Case Study


Choreograph is a $2B global advertising and marketing firm, formed in 2018 through a merger within the multinational WPP holding company. The agency’s Data group needed to integrate data from three historical entities into a single location in order to serve internal and external enterprise clients worldwide.

    With collaboration and
    Knowledge Graph as a Service (KGaaS), they:


    • Completed the unified identity graph in just 18 months
    • Gained superior command and control traceability, visibility, and connections
    • Accelerated projects from weeks or months to under 12 hours

    The Challenge:
    To integrate and operationalize vast amounts of consumer data from three historical entities

    After the merger, Choreograph’s Data group was left with thousands of large data sources that needed to be unified into a single location. This very diverse and constantly changing array represented a wide range of identity data housed in legacy systems and, often, older technologies. They needed to properly validate all records related to customers, and connect all applicable data relationships. On top of that, all this disparate data required sensitive handling due to regulatory and contractual compliance needs.

    The Solution:
    Knowledge Graph as a Service (KGaaS) from

    Choreograph’s Data group collaborated with to design an initial proof of concept to create a unified, accurate, and comprehensive view of consumers within an identity graph and improve time to data value.

    Giant steps forward for Choreograph

    In a mere 18 months, the and Choreograph team unified all of the disparate data into a single 360-degree view of consumers with superior command and control, traceability, visibility, and connections. Thanks to’s Knowledge Graph as a Service (KGaaS), Choreograph has all the scale, speed, and availability it needs for future products and services.

    Because they can refresh the identity graph in under 12 hours, Choreograph can rapidly explore hypotheses, new datasets, and fresh capabilities — in hours, instead of weeks or even months. This energizes the entire organization to challenge paradigms and pursue new opportunities to gain a competitive edge.

    Choreograph is currently managing ~$1.5T worth of transactional data across 40 categories, ingesting ~$25-30M worth of real-world data, and connecting it all with digital signal and clients’ first-party data via’s Knowledge Graph as a Service (KGaaS).

    What’s next? The world.

    Choreograph plans to extend its graph-supported capabilities to sister companies as well as markets beyond North America. In addition, the Data group is now in the process of implementing the data catalog to create a single repository of metadata across ~12k attributes, and make it more accessible, usable, and understandable for sales and well as data professionals.

    “As a person who’s working in the day-to-day depth of what we’re doing here, I really enjoy working with the team. It’s truly a one team approach and the prototype for how all such providers should strive to act. It’s been a pleasure”

    Bret Harper

    Chief Data Officer, Choreograph

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