UNDERSTANDING

MARKET
through Social Media Analytics

Andry Alamsyah
Social Computing and Big Data Laboratory
Fakultas Ekonomi dan Bisnis
 I AM
Andry Alamsyah
Researcher / Lecturer

Research Field :
Social Network, Complex Network, Network Science, Social Computing,
Data Analytics, Data Mining, Big Data, Graph Theory, Content Business,
Information Business, ICT Business
andry.alamsyah@gmail.com
andrya.staff.telkomuniversity.ac.id
telkomuniversity.academia.edu/andryalamsyah
researchgate.net/profile/Andry_Alamsyah
linkedin.com/andry.alamsyah
twitter.com/andrybrew
WHO AM I
ON A BIGGER SCALE
IN TELKOM UNIVERSITY
ON A CITY SCALE
ON NETIZEN SCALE
ON NATIONAL SCALE
 FINDING PATTERN

iphone (red), androids (green), purple (blackberry)

 THE SUMMARY

telkomsel XL
 MARKET PHENOMENON
BIG DATA leads to Social Computing
(Quantification of Individual / Social Behavior)

Social Network Data / Conversation are

widely available

The Need of Powerful Metric for Social

Network

The Need of Real-Time Analytic (OLAP)

Problem with Conventional Methodology

Approach using Questionnaire and
Interviews (ok with small scale data ,
expensive and took longer time (large scale
data, accuracy issues)
INDUSTRY EFFORTS
METHODS COMPARISON
STATISTICS DATA ANALYTICS

Confirmative Explorative

Small Data Set Larga Data Set

Small Number of Variable Large Number of Variable

Deductive (no predictions) Inductive

Numeric Data Numeric and Non-Numeric Data

Clean Data Data Cleaning

source : Data Mining and Statistics :Whats the Connections ? (Jerome Friedman)
 EXAMPLE : RESEARCH
ROADMAP

GOAL : descriptions, predictions, optimization and simulation

area : marketing, communications, knowledge
management, operations, finance, etc
PEOPLE REQUIREMENT
SOCIAL NETWORK MODEL

Can we study their

interactions as a
network ?

1" 2"

3" 4"

Edges&
Vertex&
SOCIAL NETWORK MODEL
Edges&List& Vertex" Vertex"
1" 2"
1" 2"
1" 3"
Directed&
(who&contact&whom)& 2" 3"
2" 4"
4" 3"
3" 4"

Adjacency&Matrix&become"symmetric&
1" 2"
Undirected& Vertex" 1" 2" 3" 4"
(who&knows&whom)& 1" 2" 1" 1" 0"
2" 1" 2" 1" 1"
3" 1" 1" 2" 0"
3" 4" 4" 0" 1" 0" 2"
 TIE STRENGTH
30"
1" 2" Edges&List& Vertex" Vertex" Weight"
1" 2" 30"
1" 3" 5"
5" 22" 2" 2" 3" 22"
2" 4" 2"
3" 4" 4" 3" 27"
37"
Weight"could"be" Adjacency&Matrix&(weight)&
5 Frequency"of"interac=ons"in"
period"of"observa=on" Vertex" 1" 2" 3" 4"
5 Number"of"items"exchanged"in"
period" 1" 5" 30" 5" 0"
5 Individual"percep=ons"of" 2" 30" 5" 22" 2"
strength"of"rela=onship" 3" 5" 22" 5" 37"
5 Cost"of"communica=ons"or"
exchange,"e.g."distance" 4" 0" 2" 37" 5"
NETWORK MODEL EXAMPLE
 METRIC SIMULATION

te c ti o n
u n i ty de
comm

community detection result

cen
tra
model network
lity

*karate club dataset

34 nodes dan 78 edges
degree centrality result
FINDING INFLUENCER

paper: Mapping Network of Terrorist Cells - V.E.Krebs (2002)

FINDING COMMUNITY
collaboration network
of scientist at Santa Fe
Institut (Girvan &
Newman)
271 scientist (vertices) / 118
nodes from largest component
edge = scientist coauthor one
of more publications
Komunitas : kumpulan titik titik
dimana jumlah hubungan internal
antar titik lebih besar dari pada
jumlah hubungan dengan titik
eksternal

paper: Community Structure in Social and Biological Networks - Girvan-Newman (2002)

SOCIAL NETWORK CHARACTERISTICS
preferential attachment

small world
 THE CONSEQUENCES
POPULARITY
We want to be associated
with popular people, ideas,
items, thus further increasing
their popularity, irrespective
of any objective measurable
characteristics
also known as the rich get
richer
QUALITY
We evaluate people and
everything else based on
objective quality criteria, so
higher quality nodes will
naturally attract more
attention faster
also known as the good get
better
MIXED MODEL
Among nodes of similar
attributes, those that reach
critical mass first will become
star with many friends and
followers (halo effect)
may be impossible to predict
who will become a star, even if
quality matters
DATA MINING
 OPPORTUNITY
dynamics network (size and
movement)
network market predictions
social network aggregate behavior
(game theory on traffic, market,
auctions)
bargaining and powers in networks
social and economic network
(strategic formation, diffusion, learning
from networks, etc)
etc ..
 CONCLUSIONS
The availibility of large volume dataset
should encourage business and sosial
science (as well as other sciences) to apply
Data Mining (DM) / Data Science (DS) tools

Business and Sosical Science (as well as

other sciences) need to use more DM/DS
tools, because of the capability of DM/DS to
model, predict, simulate and optimize
phenomenon

DM/KDD/DS are more and more utilized as

standard of decision making in modern
business
 Lets Go to Case Study

in Marketing and in Business as General