The delineation between accounts and contacts is archaic. Unfortunately, this is the extent to which modern CRM software helps analyze the network around organizations. For the most part, it fails to offer insight from that network.
The phrase “Internet of Things” has been bandied about the last few years to recognize the focus on getting full value out of the connections among all the devices that can connect to the internet. Indeed, we wrote last month about how FlockData uses graph technology to help make sense of potentially billions of connections.
We can use the same approach on a network of people, profiling, identifying, and analyzing connections you may not have known were there.
To Peter Perera of Smart Data Collective, that notion forms an “Internet of Not Only Customers.” What’s interesting about customers extends beyond what and how much they buy, or their customer identity. People have multiple identities, and a more involved profiling will reveal what these identities have to say about the type of person likely to buy a product.
As Perera puts it, “We cannot know customers unless we know the identities of all participants, especially poly-identity parties, and their connections to other poly-identity parties in transactions and interactions.”
The graph database is really the perfect tool to know your customer. “They enable users to explore distant regions of a single, complete network and expose potentially valuable connections in an enterprise IoEverybody.”
With our data profiling method, we can be your guide to breaking down that network and mining it for insight on the type of customer you have built in the past, while offering a blueprint to attract the ideal customer in the future.