BIG D AT A

For Poverty Analysis

Jakarta, 2 December 2019 Elga Yulwardian

Introduction Elga Yulwardian
2017 - Ivosights – Co-founder & CEO
2016 - Sun Life – Vice President Digital Strategy
2015 - Orami – Vice President Marketing
2015 - Bata – Head of E-Commerce & Digital Marketing
2011 - Indosat – Head of Digital Media & Digital Activation
2011 - Smartfren – Market Engagement & Partnership Manager
2009 - DataPrint – Marketing & Digital Manager
2004 - BPS – Data Dissemination Staff

2016 Digital Transformation Advisor for some companies

2018 Mentor Some Startups Business, Mentor S2 NVI Prasetiya Mulya

2008 Melbourne University – Master Business & IT

2006 Prasetiya Mulya – MM, Marketing
2001 STIS – Computer Statistics
Digital Ecosystem

Big Data & DCX

Community &
Empowerment

Digital Media & IntelligentADS

Creative
Content
1. Digital Evolution
2. Big Data Concept
3. Big Data For Poverty Analysis
4. Discussion
Digital Evolution
Audience Evolution
The future clients would be very different!
• 4th largest mobile market in the world
• SIM penetration of 131%
• 43% smartphone penetration
• “mobile-first” with 64.1 million users accessing Internet through mobile devices

Source: BPS, Fintechnews.sg

Digital Evolution
Society 5.0
 75 years

38 years

13 years

4 years

3.5 years

3 years
Reaching
50 days
50 Million Users
35 days

19 days
Source: Various sources
Source: HBR March 2013, Larry Downes and Paul F. Nules
PESO Convergence Media
Channels Evolution

Source: Various source, modified

Big Data Concept
Big Data Utilization

What did Cambridge Analytica do?

Cambridge Analytica received user data from Aleksandr Kogan, who created an app called "thisisyourdigitallife" that ostensibly offered
personality predictions to users while calling itself a research tool for psychologists.
The app asked users to log in using their Facebook account. As part of the login process, it asked for access to users' Facebook profiles,
locations, what they liked on the service, and importantly, their friends' data as well.

The problem, Facebook says, is that Kogan then sent this user data to Cambridge Analytica without user permission, something that's
against the social network's rules.
Big Data In Business Mobilewalla is an example of DMP-DSP company.

DMP (Data Management Profile) is an engine that collect, store, analyze and
clustering multisource of data to be used for sharpening ads targeting.

DSP (Demand Side Platform) is an engine to serve advertisers (usually come with
RTB capability) that connect to hundred thousands of ad spots.
Big Data In Business
When an ad is showing on our Angry Birds game, they collect some data and combine those with other data from same device ID. Company like
Mobilewalla stores millions unique device ID along with its hundreds segmentations.
They gather billions activity records every months and keep updated and enriched the data based on the activities.
Currently Mobilewalla has 85 millions unique device ID Indonesia with rich segmentations.
Big Data - Definition
-- O’Reilly
Big data is data that exceeds the processing capacity of conventional database systems. The data is too
big, moves too fast, or doesn't fit the strictures of your database architectures. To gain value from this
data, you must choose an alternative way to process it.

-- Forrester
Big Data is the frontier of a firm's ability to store, process, and access (SPA) all the data it needs to
operate effectively, make decisions, reduce risks, and serve customers

-- Gartner
Big Data in general is defined as high volume, velocity and variety information assets that demand cost-
effective, innovative forms of information processing for enhanced insight and decision making

-- IBM
Big data is the data characterized by 3 attributes: volume, variety and velocity

-- Oracle
Big data is the data characterized by 4 key attributes: volume, variety, velocity and value
Big Data – Data Size

Desktop

Internet

True
Big Data

Utah Governor Herbert on June 11, 2012 told the annual meeting of the National Governors' Association that the NSA's
1,500,000 square foot data center being built outside Salt Lake City will be the first facility to house a yottabyte of data
Big Data - Definition

Source: aisaconsulting.com
Big Data - Definition

Source: https://www.xenonstack.com/
Big Data - Definition

Source: www.datadiscuss.com
Data Growth
Data Growth

“..from the dawn of civillization until 2003, humankind generated five exabites of data.
Now we produce five exabites every two days..and the pace is accelerating..”

Eric Schmidt
Executive Chairman of Google from 2001 to 2017
and Alphabet Inc. from 2015 to 2017

Source: resources.sei.cmu.edu
Data Growth

90% of today’s data has been created in just the last 2 years

Every day we create 2.5 quintillion bytes of data or enough to fill 10 million
Blu-ray discs

40 zettabytes (40 trillion gigabytes) of data will be created by 2020, an

increase of 300 times from 2005, and the equivalent of 5,200 gigabytes of
data for every man, woman and child on Earth

Most companies in the US have over 100 terabytes (100,000 gigabytes) of

data stored
Big Data - Type
Big Data – Data Type

Source: resources.sei.cmu.edu
Big Data - Type
Big Data - Type

Source: www.dezyre.com
Big Data - Type
NoSQL encompasses a wide variety of different database technologies that were developed
in response to the demands presented in building modern applications, especially handling
big data with massive volumes of new, rapidly changing data types — structured, semi-
structured, unstructured and polymorphic data
Big Data – Data Processing
Big Data - Analytics

Source: resources.sei.cmu.edu
iBeacon is the name for Apple’s technology standard, which allows Mobile Apps (running
on both iOS and Android devices) to listen for signals from beacons in the physical world
and react accordingly. In essence, iBeacon technology allows Mobile Apps to understand
their position on a micro-local scale, and deliver hyper-contextual content to users based
on location. The underlying communication technology is Bluetooth Low Energy.
Big Data – Machine Generated Data

Source: IDC The Digital Universe in 2020

Big Data – Data IoT & AI
Big Data – Data IoT & AI

GOOGLE BRAIN PROJECT

In 2012, 16,000 computers dedicated to mimicking some aspects of human brain activity had
successfully trained itself to recognize a cat based on 10 million digital images taken
from YouTube video
Data Source : IoT
Big Data – Data IoT & AI

iBeacon is the name for Apple’s technology standard, which allows Mobile Apps (running
on both iOS and Android devices) to listen for signals from beacons in the physical world
and react accordingly. In essence, iBeacon technology allows Mobile Apps to understand
their position on a micro-local scale, and deliver hyper-contextual content to users based
on location. The underlying communication technology is Bluetooth Low Energy.
Big Data In
Poverty Analysis
The Global Sustainable Development Goals

MDGs SDGs
(2000-2015) (2015-2030)

Developing country focused

Universal

Social Social, Economic, and

Environmental

Foreign Aid Domestic Investment, Private

Flows, and Aid

Official Statistics and Big Data, Citizen Generated

Administrative Data Data, Geospatial and Earth
Observation Data, Open Data, 42
and more
17 Goals, 169 Targets, 230 Indicators = Huge Data Needs
43
Big Data For
Development

Big data for development is about turning imperfect, complex,

often unstructured data into actionable information.
Big Data For Development

Multi Source of Data

Source: David Somerville, based on a two pane version by Hugh McLeod

Multi-Dimension Poverty SDGs

Source: Oxford Poverty & Human Development Initiative

Big Data for Poverty Analysis
The 3Cs Concept

Source: Datapopalliance.org
Big Data For Development

Source: WEF White Paper, “Big Data, Big Impact: New Possibilities for International Development
Big Data
for Poverty Analysis
The 3Cs Concept
Big Data for Poverty Analysis
The 3Cs Concept
Big Data for Poverty Analysis
The 3Cs Concept

Leidig M, Teeuw RM (2015) Quantifying and Mapping Global Data Poverty. PLOS ONE 10(11): e0142076.
https://doi.org/10.1371/journal.pone.0142076
Big Data
for Poverty Analysis
The 3Cs Concept
Big Data For Development

Sensativ adalah sebuah perusahaan sensor

dari Indonesia yang tengah megembangkan
sensor kesehatan untuk mendeteksi data
vital kesehatan seperti tekanan darah,
glukosa, debeberapa lainnya.

Sesativ dapat memperekuat deteksi

kesehatan pada pusat pelayanan kesehatan
dengan lebih terjangkau dan terkoneksi
menggunakan data internet.
Big Data For Development

Data from Twitter for July 2010 through October 2011 in Javanese/Bahasa Indonesia and English.
Source: unlobalpulse.org
Big Data For Development
Big Data
for Poverty Analysis
The 3Cs Concept
Big Data For Development

59
Big Data For Development
Big Data For Development
CROM Digital Retail Company

CROM is a retail technology based company that bring the advantage of technology
to Traditional Stores’ daily business activities, by improving their supply chain
practices, growing their market coverage (adding routine customers purchase
behavior) and expanding their business model, to give them more opportunity to
compete and grow.

Supply chain Digital Commerce Ads & Analytics

a syste m by:
Business Model – Supply Chain

CROM deals with principals/big distributors by giving:

- An aggregate of demand per area
Farrmers Fisher
- Precision demand forecast
Principal/Producer Principal/Producer
- Data analytics
- Geo targeting promo

Traditional stores will be helped by having technology based

order/supply system, and POS app.
For CROM, the stores will be functioned as:
- The point of sales
Traditional Store Traditional Store Traditional Store - Source of demand data collection
- Customer analytics

Traditional Stores can proactively approaches close

households to be pursued to order in regular basis

Customers Household Group of Customers

Indonesia:
A Country of Communities
Sport Fan Base
Persib, Persija, Milanisti, MU Indonesia,
etc are some example of football
fanbase communities with hundred
thousands of loyal members. Are they
have their own digital ‘home’?
Local/Area Community
Komunitas Kelurahan/Desa, Karang Taruna,
Pramuka, Ibu arisan, etc. We also manage some
Kabupaten/Kota local comunities that enable
local leaders and government to communicate
with the citizens.
Automotive
Harley Davidson Indonesia, Nmax, Ninja,
Fortuner, Pajero, etc. some of automotive
communities with hundred thousands of
loyal members. Are they have their own
digital ‘home’?
Hundred millions
of potential members,
with grouped common interests!
School & University Alumni
Every year, there are tens thousands students
graduated from their institutions, School and University
need to keep the engagement with them. Toward
what? . Are they have their own digital ‘home’?
Celeb Fan Base
A famous singer in Indonesia could
have millions fans on their social
media. They are potential to be
gathered into owned media
Introducing: SocioTribes The Universe of Communities

SocioTribes is designed as SaaS (Software as a Service) platform that can be used by any
suitable communities as their owned media (white label, using their own url, their own
Community G application name. We expect to have thousands communities use SocioTribes with total
millions members.

Community F Community H

Community D
www.communityA.com
Community E Community I
CommD mobile app

Community Aggregator
www.communityA.com
CommC mobile app Community J
Core System
Integrated Community Platform
• dBase integration enable
• API integration enable
• Single Sign On

Community A
www.communityA.com Community B
CommA mobile app www.communityA.com
CommB mobile app
Revenue Model
Advertising
Thousands communities with
certain interests could be
great channel for products’
advertising.
Corporate Community
Platform SaaS &
Management
SocioTribes as technology provider
for corporate community
development would charge the
clients based on technology and its
additional services
Fee per Transaction
Marketplace feature enable
community members to
transact each others. Fee per
transaction might applied as
one of revenue model.
Survey/Research
Community members as a
group of audience with
common interest would be
great targeted respondents for
a research or survey
PPoB Affiliation
A community is definitely a market E-Commerce affiliation would
for some products, Payment Point be a great earning opportunity
online Bank (PPoB) is one of great for community platform, as the
digital product that might fit with customer segmentation is
community. already there.
Community
Management Training &
Certification
Community engagement is now
being an important strategy for many
corporation. SocioTribes as
community technology provider
could provide training & and
community manager certification in
the future
Big Data for Us
Other Data
Geo location, are profile,
specific metrics data Social Data
Showing expression,
conversation, perception

AI
Artificial Intelligence
Profile Data
Contactable information, social
and offline

Behavioral Data IoT

Behavioral information based on IntelligentADS
activities Internet of Things

Transactional Data
Commercial related activities
information
 ‘Inequality and poverty are about more than income
–they are also about information.’

--Sir Tim Berners-Lee

Thank You
and
Let’s discuss!