Introduction to the product graph

•

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We have a social graph, and interest graph, and even a location graph. but we don't have a graph for the one thing we interact with every day - products. How can we begin to connect us to the products that we use day in and day out?

Technology

The web was a breakthrough. A way to not only
store vast amounts of information...

And give people ubiquitous access to that
linked information.

But as the volume of documents grew, people
had trouble finding the info they needed.

For a decade, the web connected people to
documents.
Search

But then the information available grew
exponentially...
Search

and search started giving us too many results.
Search

So once again we couldn't find the information
we needed.
Search

Then people started to question the value of
the web as a collection of linked documents.
?!

After all it wasn't much different than decade
old networks. Just broader in scale, with a
better GUI.
?!

And then we realized something important
about the web...
!!!!

What if we used it to connect to other people?

And capture the relationships that mattered to
us?

And the things that we, and others we may not
know, are interested in?

So the web started to change. New applications
emerged.

And they began creating what we call "Graphs"
Graphs

Graphs
These graphs contain the
connections and
relationships that matter to
us...

Social graph
Who are my connections?
What are their relationships?

Interest graph
Who likes the stuff I do?!
(Music, food, movies, etc.)

These graphs overlap
and interact...
Interest
graph
Social graph
Location
graph

Interest
graph
through conversations that traverse
all the graphs.
Social graph
Location
graph

But there is one graph that is missing...

Product graph
Connects people to the
products and services they
use and talk about.

Product graph
But why is this graph so
important?

Interest
graph
Because so many of the
conversations are about a product.
Social graph
Location
graph

Brands used to be defined by memories of
advertisements.

Interest
graph
Social graph
Location
graph
Now, Brands have become a series of
conversations across graphs

Interest
graph
But since there is no Product
Graph...
Social graph
Location
graph
Product
graph

Product graph
If we create the product
graph...

Interest
graph
we can connect companies to the
conversation.
Social graph
Location
graph
Product
graph

If we better connect companies to the
conversations that are their Brands via the
Product Graph organizations can:
Build products that better meet customer needs!
Give better customer service!
Bring new products to market sooner!
Increase the success rate of new product
launches!
Improve the profitability of products

The Product Graph will help consumers too:
Products better suited to our needs!
Discover the product that is best for us!
Get the best deals!
Understand composition of a product for
allergen or sustainability purposes!
Be aware of recalls instantly

The business models across industries around the world are becoming Customer Centric. Recent studies show that “knowing” customers based on internal as well as external data is one of the top priorities of business leaders. On the other hand various surveys also reveal that customers do not mind to share their semi-personal data for the benefit of differentiated service. In that context, the 360 degree view of customer – which was once thought to be a business process, master data management, data integration and data warehouse / business intelligence related problem has now entered into the whole new big world of BIG data including integration with unstructured data sources. Impact of big data on Customer Master Data Management is spread across - from Integration and linkage of unstructured or semi-structured data with structured master data that is maintained within enterprise; to analyze and visualization of the same to generate useful insight about the customers. There are various patterns to handle the challenges across the steps i.e. acquire, link, manage, analyze and distribute the enhanced customer data for differentiated product or services.

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