I had just learned of MongoDB and went to school at 10gen for their sys admin class. I talked to the developer about storing the data in NoSQL using a small sharded cluster on a Friday. Monday morning he asked me to setup a MongoDB cluster. Tuesday we moved over from MySQL. They ended up using much smaller servers, got rid of the 3par and epsilon SAN's and saving tons of money.
My point is there are certain situations where NoSQL is still the answer unless you can cluster your SQL write server. I've moved on from working with Ad publishing clients but, I'm sure there are other places where SQL databases are not adequate.
NoSQL might be or, have been, a fad but, like any tool when used for the right job it works.
Using a loadbalancer in front of a farm of cheap logging machines, and aggreate the data you need for analysis to a suitable machine.
Google does use bigtable and such where appropriate, but for anything more complex than dumb key/value you can't do much better than regular DBs. Some people think they can, but 99% of the time they're mistaken.
An optimised schema in a relational database should be close to the minimum possible storage.
The thing however is that since Postgres released indexed BSON support (which is actually faster then MongoDB) there is absolutely no point in opting for 2 database solution and making things harder for no reason.
TL;DR
Use Postgres.
Postgres alone is already the best of both worlds. With ToroDB, I am restricted to the MongoDB way of dealing with my data; with Postgres, I can mix SQL and NoSQL however I like, even in a single, simple SELECT query.
That said I found nosql databases extremely helpful for storing and querying large unstructured data. Mostly because it was really hard to build relations and to store this data in tables. Think Wikipedia for instance. Since then my way of choosing databases is to try and model data into a relational db as much as possible and if that doesn't work out choose a nosql equivalent.
We can thank it a rough Mozilla devs that long moved one, that WebSQL got stopped and is support in Webkit and Blink (100% mobile devices, 80% notebook), but not on Firefox. Instead this NoSQL IndexedDB was introduced. Let's get over NoSQL fad, and support SQL in web browser!