How to create a growth hack using data science

3. About Me
Founder of Data Driven Asia
Founder of Samudera Resources Indonesia
CMO EVOTEK
Ex Senior Data Scientist MCC ( US Gov State Agency )
Ex Data Architect UNICEF Innovation Lab
Ex Data Analyst in World Bank
Education :
Electronics & Instrumentation Engineer, UGM
Innovation & Entrepreneurship, LPIK ITB

4. • Data, Data Science & Big Data
• Average Online Customer Spending on eCommerce ( Indonesia, India, US )
• Measuring The Indonesia eCommerce market value
• Mapping the Compettitors Competitiveness Values
• Developing Our Competitiveness Values
Our Discussion Theme :

6. D
A
T
A
?
(1) Data is distinct pieces of
information, usually formatted in a
special way
Data can exist in a variety of
forms -- as numbers or text on
pieces of paper,
as bits and bytes stored in
electronic memory, or as facts
stored in a person's mind.

7. 4V
of
Big
Data

8. Hadoop

9. Map
Reduce
in a
Nutshell

10. Machine learning in a nutshell

12. In the End
of The day..
Big Data need to
produce :
• Descriptive
Analytics
• Predictive
Analytics
• Decision
Analytics

13. Average Spending on eCommerce
US Income Percapita = 50662 USD
US Spending on eCommerce = 2723 USD 5,37%
2014
2018
US Income Percapita = 53220 USD
US Spending on eCommerce = 3556 USD 6,68%
2014
India Income Percapita = 1698 USD
India Spending on eCommerce = 247 USD 14,54 %
2020
India Income Percapita = 2402 USD
India Spending on eCommerce = 464 USD 19,31 %
2014
Indonesia Income Percapita = 3703 USD
Indonesia Spending on eCommerce = 444 USD 12 %
2020
Indonesia Income Percapita = 4311 USD
Indonesia Spending on eCommerce = 800 USD 18,55 %
Source :statista.com

14. Measuring The Indonesia eCommerce market value
$ 5,64 B
$ 14,47 B

15. Mapping the Compettitors Competitiveness Values
B2C

16. Mapping the Compettitors Competitiveness Values
Lazada Visitor Interest
Zalora Visitor Interest

17. Mapping the Compettitors Competitiveness Values

18. Mapping the Compettitors Competitiveness Values
B2C/C2C

19. Mapping the Compettitors Competitiveness Values
JakMall Visitor Interest
Tokopedia Visitor Interest

20. Mapping the Compettitors Competitiveness Values

21. Mapping the Compettitors Competitiveness Values
Fashion eCommerce

22. Mapping the Compettitors Competitiveness Values

24. Let Talk Advertising in Numbers
Indonesia
Internet User : 106 Million
Smartphone Penetration : 66, 2 Million
eCommerce Advertising Spending
In 2015 : Rp 2.26 trillion
In 2016 ( Estimated 50% YoY ) : Rp 3,39 Trilion
2016
Return On Ad Spend
7.04 Trilion : 3,39 Trilion
2,07=
Rp 5,05 Trilion
=
Whose Money need to be burn
in 2017?

25. Key Challenges Points From Previous Slide
• Spending advertising to increase visitors != Automated Increasing
Visitor Engagement
• ~ $444 - $600 Customer spending budget on eCommerce
• Increasing Pages/visit & Visit Duration without Increasing Advertising
Budget
• Focus on one product cluster or multi product cluster ?

26. Developing Our Competitiveness Values
Responsive
Website
Design
Complete
Product Type
& Dynamic
Pricing System
Predictive
Web Search
Engine
Complete
Payment
Gateway
Options
Responsive
Customer
Services Deep
Customer
Profiling
Engine

27. eCommerce Customer Data Dimensions
Customer
• Products
• Visit duration
• Price
• Gender
• Ages
• Location
• Transaction Data
• Frequency
• Email
• Phone Number
Customer Social
Network Profiling

29. Recomendation Approach
• Content-based Approach
• Collaborative Filtering Approach
• User-based Collaboration Filter
• Item-based Collaboration Filter

30. Recomendation Engine Architecture

31. Based on Context & Love compare prices
= Machine Learning & AI

35. Next Meetup
• How to mining data in millions row of distributed unstructured &
structured data ?
• What is the best algorithm to :
- Classification - Clustering
- Regression - Dimentionaly data reduction
• Spark vs Mahout ?
• How to create automated content product recomendation based on
customer or visitor behaviour ?

36. Questions ?

37. Data Sources
• US Spending on eCommerce : https://www.statista.com/statistics/251926/b2c-e-commerce-sales-per-
digital-buyer-in-the-united-states/
• US Percapita Income Trends :
http://www.tradingeconomics.com/forecast/gdp-per-capita-ppp
• UK eCommerce Spending average :
http://www.asendia.com/en/blog/united-kingdom-b2c-e-commerce-report-2016/
• Europe eCommerce Spending average :
http://ecommercenews.eu/the-average-online-spending-in-europe/
• UK Percapita Income Trends :
http://www.tradingeconomics.com/united-kingdom/gdp-per-capita
• India eCommerce Spending Average :
https://www.statista.com/statistics/255336/average-b2c-e-commerce-sales-per-digital-buyer-in-india/
• India Percapita Income Trends :
https://www.statista.com/statistics/263776/gross-domestic-product-gdp-per-capita-in-india/
• Indonesia Percapita Income Trends :
http://www.tradingeconomics.com/indonesia/gdp-per-capita
http://www.tradingeconomics.com/indonesia/gdp-per-capita/forecast

38. • Indonesia Smartphone User Trends
http://www.indonesia-investments.com/id/news/todays-headlines/indonesia-has-100-million-
internet-users-internet-penetration-at-40/item6827
• Indonesia eCommerce Advertising Spending
http://jakartaglobe.beritasatu.com/business/nielsen-e-commerce-leads-growth-ad-spending/
http://www.shopnielsen.com/reports/global-e-commerce-the-new-retail-report-q3-2014-
indonesia-data
• India Internet User
http://www.internetlivestats.com/internet-users/india/
• India eCommerce Advertising Spending
http://cashdealkart.com/blog/e-commerce/much-e-commerce-players-spending-marketing/
• India Smartphone Users Trend
https://www.statista.com/statistics/467163/forecast-of-smartphone-users-in-india/
• Recomendation Engine Architecture
https://www.mapr.com/blog/real-time-credit-card-fraud-detection-apache-spark-and-event-
streaming
Data Sources