Evolving Semi-Structured Search & Analytical Queries at HubSpot

This session was part of Apache Doris Summit 2026. Abstract: HubSpot's CRM data is highly varied: customers define their own objects and properties, while search and analytical queries must stay responsive as updates arrive. In this session, Staff Software Engineer Alvaro Tuso explains how HubSpot uses Apache Doris to handle that complexity. He will walk through VARIANT schema design, inverted indexes, merge-on-write ingestion, and a cell-based deployment, then show how the team scaled analytical queries across regions. The talk also covers the difficult parts, including multi-object joins, cache behavior, and security, plus the engineering work done with VeloDB. Expect concrete architecture choices and lessons for building low-latency analytics on evolving CRM data. #apachedoris