{"id":27645,"date":"2021-11-16T08:00:00","date_gmt":"2021-11-16T16:00:00","guid":{"rendered":"https:\/\/insidebigdata.com\/?p=27645"},"modified":"2021-11-12T10:21:19","modified_gmt":"2021-11-12T18:21:19","slug":"why-the-worlds-biggest-brands-are-betting-big-on-graph","status":"publish","type":"post","link":"https:\/\/insidebigdata.com\/2021\/11\/16\/why-the-worlds-biggest-brands-are-betting-big-on-graph\/","title":{"rendered":"Why the World\u2019s Biggest Brands Are Betting Big on Graph"},"content":{"rendered":"\n

The brain can be considered the human body\u2019s \u201ccommand central.\u201d In fact, researchers estimate that the brain probably stores around 10 to 100 terabytes of data<\/a>. Our brains contain roughly 100 billion neurons. Each neuron is capable of making around 1,000 connections, representing about 1,000 potential synapses. Multiply 100 billion neurons by 1,000 connections they can make, and you get 100 trillion data points (about 100 terabytes of information).<\/p>\n\n\n\n

In the tech realm, graph is the brain of the enterprise<\/em>. A graph database is a method of storing, accessing, and navigating large and complex interrelated sets of data. Within these datasets, we can see multiple relationships and connections between and among data. In other words, think of graph as the brain that connects a matrix of relationships in a fast, powerful, coherent way. Graph databases are a part of our everyday life. Facebook, Twitter, and LinkedIn (with its third-degree connections) all use graph databases and analytics to understand how users relate to one another and connect people with relevant contacts and content. <\/p>\n\n\n\n

Graph has evolved to support digital transformation, AI, and machine learning \u2014 and it\u2019s become a major competitive differentiator among the world\u2019s leading companies. Organizations in virtually every industry \u2014 from financial services and healthcare to retail and manufacturing \u2014 use graph to understand their customers, reduce fraud risk, and optimize their global supply chains. Here are three examples of industry-leading companies putting graph to use \u2014 and reaping the rewards.<\/p>\n\n\n\n

Jaguar Land Rover: Adding graph database and analytics to supply chain translates to 100M pounds\/$136M in incremental profits per year<\/strong><\/p>\n\n\n\n

The automotive supply chain is one of the most complex in the world. The average car has about 4,500 parts produced by hundreds of supplies. Jaguar Land Rover<\/a>, global automotive manufacturer and leading technology company, produces three-quarters of a million cars every year. JLR sought a graph solution that incorporated orders, marketing features, engineering features, parts, and suppliers. <\/p>\n\n\n\n

Graph, as the \u201cmaster control\u201d brain, allows JLR to see all complex relationships between all categories  \u2013 and anticipate different supply chain scenarios, manage supplier risk, and determine where potential vulnerabilities exist. This was critical after COVID, when orders and demand fluctuated. Graph also allows Jaguar Land Rover to analyze different combinations of car parts (wheel info, engine info, body info) to determine weight \u2013 and how this may affect environmental impact. Graph analytics helped JLR reduce query time across its supply chain from three weeks to just 45 minutes \u2014 boosting the company\u2019s profit by $136M per year. <\/p>\n\n\n\n

UnitedHealth Group: Finding new patient similarities for better care<\/strong><\/p>\n\n\n\n

UnitedHealth Group<\/a> Incorporated, an American for-profit managed health care company based in Minnetonka, Minnesota, developed the largest connected graph database in healthcare. This master graph database contains 10+ billion vertices (claims, patients, doctors) and 50+ billion edges (relationships) to link, analyze, and make real-time care path recommendations for 50 million patients. The system supports 23,000+ employee users on various apps and helps drive key decisions. <\/p>\n\n\n\n

UHG\u2019s flagship use case involves the \u201cmember journey,\u201d serving different populations of people (Rx, dental, vision, life insurance, Medicare) throughout their lifetime. The graph, which contains 1.2TB of data, houses 18 months of member information, claims, clinical data, providers, calls, house calls, and more. UHG uses its graph\u2019s connected data to make \u201cnext best action\u201d recommendations, using \u201csimilarity matching\u201d to find matching patients based on 200 features across tens of millions of populations in milliseconds.<\/p>\n\n\n\n

In 2020, UHG deployed graph to track COVID-related hospitalizations, discharges, test results, and more at a provider and county level. Another use case involves predicting potential patient adverse drug reactions. This capability is critical since the potential for counter-interactions increases exponentially with each new prescribed drug. Graph uses a similarity calculation to locate similar members, finding those who have been given the new drug. The provider can then see the likelihood of particular side effects and in the end, the patient gets the proper care.<\/p>\n\n\n\n

Xandr\/WarnerMedia: Attracting advertisers with better audience insights<\/strong><\/p>\n\n\n\n

Xandr<\/a>, the advertising and analytics division of AT&T\u2019s WarnerMedia, operates a digital advertising platform called Community that connects advertisers, publishers, and consumer media brands. Xandr\u2019s Community includes more than 15 WarnerMedia properties such as Cinemax, CNN, HBO, and TNT. Each of these brands, however, has millions of consumers and associated data. Xandr aimed to develop a platform for advertisers, one capable of creating personalized commercials with different promotions being delivered to individual viewers simultaneously. Basically, Xandr needed the \u201cbrain power\u201d of graph to navigate, connect, and simplify its multiple large and complex datasets.<\/p>\n\n\n\n

Xandr built an identity graph with more than five billion vertices and seven billion edges (relationships) implemented with a ten-node distributed cluster to power the user journey for its millions of customers. An identity graph combines various identifiers into a unified view of people, the households they belong to, and devices they use. Graph enables Xandr to merge data from silos across the WarnerMedia universe to build the first and largest identity graph of its kind in the advertising industry. Thanks to data insights uncovered via graph, Xandr can identify attributes associated with people, devices, and households that allow marketers to target their audiences with customized content aligned to interests and needs. As a result, Xandr can attract companies to advertise on its platform rather than using competitive products or other outmoded approaches.<\/p>\n\n\n\n

Graph highlights, discovers, and predicts complex relationships within data \u2014 connections that would otherwise be hidden. The insights gained from graph then help organizations make more informed business decisions, resulting in increased revenue, boosted business efficiency, and more. Just as the brain controls key processes within the human body, graph \u2014 as the brain of the enterprise \u2014 drives vital data-driven decisions within the organization. The brain, in both scenarios, is crucial to (human or business) survival.<\/p>\n\n\n\n

About the Author<\/strong><\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Todd Blaschka is the Chief Operating Officer at leading graph analytics platform\u00a0TigerGraph<\/a>\u00a0and\u00a0a veteran in the enterprise software industry. He is passionate about creating entirely new segments in data, analytics and AI, with the distinction of establishing graph analytics as a Gartner Top 10 Data & Analytics trend two years in a row. By fervently focusing on critical industry and customer challenges, the companies under Blaschka\u2019s leadership have delivered significant quantifiable results to the largest brands in the world through channel and solution sales approach. Prior to TigerGraph, Blaschka led go-to-market and customer experience functions at Clustrix (acquired by MariaDB), Dataguise and IBM.<\/em><\/p>\n\n\n\n

Sign up for the free insideBIGDATA newsletter<\/a>.<\/em><\/p>\n\n\n\n

Join us on Twitter: @InsideBigData1 \u2013 https:\/\/twitter.com\/InsideBigData1<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

In this contributed article, Todd Blaschka, Chief Operating Officer at leading graph analytics platform\u00a0TigerGraph, discusses how graph has evolved to support digital transformation, AI, and machine learning \u2014 and it\u2019s become a major competitive differentiator among the world\u2019s leading companies. Organizations in virtually every industry \u2014 from financial services and healthcare to retail and manufacturing \u2014 use graph to understand their customers, reduce fraud risk, and optimize their global supply chains.<\/p>\n","protected":false},"author":10513,"featured_media":22407,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"footnotes":""},"categories":[65,115,180,268,56,97,1],"tags":[106,96],"acf":[],"yoast_head":"\nWhy the World\u2019s Biggest Brands Are Betting Big on Graph - insideBIGDATA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/insidebigdata.com\/2021\/11\/16\/why-the-worlds-biggest-brands-are-betting-big-on-graph\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why the World\u2019s Biggest Brands Are Betting Big on Graph - insideBIGDATA\" \/>\n<meta property=\"og:description\" content=\"In this contributed article, Todd Blaschka, Chief Operating Officer at leading graph analytics platform\u00a0TigerGraph, discusses how graph has evolved to support digital transformation, AI, and machine learning \u2014 and it\u2019s become a major competitive differentiator among the world\u2019s leading companies. 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