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Gartner - PCC - Ray Valdes - The Five Graphs

The Five Graphs of the Modern Web - Ray Valdes

Great customer experience is required for sustainable competitive advantage. Behind the scenes are the five graphs of the modern web.

Four giants of the modern web. Facebook = social, Apple = mobile, Google = info, Amazon = Cloud.

Landscape of consumer online sector. Four giants = Facebook, Apple, Google, Amazon. Vanquished competitors = yahoo, nokia, rim, bing, myspace, walmart.

Convergence and conflict. Google against Facebook. Facebook + Apple. Google against Apple. Microsoft against Google. Competitive dynamics.

Success factors = partnerships, access to capital, extreme-scale operations, unique brand IP, market timing, user experience.

Chief engineers from Google. Got $40m. After 6 months, failed. Didn't use behavioral data for search. Their data model and content graph was not as sophisticated at Google's.

1) Social Graph = the data model of people and their relationships. Digital map of the social landscape. People, relationships, interactions over time.
Data portability is hard. Bi-directional relationships. Asymmetric. Social data must be jointly owned by affected parties. Have rights that are dynamically revocable. Anxiety around Facebook but people dont leave. They stay because of the social graph that Facebook has.

2) Intent Graph = the data model of user intent and purposes. Index of the content web plus metadata. Metadata includes user click behavior. "Owned" by google. Search queries can indicate intent.

3) Consumption Graph = payment identity and consumption history. Amazon's birthright. Ebay. Paypal. Users consume content. Amazon and Apple Dominate. Google and Facebook in catch-up mode.

4) Interest Graph = user interests and likes. Not one company owns this. Twitter, Pinterest. Amazon. Free-form expression. Monetization can be a challenge.

5) Mobile Graph = location and past movement. Mobile platforms capture a mountain of data. Geo-location is key. Potential of real-time crowd-sourcing.

Five graphs gain value by enhancing monetization. Awareness, Consideration, Selection, Consumption, Fulfillment, Support, Loyalty, Evangelism.

Predictions -
Forecast possible moves by giants to fill gaps in specific graphs.

How does an enterprise get value from the five graphs?
- Graphs lay out landscape of possible value
- tied to monetization and e-commerce funnel
- your data is more valuable than you think, especially in combination with external data sources.

Three V's of big data. 1) Volume 2) Velocity 3) Variety - Additionally Volatility, Veracity, Value.

Context-Aware computing. Multi-channel, hyper-personalized.

B2B Graphs. Possible graphs include Demand, Consumption, Trade, Product.
1) Demand - backward-looking and forward-looking data model. visualize demand patterns.
2) Consumption - purchases of raw materials, components.
3) Trade - trade flows for physical goods

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