About Graph

Graph is a visual and interactive link analysis product that enables you to find similarities across Accounts.

Within Persona, businesses typically use a single Account to represent a unique user, making Accounts the system of record for all interactions (e.g., Verifications, Inquiries, Cases, Reports) and the metadata associated with them.

By analyzing shared attributes, behaviors, and interactions across all Accounts, Graph enables you to identify, investigate, and take action against suspicious users and bad actors. Graph helps teams systematically conduct investigations, respond to threats, and build proactive fraud prevention measures.

Identify potential fraud through link analysis

Graph lets you visualize, explore, and uncover patterns in your customer network.

Through Graph, you can discover and investigate patterns and clusters of suspicious Account attributes, data, and behavior that may indicate potential fraud.

Data in Graph

Conducting fraud investigations can be challenging, particularly when ensuring you have all the necessary data to identify potential issues and confidently determine whether a cluster of accounts indicates fraud. When clusters of Accounts share the similar data, it can be indicative or a strong signal of potential fraud within your network. Commonly investigated attributes in Graph include:

• User information: names, birthdates, phone numbers, email addresses, and identification numbers that are user-inputted or extracted from documents or government IDs
• Metadata: browser fingerprints, device fingerprints, and IP addresses from Inquiries associated with Accounts
• First Party Data: additional custom attributes about users in your network added to Accounts from your system that may be specific to your business or use case, perhaps through Imports
• Third Party Data: additional attributes about users in your network added to Accounts from data enrichment tool, perhaps through Marketplace integrations

Visualizing & interacting with data through Graph Explorer

In addition to ensuring that there is the right data in place to conduct fraud investigations, another challenge with fraud is the ability to review data at both high levels and on a deep drilled-down level. Graph allows you to visualize and interact with these Accounts and their similar (and dissimilar) attributes to investigate and identify potential fraud and bad actors through the Graph Explorer.

From reviewing clusters of similarities to pivoting across types or number of similarities and examining "hops" or indirect connections between Accounts, Graph gives you the power to efficiently and quickly pivot & context switch while ensuring a systematic process for investigating fraud visually.

Instrument recurring investigations and monitoring for potential fraud

Many times investigations can be in their early stages or teams may have hypotheses about potential fraud that may occur.

Graph Query Editor

With the Graph Query Editor, you can save and revisit investigations initiated in Graph Explorer.

Graph Query Templates (and Workflows)

To programmatically run Graph queries against specific identities to find similarities with other Accounts, you can make use of Graph Query Templates and Workflows.

For example, if a specific type of fraud is a major concern, you can create a Graph Query Template. Then, whenever a new Account is created (representing a new user onboarding to your product or service), Workflows can automatically run the query to check for configured fraud signals.

With the ‘Run Graph Query’ action step in Workflows, you can programmatically execute Graph queries to proactively detect fraud.

Take action with Workflows and Cases

Many users leverage other Persona products, including Workflows and Cases, to take action based on patterns identified by Graph. Cases facilitates a manual review process, and Workflows lets you automatically take action.

Graph module within Cases

You can add a Graph module to Cases to include investigation of similar Accounts as part of any manual review process conducted within the Cases product.