I'll take a stab at explaining it myself: "transactional queries" are faster in a traditional format because they access many columns in few rows. For instance, if you want to log in to a website, you access the username, password, and possibly other authentication factors for a single user: this ends up being faster if you can go to the user's row, and then read all those fields in a contiguous scan.

"Analytical queries" are faster in a column-based format, because you're doing things like computing the correlation between 2 variables. Instead of looking at many columns in a specific row, you're looking at most of the data in a few columns. So instead of reading a whole row at once, it would be nice to skip the columns you don't care about and just grab big chunks of two or three columns.

Does that make sense?

edit: For a long time I was confused about why HBase was described as a columnar data store when access was still pretty row-based. I think the reason is because you group columns into column families which can be stored and retrieved separately, so you still get some of the benefit of a true column-oriented store.