Introduction | Bigdata In Public Policy–� Tantangan dan Peluang

- Dr. Nyoman Diah Utari Dewi, A.Par., M.AP. -

- Dr. MD. Enjat Munajat, S.Si., M.Ti -

Magister Administrasi Publik

Program Pascasarjana Universitas Nurah Rai

• Peran big data analytics software yang mengumpulkan lebih dari 150 juta pelanggannya dan mengamati interaksi dan respon mereka terhadap sebuah tayangan.
• Mulai dari jam berapa mereka biasa menonton, device apa yang mereka gunakan, dan apakah seseorang menonton sebuah tayangan sampai habis atau tidak.
• Informasi ini kemudian dipakai Netflix untuk kembali merekomendasikan film dan serial televisi yang sesuai dengan perilaku penontonnya.

• Menggunakan solusi big data yang mereka dapatkan dari survei dan transaksi pembelian pelanggan untuk menyajikan menu-menu yang mereka sukai.
• Data-data ini diolah dengan big data analytics software untuk mendapatkan menu-menu pilihan berdasarkan kegemaran pelanggan.

• Big Data telah membantu mendorong Amazon ke puncak e-commerce. Perusahaan terhubung dengan tiap penjual dan agar dapat memastikan inventaris mereka. Amazon juga dapat melacak gudang terdekat yang dapat dipilih sehingga biaya pengirimannya dapat berkurang hingga 40 %.
• Mengumpulkan data individu setiap pelanggannya saat mereka menggunakan situs web.
• Selain apa yang dibeli pelanggan, Amazon mengamati produk-produk lain dilihat oleh pelanggan tersebut dengan mengintegrasikan big data analytics software ke dalam website ecommerce-nya. Kemudian Amazon juga mengamati alamat pengiriman, dan apakah pelanggan meninggalkan ulasan.
• Dengan selalu update mengenai data-data ini, Amazon selalu dapat memprediksi kemungkinan tren di masa mendatang agar tidak tertinggal oleh pesaing dan selalu terdepan dalam melayani konsumen.

• Menghimpun data pelanggan, traffic dan cuaca untuk meningkatkan pengalaman pelanggan sekaligus mitranya
• Data tersebut digunakan menentukan rute, pricing, dsb.
• Selama masa pandemi ini misalnya, big data analytics software digunakan oleh Gojek untuk mengembangkan fitur contactless dalam pengiriman makanan agar dapat menerapkan social distancing.
• Selain itu, Gojek juga memberikan update bagi para driver, area mana saja yang tidak bisa dilewati karena PSBB.

Sebagai pionir dalam mengadakan jaringan 2G, 3G dan 4G LTE di Indonesia, Telkomsel menerapkan big data analytics untuk memprediksi kemungkinan konsumen untuk melakukan pembelian lewat rekomendasi-rekomendasi yang diberikan secara personal oleh Telkomsel.

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Traveloka melakukan personalisasi dengan menerapkan solusi big data untuk membaca kebutuhan konsumennya. Dengan melacak kebiasaan konsumen serta lokasi mereka, Traveloka dapat merekomendasikan promosi yang berada di area pelanggannya. Traveloka juga menawarkan hotel maupun tiket perjalanan sesuai dengan kebiasaan-kebiasaan konsumen dalam melakukan pencarian.

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OVO menggunakan solusi big data untuk lebih memahami keinginan konsumen. Dengan riset konsumen dan mengolahnya lewat big data analytics software, OVO dapat lebih mengenal tipe-tipe konsumen dan memberikan berbagai jenis layanan yang memang disukai oleh para penggunanya.

Cambridge Analytica…

“ Perusahaan konsultasi politik yang memanfaatkan data mining dan analisis. CA didirikan pada tahun 2013 sebagai anak perusahaan SCL group, bersama dengan Steve Bannon, yang kemudian menjadi penasehat strategis Donald Trump. “

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• CA memperoleh data pribadi milik sekitar 50 juta pengguna Facebook melalui aplikasi kuis yang bernama “this is your digital life “, mereka membayar 270.000 user untuk menggunakan aplikasi tersebut,
• Dari user tersebut mereka mengakses pengguna lain yang ada di dalam daftar pertemanan mereka.
• Data tersebut kemudian digunakan sebagai input untuk mengembangkan algoritma psikografik analisis.
• Hasil analisisnya kemudian digunakan untuk melakukan targeted campaign melalui berbagai iklan dan content.

Source : https://idbigdata.com/official/menguak-skandal-cambridge-analytica/

Cambridge Analytica…

“ Apa itu psikografik analisis “

Source : https://idbigdata.com/official/menguak-skandal-cambridge-analytica/

• Analisis psikografik adalah metode analisis yang mencoba menggambarkan kepribadian seseorang berdasarkan data-data preferensi mereka, dalam hal ini diwakili oleh content atau status yang kita post, like dan klik.
• Intinya, selain data profil kita, setiap kita melakukan posting maupun klik atau like pada entry tertentu, data aktifitas tersebut juga akan diambil dan dianalisis untuk membentuk profil kepribadian kita.

Apa kuncinya ?

How Big Data Works..?

1. Set a big data strategy.
2. Identify big data sources.
3. Access, manage and store the data.
4. Analyze the data.
5. Make intelligent, data-driven decisions.

Sebelum menggunakan data besar, kita harus mempertimbangkan bagaimana data itu mengalir di antara banyak titik, sumber, sistem, pemilik, dan pengguna.

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Ada lima langkah untuk mengambil alih "struktur data besar" ini yang mencakup traditional data, structured data bersama dengan unstructured dan semistructured data:

Source : https://www.sas.com/en_id/insights/big-data/what-is-big-data.html

1. Set a big data strategy

At a high level, a big data strategy is a plan designed to help you oversee and improve the way you acquire, store, manage, share and use data within and outside of your organization. A big data strategy sets the stage for business success amid an abundance of data. When developing a strategy, it’s important to consider existing – and future – business and technology goals and initiatives. This calls for treating big data like any other valuable business asset rather than just a byproduct of applications.

Source : https://www.sas.com/en_id/insights/big-data/what-is-big-data.html

2. Identify big data sources.

Streaming data comes from the Internet of Things (IoT) and other connected devices that flow into IT systems from wearables, smart cars, medical devices, industrial equipment and more. You can analyze this big data as it arrives, deciding which data to keep or not keep, and which needs further analysis.

Social media data stems from interactions on Facebook, YouTube, Instagram, etc. This includes vast amounts of big data in the form of images, videos, voice, text and sound – useful for marketing, sales and support functions. This data is often in unstructured or semistructured forms, so it poses a unique challenge for consumption and analysis.

Publicly available data comes from massive amounts of open data sources like the US government’s data.gov, the CIA World Factbook or the European Union Open Data Portal.

Other big data may come from data lakes, cloud data sources, suppliers and customers.

Source : https://www.sas.com/en_id/insights/big-data/what-is-big-data.html

3. Access, manage and store the data.

• Modern computing systems provide the speed, power and flexibility needed to quickly access massive amounts and types of big data.
• Along with reliable access, companies also need methods for integrating the data, building data pipelines, ensuring data quality, providing data governance and storage, and preparing the data for analysis.
• Some big data may be stored on-site in a traditional data warehouse – but there are also flexible, low-cost options for storing and handling big data via cloud solutions, data lakes, data pipelines and Hadoop.

Source : https://www.sas.com/en_id/insights/big-data/what-is-big-data.html

4. Analyze the data.

• With high-performance technologies like grid computing or in-memory analytics, organizations can choose to use all their big data for analyses.
• Another approach is to determine upfront which data is relevant before analyzing it. Either way, big data analytics is how companies gain value and insights from data. Increasingly, big data feeds today’s advanced analytics endeavors such as artificial intelligence (AI) and machine learning.

Source : https://www.sas.com/en_id/insights/big-data/what-is-big-data.html

5. Make intelligent, data-driven decisions.

• Well-managed, trusted data leads to trusted analytics and trusted decisions.
• To stay competitive, businesses need to seize the full value of big data and operate in a data-driven way – making decisions based on the evidence presented by big data rather than gut instinct.
• The benefits of being data driven are clear. Data-driven organizations perform better, are operationally more predictable and are more profitable.

Source : https://www.sas.com/en_id/insights/big-data/what-is-big-data.html

Apa itu BigData

3V

The Definition of Big Data

What exactly is big data?

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Big data is data that contains greater variety arriving in increasing volumes and with ever-higher velocity. This is known as the three V’s.

-Circa 2001-

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Big data as anything too big to fit onto your computer.

-Ian Foster, 2017-

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Big data is larger, more complex data sets, especially from new data sources.

-Oracle, 2019-

4V

5V

8V

10V

2013

Data Driven Decision Making

Sources : https://bi-survey.com/data-driven-decision-making-business

Data Driven Decision Making (cont’d)

Decision Making (Generated by IT):

33% + 13% + 7% + 5% + 2% + 1 % =

61%

The survey received 245 responses from employees representing a number of federal agencies. The findings were conclusive ― among the options presented, respondents identified evidence-based policy making as most likely to have the greatest impact on the improvement of government services.

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Which of the following do you believe will have the greatest impact on improving government services?

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BigData vs DA vs DS

Sumber : https://www.whizlabs.com/blog/data-science-vs-big-data-vs-data-analytics/

Annual Salary : Data Analyst vs Data Engineer vs Data Scientist

Sumber : https://dashee87.github.io/data%20science/r/Engineering-Data-Engineers/

Sumber : https://anaktik.com/tips-belajar-data-science/

Hierarchy Of The Data Process : Data Analyst vs Data Engineer vs Data Scientist

Sumber : https://towardsdatascience.com/data-engineer-vs-data-scientist-bc8dab5ac124

Before the world starts to collect data to feed what we call Big Data, businesses have no choice to:

• Do their own analyses
• Use their intuition for taking decisions

But taking advantage of Big Data requires processes, organization, tools and most importantly: people able to manage it.

And depending on what you want to do, Data Engineers, Data Scientists & Data Analyst will be crucial for certain tasks of the process.

Skillsets : Data Analyst vs Data Engineer vs Data Scientist (1)

Sumber : https://www.springboard.com/blog/data-science-career-paths-different-roles-industry/

Data Scientist :

Skills You’ll Need: Knowledge of algorithms, statistics, mathematics, and broad knowledge of programming languages such as R and Python. Broad knowledge of how to structure a data problem, from framing the right questions to ask, to communicating the results effectively.

Typical Majors: Mathematics, economics, computer science, physics

Data Engineer :

Skills You’ll Need: A deep knowledge of data storage and warehousing solutions (SQL and NoSQL – based flavors), and programming frameworks such as Hadoop and Spark that can help you source data and process it.

Typical Majors: Computer science, engineering.

Data Analyist :

Skills You’ll Need: Data analysts will need a solid grasp of data manipulation (using programs like Excel) and data communication.

Typical Majors: Business, economics, statistics

Analytics Models

Prescriptive�Analytics

Predictive�Analytics

Diagnostic

Analytics

What happened?

What will happen?

How can we make it happen?

Why did it happen?

Descriptive�Analytics

VALUE

DIFFICULTY

Hindsight Insight Foresight

Descriptive Analytics

Diagnostic Analytics

Source : https://www.liputan6.com/health/read/4467441/headline-angka-positif-covid-19-di-indonesia-tembus-1-juta-kasus-penanganannya

Predictive Analytics

Prescriptive Analytics

Source :

https://www.sciencedirect.com/science/article/abs/pii/S0048969720324347

Sumber Data…

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is data that is collected by a researcher from first-hand sources, using methods like surveys, interviews, or experiments. It is collected with the research project in mind, directly from primary sources.

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is data gathered from studies, surveys, or experiments that have been run by other people or for other research.

Typically, a researcher will begin a project by working with secondary data. This allows time to formulate questions and gain an understanding of the issues being dealt with before the more costly and time consuming operation of collecting primary data.

Primary Data

Secondary data

• Driscoll & Brizee. What is Primary Research? Purdue Online Write Lab. Retrieved from https://owl.english.purdue.edu/owl/resource/559/01/ on June 24th, 2017
• BYU FHSS Research Support Center. Data Types and Sources. Retrieved from https://fhssrsc.byu.edu/Pages/Data.aspx on June 24th, 2018

Sumber Data Sekunder…

• Bps.go.id
• https://www.kaggle.com
• http://hdr.undp.org/en/data
• https://datasetsearch.research.google.com
• https://covid19-public.digitalservice.id/api/v1/
• https://raw.githubusercontent.com/CSSEGISandData/COVID-19/master/csse_covid_19_data/csse_covid_19_time_series/time_series_covid19_confirmed_global.csv
• https://catalog.data.gov/dataset
• FiveThirtyEight
• BuzzFeed
• ProPublica
• AWS Public Data sets
• UCI Machine Learning Repository
• Quandl
• Dsb… dsb…

• Twitter
• Facebook
• Instagram
• Whatsapp
• Dsb.. Dsb…

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Website

Media Sosial

Note :

• Mayoritas Data tersebut tidak siap pakai (API),
• Butuh proses download data 🡪 third-party apps..
• Butuh proses penerjemahan format
• Butuh analisa
• Dst.. Dsb…

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