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Many companies aspire to have 360-degree views of their data. Whether they're concerned about customers, users, accounts, or more abstract things like sensors, organizations are focused on developing capabilities for analyzing all the data they have about these entities. This talk will introduce the concept of entity-centric storage, discuss what it means, what it enables for businesses, and how to develop an entity-centric system using the open-source Kiji framework and HBase. It will also compare and contrast traditional methods of building a 360-degree view on a relational database versus building against a distributed key-value store, and why HBase is a good choice for implementing an entity-centric system.