innov day big data enabler & business opportunities(1)
TRANSCRIPT
Big DataEnabler & Business
Opportunities
By Big Data Team - DDS
DDS Innovation Day, Jan 21 ‘16
CONTENTS
010203
About Big Data
Business Process
Big Data Product
01 About Big Data
By. Geoffrey Moore Author and consultant
“ Without BIG DATA, You are Blind and Deaf and in The
Middle of a Freeway ”
Big Data Success Story
Netflix started to implement Big Data in 2009.
Offer movie recommendation using personalization algorithm soon after credits start.
Invest 100 Mio to buy TV Series and gain 86% new user subs
Amazon had built a recommender system from 2003.
The recommendation system has generated 29% of sales growth.Now, they filed a new patent called ‘anticipatory shipping’
Source : KISS metric, Datafloq
Source : sprint US
1. Develop capability 2. Urgency 3. Internally proven
Data for Improving
Business & Image
Improve services & Corporate Image
Data for a better Advertising
Targeted customer & higher CTR (Click
Through Rate)
Data for Business
Data Insight to create new business
Data for Risk Business
Gatekeeper of Personal data
Big Data Business Model that Telco’s can adopt:
Do I have enough information to darft an analytical plan, business requirement
DISCOVERY
Do I have enough good quality data to start building models
DATA PREP
Do I have a good idea about the type of model to try ? Can i refine the analytic plan
Is the model robust enough ?Heve we failed for sure
MODEL BUILDING
Is it the solve customer objective ?
COMMUNICATE RESULTS
Implement
OPERATIONALIZE
Big Data Analytics Lifecycle
1
2
345
6
MODEL PLANNING
7
HOW BIG DATA OPERATES
Source : EMC2
DATA
Billing
Usage
Demographics
Complaint
T3 OnlineNOSS
NetworkSocial Media
Currently, Data in Telkom are
3 TERABYTES of data stored monthly
400 Mio HIT from high speed internet daily
Unsructured & Semi Structured DataStructured Data
Text Analytics PredictiveAnalytics
Data Quality
Data Integration, Storage & Computing
RTD
CEP/PME
Descriptive Analytics Behavior Analytics
Location Analytics
Real Time Operations
Data Governanc
e
TextNetwork Data CRMBilling WebVideo
Data Security
User Mgmt
Deploy
Operations Management
Configure
Maintenance
Fault
Performance
A&A
EDW
Acq
uire
dA
cces
sed
Ana
lytic
App
licat
ion
Audio
4A
Analytics
Data Sources
To handle VOLUME of Data To handle VARIETY of Data To handle VELOCITY of Data
Product Analysis
Paralelize Data Mart Query
Big Data Storage Streams
Sqoop Flume Hive
Original Data Transformed Data
TECHNOLOGYTelkom Group Capabilities In Big Data
Business Products
02
Internal
PO : Product Owner BPO : Business Process OwnerAO: Application Owner UPTI : Unit Pengelola Teknologi Informasi
Business ProcessUse Case
Development
MCM TBD DSC BDB
External
Commercial
PO BPO AO UPTI
UAT, D2P, BAST/BASTO8IC/QC
Workflow development-phase in Big Data
12
Big Data Business Process (1/2)
DISCOVERY DATA PREP MODEL PLANNING
MODEL BUILDING
COMMUNICATE RESULTS
OPERATIONALIZE
Internal MCM TBD DSC
DSC
MCM, DSCMCM, DSC, TBD
Eksernal BDB,MCM TDB / Ext Partner DSC / Ext Partner
BDBBDB, MCM, DSC, TBD, Ext Partner
DSC / Ext Partner
PO
PO : Product Owner BPO : Business Process OwnerAO: Application Owner UPTI : Unit Pengelola Teknologi Informasi Anpers : Anak Perusahaan
Big Data Business Process (2/2)
BPO
AO
UPTIFault HandlingInfrastructure
Fault Handling Application
Cust Care/Helpdesk
Sales/Marketing
Product Portfolio
Role
Maintenance Application
MaintenanceInfrastructure
Product Enhancement
Big Data
CFU
Big Data
ISC
Big Data
Anpers
Big Data
ISC
Workflow commercial-phase in Big Data
Internal Eksternal
14
Big Data Product 03
Innovation Big Data Services
Udata Social Media Analytics
Why We Need Social Media Analytics ?
Customer voice Listening Structuring Data Analysis Insight for
strategy
F r o m s o c i a l n o i s e t o s t r a t e g y
Udata Channel
Local Twitter
Timeline
Global Twitter
Timeline
Specific Account
Keyword
Public Page
Public
Statuses
Blogspot
Tumblr
Wordpress
BlogMore 1000 online
media
Kompas.comDetik.comTempo.co
Tribunnews.comTheurbanmama.com
Viva.co.idAntaranews.com
Fimela.comGatra.com
Femina.comdll
Media DiGitaLForum
Kaskus
Indowebster
Kompasiana
Viva news forum
Chip forum
dllComing soon Coming soon
Key Features
Sentiment analysis with
local language NLP
Word Cloud Analysis
Engagement & Interaction
rate
Tracking Keyword comparation
Geo Distribution
Influence Analysis
Measure conversation
Gender
Always on, All the timetrack and analyze post about your keyword in real-time
All You Need, In Your InboxGet up date on special issue “spike”
Campaign Management Centre (CMC)
Data Driven Advertising, How it works ?
CONSUMER PERSPECTIVE
Why am i seeing this ads? How do advertisers know what i like? Whats really going on behind the reason?
AGENCY / ADVERTISER
Right time, Right place, right consumer. How does an online ad hit
all those marks ?
ADCHOICES
We all wonder, what else do advertisers know about me and how can stop them from storing and using
that data
CMC - Campaign Management Centre
“Integrated Targeted Campaign Management with multi channel offering SMS (PCM), web ads (Push Ads), Social Media dan Email”
Targeted Customer, dibangun dari hasil analisis terhadap profil dan behavior pelanggan
Real Time Report Dashboard Integrated Multi Channel Campaign
memiliki banyak pilihan campaign channel yang dapat dimanfaatkan untuk meningkatkan revenue
CMC for Better Advertising
CMC Data Flow
1 2 3 4
Profiling Targeted Campaign
Geo Targeting
Behavioral Targeting
Demographic Targeting
Mobile Device Targeting
Keyword Targeting(Contextual Ads)• Area
• City• Apartment• Perumahan SES
A,B, C
• Hobby: Business, Traveling, Sport, Lifestyle, etc
• Payment Model: CC, Auto Debit, Cash, etc
• Gadget yang sering digunakan : HP, Laptop
• Data ARPU Indihome• SES ABC• Occupation Selected
Owner Company (Limited Data)
• Orang yang sedang browsing dengan keyword tertentu misal HP
• Orang yang sedang akses menu tertentu suatu website. Misal orang yang sedang mengakses menu elektronik di web ecommerce
• OS Laptop (Windows, Apple),
• Mobile (Android & IOS)
Dashboard CMC Online report for advertiser
Campaign Management Center a. Post Call Marketing (PCM)b. Push Ads
28
PCM – Definition & Type “Layanan berbasis event (event based service) dalam penyediaan campaign platform yang memungkinkan enterprise client untuk melakukan marketing campaign dan survey kepada
pelanggannya, yang telah melakukan panggilan ke call center yang dimilikinya..”
PCM – Post Call Segmented Adv. Layanan semi realtime SMS yang lebih presisi dengan parameter kota, hari, dan jam tertentu
untuk melakukan SMS Campaign Berfungsi untuk program akuisisi pelanggan, mencakup: awareness produk, penawaran
promosi, info discount, dll.
Campaign Management Center a. Post Call Marketing (PCM)b. Push Ads
34
Push Ads – Definition & Flow“Advertising yang menggunakan media channel IndiHome yang TARGETED
berdasarkan hasil analisis profil dan behavior pelanggan..”
Push Ads – Insersion
Push Ads Insersion
Push Ads Insersion
Churn Perdiction Model
TARGET : Churn rate 5% → 2%
Save Revenue Oct – Des 2015 : IDR 1 Billion
Probability Churn Low
4.7%
Probability Churn HIGH
16,9%
TV Rating Analytics
Most Favorite
Period : Des 2015 Category : National TV Genre : All Province : All City : All
Average Indonesian Watches
Period : Des 2015 Category : All Genre : All Province : All City : All
Peak Time Trends
Period : Des 2015 Category : All Genre : All Province : All City : All
Understand Your Customers Better with Big DataTHANK YOU
USECASE & INKUBASIOTHERS UNITBIG DATA TECH
DATA SCIENTIST
ISP (IS, CSP, Sinergi)
EXTERNAL / CFU
Mobile Digital Services Consumer Enterprise Wholesale/ International HCMNetwork/ITStrategy /
Corporate M&A FinanceDBS, DESTR, DITKONS
OTHERS UNIT
BUSINESS RESEARCH
CEAGENERAL AFFAIRS
Dok Usecase/Product SLA Business Owner & Platform Owner Package & Tarif
SERV
ICE
EXC
ELLE
NC
EC
OR
E A
CTI
VITY
SUPP
OR
TIN
G CDC
FRA
ME
WO
RK
BU
SDEV
BIG
DAT
AGTM & ECO EX (1-5)
INT SERVICE STRAT & DESIGN EXT SERVICE STRAT & DESIGN
DESIGN STRAT & BUSINESS DESIGN STRAT & BUSINESS
PERFORMANCE MGMT
PROJECT MANAGEMENTPROJECT MANAGEMENT
MARKET PRACTICERS
PERFORMANCE MONITORING
ISCMA
DSS
(MULTI CHANNEL MARKETING BIG DATA)
PRODUCT
Engagement Brand SentimentTrack Issue Data Monetizing Post Call Marketing AAAS. Solution IAAS PAAS
PROGRAM
CUSTOMER
Internal Usecase
Finance & Banking Education Hospitality
Logistic Media Gov & Military Police
Property Agriculture Consumer …etc
INTERNAL FU