Knowledge Graphs in Marketing
Definition
Knowledge graphs in marketing organize marketing terms and their relationships as a linked structure.
Knowledge graphs in marketing represent domain entities and relationships from marketing knowledge. The cited work describes a pipeline that identifies entities and relations from text collections.
Simply explained
Like a network of index cards for products, target groups, and relationships. The network shows modeled connections, not automatically the entire market reality.
Why it matters in practice
Before building, allowed entity types, relationship types, and verifiable text sources should be defined.
Example from business
Possible example: A team links shared product terms with application areas and related documents.
Limits and pitfalls
- A knowledge graph makes relationships explicit but does not automatically prove their correctness. Extracted relations require expert review.
Origin & history
Aditya and Sinha presented a pipeline in 2020 for extracting entities and relationships for a marketing knowledge graph.
Use in mid-sized companies
- Possible application areas include structured content planning and searching for relationships in a shared knowledge base.
Frequently asked questions
Is every marketing dataset a knowledge graph?
No, explicitly modeled entities and relationships are required.
Do correct relationships automatically arise from texts?
No, the extracted relations must be reviewed.
Sources
- Uncovering Relations for Marketing Knowledge Representation · Aditya und Sinha (2020): Uncovering Relations for Marketing Knowledge Representation
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