Datagraphs capture how people work, play, learn, socialize, transact, travel and any other activity that can be associated with commerce.
Leading technology companies are using datagraphs to personalize customer recommendations, update products, optimize advertising and more. The most successful examples include Amazon’s purchase graph, Google’s search graph, Facebook’s social graph, Netflix’s movie graph, Spotify’s music graph, Airbnb’s travel graph, Uber’s mobility graph, and LinkedIn’s professional graph. Each of these leverage the ongoing collection of customer engagement data, coupled with proprietary algorithms, to outcompete rivals in every way, from product creation to user experience.
We’ve all seen the signs in front of McDonald’s announcing “Over 99 Billion Served” and have watched the number rise over the years. But tracking how many burgers are sold every day, month or year is a relic of the past. Today what is asked is: Do we know where each consumer buys their burgers? At what time? What do they drink with it? What do they do before or after buying a burger? How can we satisfy more of their needs so that they keep coming back?
Datagraphs capture this information, helping to reshape competition in every sector. Leaders must invest in upgrading their data architecture to enable a real-time, comprehensive view of how consumers interact with their products and services, so that they can develop unique ways to solve customer problems.
Thanks to its rich data and industry-leading personalization, Amazon now owns 40% of the U.S. e-commerce market. Its closest rival, Walmart, has a market share of only 7%.
Source: Govindarajan, V. and Venkatraman, N. Venkat. (May-June 2022). The Next Great Digital Advantage. Analytics and Data Science, Harvard Business Review.
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