Adidas uses graph database technology to personalise eCommerce

Adidas has partnered with Neo Technologies to deploy its Neo4j graph database. The retailer, which produces more than 600 million sports and athletic products every year and generates annual sales of €14.5 billion, needed to create a more personalised experience for its eCommerce customers and turned to consolidating its data to do so.

Different from a traditional relational database, a graph database identifies relationships between multiple data points. Neo Technology's Neo4j graph database enables Adidas to manage its data by breaking down the information silos in the business. Adidas held data about products, markets, social media, brand and digital assets which were not joined up. Without connecting this information Adidas was not able to offer relevant content and product recommendations.

Sokratis Kartelias, senior project manager of Adidas Group, said: "We have many different silos, many different data domains, and in order to make sense out of our data, we needed to bring those together and make them useful for us."

Adidas also uses the product to consolidate data access for its internal teams and partners. The Neo4j graph database allows users to search internal data and make business insights to benefit customers and meet commercial goals.

Research from Forrester analysts reported a growing demand for graph databases which will reach over 25% of all enterprises by 2017.

"The rapid adoption of graph databases and Neo4j demonstrates the growing demand for organisations to leverage the relationships within their data for valuable business insights," said Emil Eifrem, CEO of Neo Technology. "Whether it’s to help direct a Lionel Messi fan to a specific football product on a website, or tailor content based on a consumer’s favourite basketball team, graphs are enabling companies like Adidas Group to deliver new features such as product recommendations and more."

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