GraphDay Stockholm February 2017 Rik Van Bruggen, Neo Technology

1. Driving Digital Transformation With Neo4j
GRAPHS IN ACTION
Stockholm, February 21st, 2017

2. Who am I?
Rik Van Bruggen
Regional Vice-President
@rvanbruggen
rik@neotechnology.com
blog.bruggen.com
learningneo4j.net
graphistania.com

3. Driving Digital Transformation With Neo4j
GRAPHS IN ACTION
Stockholm, February 21st, 2017

4. Social networks RetailHR &
Recruiting
Manufacturing
& Logistics
Health Care Telco
Today we see graph-projects in virtually every industry
Finance

5. Retail

6. End Consumers
Component
Manufacturers
Logistics
Traditional Retail Value Chain
RetailersWholesalers
Assembly
Plants

7. PAYMENTS
SALES-
CHANNELS
SUPPLY
CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER
EXPERIENCE
THE ONLINE
RETAIL VALUE
CHAIN

8. PAYMENTS
SALES-
CHANNELS
SUPPLY
CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER
EXPERIENCE
Store
Mobile
Webstore

9. PAYMENTS
SALES-
CHANNELS
SUPPLY
CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER
EXPERIENCE
Store
Mobile
Shipping
Inventory
Express goods
Home delivery
Webstore

10. PAYMENTS
SALES-
CHANNELS
SUPPLY
CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER
EXPERIENCE
Store
Mobile
Shipping
Inventory
Express goods
Home delivery Ratings
Price-range
Category
Webstore

11. PAYMENTS
SALES-
CHANNELS
SUPPLY
CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER
EXPERIENCE
Store
Mobile
Shipping
Inventory
Express goods
Home delivery Ratings
Price-range
Category Content
Promotions
Online advertising
Webstore

12. PAYMENTS
SALES-
CHANNELS
SUPPLY
CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER
EXPERIENCE
Store
Mobile
Shipping
Inventory
Express goods
Home delivery Ratings
Price-range
Category Content
Promotions
Online advertising
Loyalty Programs
Returns
Feedback
reviews
Tweets
Emails
Customer support
Webstore

13. PAYMENTS
SALES-
CHANNELS
SUPPLY
CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER
EXPERIENCE
Store
Mobile
Shipping
Inventory
Express goods
Home delivery Ratings
Price-range
Category Content
Promotions
Online advertising
Loyalty Programs
Returns
Feedback
reviews
Tweets
Emails
Customer support
Credit Card
Cash
Mobile Pay
Purchase History
PAYMENTS
Webstore

14. Digital transformation in retail today
requires to put all this data into good use

15. SHOPPING EXPERIENCE

17. Related products
People who bought X
also bought Y
Recommendations
(In Real-Time)
The main
product

18. LOOKS_AT
KITCHEN AID
SERIES

19. LOOKS_AT
Complaints
reviews
Tweets
Emails
KITCHEN AID
SERIES

20. LOOKS_AT
Returns
Complaints
reviews
Tweets
Emails
KITCHEN AID
SERIES

21. LOOKS_AT
Returns
Inventory
Complaints
reviews
Tweets
Emails
KITCHEN AID
SERIES

22. LOOKS_AT
Returns
Home delivery
Inventory
Express goods
Complaints
reviews
Tweets
Emails
Location/
KITCHEN AID
SERIES
Promotions
Bundling

23. LOOKS_AT
Returns
Purchase History
Price-range
Home delivery
Inventory
Express goods
Complaints
reviews
Tweets
Emails
Category
Promotions
Bundling
Location/
KITCHEN AID
SERIES

24. LOOKS_AT
Returns
Purchase History
Price-range
Home delivery
Inventory
Express goods
Complaints
reviews
Tweets
Emails
Category
Promotions
Bundling
Location
KITCHEN AID
SERIES

27. The graph datamodel is the
richest way to express a
highly connected domain

28. To get performance, in real
time, from a dataset that is
highly interconnected – you
need a graph database!

29. NEO4j solves retail-related challenges for some
of the largest companies in the world
Adidas uses Neo4j to combine
content and product data into a
single, searchable graph database
which is used to create a
personalized customer experience
“We have many different silos, many
different data domains, and in order
to make sense out of our data, we
needed to bring those together and
make them useful for us,”
– Sokratis Kartelias, Adidas
eBay Now Tackles eCommerce
Delivery Service Routing with Neo4j
“We needed to rebuild when growth
and new features made our slowest
query longer than our fastest delivery
- 15 minutes! Neo4j gave us best
solution”
– Volker Pacher, eBay
Walmart uses Neo4j to give
customer best web experience
through relevant and personal
recommendations
“As the current market leader in
graph databases, and with
enterprise features for scalability
and availability, Neo4j is the right
choice to meet our demands”.
- Marcos Vada, Walmart

30. Social networks RetailHR &
Recruiting
Manufacturing
& Logistics
Health Care Telco
Today we see graph-projects in virtually every industry
Finance

31. Finance

32. LEVERAGING GRAPHS TO
FIGHT ECONOMIC FRAUD

34. Who Are Today’s Fraudsters?

35. Organized in groups Synthetic Identities Stolen Identities
Who Are Today’s Fraudsters?
Hijacked Devices

36. INVESTIGATE
Revolving Debt
Number of Accounts
INVESTIGATE
Normal behavior
Fraud Detection With Discrete Analysis

37. Revolving Debt
Number of Accounts
Normal behavior
Fraud Detection With Connected Analysis
Fraudulent pattern

38. ACCOUNT
HOLDER 2
Modeling a fraud ring as a graph
ACCOUNT
HOLDER 1
ACCOUNT
HOLDER 3

39. ACCOUNT
HOLDER 2
Modeling a fraud ring as a graph
ACCOUNT
HOLDER 1
ACCOUNT
HOLDER 3
CREDIT
CARD
BANK
ACCOUNT
BANK
ACCOUNT
BANK
ACCOUNT
PHONE
NUMBER
UNSECURED
LOAN
SSN 2
UNSECURED
LOAN

40. ACCOUNT
HOLDER 2
Modeling a fraud ring as a graph
ACCOUNT
HOLDER 1
ACCOUNT
HOLDER 3
CREDIT
CARD
BANK
ACCOUNT
BANK
ACCOUNT
BANK
ACCOUNT
ADDRESS
PHONE
NUMBER
PHONE
NUMBER
SSN 2
UNSECURED
LOAN
SSN 2
UNSECURED
LOAN

41. MORE FRAUD SCENARIOS

42. Insurance Fraud Whiplash for Cash
Paper Collisions
Insurance scammers invent automobile
accidents complete with fake drivers,
passengers and witnesses

43. Whiplash for Cash Example
Accidents
Cars
Doctor Attorney
People
Drives
Is Passenger
Drivers
Passengers
Witnesses

44. Online payment fraud originates at IP1
eCommerce Fraud – Online Payments
IP1 IP2 IP3 IP4 IP5 IP6 IP7 IP8 IP9
CC
1
CC
2
CC
3
CC
4
CC
5
CC
6
CC
7
CC
8
CC
9
U1 U2 U3 U4 U5 U6 U7 U8 U9
A1 A2 A3 A4 A5 A6 A7 A8 A9
IP addresses
Credit cards
UserIDs
Delivery
addresses

45. USING NEO4j FOR REAL-TIME
CONNECTED ANALYSIS

46. • Today’s fraudsters are organized and highly sophisticated
• Legacy technology does not detect fraud sufficiently and in real-time
• Graph-databases enable you to discover fraudulent patterns in real-
time
• Augment your current fraud detection infrastructure with connected
analysis
KEY TAKE AWAYS

47. The graph datamodel is the
richest way to express a
highly connected domain

48. To get performance, in real
time, from a dataset that is
highly interconnected – you
need a graph database!

49. Social networks RetailHR &
Recruiting
Manufacturing
& Logistics
Health Care Telco
Today we see graph-projects in virtually every industry
Finance

50. THANK YOU!
Rik Van Bruggen
Regional Vice-President
@rvanbruggen
rik@neotechnology.com