graph databases - a social network analysis use -...

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |

Graph Databases: A Social Network Analysis Use Case

Xavier Lopez, Senior Director, Oracle Mark Rittman, CTO, RittmanMead


Safe Harbor Statement

The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

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Property Graph & RDF Graph

RDF Data Model

• Data federation

• Knowledge representation

• Inferencing

Social Network Analysis

National Intelligence Public Safety Social Media search Marketing - Sentiment

Linked Data / Semantic Mediation

Property Graph Model

• Graph Search & Analysis

• Big Data analytics

• Entity analytics

Life Sciences Health Care Publishing Finance

Application Area Graph Model Industry Domain


Big Data Spatial and Graph (Graph)


Early Adopters of Graph Databases


Property Graph : Usage Scenarios

• Finance

– Fraud detection, cross marketing

• Telecommunications

– Call records analysis

• Retail – Recommendation, sentiment analysis

• Social

– Network analytics, influencers, clustering

• Health Care

– Doctor, patient, diagnosis, treatment analysis;


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Date: 11/01

Name: Josh Age: 45

Name: Lucy Age: 27

ID: Ibuprofen Date: 11/05

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Modeling Customers/Products


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Name: Anna Age: 29

Name: Mary Age: 38

Name: Josh Age: 45

Name: Tony Age: 47

Name: Lucy Age: 54

works with

Modeling Social Networks


Big Data Graph Architecture

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Massively Scalable Graph Store • Oracle NoSQL • HBase

Lightning-Fast In-Memory Analytics • YARN Container • Standalone Server • Embedded


Common Graph Analysis Use Cases

Purchase Record

customer items

Product Recommendation Influencer Identification

Communication Stream (e.g. tweets)

Graph Pattern Matching Community Detection

Recommend the most similar item purchased by similar people

Find out people that are central in the given network – e.g. influencer marketing

Identify group of people that are close to each other – e.g. target group marketing

Find out all the sets of entities that match to the given pattern – e.g. fraud detection

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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 11

Closeness Centrality Degree Centrality Pagerank Degree Distribution Dijkstra's Algorithm Eigenvector Centrality Fattest-Path Hyperlink-Induced Topic Search SSSP Triangle Counting Personalized Pagerank Random Walk with Restart Strongly Connected Components Vertex Betweenness Centrality Weakly Connected Components

35 Social Network Analysis Algorithms


Property Graph Workflow • Graph Data Management

– Raw business data is converted to a graph schema

– Horizontally Scalable: Hadoop, NoSQL

• Analysis and Exploration (in-memory analysis engine) – Data scientists try different ideas (algorithms) on the data

– Flexible, interactive, iterative, small-scale (sampled), ….

Graph Persistence

(RDBMS) Data Entities

Graph Query and Analysis


Graph Visualization Tom Sawyer Perspectives


RDF Graph: A Specialized Graph Model

RDF Data Model

• Data federation

• Knowledge representation

• Inferencing

Social Network Analysis

National Intelligence Public Safety Social Media search Marketing - Sentiment

Linked Data / Semantic Mediation

Property Graph Model

• Graph Search & Analysis

• Big Data analytics

• Entity analytics

Life Sciences Health Care Publishing Finance

Application Area Graph Model Industry Domain


Graph-based Metadata Layer

RDF: Specialized Graph for Linked Data & Semantic Web

–W3C standard, flexible model for

sparse and evolving data –Common vocabulary enables

data integration & app development

–Relational data stays in place, apps don’t need to change

Database Server

HR Database

Sales Database Inventory Database

HR Schema Inventory Schema Sales Schema

Mid-Tier Server Application 1

Application 2 Application 3

SQL RDF Graph Inventory

Graph Sales Graph

Metadata Catalog

SPARQL


Harmonizing the Enterprise and Big Data Systems

RDF Triples

Index

Content Mgmt

Medical Devices

Domain Ontologies

(business metadata + Ontologies)

Legacy Patient Records

Research

Subscription Services Lab Information

Systems

Social Media

Lab/clinical Care

Data Servers

Data Sources / Data Types

Enterprise-wide, Patient-centric, longitudinal Record System


Enterprise Information Harmonization

• Life Sciences • Health Care • Finance • Media • Networks &

Communications • Defense & Intelligence

Industries

Hutchinson 3G Austria

http://www.google.com/url?sa=i&rct=j&q=Norwegian+Welfare+and+Work+Directorate&source=images&cd=&cad=rja&docid=32y5vCRZ9qO1KM&tbnid=TRhdBTqC3I73EM:&ved=0CAUQjRw&url=http://www.york.ac.uk/inst/spru/news/nav.html&ei=cmw-Ue-sD-Gs2QXhq4HoAQ&bvm=bv.43287494,d.b2I&psig=AFQjCNHiib9L6oO1xuDmYhc56pWaRP78Cw&ust=1363131788965843

http://www.google.com/url?sa=i&rct=j&q=AGFA+healthcare&source=images&cd=&cad=rja&docid=vVG5ARu24kX8oM&tbnid=5HWV8V7o6I3G4M:&ved=0CAUQjRw&url=http://www.videoandvision.com/video_clients.php&ei=cHQ-UfKuFKnk2wX25YDwBw&bvm=bv.43287494,d.b2I&psig=AFQjCNE0KQ7vCDi7z_KEYn3PkUWQhgnHNQ&ust=1363133768186584


Business Challenge

• Link database information on genes, proteins, metabolic pathways, compounds, ligands, etc. to original sources.

• Increase productivity for accessing, sharing, searching, navigating, cross-linking, analyzing internal /external data

Consolidated Knowledge Layer

Solution

• Semantic integration layer using RDF graph • Rich domain-specific terminology (biology,

chemistry and medicine) 1.6 M terms • Terminology Hub: 8 GB of referential data

(ontologies) that cross-reference various data repositories.

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 19

Graph Sessions at BIWA: Today • Dismantling Criminal Networks with Graph and Spatial Visualization

- 3:25pm, room 103

• Deploying a Linked Data Service at Italian Statistics Agency

- 3:50pm, room 103

• Gain Insight into Your Graph Data: Hands-on Lab

- 4:30pm, Bldg. 500


Social Network (Twitter) Analysis Demo

Mark Rittman, CTO

Rittman Mead


The Spatial and Graph SIG • The SIG promotes

interaction and communication that can drive the market for spatial technology and data

• Members connect and exchange knowledge via online communities and at annual conferences and events

• Meet us at the Summit

• Morning Receptions

• Tuesday and Wednesday / 7:45 to 8:30 a.m. / Registration Area

• Birds of a Feather Session

• Tuesday / 12 to 1 p.m. / Lunch Room

• Join us online

• LinkedIn (search for “LinkedIn Oracle Spatial”)

• Google+ (search for “Google+ Oracle Spatial”)

• IOUG SIG (sign up for free membership through www.ioug.org)

• OTN Spatial – Communities (search for “Oracle Spatial and Graph Community”)

• Contact the Board at [email protected]

http://www.linkedin.com/groups/Oracle-Spatial-Graph-1848520?gid=1848520&trk=skills

https://plus.google.com/communities/108078829007193480508

http://www.ioug.org/

http://www.ioug.org/

http://www.oracle.com/technetwork/database/options/spatialandgraph/community




mailto:[email protected]


Resources

• Oracle Technology Network: www.oracle.com/technetwork/database/options/spatialandgraph www.oracle.com/database/big-data-spatial-and-graph

• blogs.oracle.com oraclespatial oracle_maps_blog bigdataspatialgraph

http://www.oracle.com/technetwork/database/options/spatialandgraph

https://www.oracle.com/database/big-data-spatial-and-graph









https://blogs.oracle.com/

http://www.oracle.com/technetwork/database/options/spatialand graph

http://www.oracle.com/technetwork/middleware/mapviewer


Resources on Big Data Spatial and Graph • Oracle Big Data Spatial and Graph on Oracle.com:


• OTN product page (trial software downloads, documentation): http://www.oracle.com/technetwork/database/database-technologies/bigdata-spatialandgraph

• Blog (technical examples and tips): https://blogs.oracle.com/bigdataspatialgraph/

• Big Data Lite Virtual Machine (a free sandbox environment to get started): http://www.oracle.com/technetwork/database/bigdata-appliance/oracle-bigdatalite-2104726.html

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http://www.oracle.com/technetwork/database/database-technologies/bigdata-spatialandgraph





https://blogs.oracle.com/bigdataspatialgraph/

http://www.oracle.com/technetwork/database/bigdata-appliance/oracle-bigdatalite-2104726.html







graph databases - a social network analysis use -...

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