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Practice paper

How graphs help marketers get super slick on user data

Emil Eifrem
Applied Marketing Analytics: The Peer-Reviewed Journal, 5 (4), 347-353 (2020)
https://doi.org/10.69554/OOWN2610

Abstract

The paper discusses why and how brands need to embrace ‘Recommendations 2.0’ in the shape of highly-personalised data-driven digital brand experiences. Amazon has demonstrated the value of being able to predict what else customers might want to buy, by analysing online sales data. This is a lesson that any brand wishing to survive needs to learn — and apply. However, the retail, banking and services arena is getting increasingly competitive — and Recommendations ‘1.0’ does not suffice. The paper will argue that AI-based shopbot-styled recommendations, or ‘Recommendations 2.0’ is the approach now needed. Examples of intelligent recommendation technology across a wide range of industries will be considered, notably, Google Assistant’s eBay’s AI-based shopbot and augmented reality e-marketing agency Quander. The paper will conclude that to improve meaning and precision requires richer context, which is what AI-enriched applications such as chatbots or augmented reality e-marketing provide, and graph database technology is the way to make this available for the retailer and service provider.

Keywords: graph databases; connected data; recommendations 2.0; personalisation

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Author's Biography

Emil Eifrem is Chief Executive Officer and co-founder of Neo4j. Since famously sketching out what today is known as the property graph model, Emil has devoted his professional life to building and evangelising graph databases. He is a frequent conference speaker and a well-known author and blogger on NoSQL and graph databases, as well as co-author of the definitive guide to graph databases, ‘O’Reilly’s Graph Databases’.

Citation

Eifrem, Emil (2020, May 1). How graphs help marketers get super slick on user data. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 5, Issue 4. https://doi.org/10.69554/OOWN2610.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 5 / Issue 4
© Henry Stewart
Publications LLP

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