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In der Parallelwelt der ITler wurde das Tool und Ökosystem ApacheHadoop quasi mit Big Data beinahe synonym gesetzt. Dann etwa im Jahr 2018 flachte der Hype um Big Data wieder ab, die Euphorie änderte sich in eine Ernüchterung, zumindest für den deutschen Mittelstand. Big Data wurde zum Business-Sprech der darauffolgenden Jahre.
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