Graph Advantage: The Connected Customer

At this point in time, we’re living in the connected customer age. Frequently exposed to the internet, shoppers can easily find out important details on nearly every different product and company, making comparisons to competitors, and sharing their input through online ratings and/or social media. And

yet there is largely a disconnect between what companies know about their customers how they engage personally with them.

For the last several years, companies would try sizing up customers based on basic household data and demographics. At this time though, consumers have the advantage of sizing up businesses and their products. To keep pace with this trend, companies will need to be more personable in their digital interactions. This requires a higher level of intelligence to be built into those systems that facilitate personalized interactions with the customer. The data to do this is likely being collected and simply needs to be leveraged holistically to provide a personalized profile of their connected customer. Being able to

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