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

Twitter

Public Page

Public

Statuses

Facebook

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