Two years ago I wrote about how Zynga managed analytic data: Data is divided into two parts. One part has a pretty ordinary schema; the other is just stored as a huge list of name-value pairs. (This is much like eBay‘s approach with its Teradata-based Singularity, except that eBay puts the name-value pairs into long character strings.) … Zynga adds data into the real schema when it’s clear it will