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BEST PRACTICES & STRATEGIES

The targeted planning, control and success measure- Both nodes and edges can be assigned attributes such
ment of innovative marketing methods must be based as "Duration of interaction" or "Rating 1 to 5".
on well-founded data and that’s exactly what worries
many companies, since data often comes from different Furthermore, existing data from other events or CRM
sources, are difficult to compare and—at least with re- databases can be added to obtain a more precise pic-
lational databases—can hardly be linked. But it is pre- ture. Regardless of the total size of the data set, graph
cisely the consideration of the collected data in context databases are characterized by the query of highly net-
of each other and compared with existing customer worked data. From a starting point, relationships can be
data that provides exciting new insights. traced similar to a family tree or road network. In a few
milliseconds, users can query millions of connections,
Therefore, this is the approach taken by the digital mar- uncover trends and patterns, or identify outliers.
keting expert Quander, the start-up that realizes multi-
sensory digital brand experiences for companies such Innovative, interactive, intelligent
as Sky, YouTube and Samsung. To evaluate the cam- With Neo4j as a database, Quander can provide its
paigns, Quander developed an app that processes data customers with a detailed breakdown of which experi-
during the event and forwards it to the organizers. They ences are popular and which features and gadgets
are informed in real-time about the number of visitors, need to be improved or removed. In this way, the ideal
movement flows, bottlenecks and complaints, as well combination of interactive marketing campaigns can be
as hot spots, so that they can change the schedule at put together for every target group and every event in
short notice or request additional staff for certain areas. every city.
Certainly, the subsequent analysis of all interactions
and recorded visitor data help companies to continu- The clear visualization can also reveal surprises to
ously improve their event marketing. marketing departments and initiate new creative ap-
proaches for the next event. Digital signage, which rec-
Data management technology wanted
ognizes people via webcam through facial recognition
software, can broadcast individually tailored advertising
Initially, Quander used a traditional relational database
management system to store the data, but the solution to AI-controlled virtual exhibition companions. There
quickly reached its limits. In order to be able to fully are no limits to ingenuity.
evaluate the abundance of unstructured data and to New smart technologies in connection with graph tech-
take the data relationships into account, the company nology and data analysis provide the basis for making
finally decided on graph technology, since data can be live interaction with potential customers innovative and
saved in a graph as it is recorded. Events, visitors and exciting. ◊
actions are represented as separate entities (nodes)
that are linked to one another via relationships (e.g., By Daniela La Marca
“participates”, “gives feedback”).

12 April 2021: Immersive Technologies in Marketing