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How Graph Theory Uncovers Hidden Power in an Organization

Jan 12, 2023 White Paper All White Papers

Graph theory is a mathematical field that studies the relationships between objects, represented as vertices, or nodes, and the interactions between them, called edges. One of the key benefits of using graph theory combined with machine learning is that it allows for the analysis of complex data in a way that is intuitive and easily visualized. Graphs can be plotted and analyzed using a variety of software tools, making it a popular choice for data scientists and machine learning practitioners.

It has a wide range of applications, for example, in the analysis of social networks. By creating a graph representation of a social network, it is possible to track the interactions between different individuals and use this information to make behavioral predictions. This insight into the nature of relationships, spread of information, and spheres of influence is then capitalized on for marketing and advertising purposes. Using graph theory and machine learning in the analysis of network traffic is another powerful business tool. By creating a graph representation of a network, it is possible to more easily analyze the flow of data between different individuals or groups and identify patterns or anomalies that may indicate a security threat or network issue.

wp_graph_theory uses graph theory with machine learning to locate and analyze the connections and interactions buried in email and CRM software. It classifies contacts and accounts, whether they exist as a sender or recipient of an email message, meeting attendee, or database record, as nodes, and identifies the interactions between them as edges. What would take a human being years to map manually, is accomplished by in seconds, and the application of graph theory makes deciphering the data much more straightforward. is a particularly powerful tool in the context of sales and marketing. It is used by sales teams to gain an organization-wide visual representation of who knows who throughout their internal and customer networks and identify possible warm introductions. It also automatically identifies and creates new contact and account records, making it easier to track incoming opportunities.

Graph Theory at work in can be used to analyze customer networks and identify key influencers for marketing purposes. For example, a company may use to pinpoint individuals/groups who are connected to a large number of other customers and target their marketing efforts towards these individuals in order to drive sales. A company can analyze the connections within their network to better understand how information and recommendations spread, enabling it to understand the efficacy of its marketing efforts. can also be a powerful tool in the context of referral marketing, where the recommendation of a product or service by a trusted individual can be more effective in driving sales than traditional advertising methods. can identify the right connections to target and increase the effectiveness of account-based marketing programs.

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