For the last decade or so, data and data structures have been moving at the speed of the web. They change rapidly to keep pace with end-users and markets that are in constant flux. The data model is volatile and will continue to be as more and more unstructured data (images, videos, social media content, online purchase histories, and more) is generated. The solution of the pre-Internet era, meaning the RDBMS, can’t keep up.
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