graphday stockholm - graphs in the real world: top use cases for graph databases
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Driving Digital Transformation With Neo4jGRAPHS IN ACTION
Stockholm, February 21st, 2017
Who am I?
Rik Van Bruggen Regional Vice-President @rvanbruggen rik@neotechnology.com
blog.bruggen.com
learningneo4j.net
graphistania.com
Driving Digital Transformation With Neo4jGRAPHS IN ACTION
Stockholm, February 21st, 2017
Social networks RetailHR & Recruiting
Manufacturing & Logistics
Health Care Telco
Today we see graph-projects in virtually every industry
Finance
Retail
End ConsumersComponent Manufacturers
Logistics
Traditional Retail Value ChainRetailersWholesalersAssembly
Plants
PAYMENTSSALES- CHANNELS
SUPPLY CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER EXPERIENCE
THE ONLINE RETAIL VALUE
CHAIN
PAYMENTSSALES-CHANNELS
SUPPLY CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER EXPERIENCEStore
Mobile
Webstore
PAYMENTSSALES-CHANNELS
SUPPLY CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER EXPERIENCEStore
Mobile
Shipping
Inventory
Express goods
Home delivery
Webstore
PAYMENTSSALES-CHANNELS
SUPPLY CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER EXPERIENCEStore
Mobile
Shipping
Inventory
Express goods
Home delivery RatingsPrice-range
Category
Webstore
PAYMENTSSALES-CHANNELS
SUPPLY CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER EXPERIENCEStore
Mobile
Shipping
Inventory
Express goods
Home delivery RatingsPrice-range
Category ContentPromotions
Online advertising
Webstore
PAYMENTSSALES-CHANNELS
SUPPLY CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER EXPERIENCEStore
Mobile
Shipping
Inventory
Express goods
Home delivery RatingsPrice-range
Category ContentPromotions
Online advertising
Loyalty Programs
Returns
Feedback
reviews
Tweets
Emails
Customer support
Webstore
PAYMENTSSALES-CHANNELS
SUPPLY CHAIN
PRODUCTS MARKETING
CRM
CUSTOMER EXPERIENCEStore
Mobile
Shipping
Inventory
Express goods
Home delivery RatingsPrice-range
Category ContentPromotions
Online advertising
Loyalty Programs
Returns
Feedback
reviews
Tweets
Emails
Customer support
Credit Card
Cash
Mobile Pay
Purchase History
PAYMENTS
Webstore
Digital transformation in retail today requires to put all this data into good use
SHOPPING EXPERIENCE
Related products
People who bought X also bought Y
Recommendations (In Real-Time)
The main product
LOOKS_AT
KITCHEN AID SERIES
LOOKS_AT
Complaints
reviews
TweetsEmails
KITCHEN AID SERIES
LOOKS_AT
Returns
Complaints
reviews
TweetsEmails
KITCHEN AID SERIES
LOOKS_AT
Returns
Inventory
Complaints
reviews
TweetsEmails
KITCHEN AID SERIES
LOOKS_AT
Returns
Home delivery
Inventory
Express goods
Complaints
reviews
TweetsEmails
Location/
KITCHEN AID SERIES
Promotions
Bundling
LOOKS_AT
Returns
Purchase History
Price-range
Home delivery
Inventory
Express goods
Complaints
reviews
TweetsEmails
Category
Promotions
Bundling
Location/
KITCHEN AID SERIES
LOOKS_AT
Returns
Purchase History
Price-range
Home delivery
Inventory
Express goods
Complaints
reviews
TweetsEmails
Category
Promotions
Bundling
Location
KITCHEN AID SERIES
The graph datamodel is the richest way to express a highly connected domain
To get performance, in real time, from a dataset that is highly interconnected – you
need a graph database!
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
Social networks RetailHR & Recruiting
Manufacturing & Logistics
Health Care Telco
Today we see graph-projects in virtually every industry
Finance
Finance
LEVERAGING GRAPHS TO FIGHT ECONOMIC FRAUD
Who Are Today’s Fraudsters?
Organized in groups Synthetic Identities Stolen Identities
Who Are Today’s Fraudsters?
Hijacked Devices
INVESTIGATE
Revolving Debt
Number of Accounts
INVESTIGATE
Normal behavior
Fraud Detection With Discrete Analysis
Revolving Debt
Number of Accounts
Normal behavior
Fraud Detection With Connected Analysis
Fraudulent pattern
ACCOUNT HOLDER 2
Modeling a fraud ring as a graph
ACCOUNT HOLDER 1
ACCOUNT HOLDER 3
ACCOUNT HOLDER 2
Modeling a fraud ring as a graph
ACCOUNT HOLDER 1
ACCOUNT HOLDER 3
CREDIT CARD
BANKACCOUNT
BANKACCOUNT
BANKACCOUNT
PHONE NUMBER
UNSECURED LOAN
SSN 2
UNSECURED LOAN
ACCOUNT HOLDER 2
Modeling a fraud ring as a graph
ACCOUNT HOLDER 1
ACCOUNT HOLDER 3
CREDIT CARD
BANKACCOUNT
BANKACCOUNT
BANKACCOUNT
ADDRESS
PHONE NUMBER
PHONE NUMBER
SSN 2
UNSECURED LOAN
SSN 2
UNSECURED LOAN
MORE FRAUD SCENARIOS
Insurance Fraud Whiplash for Cash
Paper Collisions Insurance scammers invent automobile accidents complete with fake drivers,passengers and witnesses
Whiplash for Cash Example
Accidents
Cars
Doctor Attorney
People
DrivesIs Passenger
Drivers PassengersWitnesses
Online payment fraud originates at IP1
eCommerce Fraud – Online Payments
IP1 IP2 IP3 IP4 IP5 IP6 IP7 IP8 IP9
CC1
CC2
CC3
CC4
CC5
CC6
CC7
CC8
CC9
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
USING NEO4j FOR REAL-TIME CONNECTED ANALYSIS
• 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
The graph datamodel is the richest way to express a highly connected domain
To get performance, in real time, from a dataset that is highly interconnected – you
need a graph database!
Social networks RetailHR & Recruiting
Manufacturing & Logistics
Health Care Telco
Today we see graph-projects in virtually every industry
Finance
THANK YOU!Rik Van Bruggen
Regional Vice-President @rvanbruggen
rik@neotechnology.com
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