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© 2022 Neo4j, Inc. All rights reserved.
The Customer Journey Is a
Graph
Matt Butler,
CEO Bonsai Data Solutions
Corey Lanum,
Chief Evangelist, Cambridge Intelligence
© 2022 Neo4j, Inc. All rights reserved.
Our Agenda Today
• Why Customer Journeys?
• Why the Customer Journey is a Graph
• Bonsai's Bloom & Pyxis Demo
• UX & UI: Utilizing Neo4J & Keylines
• Has it worked? 3 Real Life Wins
• What's Next
• Q & A
2
© 2022 Neo4j, Inc. All rights reserved.
3
Why Customer Journeys?
Think about:
Your most recent big purchase
Your most recent small purchase
© 2022 Neo4j, Inc. All rights reserved.
© 2022 Neo4j, Inc. All rights reserved.
4
Digital Analytics: Bottom Up
MMM: Top-Down
• Automated clickstream data
• Quickly correlate marketing to
sales outcomes outcomes
• Advantages: Fast, Granular
• Disadvantages:
◦ Very heavy (big)
◦ No context (incrementality)
◦ Siloed (multiple, conflicting
views)
◦ Poor paradigms (last-click,
first-click, view-through)
• Utilizes statistical inference to
measure incremental impact
of large scale treatments
• Advantages: Rigorous
• Disadvantages:
◦ Very expensive
◦ Very slow, not actionable
◦ Mega enterprises only
◦ Not Granular, No
segmentations
© 2022 Neo4j, Inc. All rights reserved.
5
Shared Problems across MMM & Digital Analytics
• Structured data concepts: expensive, slow Joins
• Misses critical dimensions: Connects data across single dimension (i.e.
cookies) or analyzes relationship at single level (i.e. total sales)
• Retains unnecessary details & lacks causal modeling
◦ I.e. Specific timestamp order of 200 repeated touchpoints
◦ Demand-driven investments & demand-generating investments analyzed equally
© 2022 Neo4j, Inc. All rights reserved.
6
Bonsai's Bloom & Pyxis Demo
Graph-Based Customer & Marketing Analytics
Descriptive & Prescriptive Insights
© 2022 Neo4j, Inc. All rights reserved.
7
Bonsai's Bloom
Descriptive Insights
© 2022 Neo4j, Inc. All rights reserved.
8
Broadcast &
Audio
Direct Mail
Video
Magazine
Programmatic
Partners
Affiliates
Content
Paid Search
Transaction
Bonsai's Pyxis
Graph-Based Prescriptive Insights
© 2022 Neo4j, Inc. All rights reserved.
9
UX & UI: Utilizing Neo4J & Keylines
© 2022 Neo4j, Inc. All rights reserved.
10
Has It Worked? 3 Real Life Wins
© 2022 Neo4j, Inc. All rights reserved.
11
1. Impact of radio on digital app
acquisition for tech start up
2. by station, by spot, over time
3. Optimized radio mix in 1 day
Win #1: Traditional Media
Measurement
© 2022 Neo4j, Inc. All rights reserved.
© 2022 Neo4j, Inc. All rights reserved.
12
Win #2: Impact of Promos
& Media
1. Media vs. Promo Impact vs.
Combination
2. Single analysis model
© 2022 Neo4j, Inc. All rights reserved.
13
1. 'windowless' impact analysis
2. flexible, short term view
3. all from a single framework
Win #3: LTV & in-period
business impact analysis
© 2022 Neo4j, Inc. All rights reserved.
14
What’s Next: Moving Bonsai’s Pyxis From Alpha → Beta
15 300
New Activations
Releasing Pyxis as
internal alpha to all
of our current clients
X faster analysis of
customer journey
graph from prior SQL-
driven approach
4
New Business Intelligence
use cases identified already
& adding more every day
Advisory Solution Accelerator
© 2022 Neo4j, Inc. All rights reserved.
15
Your Customer Journey Is a Graph
Optimize Your Graph Intelligence
cambridge-intelligence.com
corey@cambridge-intelligence.com
Graph Your Customer Journey
bonsai.llc
terry@bonsai.llc
matt@bonsai.llc
15
© 2022 Neo4j, Inc. All rights reserved.
16
Thank you!
Contact us at
sales@neo4j.com

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The Customer Journey Is a Graph

  • 1. © 2022 Neo4j, Inc. All rights reserved. The Customer Journey Is a Graph Matt Butler, CEO Bonsai Data Solutions Corey Lanum, Chief Evangelist, Cambridge Intelligence
  • 2. © 2022 Neo4j, Inc. All rights reserved. Our Agenda Today • Why Customer Journeys? • Why the Customer Journey is a Graph • Bonsai's Bloom & Pyxis Demo • UX & UI: Utilizing Neo4J & Keylines • Has it worked? 3 Real Life Wins • What's Next • Q & A 2
  • 3. © 2022 Neo4j, Inc. All rights reserved. 3 Why Customer Journeys? Think about: Your most recent big purchase Your most recent small purchase
  • 4. © 2022 Neo4j, Inc. All rights reserved. © 2022 Neo4j, Inc. All rights reserved. 4 Digital Analytics: Bottom Up MMM: Top-Down • Automated clickstream data • Quickly correlate marketing to sales outcomes outcomes • Advantages: Fast, Granular • Disadvantages: ◦ Very heavy (big) ◦ No context (incrementality) ◦ Siloed (multiple, conflicting views) ◦ Poor paradigms (last-click, first-click, view-through) • Utilizes statistical inference to measure incremental impact of large scale treatments • Advantages: Rigorous • Disadvantages: ◦ Very expensive ◦ Very slow, not actionable ◦ Mega enterprises only ◦ Not Granular, No segmentations
  • 5. © 2022 Neo4j, Inc. All rights reserved. 5 Shared Problems across MMM & Digital Analytics • Structured data concepts: expensive, slow Joins • Misses critical dimensions: Connects data across single dimension (i.e. cookies) or analyzes relationship at single level (i.e. total sales) • Retains unnecessary details & lacks causal modeling ◦ I.e. Specific timestamp order of 200 repeated touchpoints ◦ Demand-driven investments & demand-generating investments analyzed equally
  • 6. © 2022 Neo4j, Inc. All rights reserved. 6 Bonsai's Bloom & Pyxis Demo Graph-Based Customer & Marketing Analytics Descriptive & Prescriptive Insights
  • 7. © 2022 Neo4j, Inc. All rights reserved. 7 Bonsai's Bloom Descriptive Insights
  • 8. © 2022 Neo4j, Inc. All rights reserved. 8 Broadcast & Audio Direct Mail Video Magazine Programmatic Partners Affiliates Content Paid Search Transaction Bonsai's Pyxis Graph-Based Prescriptive Insights
  • 9. © 2022 Neo4j, Inc. All rights reserved. 9 UX & UI: Utilizing Neo4J & Keylines
  • 10. © 2022 Neo4j, Inc. All rights reserved. 10 Has It Worked? 3 Real Life Wins
  • 11. © 2022 Neo4j, Inc. All rights reserved. 11 1. Impact of radio on digital app acquisition for tech start up 2. by station, by spot, over time 3. Optimized radio mix in 1 day Win #1: Traditional Media Measurement
  • 12. © 2022 Neo4j, Inc. All rights reserved. © 2022 Neo4j, Inc. All rights reserved. 12 Win #2: Impact of Promos & Media 1. Media vs. Promo Impact vs. Combination 2. Single analysis model
  • 13. © 2022 Neo4j, Inc. All rights reserved. 13 1. 'windowless' impact analysis 2. flexible, short term view 3. all from a single framework Win #3: LTV & in-period business impact analysis
  • 14. © 2022 Neo4j, Inc. All rights reserved. 14 What’s Next: Moving Bonsai’s Pyxis From Alpha → Beta 15 300 New Activations Releasing Pyxis as internal alpha to all of our current clients X faster analysis of customer journey graph from prior SQL- driven approach 4 New Business Intelligence use cases identified already & adding more every day Advisory Solution Accelerator
  • 15. © 2022 Neo4j, Inc. All rights reserved. 15 Your Customer Journey Is a Graph Optimize Your Graph Intelligence cambridge-intelligence.com corey@cambridge-intelligence.com Graph Your Customer Journey bonsai.llc terry@bonsai.llc matt@bonsai.llc 15
  • 16. © 2022 Neo4j, Inc. All rights reserved. 16 Thank you! Contact us at sales@neo4j.com

Editor's Notes

  1. Modern Descriptive Customer & Marketing Analytics via Bloom: Prescriptive Analytics for Growth via Pyxis
  2. Modern Descriptive Customer & Marketing Analytics via Bloom: see how every element of a business' acquisition, curation, and retention strategies interact and impact each other at the most granular level answer any burning question: 'who redeemed that promo and also saw our ad?’ discover interesting insights: 'look how popular our product is in Reno, NV!"
  3. Prescriptive Analytics for Growth via Pyxis Short term and long term customer impact is viewed in a single analysis See impactful touchpoints measured as part total customer journeys See what's a part of customer outcomes, and what isn’t (singletons) See non-click based impact: TV, radio, promotion impact in the same measurement framework