Enterprises typically have many data silos of partial customer data and a common theme in big data projects to use big data tools and pipelines to unify all siloed customer data into a single, queryable, platform for improving all future customer interactions. This data often comes from billing, website traffic, logistics, and marketing; all in different formats with different properties. Graph provides a way to unify all of the data into a single place for use in tracking the flow of a user through the various silos. Graph can also be used for visualizations and analytics that are difficult in other systems.
In this talk we will explore the ways in which Graph can be leveraged in a customer 360 use case. What it can add to a more conventional system and what the approach to developing a graph based Customer 360 system should be.
19. How is that different then a RDBMS?
RDBMS Graph
• EnEEes based
• Shallow 1:1 foreign key
relaEonships
• RelaEonship following down
mainly by JOINS and UNIONS
at query Eme
• Rigid data structure
• Table based
• SQL Query language
• All about the relaEonships.
• Deep, complex relaEonship
structure
• EnEEes are almost a second
class ciEzen.
• Flexible data structure
• No tables!
• Specialized Graph query
language.
26. Example of C360 – A day in a life of a bank customer
2
6
paid her lunch using ABC
bank’s debit card
11am 9am
made purchase at local
flower shop with bank’s
credit card
3pm
paid credit card bills with her ABC
online banking checking acct
4:15p
m
6pm
Customer of Bank ABC with mulEple accounts and cards
Profile: 68 yrs old, female, Florida resident, no young family members, customer since 1995
A transacEon was
made using the
customer’s credit card
showing purchase of
motorcycle in Aruba
customer paid her grocery at
Safeway with check from the
ABC bank
real Eme alert was triggered due to unusual item and
locaEon purchase. Bank’s Fraud Department sent a text
msg to the customer to verify the purchase, and freezed
the card
customer got text msg from the bank, called customer service
rep in her local branch. The rep was already aware of the issue
and verified the motorcycle purchase was a fraud. The bank
invalidated customer’s credit card and issued a new card.
4:18p
m