Nielsen has collaborated with Intel to migrate important pieces of HPC technology into Nielsen’s big-data analytic workflows including MPI, NAG Numerical Libraries, as well as custom C++ analytic codes. This complementary hybrid approach integrates the benefits of Hadoop data management and workflow scheduling with an extensive pool of HPC tools and C/C++ capabilities for analytic applications. In particular, the use of MPI reduces latency, permits reuse of the Hadoop servers, and co-locates the MPI applications close to the data.