TigerGraph, a provider of a graph database platform for enterprise applications, announced that it has been chosen by Myntelligence to advance power analytics within the Myntelligence Media Automation platform that will deliver integrated, real-time insights to marketers.

A key factor that Myntelligence and TigerGraph will together be addressing is that marketers are tackling multiple campaigns across several digital channels while simultaneously analyzing integrated results in real-time, especially while managing Hadoop-based data lakes-like repositories.

“Today’s businesses must harness the power of interconnected data to gain real-time, meaningful insights – and this data is especially critical for marketers,” said Dr. Yu Xu, Founder and CEO, TigerGraph. “In fact, almost 80 percent of today’s marketers describe their customer engagement as ‘data-driven,’ with this data being essential to understanding a customer’s engagement journey before, during, and after a purchase. TigerGraph’s advanced graph analytics bolsters the Myntelligence platform, arming marketers with the real-time campaign information they need to strengthen customer relationships, resulting in higher ROI.”

Media Automation and Optimization SaaS platform from Myntelligence lets marketers use all ad-tech and mar-tech platforms present in the marketing ecosystem through a single web interface and run campaigns across the entire acquisition funnel. It, thus, enables marketers a concentrated view of a consumer across multiple digital channels, facilitating the optimization of campaign results and real-time analysis.

TigerGraph acts as the Media Automation and Optimization system’s advanced graph analytics framework and allows immersive, fine-grained analysis of campaign results through various ad and marketing touchpoints. Marketers can then analyze consumer-related activities, conduct versatile customer research questions, and drill down into target demographics. The resulting contextualized insights can be used by brands to plan additional customer journeys through AI-enabled campaign mapping, boost campaign efficiency, and increase Return on Investment (ROI) in the process.

“Myntelligence’s prime objective is to help companies build digital communications strategies and omnichannel campaigns in-house. We realized we needed to add advanced graph analytics capabilities to our platform to bridge the ‘business value’ gap,” said Carlo De Matteo, Co-founder and Managing Partner, Myntelligence. “We were looking for a high performing graph analytics platform that would be easy to build our solution on top of. We evaluated all the players, including open-sourced solutions, and TigerGraph emerged as the best fit. TigerGraph offers the performance, scalability, and ease-of-use we needed and allows us to connect and transform the data in our Hadoop-based data lake so that we can deliver contextualized insights to our customers.”

Data lakes are used to store vast volumes of raw data in its native format. These storage repositories are not equipped for fast data analysis; however, leaving businesses stranded when it comes to deriving actionable real-time insights from marketing campaigns.

Companies not only need to connect multiple digital channels, but also unlock the value of the business in those data lakes. This exercise may immensely help marketers optimize their mar-tech and ad-tech platforms to drive engagement with their customers.

“Many organizations have invested heavily in building data lakes. Meanwhile, they’ve learned that extracting insights from this ‘data overload’ is a slow, difficult process,” said Tony Baer, Founder and CEO, dbInsight. “Graph databases can actually complement data warehouses, picking up where data warehouses leave off. Graph databases highlight specific relationships and connections within the interconnected data, shedding light on how various factors drive the customer journey. These newly discovered connections within massive datasets provide businesses with valuable competitive information.”