The understanding of relationships among customers, products, stores and locations is critical for decision-making in many organizations, and graph technology makes it easy to describe and visualize complex, many-to-many relationships and to model sophisticated customer objects with multi-valued, nested attributes.

Many off-the-shelf graph databases claim to do Facebook and LinkedIn-like relationship management. While suited for uncovering and handling relationships with necessary flexibility, building a Master Graph with consolidated, accurate data for Customer 360 solutions is not optimal either. Maintaining the single source of truth and provisioning it to other operational applications is challenging in pure graph databases.

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