While I'm happy to hear about a great success story of a great piece of open source software, Elasticsearch has done a great disservice by making application developers lazy about learning the ins and outs of various analytical/transactional/storage backend systems.
Echoing other commenters, Elasticsearch is hardly the best tool for many kinds of analytics. In fact, it is strictly not a good tool for several use cases. For starters:
1. It's not good at joining two or more data sources
2. It's not good at complex analytical processing like window functions (for example to calculating session length based on the deltas of consecutive timestamps partitioned by user_id and ordered by time).
Of course, it's also good at many things like simple filtering and aggregation against "real-time" data. Being in-memory really helps with performance, and with right tools, it's horizontally scalable. Elastic's commercial support is also not to be discounted.
However, as an old OLAP fart who spent years optimizing KDB+ queries, I am deeply concerned about the willful ignorance of data processing systems that I see among Elasticsearch fans. Just take my word for it and study Postgres (with c_store extension) and other real databases, in-memory or otherwise, open-source or proprietary, so that you won't be shooting yourself (or future co-workers) in the foot, trying to shoehorn Elasticsearch and its ilk into suboptimal workloads (To be fair, I see a similar tendency among Splunk zealots).