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The Retail Graph 
Dr. Jim Webber 
Chief Scientist, Neo Technology 
@jimwebber
Congratulations!
roadmap 
• where we are (mostly) 
• imprisoned data 
• a little history 
• labeled property graph model 
• connected data 
• using a whiteboard 
http://flickr.com/photos/23465812@N00/7898643042 by davecito, CC BY
Neo Technology, Inc Confidential Drupal8 Schema - Copyright drupal.org
TABLES? 
Neo Technology, Inc Confidential 
ARGGHHH
Neo Technology, Inhc tCtopnfi:d/e/nfltiailckr.com/photos/keepingtime_ca/8490224742 by keepingtime_ca, CC BY
By AgnosticPreachersKid (Own work) [NCeoC Te-cBhnYol-oSgy, AInc- 3Co.n0fi d(ehnttiatlp://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons
Neo Technology, Inc Confidential http://flickr.com/photos/rueful/5917659410/ by Kiran Foster, CC BY
“There is a significant downside - the whole approach works really well 
when data access is aligned with the aggregates, but what if you want to 
look at the data in a different way? Order entry naturally stores orders as 
aggregates, but analyzing product sales cuts across the aggregate 
structure. The advantage of not using an aggregate structure in the 
database is that it allows you to slice and dice your data different ways for 
different audiences. 
This is why aggregate-oriented stores talk so much about map-reduce.” 
– Martin Fowler, http://martinfowler.com/bliki/AggregateOrientedDatabase.html
Neo Technology, Inhc Cttopnfi:d/e/nfltiailckr.com/photos/wwworks/5319295174 by woodleywonderworks, CC BY
LARUS 10th - Jim Webber
LARUS 10th - Jim Webber
Neo Technology, Inc Confidential Copyright TFL (Transport For London)
Leonhard Euler 
(1707 - 1783) 
Image by Jakob Emanuel Handmann [Public domain], via Wikimedia Commons
A 
Neo Technology, Inc Confidential Image is US Public Domain 
B 
D 
C
A 
B 
D 
C
http://flickr.com/photos/samchurchill/8022804713 by Sam Churchill, CC BY
Copyright Facebook
[CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons
By Euan Richard (Own work) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons
% of People Who Hate Michael Jackson by Date 
100 
75 
50 
25 
0 
Not a Graph 
June 25, 2009 June 26,2009
Can’t my relational database 
can already do this? 
No, actually.
143 
143 
964 
326 
725 
725 
964 
981 
326 
$100 
725 
$632 
981 
$212 
143 
Alice 
964 
Bob 
Customers Customer_Accounts Accounts
name: Alice 
bal: $100 
bal: $632 
owns 
bal: $212 owns 
Nodes 
owns 
Customer 
Account 
Account 
Account 
964 
Bob 
Customer 
owns 
Relationships
Labeled Property Graph Model 
• Nodes with optional labels and optional properties 
• Named, directed Relationships with optional properties 
(Relationships have exactly one start and one end node, which may be the same node)
LARUS 10th - Jim Webber
LARUS 10th - Jim Webber
LARUS 10th - Jim Webber
LARUS 10th - Jim Webber
LARUS 10th - Jim Webber
LARUS 10th - Jim Webber
MATCH (customer)-[:BOUGHT]->()-[:IN*]->(:Category {name:'Baby'}), 
(customer)-[:BOUGHT]->()-[:IN*]->(:Category {name:'Beer'}) 
WHERE NOT (customer)-[:BOUGHT]->()-[:IN*]->(:Category {name:'Console'}) 
RETURN customer
A Demo? 
Using Neo4j for Retail Analytics in minutes
Aviation 
Software Financial Telecoms Health Web / Social Media Education, 
Finance 
Logistics, 
Government 
Accentur 
Energy Aerospace 
Network & 
Data Center 
MDM / System 
Of Record 
Social 
Geo 
Recommendations 
Identity & 
Access Control 
Content 
Management 
Business Intel., 
Audit, CRM
Resources 
• Graph Databases Book (O’Reilly) 
• Full, free eBook available: 
http://graphdatabases.com 
• Learning Neo4j Book (Packt) 
• Full, free eBook available: 
http://neo4j.com/book-learning-neo4j/ 
• Free online training: 
• http://www.neo4j.org/learn/online_course
Thanks for listening 
@jimwebber

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LARUS 10th - Jim Webber

  • 1. The Retail Graph Dr. Jim Webber Chief Scientist, Neo Technology @jimwebber
  • 3. roadmap • where we are (mostly) • imprisoned data • a little history • labeled property graph model • connected data • using a whiteboard http://flickr.com/photos/23465812@N00/7898643042 by davecito, CC BY
  • 4. Neo Technology, Inc Confidential Drupal8 Schema - Copyright drupal.org
  • 5. TABLES? Neo Technology, Inc Confidential ARGGHHH
  • 6. Neo Technology, Inhc tCtopnfi:d/e/nfltiailckr.com/photos/keepingtime_ca/8490224742 by keepingtime_ca, CC BY
  • 7. By AgnosticPreachersKid (Own work) [NCeoC Te-cBhnYol-oSgy, AInc- 3Co.n0fi d(ehnttiatlp://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons
  • 8. Neo Technology, Inc Confidential http://flickr.com/photos/rueful/5917659410/ by Kiran Foster, CC BY
  • 9. “There is a significant downside - the whole approach works really well when data access is aligned with the aggregates, but what if you want to look at the data in a different way? Order entry naturally stores orders as aggregates, but analyzing product sales cuts across the aggregate structure. The advantage of not using an aggregate structure in the database is that it allows you to slice and dice your data different ways for different audiences. This is why aggregate-oriented stores talk so much about map-reduce.” – Martin Fowler, http://martinfowler.com/bliki/AggregateOrientedDatabase.html
  • 10. Neo Technology, Inhc Cttopnfi:d/e/nfltiailckr.com/photos/wwworks/5319295174 by woodleywonderworks, CC BY
  • 13. Neo Technology, Inc Confidential Copyright TFL (Transport For London)
  • 14. Leonhard Euler (1707 - 1783) Image by Jakob Emanuel Handmann [Public domain], via Wikimedia Commons
  • 15. A Neo Technology, Inc Confidential Image is US Public Domain B D C
  • 16. A B D C
  • 20. By Euan Richard (Own work) [CC-BY-SA-3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons
  • 21. % of People Who Hate Michael Jackson by Date 100 75 50 25 0 Not a Graph June 25, 2009 June 26,2009
  • 22. Can’t my relational database can already do this? No, actually.
  • 23. 143 143 964 326 725 725 964 981 326 $100 725 $632 981 $212 143 Alice 964 Bob Customers Customer_Accounts Accounts
  • 24. name: Alice bal: $100 bal: $632 owns bal: $212 owns Nodes owns Customer Account Account Account 964 Bob Customer owns Relationships
  • 25. Labeled Property Graph Model • Nodes with optional labels and optional properties • Named, directed Relationships with optional properties (Relationships have exactly one start and one end node, which may be the same node)
  • 32. MATCH (customer)-[:BOUGHT]->()-[:IN*]->(:Category {name:'Baby'}), (customer)-[:BOUGHT]->()-[:IN*]->(:Category {name:'Beer'}) WHERE NOT (customer)-[:BOUGHT]->()-[:IN*]->(:Category {name:'Console'}) RETURN customer
  • 33. A Demo? Using Neo4j for Retail Analytics in minutes
  • 34. Aviation Software Financial Telecoms Health Web / Social Media Education, Finance Logistics, Government Accentur Energy Aerospace Network & Data Center MDM / System Of Record Social Geo Recommendations Identity & Access Control Content Management Business Intel., Audit, CRM
  • 35. Resources • Graph Databases Book (O’Reilly) • Full, free eBook available: http://graphdatabases.com • Learning Neo4j Book (Packt) • Full, free eBook available: http://neo4j.com/book-learning-neo4j/ • Free online training: • http://www.neo4j.org/learn/online_course
  • 36. Thanks for listening @jimwebber