{
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    "record": "https://startuphistory.org/c/mortardata.com"
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          "headline": "> Mortar Hawk: Easy Hadoop",
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      "subhead": "Hadoop in the cloud—an on-demand, easy-to-use platform for big data.",
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      "headline": "Hadoop, in one hour.",
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      "captures": 2,
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          "headline": "The Data Pipeline Framework for Hadoop",
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          "evidence": "https://web.archive.org/web/20130728120600/http://www.mortardata.com/",
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      ],
      "headline": "The Data Pipeline Framework for Hadoop",
      "subhead": "Mortar is an award-winning open source data pipeline framework for Hadoop, and also provides Hadoop-as-a-service.",
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      "variants": [
        {
          "headline": "Data science: Put it to work",
          "subhead": "Award-winning data science platform for open technologies: Pig, Python, MongoDB and more. Easily run a custom recommender system, analyze logs, or do NLP.",
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          "evidence": "https://web.archive.org/web/20140811121048/http://www.mortardata.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Data science: Put it to work",
      "subhead": "Award-winning data science platform for open technologies: Pig, Python, MongoDB and more. Easily run a custom recommender system, analyze logs, or do NLP.",
      "from": "2014-08-11T12:10:48.000Z",
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      "evidence": "https://web.archive.org/web/20140811121048/http://www.mortardata.com/",
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      "variants": [
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          "headline": "Simple. Solid. Scalable.",
          "subhead": "Award-winning platform for building data apps with open technologies: Pig, Python, MongoDB and more. Easily run a custom recommender system, move data to Redshift, or do NLP.",
          "observed_at": "2015-01-02T04:47:49.000Z",
          "evidence": "https://web.archive.org/web/20150102044749/https://www.mortardata.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Simple. Solid. Scalable.",
      "subhead": "Award-winning platform for building data apps with open technologies: Pig, Python, MongoDB and more. Easily run a custom recommender system, move data to Redshift, or do NLP.",
      "from": "2015-01-02T04:47:49.000Z",
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      "label": "Go-to-market",
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        "to": "2013-01-12T22:23:44.000Z"
      },
      "evidence": "https://web.archive.org/web/20130112222344/http://www.mortardata.com/",
      "evidence_kind": "internet_archive",
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      "topic": "https://startuphistory.org/t/added-free-trial"
    },
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      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Added a pricing page.",
      "between": {
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        "to": "2013-01-12T22:23:44.000Z"
      },
      "evidence": "https://web.archive.org/web/20130112222344/http://www.mortardata.com/",
      "evidence_kind": "internet_archive",
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      "topic": "https://startuphistory.org/t/added-pricing-page"
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      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Hadoop, in one hour.” to “The Data Pipeline Framework for Hadoop”.",
      "between": {
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        "to": "2013-07-28T12:06:00.000Z"
      },
      "evidence": "https://web.archive.org/web/20130728120600/http://www.mortardata.com/",
      "evidence_kind": "internet_archive",
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    {
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      "before_evidence": "https://web.archive.org/web/20140104011659/http://www.mortardata.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "logos",
      "label": "New logos",
      "summary": "Added logo to its homepage: AP.",
      "between": {
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        "to": "2014-08-11T12:10:48.000Z"
      },
      "evidence": "https://web.archive.org/web/20140811121048/http://www.mortardata.com/",
      "evidence_kind": "internet_archive",
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    },
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      "before_evidence": "https://web.archive.org/web/20140811121048/http://www.mortardata.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Data science: Put it to work” to “Simple. Solid. Scalable.”.",
      "between": {
        "from": "2014-08-11T12:10:48.000Z",
        "to": "2015-01-02T04:47:49.000Z"
      },
      "evidence": "https://web.archive.org/web/20150102044749/https://www.mortardata.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 6,
      "id": "page-aa09b6d64b7e22492407383b0df05d3e00752a8fb0438428e07afb90682667ab:9ebbc47c121ef487811bb122f33f90d8e9fd1681228557dfed8e4db41c4edecd:pricing:d70781f7ab6fe2b9",
      "before_evidence": "https://web.archive.org/web/20140811121048/http://www.mortardata.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Removed its pricing page link.",
      "between": {
        "from": "2014-08-11T12:10:48.000Z",
        "to": "2015-01-02T04:47:49.000Z"
      },
      "evidence": "https://web.archive.org/web/20150102044749/https://www.mortardata.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    }
  ],
  "update": {
    "headline": "Mortar Data homepage messaging and pricing surfacing shifts",
    "summary": "Mortar Data adjusted its homepage messaging and how it surfaced pricing information, and added at least one logo to its homepage.",
    "points": [
      {
        "text": "Between July 2012 and January 2013, Mortar Data added a free sign-up or free trial and introduced a pricing page.",
        "kind": "fact",
        "changes": [
          1,
          2
        ]
      },
      {
        "text": "Between January 2013 and July 2013, Mortar Data changed its homepage headline from “Hadoop, in one hour.” to “The Data Pipeline Framework for Hadoop”.",
        "kind": "fact",
        "changes": [
          3
        ]
      },
      {
        "text": "Between January 2014 and August 2014, Mortar Data added the AP logo to its homepage.",
        "kind": "fact",
        "changes": [
          4
        ]
      },
      {
        "text": "Between August 2014 and January 2015, Mortar Data changed its homepage headline from “Data science: Put it to work” to “Simple. Solid. Scalable.” and removed its pricing page link.",
        "kind": "fact",
        "changes": [
          5,
          6
        ]
      }
    ],
    "written_at": "2026-11-07T20:42:42.761Z",
    "basis": "ai_analysis",
    "model": "gpt-5.1-2025-11-13"
  },
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Mortar Data” company record, https://startuphistory.org/c/mortardata.com"
}