How Google Knowledge Graph Search Impacts Retailers

Facebook collects a massive amount of data on consumers’ interests, likes and relationships. Until recently, the only way to monetize this data was to display ads next to a person's page on the social media site.

Enter Graph Search. At first glance, it seems that Graph Search might be an excellent vehicle to monetize Facebook's content. Graph Search can qualify a user better than ever since it stands at the intersection between a user's intent (their search terms) and their connections and interests (the graph). Therefore, retailers hope that Graph Search will help them reach their target audience more efficiently. More data helps retailers to narrow down and reach their relevant demographic.