What if smarter data could deliver dramatically lower ad costs? At What If Media Group, it just did—with a 33% drop in spend, thanks to graph technology and machine learning in partnership with Neo4j.

In the performance marketing world, efficiency and relevance go hand in hand. We’ve long known that real value comes not just from collecting data, but from interpreting it in ways that help us connect more precisely with real people in real time. By partnering with Neo4j, we’ve unlocked a new layer of insight into user behavior and intent.

From Data to Discovery: Why Neo4j?

When we set out to reduce inefficiencies in our media spending, we needed a way to move beyond traditional relational databases. Our customer journeys were complex, multi-touch, and deeply interconnected—something rows and columns couldn’t fully capture.

Neo4j’s graph database allowed our team to map and explore user relationships, behaviors, and preferences in a more natural, dynamic way. By understanding not just what users were doing but how different actions and attributes connected across time, we were able to train machine learning models that anticipated behavior more accurately and significantly reduced acquisition costs.

Smarter Targeting Through Intent Modeling

Leveraging Neo4j’s graph-native analytics, we trained our ML systems to identify subtle intent signals across our massive dataset. The result: campaigns more tightly aligned with real user needs and less reliant on broad targeting assumptions.

“We’re moving beyond the era of mass marketing to one of individual understanding.”

“The challenge isn’t just knowing what someone clicked—it’s understanding why they clicked it and what they might need next.”
—John Pershing, CTO, What If Media Group

That understanding has led directly to measurable results: a 33% decrease in our ad spend and a noticeable increase in user engagement across key campaigns.

Looking Ahead: Scaling Graph-Powered Intelligence

This is just the beginning. With Neo4j’s technology embedded into our data infrastructure, our team is now exploring new opportunities to automate decision-making, optimize offers in real-time, and personalize user experiences at scale.

Innovation at What If Media Group isn’t just about what’s next—it’s about what works. Our partnership with Neo4j shows how thoughtful technology integration drives smarter engagement and more efficient outcomes.

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