This session reviews elements of a database that are essential to delivering the personalized and immediate experience to users on mobile, web and social platforms. The talk will discuss use of elements within Redis, the fastest in-memory database platform, to support use cases like recommendations engine and responsive high-speed analytics. Attributes like high speed data store, data structures for simultaneous transaction and analytics, probabilistic counting mechanisms, and adaptable machine learning models, will be explored. Real world examples and customer implementations will also be shared. Cost-effectiveness and efficiency of database operations will also be covered in the context of practical enterprise requirements to compete in today's big data world.