This document discusses trends driving enterprises to move cold data to Hadoop and optimize their data warehouses. It outlines two trends: 1) collecting more customer data enables competitive advantages, and 2) big data is overwhelming traditional systems. It also discusses two realities: 1) Hadoop can relieve pressure on enterprise systems by handling data staging, archiving, and analytics, and 2) architecture matters for production success with requirements like performance, security, and integration. The document promotes MapR and Attunity solutions for data warehouse optimization on Hadoop through real-time data movement, workload analysis, and incremental implementation.