SUMMARY OF BIG DATA SCIENCE DAY WORKSHOP @FEB Tel-U

NAME: WIRAWAN RIZKIKA

CLASS: MB-38-INT-1

NIM: 1401140469

SUBJECT: BIG DATA

SUMMARY OF BIG DATA WORKSHOP

1st Workshop

  1. TITLE : DATA EXCHANGE IN DIGITAL WORLD

PRESENTER : RADEN JOHANNES HERYO P / MBTI 2011

BIG DATA:

There are 5 dimensions of big data, which are 5 V’s, Volume (The amount of the data), Velocity (Growth Speed of the data), Value(Insight of the data), Veracity(Clearness and Validity of the data), and Variety (The various form and types of data; unstructured and structured data)

Who generates those various data with tremendous amount? How does big data made?

Every digital platform are generating the data, such as 75Million Instagram posts per day, 900 Million FB Posts per day, 52.000 FB Likes per 5 sec, 51 Items sold in Amazon, 46.000 Google search every 5 sec.

Data Storage => Does it integrate with each other? E.g. E-Commerce, Twitter, FB, etc.

Data Distribution => Those data are shared and distributed. With data distribution, a synergical ecosystem is created in the digital world.

Data Exchange in Digital World example,

To visualize the Data Exchange, for instance, we will have 5 variables, those are as follows:

 

  1. E-Commerce
  2. Digital Advertising
  3. Buyer
  4. Online Motorbike
  5. FinTech

 

In E-Commerce, the system takes the following:

 

  1. Buying Records
  2. Price of the Goods
  3. Account of the Buyer
  4. Location of the Seller
  5. Location of the Buyer
  6. Buyer Interest
  7. Buyer Phone No
  8. Seller Phone No

 

In Digital Advertising, the system takes the following:

 

  1. Buying Records
  2. Price of the Goods
  3. Buyer Interest

 

In Buyer, the system takes the following:

 

  1. Buying Records
  2. Price of the Goods
  3. Buyer Account
  4. Seller Location
  5. Buyer Location
  6. Buyer Phone no

 

In Online Motorbike, the system takes the following:

 

  1. Seller Location
  2. Buyer Location
  3. Buyer Phone No
  4. Seller Phone No

 

In FinTech, the system takes the following:

 

  1. Buying Records
  2. Price of the goods
  3. Buyer Account

 

Each variables (All 5) are connected into the E-Commerce. Since the data is always generated 24/7, it means that the company has most data of its customer and stored. It depends on the company whether they want to use the data for developing their business, or they just want to keep it.

From the E-Commerce, we will have the customer data as mentioned above, then Digital Advertising can use the data to promote their product. In general, they are using cookies to track their customer. So, they know what the people buy, how much is the price, and their interest. From these, the data are analyzed and used to suggest the customer with our product, with specific price and interest. The E-Commerce may use all of those data and analyze them in order to improve their business. From suggest products to unknown interest visitor, known interest of visitor, suggest with specific price, sort from location, etc.

Utilization of Data Exchange Phenomenonscreen-shot-2016-11-11-at-9-16-52-pm

  1. RESEARCH

Utilization of data which are open and widely available in the internet becomes the source of the Big Data.

  1. BUSINESS INTELIGENCE

Data that are already processed turned into business information that can be used for decision making process.

  1. NEW BUSINESS OPPORTUNITIES

With the existence of knowledge in business information and shaped ecosystem in digital world, it is very likely to have a potential new business opportunity.

2nd Workshop

  1. TITLE : MEASUREMENT OF TOP BRAND ALTERNATIVE BY USING SOCIAL NETWORK METHOD

PRESENTER : ATHIFAH NUSANTARA / MBTI

 

BACKGROUND

In Indonesia, she explained that the number of internet users are increasing significantly over time. In 1998, only 0.5 Million people who actively uses internet, only in one year period in 1999, it doubles into 1 Million people. It kept increases until now. Based on APJII Projection, it says that in 2015, 139 Million people now uses the internet in their daily life.

 

TOP ACTIVE SOCIAL PLATFORMS in Jan 15

  1. FACEBOOK 14%
  2. WHATSAPP 12%
  3. TWITTER 11%
  4. FACEBOOK MESSENGER 9%
  5. GOOGLE+ 8%
  6. LINKEDIN 7%
  7. INSTAGRAM 7%
  8. SKYPE 6%
  9. PINTEREST 5%
  10. LINE 5%

 

Based on these statistics, she prefer to use Twitter as her major subject in conducting this research, which held 11%, makes Twitter as the third largest.  Why don’t she uses Facebook or WhatsApp as her subject? Because in Twitter, you can search for specific topic of a conversation or tweet easily. We can know the linkage of the tweets, what the tweets about, etc. While Facebook you cant search for specific topic of a posts. Twitter uses hashtag to support this.

 

She focuses her scope in retail franchises business. She had conducted some research about retail franchise. She decided to use the giant and master players in this market which is Indomaret and Alfamart.

 

PARAMETERS INDOMARET ALFAMART
STORE CONCEPT AND COVERAGE National until Kecamatan Minimarket National until Kecamatan Minimarket
MARKET(SES) A,B,C,D A,B,C,D
BRAND ORIGIN INDONESIA INDONESIA
OPERATIONAL HOURS NOT ALL 24hr NOT ALL 24hr
OTHER BUSINESSES BESIDES THE PRIMARY BUSINESS Western Union, Tiket KAI, Phone Credits Phone Credits
Food Express None None
Investment (Besides land rent fee) 300-350 Million IDR 360-410 Miliion IDR
Franchise Fee (5 Years) 36.000.000 36.000.000
Royalty Fee Progresif

Nett Sales

0-175 Million 0%

175-200 Million 2%

200-250 Million 3%

>250 Million 4%

Progresif

Nett Sales

0-175 Million 0%

175-200 Million 2%

200-250 Million 2.5%

>250 Million 3%

Marketing Fee N/A N/A
Franchisor of Risk Sharing Best Good

 

 

But based on Top Brands,

 

BRAND TBI TOP
ALFAMART 52.9% TOP
INDOMARET 40.6% TOP

 

Alfamart has higher percentage of Top Brand Index, 52.9% and 50.6% respectively.

screen-shot-2016-11-11-at-9-17-01-pm

There are 3 parameter of Top Brand Award:

  1. Top of Mind Awareness – Awareness of the buyer or people towards a brand. In this case is Indomaret and Alfamart.
  2. Last Used – The brand that is more likely or often visit when you want to buy stuffs
  3. Future Intention – The brand Future Intention

But, there are some problems regarding Top Brand Award such as Long Period of time to get the Top Brand, since they have to analyze, survey, questionnaire, etc. And also high cost.

Nowadays, the UGC or User Generated Content is increasing over time. So we can use Social Network Analysis to get the same purpose. It is much quicker, cheaper cost and uses real time data.

Data Analysis Process

screen-shot-2016-11-11-at-9-17-11-pm

 

There are 7 Network Property :

  1. Size – Amount of actors and relationship
  2. Density – The closeness of relationship
  3. Modularity – Detecting formation of group and its amount
  4. Diameter – Distance between actors
  5. Average Degree – Average of actor’s relationship
  6. Average Path Length – Average length of actors
  7. Clustering Coefficient – How grouped a network is

 

 

NO NETWORK PROPERTY ALFAMART INDOMARET RANK
1 SIZE Nodes : 2.023

Edges : 1.884

Nodes : 3.639

Edges : 4.378

1.     Indomaret

2.     Alfamart

2 DENSITY 0.000929347 0.000661972 1. Alfamart

2. Indomaret

3 MODULARITY 0.876 0.83 1. Indomaret

2. Alfamart

4 DIAMETER 10 14 1.Alfamart

2. Indomaret

5 AVERAGE DEGREE 1.863 2.406 1. Indomaret

2. Alfamart

6 AVERAGE PATH LENGTH 3.762 4.559 1. Alfamart

2. Indomaret

7 CLUSTERING COEFFICIENT 0.236 0.225 1. Alfamart

2. Indomart

 

Above is the comparison of the value of network property.

There are 5 Strategies in order to increase the network.

 

  1. Improve the SIZE – Active in posting tweets
  2. Increase Density – Making events that involve other people
  3. Increase Modularity and Clustering Coefficient – Campaign with planned topic
  4. Increase Diameter and Average Path Length – Cooperation with popular account or other companies
  5. Increase Average Degree – Using hashtags in information spreading

 

THANK YOU

WIRAWAN RIZKIKA – MB-38-INT-1 401140469

SOURCES :

BIG DATA SCIENCE WORKSHOP

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