Mark for Review
(1) Points
(Choose all correct answers)

Is installed on the Exalytics Machine

Audits data and activity in Hadoop (*)

Is integrated with Cloudera Manager (*)

Uses the Linux explorer

[Incorrect] Incorrect: Cloudera navigator audits data and activity i

n Hadoop and is integrated with Cloudera manager
--------------------------------------------------------------------------------
--------
7. What is the programming paradigm which leverages HDFS to shuffle and sor
t data and filter out the unimportant data. Mark for Review
(1) Points

MapReduce (*)

Oracle XML DB

Flume

Sqoop

[Correct] Correct: HDFS, the primary storage system underlying Had

oop is fault tolerant, scalable and highly available and well suited to distribu
ted processing.

8. Select the three Big Data Connectors available for licen

se. Mark for Review
(1) Points
(Choose all correct answers)

Oracle Xquery for Hadoop (*)

Oracle R Connector for Hadoop (*)

Oracle Java Connector for HDFS

Oracle Loader for Hadoop (*)

Oracle Java Connector for Hadoop

[Incorrect] Incorrect: the three big data connectors licensed are th

e Oracle Loader for Hadoop, the R Connector for Hadoop and Oracle Xquery for Had
oop, among others.

System Architecture
(Answer all questions in this section)
9. What kind of switches are used in a Big Data Appliance?
Mark for Review
(1) Points
 10GB/s Infiniband Switches

1GB Ethernet Switches

10GB Ethernet Switches

40Gb/s infiniband Switches (*)

[Incorrect] Incorrect, the Big Data Appliance uses 40Gb/s Infiniband

Switches

10. Can a Big Data Appliance be connected to an Exadata Data

base Machine? Mark for Review
(1) Points

Yes, via the Big Data Transparent Gateway

Yes, via the 3rd Infiniband switch (*)

Yes, via the Big Data ODI Connector

No, this is not supported

[Correct] Yes, the spine switch, the 3rd Infiniband switch connect
s a Big Data Appliance with Exadata
--------------------------------------------------------------------------------
--------
11. What products are a part of the Oracle Big Data solution. Mark for
Review
(1) Points
(Choose all correct answers)

Oracle Exalogic Machine

Oracle Exalytics Machine (*)

Oracle Exadata Machine (*)

Oracle Unstructured Database Machine

Oracle Big Data Appliance (*)

[Incorrect] Incorrect. Oracle's Big Data solution consists of the Or
acle Big Data Appliance, the Oracle Exadata Database machine and the Oracle Exal
ytics machine.

12. Which are good opportunities for data discovery?

Mark for Review
(1) Points
(Choose all correct answers)

When data is beyond the warehouse (*)

When you know the questions you need answers to

When relationships in the data are unknown (*)

When developers write queries

When data changes rapidly (*)

[Incorrect] Incorrect: Good opportunities for data discovery are: wh

en relationships in the data are unknown; when data changes rapidly; when data i
s beyond the warehouse.

13. What percentage of executives feel the impact that data

has on their organizations ? Mark for Review
(1) Points

25%

70%

50%

12% (*)

[Correct] Correct: only 12% of executives feel the impact that dat
a has on their organization

14. Between the years of 2014 to 2016, data production is sl

ated to grow how many time more than today. Mark for Review
(1) Points

10

22 (*)

[Incorrect] Incorrect: data production is slated to grow 22x more th

an today
--------------------------------------------------------------------------------
-------
17. The products that are offered within the In-Database analytics are
Mark for Review
(1) Points
(Choose all correct answers)

In-Database Text Search (*)

In-Database Price Analytics

In-Database Address Analytics

In-Database Graph Analytics (*)

[Incorrect] Incorrect: the products within Oracle's In-Database anal

ytics are In-Database Text Search and In-Database Graph Analytics

18. R within the Big Data solution stands for Mark for
Review
(1) Points

Statistical Language (*)

A version of Java for Big Data

A version of .NET for Big Data

Relational
[Incorrect] Incorrect: R stands for Statistical Language

19. In-Database Data Mining allows: Mark for Review

(1) Points
(Choose all correct answers)

Cutting edge algorithms and more than 50 statistical functions (*)

the end user to be able to download models to the desktop

ETL process with Golden Gate 30 times faster

Offloads to Exadata storage server to improve model scoring performance

(*)

[Incorrect] Incorrect: In-Database Data Mining allows cutting edge a

lgorithms and offloads to Exadata's storage server for improved performance

Positioning the Solution - OVERALL

(Answer all questions in this section)
20. The four key challenges of Big Data are: Mark for
Review
(1) Points
(Choose all correct answers)

Value (*)

Volume (*)

Veritability

Velocity (*)

Variety (*)

[Incorrect] Incorrect: volume, velocity, variety and value are key c

hallenges of Big Data
21. Before Big Data decisions were largely based on transactional data, afte
r Big Data. Mark for Review
(1) Points

Decisions are based on all data including social media, machine generate
d data, etc. (*)

Decisions are based on transactional data in yearly segments

Decisions have always been based on all types and varieties of data

Decisions are still largely based on transactional data

[Incorrect] Incorrect: after Big Data, decisions are based on all da

ta

Requirements Gathering and Discovery

(Answer all questions in this section)
22. Select the best 3 probing questions that you would ask t
he lines of business for your retail customer during a discovery session around
their Big Data needs. Mark for Review
(1) Points
(Choose all correct answers)

How many NoSQL databases do you have?

Are you confident you are capturing all the vital data for your business
to perform predictive analysis on your buyers? (*)

When will you be doing your next hardware refresh for your database?

How many Hadoop databases do you have?

What are your challenges with respect to customer interactions? (*)

[Incorrect] Incorrect, the Exadata Storage Expansion rack is designe

d for database deployments that require very large amounts of data.

26. What is Hbase? Select its characteristics. Mark for Review

(1) Points
(Choose all correct answers)
 A database that features compression, in-memory operations and bloom fil
ters on a per-column database (*)

Input and output for MapReduce jobs in Hadoop (*)

A database that stores small quantities of tightly coupled data

A non-relational distributed database written in Java that runs on top o

f HDFS (*)

[Incorrect] Incorrect, Hbase is a non-relational distributed databas

e that features compression and in-memory operations and is input/output for Map
Reduce jobs in Hadoop

27. In HDFS how do nodes operate on data? Mark for Review

(1) Points

Nodes operate on their local data (*)

Nodes operate on data using an LRU mechanism

Nodes operate on data across the nodes

Nodes do not operate on data, this is done via the underlying storage su
bsystem

[Incorrect] Incorrect, HDFS nodes operate on their local data

28. What is Hadoop? Select the answers that apply. Mark for
Review
(1) Points
(Choose all correct answers)

A cost effective approach to capturing and processing large amounts of d

ata (*)

A MapReduce Processing framework (*)

A distributed file system (*)

 An alternative relational database

A product that competes with Oracle Endeca

[Incorrect] Incorrect, Hadoop is a distributed file system, a map re

duce processing framework and a cost effective approach to capturing large amoun
ts of data

Oracle R
(Answer all questions in this section)
29. Some of the common time related ORE data types are
Mark for Review
(1) Points
(Choose all correct answers)

ore.timestamp

ore.difftime (*)

ore.datadate

ore.datetime (*)

[Correct] Correct: ore.difftime and ore.datetime are time related

ORE data types

30. The advantages of using Oracle R Enterprise are

Mark for Review
(1) Points
(Choose all correct answers)

Using the easy to use Oracle GUI for R on Exalytics

Bringing the data to the Analytics In Memory Server

Keep the SQL based BI tools (*)

Keep the data where it sits - Either Relational or HDFS (*)

[Correct] Correct: Oracle R Enterprise keeps the data where it sit
s and allows you to use SQL based BI tools
31. To check to see if the user is connected to the database, the following
function is used Mark for Review
(1) Points

is.ore.connected (*)

java.Connectstring

R.Connectstring.connected

Sqlnet.R.connected

[Incorrect] Incorrect: use "is.ore.connected" to check to see if a u

ser is connected to the database

32. Oracle R Enterprise _____ Mark for Review

(1) Points
(Choose all correct answers)

Creates R Clusters on the Analytics machine

Is a Statistic Engine (*)

Allows R scripts to execute on database servers (*)

Allows ORE packages to be executed on the Exalytics In Memory machine

[Incorrect] Incorrect: R Enterprise is a statistic engine and allows

R scripts to execute on db servers

Cross-Sell/Up-Sell/Solution Selling
(Answer all questions in this section)
33. Your customer has decided to purchase the Big Data Appli
ance. They are also looking to also purchase a similarly high powered machine to
run their middle tier. What are their options? Mark for Review
(1) Points

Oracle Enterprise Manager

 Oracle Exadata

Oracle Big Data Appliance

Oracle Exalogic (*)

[Correct] Correct: positioning Exalogic would provide the customer

with an engineered system designed to run middle tier workloads.

Big Data Appliance Features and Functions for Technical Individuals

(Answer all questions in this section)
34. The Oracle SQL Connector for Hadoop integrates with Orac
le Database's External Tables in what way? Mark for Review
(1) Points

ODI must be installed for Oracle's SQL Connector to interface with Hadoo
p

In two steps: create external table, execute Oracle SQL connector for Ha
doop to publish HDFS datafiles to external tables

This connector does not interface with Oracle's External Tables

One step invocation of External Table createion from Hive and generated
Data Pump Files (*)

[Incorrect] Incorrect: the Oracle SQL Conector for Hadoop proides on

e step creation of External Tables from Hive

35. Are there Backup and Disaster Recovery options for Hadoo
p? Mark for Review
(1) Points

Full-text interactive search over data stored in HDFS & Hbase

Audits data and activity in Hadoop and is integrated with Cloudera manag
er

Real-time SQL queries over data stored in HDFS or Hbase

Yes, Backup and Disaster Recovery provides replication across HDVS & Hiv
e and is integrated cloudera manager (*)

[Correct] Correct: Backup and DR provides replication across HDFS

and Hive and is tightly integrated cloudera manager

36. The Big Data Enterprise Manager plugin provides what functions?
Mark for Review
(1) Points
(Choose all correct answers)

Start and Stop Cluster directly from EM (*)

Tight integration with Cloudera Manager 4 (*)

Full hardware manaagement for the Big Data Appliance (*)

Query Hive tables using the EM intergace

Key Value Pair replication across datacenters

[Incorrect] Incorrect: the Big Data Enterprise Manager plugin provid

es full hardware maagement, the ability to start and stop a cluster and tight in
tergration with Cloudera Manager

Oracle NoSQL
(Answer all questions in this section)
37. Select the two statements that are the correct about Ora
cle NoSQL. Mark for Review
(1) Points
(Choose all correct answers)

Oracle NoSQL is part of Oracle's solution for Big Data (*)

Oracle NoSQL is written in C++

Oracle NoSQL can be accessed using traditional SQL

Oracle NoSQL Database has evolved from Oracle Berkeley DB Java edition (
*)
 Oracle NoSQL is a relational database

[Incorrect] Incorrect, Oracle NoSQL is part of Oracle's solution for

Big Data and has evolved from Oracle Berkeley DB Java edition

38. What storage engine is leveraged by the Oracle NoSQL dat

abase to provide distributed key/value storage for large-volume, latency-sensiti
ve apps? Mark for Review
(1) Points

MySQL Sharded DB

Oracle Database 12c

Oracle Exadata Storage Server

Oracle Berkely DB Java Edition HA (*)

[Incorrect] Incorrect, Oracle NoSQL is built on the Oracle Berkely D

B Java Edition engine

39. Select the problems that NoSQL tries to address.

Mark for Review
(1) Points
(Choose all correct answers)

Availability (*)

Security

Scalability (*)

Cost (*)

[Incorrect] Incorrect, NoSQL addresses cost, scalability and availab

ility

40. Select the commonly used names of the two types of keys.
Mark for Review
(1) Points
(Choose all correct answers)
 Major (*)

Minimum

Maximum

Sub

Minor (*)

[Incorrect] Incorrect, the two types of keys are major keys and mino
r keys
1. What is Hbase? Select its characteristics. Mark for Review
(1) Points
(Choose all correct answers)

A non-relational distributed database written in Java that runs on top o

f HDFS (*)

Input and output for MapReduce jobs in Hadoop (*)

A database that stores small quantities of tightly coupled data

A database that features compression, in-memory operations and bloom fil

ters on a per-column database (*)

[Incorrect] Incorrect, Hbase is a non-relational distributed databas

e that features compression and in-memory operations and is input/output for Map
Reduce jobs in Hadoop

2. What are the three phases in MapReduce Execution?

Mark for Review
(1) Points
(Choose all correct answers)

Reduce (*)

Animate
 Map (*)

Index

Shuffle/Sort (*)

[Correct] Correct the 3 phases are map, shuffle/sort and reduce

3. In HDFS how do nodes operate on data? Mark for Review

(1) Points

Nodes operate on data using an LRU mechanism

Nodes do not operate on data, this is done via the underlying storage su
bsystem

Nodes operate on their local data (*)

Nodes operate on data across the nodes

[Correct] Correct, HDFS nodes operate on their local data

System Architecture
(Answer all questions in this section)
4. What are the 3 A's of Security as it relates to the Big
Data Appliance? Mark for Review
(1) Points
(Choose all correct answers)

Authorize Access to Data and Services (*)

Authenticate NoSQL replication groups

Authenticate Users (*)

Audit activity and users (*)

[Correct] Correct, the 3 A's are Authenticate Users, Authorize and

Audit
 5. How can audit data from Big Data be stored centrally?
Mark for Review
(1) Points
(Choose all correct answers)

Oracle Audit Vault (*)

Oracle Database Firewall (*)

Oracle Enterprise Manager

Oracle Total Recall

[Correct] Correct, audit data from Big Data can be centrally store
d using Oracle Audit Vault and Database Firewall
6. The Big Data Appliance license includes the following products:
Mark for Review
(1) Points

Oracle Database products

Oracle Enterprise Manager products

Oracle BI Server Products

Cloudera Subscription Products (*)

[Correct] Correct: the Big Data appliance includes Cloudera subscr

iption products

7. In a Big Data environment, the structured and the semi-s

tructured data are acquired and captured by distributed Key Value store file sys
tems and databases like Mark for Review
(1) Points
(Choose all correct answers)

Hadoop (*)

NoSQL (*)
 OBIEE

Endeca

[Incorrect] Incorrect: the data is acquired and captured by Hadoop a

nd NoSQL databases

8. In a Big Data environment, the acquired data is Organize

d using Mark for Review
(1) Points

Endeca Server

MapReduce (*)

BI Server

Summary Advisor

[Correct] Correct: the acquired data is organized using MapReduce

9. Cloudera Navigator Mark for Review

(1) Points
(Choose all correct answers)

Audits data and activity in Hadoop (*)

Is integrated with Cloudera Manager (*)

Is installed on the Exalytics Machine

Uses the Linux explorer

[Correct] Correct: Cloudera navigator audits data and activity in

Hadoop and is integrated with Cloudera manager

Objection Handling and Competition

(Answer all questions in this section)
 10. Your customer states that they are swimming in data and
don't know where to start. They would like to discuss Big Data with you but unti
l they can figure out which way is up, they would like to postpone any future me
etings. Mark for Review
(1) Points

Agree with the customer and make a decision to come back to this custome
r once they have sorted their needs out

Agree with the customer, Big Data is only realistic for Fortune 500 comp
anies

Disagree with your customer, it is best to buy a starter machine as they

figure out which way is up

Offer your customer an information discovery session to assist them with

their challenge and identify a business case (*)

[Correct] Correct: emphasizing an information discovery session an

d identifying a business case are the best places to start.
11. During a Big Data sales cycle, the customer objects stating it is risky
to build a Big Data solution on a preconfigured machine. Select the most apporpr
iate response. Mark for Review
(1) Points

Big Data Appliance offers less deployment risk as it is delivered assemb

led, debugged and ready-to-run. (*)

Oracle does not offer a preconfigured machine for Big Data at this time

Building a Big Data solution on anything else will triple license costs

Big Data Appliance is very risky but it is inexpensive

[Incorrect] Incorrect: the Big Data Appliance offers customers less

deployment risk

Oracle R
(Answer all questions in this section)
12. The advantages of using Oracle R Enterprise are
Mark for Review
(1) Points
(Choose all correct answers)
 Keep the SQL based BI tools (*)

Using the easy to use Oracle GUI for R on Exalytics

Keep the data where it sits - Either Relational or HDFS (*)

Bringing the data to the Analytics In Memory Server

[Incorrect] Incorrect: Oracle R Enterprise keeps the data where it s

its and allows you to use SQL based BI tools

13. Oracle R Enterprise _____ Mark for Review

(1) Points
(Choose all correct answers)

Is a Statistic Engine (*)

Allows R scripts to execute on database servers (*)

Creates R Clusters on the Analytics machine

Allows ORE packages to be executed on the Exalytics In Memory machine

[Incorrect] Incorrect: R Enterprise is a statistic engine and allows

R scripts to execute on db servers

14. When you want to select a few tables for analysis, the f
ollowing script is invoked Mark for Review
(1) Points

ore.select

ore.database

ore.tables

ore.attach (*)
[Correct] Correct: ore.attach selects tables for analysis

15. Oracle R Distribution is Mark for Review

(1) Points
(Choose all correct answers)

Available on Hadoop Exalytics In Memory Machine

Pre-Installed on Big Data Applicance (*)

Available on Mobile iOS devices

Bundled with Oracle Linux (*)

[Incorrect] Incorrect: R is pre-installed on the Big Data appliance

and is also bundled with Oracle Linux
16. How can a Big Data solution impact the bottom line for a major retail cu
stomer? Select 2. Mark for Review
(1) Points
(Choose all correct answers)

Just-in-time promotions raising spend in the store and online (*)

Targeted programs for each consumer (*)

Faster credit card processing on the customer's website

High availability within the customer's datacenter

[Incorrect] Incorrect: a Big Data solution can impact the bottom lin
e for a retail customer by enabling targeted programs for consumers and just-in-
time promotions

17. Select the industries that could benefit financially fro

m a Big Data solution Mark for Review
(1) Points
(Choose all correct answers)

Healthcare (*)
 Manufacturing (*)

Retail (*)

Big Data is not an industry specific solution

[Incorrect] Incorrect: Healthcare, Manufacturing and Retail can all

benefit from a Big Data solution

Market Definition, Trends and Business Drivers

(Answer all questions in this section)
18. Between the years of 2014 to 2016, data production is sl
ated to grow how many time more than today. Mark for Review
(1) Points

22 (*)

10

[Correct] Correct: data production is slated to grow 22x more than

today

19. What are the industries where the Oracle Big Data soluti
on can be targeted towards? Mark for Review
(1) Points

High Tech

Telecom

Telecom, Financial, High Tech and Retail (*)

Financial

Retail
[Correct] Correct: Oracle Big Data is appropriate for any industry
.

20. What percentage of executives feel the impact that data

has on their organizations ? Mark for Review
(1) Points

12% (*)

50%

70%

25%

[Correct] Correct: only 12% of executives feel the impact that dat
a has on their organization
21. What products are a part of the Oracle Big Data solution. Mark for
Review
(1) Points
(Choose all correct answers)

Oracle Exalogic Machine

Oracle Exadata Machine (*)

Oracle Big Data Appliance (*)

Oracle Exalytics Machine (*)

Oracle Unstructured Database Machine

[Correct] Correct. Oracle's Big Data solution consists of the Orac

le Big Data Appliance, the Oracle Exadata Database machine and the Oracle Exalyt
ics machine.

Oracle NoSQL
(Answer all questions in this section)
22. Select the problems that NoSQL tries to address.
Mark for Review
(1) Points
(Choose all correct answers)

Security

Cost (*)

Scalability (*)

Availability (*)

[Correct] Correcxt, NoSQL addresses cost, scalability and availabi

lity

23. Select the commonly used names of the two types of keys.
Mark for Review
(1) Points
(Choose all correct answers)

Major (*)

Minimum

Minor (*)

Sub

Maximum

[Correct] Correct, the two types of keys are major keys and minor
keys

24. What storage engine is leveraged by the Oracle NoSQL dat

abase to provide distributed key/value storage for large-volume, latency-sensiti
ve apps? Mark for Review
(1) Points

MySQL Sharded DB

Oracle Berkely DB Java Edition HA (*)

 Oracle Database 12c

Oracle Exadata Storage Server

[Correct] Correct, Oracle NoSQL is built on the Oracle Berkely DB

Java Edition engine

25. What version of NoSQL is installed as part of the Integr

ated Software package that comes with the Big Data Appliance Mark for Review
(1) Points

NoSQL Database Centralized Edition

NoSQL Database Big Data Edition

NoSQL Database Enterprise Edition (*)

NoSQL Database Community Edition

[Incorrect] Incorrect, NoSQL Database Community Edition is pre-insta

lled on the Big Data Appliance.
26. The Endeca Information Discovery server includes these features:
Mark for Review
(1) Points
(Choose all correct answers)

Unified query capability (*)

Data cube import capability

Full data federation capabilities

Natively semi-structured data model (*)

Modern database implementation techniques (*)

[Correct] Correct: The Endeca Information Discovery server include

s these features: natively semi-structured data model; unified query capability;
modern database implementation techniques.
 27. Which core engine in Oracle's Analytics strategy enables
customers to do What-If Scenarios? Mark for Review
(1) Points

Oracle Real Time Decisions

Oracle Times Ten database

Oracle Essbase (*)

Oracle BI Publisher

[Correct] Correct: Oracle Essbase allows customers to do What-If s

cenarios

28. R within the Big Data solution stands for Mark for
Review
(1) Points

A version of Java for Big Data

Relational

Statistical Language (*)

A version of .NET for Big Data

[Correct] Correct: R stands for Statistical Language

29. In-Database Data Mining allows: Mark for Review

(1) Points
(Choose all correct answers)

the end user to be able to download models to the desktop

ETL process with Golden Gate 30 times faster

Offloads to Exadata storage server to improve model scoring performance

(*)
 Cutting edge algorithms and more than 50 statistical functions (*)

[Correct] Correct: In-Database Data Mining allows cutting edge alg

orithms and offloads to Exadata's storage server for improved performance

30. The products that are offered within the In-Database ana
lytics are Mark for Review
(1) Points
(Choose all correct answers)

In-Database Text Search (*)

In-Database Price Analytics

In-Database Graph Analytics (*)

In-Database Address Analytics

[Correct] Correct: the products within Oracle's In-Database analyt

ics are In-Database Text Search and In-Database Graph Analytics
31. What is Cloudera Search? Mark for Review
(1) Points
(Choose all correct answers)

Real-time SQL queries over data stored in HDFS or Hbase

Full-text interactive search over data stored in HDFS & Hbase (*)

Supports numerous document types (HTML, XML, PDF, etc) (*)

Designed to query and tranform collections of structured and unstructure

d data using the MapReduce framework

[Incorrect] Incorrect: Cloudera Search porvides full-text search of

data stored in HDFS and Hbase across numerous document types

32. Define Xquery and its use in a Big Data solution.

Mark for Review
(1) Points
 Real-time SQL queries over data stored in HDFS or Hbase

Audits data and activity in Hadoop and is integrated with Cloudera manag
er

Full-text interactive search over data stored in HDFS & Hbase

Designed to query and tranform collections of structured and unstructure

d data using the MapReduce framework (*)

[Incorrect] Incorrect: Xquery Loader for Hadoop is designed to query

and transform collections of structured and unstructured data using MapReduce

33. Are there Backup and Disaster Recovery options for Hadoo
p? Mark for Review
(1) Points

Yes, Backup and Disaster Recovery provides replication across HDVS & Hiv
e and is integrated cloudera manager (*)

Real-time SQL queries over data stored in HDFS or Hbase

Audits data and activity in Hadoop and is integrated with Cloudera manag
er

Full-text interactive search over data stored in HDFS & Hbase

[Correct] Correct: Backup and DR provides replication across HDFS

and Hive and is tightly integrated cloudera manager

Cross-Sell/Up-Sell/Solution Selling
(Answer all questions in this section)
34. Your customer has decided to purchase the Big Data Appli
ance. They are also looking to also purchase a similarly high powered machine to
run their middle tier. What are their options? Mark for Review
(1) Points

Oracle Exalogic (*)

Oracle Big Data Appliance

Oracle Exadata
 Oracle Enterprise Manager

[Correct] Correct: positioning Exalogic would provide the customer

with an engineered system designed to run middle tier workloads.

Solution Overview and Positioning - Data Management

(Answer all questions in this section)
35. Your airline customer has a large Oracle footprint. They
need to analyze large amounts of data from their airline fleet. Select the meth
od they can use to access data from a Hadoop cluster that would help with the or
ganizing of this data but allow them to access the data from within their Oracle
database infrastructure. Mark for Review
(1) Points

Oracle SQL Connector for HDFS (*)

Enterprise Manager Agents

Oracle R Connector for Hadoop

On-disk backups of their Hadoop Cluster

Real Application Clusters

[Correct] Correct: the Oracle SQL Connector for HDFS will allow yo
ur customer to load or access data stored on HDFS.
36. Describe the key characteristics of the Hadoop Distributed File system.
Mark for Review
(1) Points
(Choose all correct answers)

HDFS allows customers to connect directly to Oracle and SQL Server datab
ases

It is fault tolerant but high availability is handled by NoSQL

HDFS is designed to be well-suited to distributed processing (*)

It is the primary storage system underlying Hadoop (*)

 It is fault tolerant, scalable and highly available (*)

[Incorrect] Incorrect, HDFS, the primary storage system underlying H

adoop is fault tolerant, scalable and highly available and well suited to distri
buted processing.

Requirements Gathering and Discovery

(Answer all questions in this section)
37. Select the best 3 probing questions that you would ask t
he lines of business for your retail customer during a discovery session around
their Big Data needs. Mark for Review
(1) Points
(Choose all correct answers)

What are your challenges with respect to customer interactions? (*)

When will you be doing your next hardware refresh for your database?

Are you confident you are capturing all the vital data for your business
to perform predictive analysis on your buyers? (*)

How many Hadoop databases do you have?

How many NoSQL databases do you have?

[Incorrect] Incorrect, the Exadata Storage Expansion rack is designe

d for database deployments that require very large amounts of data.

Solution Overview and Positioning - Infrastructure

(Answer all questions in this section)
38. Define Datafication Mark for Review
(1) Points

The ramifications of converting most of our medical records to electroni

c records

The use of rich text formatting in emails and similar corresponding

The capture and use of information in more daily activities (*)

[Incorrect] Incorrect: datafication is the capture and use of inform
ation in more daily activities

39. Your customer already has a data warehouse running on Ex

adata. They want access to both their data warehouse and their custom hadoop clu
ster, what solution would you offer them? Mark for Review
(1) Points

Write big data to a flat file and load using SQL*Loader

Query across Big Data transparent gateway

Make hadoop cluster the data warehouse

Big Data Connectors (*)

[Correct] Correct, Big Data Connectors provide access to data stor

ed in Hadoop

40. One of the largest airlines in the world, employing doze

ns of operational research analysts, throws away most of its fleet operational d
ata at the end of the day because its so big. Highlighting what problem currently
that companies deal with Mark for Review
(1) Points

The lack of high powered relational databases to process the warehouse d

ata

The lack of analytical tools to make predictions on data

The amount of data produced versus the data used to make decisions (*)

The unavailability of inexpensive storage

[Incorrect] Incorrect, the amount of data produced vs. the amount of

data used to make decisions is a huge problem for companies today