Mengenal Aplikasi

Data Mining dan Data Analytics

dalam Dunia Kerja
oleh
Achmad Syaiful, S. Stat, M. Si
Outlines

Tentang Pembicara

Database dalam Dunia Bisnis

Data Mining dan Data Analytics

Studi Kasus penggunaan Data Mining dan Data Analytics

Tentang Pembicara
 Achmad Syaiful, S. Stat, M. Si
Data Enthusiast
Linkedin: achmad-syaiful-3608765a
E-mail : achmad.sy2111@gmail.com

PT Central Proteinaprima SG-EDTS

AIMIA Indonesia IPB University
Data Analyst Sr. Data Scientist
Insight Analyst Master’s In Applied Statistics

Sep’07 - Aug’11 Oct’13 - Feb’16 Mar’17 - Sep’17 Feb’19 - Nov’19

Jan’13 - Sep’13 Mar’16 - Feb’17 Sep’17 - Jun’21 Mar’20 - Nov’21

IPB University Lynx Analytics Elevenia Domino Pizza Indonesia

Bachelor’s in Statistics Data Analyst Customer Analytics Marketing Data Analyst
Database dalam Dunia Bisnis
Apa itu Data dan Database?

Data are individual facts, statistics, or items of information, often

numeric

A database is an organized collection of structured information,

or data, typically stored electronically in a computer system
Mengapa Data itu Penting?

➔ Data helps you make better decisions

➔ Data helps you solve problems
➔ Data helps you understand performance
➔ Data helps you improve processes
➔ Data helps you understand customers
Sumber Data
Data source may be
➔ Database,
➔ Flat file,
➔ Live measurements from physical devices,
➔ Scraped web data, or
➔ Streaming data services

Database source can be

➔ Customer transaction,
➔ Finance,
➔ Geography,
➔ Statistics Measurement,
➔ Research,
➔ etc.
Tipe Data
➔ Structured data refers to data that resides in a fixed field
within a file or record.
➔ Structured data is typically stored in a relational
database (RDBMS). It can consist of numbers and text.
➔ Typical examples of structured data are customer id,
Structured birthday, age, address, zip code, etc

➔ Unstructured data is more or less all the data that is not

structured.
➔ There is no data model; the data is stored in its native
format.
➔ Typical examples of unstructured data are rich media,
text, social media activity, surveillance imagery, and so
Unstructured
on.
Apa itu Structured Query Language (SQL)?

● SQL is a programming language used by nearly all

relational databases to query, manipulate, and define
data, and to provide access control

● Database software is used to create, edit, and maintain

database files and records, enabling easier file and record
creation, data entry, data editing, updating, and reporting

● Popular database software include MySQL, Microsoft

Access, Microsoft SQL Server, FileMaker Pro, Oracle
Database, BigQuery, HeidiSQL, dBASE, etc
Data Mining dan Data Analytics
Apa itu data mining dan data analytics?

Analytics is the process of discovering, interpreting, and

communicating significant patterns in data.

Data mining is a process of extracting and discovering patterns

in large data sets involving methods at the intersection of
machine learning, statistics, and database systems

Data analytics is the science of analyzing raw data to make

conclusions about that information
Tipe Analytics

Descriptive Analytics Diagnostic Analytics Predictive Analytics Prescriptive Analytics

Predictive analytics
Diagnostics analytics Prescriptive analytics uses
Descriptive analytics mines anticipate future trends and
assesses data to determine data to develop
data for meaning and strategies through the
why a particular event recommended paths forward
patterns examination of present data
happened for a business or organization

Use Case: Use Case: Use Case: Use Case:

➔ Business Report ➔ Drill-down ➔ Data Mining ➔ Optimization
➔ Dashboard ➔ Data Discovery ➔ Text Mining ➔ Simulation
➔ Scorecard ➔ Data Mining ➔ Web/Media Mining ➔ Decision Modelling
➔ Data Warehousing ➔ Correlation ➔ Forecasting ➔ Expert System

Output: Output: Output: Output:

Well defined business Advanced analytics problem Accurate projections of the Best possible business
problems and opportunities and opportunities future states and conditions decisions and transactions
Metode Data Mining

Predictive Modeling Decision Tree

Database Segmentation
Data Clustering
Mining

Link analysis Nearest Neighbour

Deviation detection
 Proses Data Mining dan Data Analytics
Prepare Data Build & Train Model

Data Data Exploratory Model Model Model

Understanding Preparation Data Selection Testing Validation
Analysis
 Mengubah Data menjadi Actionable Insight

Define Your Goals Get Into the Mind Searching for Trends, Humanize Your Data
of Your Customer Not Just Data Points

The most useful goals are SMART goals: One key to extracting meaningful
● Specific – What type of shoes do you want to Consider your customer and what insights from raw data is to analyze. It’s far easier to gain actionable insights
sell? Is your target audience women? they do in their day-to-day life. Look for trends behind the data points. that your marketing team can use if
● Measurable – What are the most important Examine how and why your Look at time ranges and how people’s you put your data into a more visual
metrics to consider, and can we measure consumer purchases certain habits have changed. Get different format. Most people relate to images
them? products. perspectives more easily than to numbers or words.
● Attainable – Is it realistic to sell these types of
shoes to this customer, and at this price?
● Relevant – Are these goals relevant to your
business objectives?
● Timely – Give yourself an end-date for
achieving your goals, whether it’s a month,
six months, a year
Apakah Ada kerja untuk lulusan Statistika?

Mckenzie said:
➔ “Our world has changed because, with the addition of
data, we have to understand it’s as simple as
incorporating that into every aspect of what we do,”
➔ “Every job, every company, every role played in a company
has to deal with data in some way, shape or form, and
we're in desperate need of people who understand how to
clean, classify and transform the data into meaningful
information.”
 Pekerjaan paling pesat dalam dekade terakhir

Source: https://www.visualcapitalist.com/the-20-fastest-growing-jobs-in-the-next-decade/
https://www.weforum.org/agenda/2019/01/ai-is-changing-the-way-we-recruit
Skill utama untuk menjadi data person

R or Python Database
Structured Query Microsoft Statistics
Management
Language (SQL) Excel

Business Data Team Work Communication

Understanding Visualization Creative
Thinking
Studi Kasus penggunaan
Data Mining dan Data Analytics
Case Study: Ad-hoc analysis untuk mengidentifikasi
pembeli paket data pada Perusahaan telcom
Background:
The company has data packages consisting of daily, weekly, and monthly. The
company wants to know how the data package is performing, is it all more daily,
weekly, or monthly packages

Objective:
● to calculate which package have better performance compare with active
customer who using those data packages

Results:
By using customer transaction, we tracking their usage within period to detect
which package have better performance compare others package. We found that
monthly have higher user than weekly and daily, but only certain package have
higher users
Case Study: Memprediksi ROI campaign pada
perusahaan food and beverage
Background:
Campaign is one way to increase transactions from existing users based on current
events. Sometimes, to start a campaign, it is necessary to predict how much revenue
will be obtained if the campaign is carried out.

Objective:
● to determine how much return of investment (ROI) if we running our
campaign planning

Results:
To predict our ROI campaign, we have to make some assumption for our campaign
so we can predict the ROI campaign itself.
Case Study: Memprediksi Second Purchasing Model
Pada perusahaan e-commerce
Background:
Transactions are the most important thing in e-commerce. Many customers only
make a transaction once in e-commerce and then disappear.

Objective:
● to identify which customer more likely have similar behavior to purchase
again, so we can give them better promotion

Results:
To identify our customer, we can create predictive modelling to detect customer
that have same behavior as our regular customer to have more transaction again in
the future
Case Study: Predictive New Store Sales pada
perusahaan food and Beverage
Background:
When the store is opened, sometimes we have to find out how it performs by
looking at various aspects that may occur

Objective:
● to predict how much revenue and transaction the new store would be

Results:
One of the reason to open store is to know how much the store would gain if we
open the store in certain area. By using many aspect and current revenue and
transaction, we can predict if we open the store in any area.
Case Study: Predictive Modeling dalam Fraud
Detection pada Loyalty Apps
Background:
Membership Program offering bunch of benefit to customer using Loyalty Apps in
Retails Company, but those Customer using the promotions without routine
purchasing as fraudster

Objective:
● to identify the likelihood of future customer based on historical data that
have similar behavior

Results:
To prevent this happening again, we can create predictive modelling to detect early
behavior that classify as fraudster and prevent them to have more transaction again
in the future
Case Study: RFM segmentasi pada Customer
perusahaan retail
Background:
Recency, frequency, monetary value (RFM) is a marketing analysis tool used to
identify a firm's best clients based on the nature of their spending habits. Our client
like to identify their customer, so we can manage them better.

Objective:
● to classify our customer by using their behavior like recency, frequency, and
monetary, so we can manage their behavior

Results:
RFM is a method used for analyzing customer value. By using quantile of the
customer in each variable, we will get nine segment of the customer to identify in
retail and can be used on further application.
Terima Kasih