If you want a relatively simple way to provision a Hadoop cluster locally, you may want to try out Ferry (http://ferry.opencore.io). It's based off Docker, so in theory, you could also write a nice Dockerfile to deploy Mortar's recommendation engine. (full disclosure, I'm the author of Ferry).
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I cant find the part which provisions the mapreduce cluster - isnt that part of their platform lockin ?
You can use Amazon Elastic MapReduce to provision your own cluster. I'm guessing the value prop they bring is the ease of handling that part for you.
If you want a relatively simple way to provision a Hadoop cluster locally, you may want to try out Ferry (http://ferry.opencore.io). It's based off Docker, so in theory, you could also write a nice Dockerfile to deploy Mortar's recommendation engine. (full disclosure, I'm the author of Ferry).