Why Statistics ??By Aulia Fitriyani

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Aulia FitriyaniData ScientistAstra DigitalStatistika – IPB (52)

85% data scientist of Astra Data Scientist Bootcamp 3 come from non statistics

"A data scientist uses data to understand and explain the phenomena around them, and help organizations make better decisions"

By Coursera

Should I get a degree in statistics to become a data scientist ?

DATA SCIENTIST 3 17

Statistics

Non Statistics

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Statistics in Daily Life

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Weather

To forecast the weather, they collect data needed and then predict the weather & other things based on data collected. Its statistics !

Collect Data

✓ Temperature✓ Precipitation✓ Humidity✓ Wind✓ Etc

Predict by Data

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Statistics in Daily Life

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Ojek Online

Ojek online company do personalized campaign to their customer based on customer’s behaviour

User A11 K off

User BNo Discount

50 K offFree deliveryOn weekend

115 K off50 % off30 % off

Free delivery

PERSONALIZED CAMPAIGN

Ride: 3x a weekFood: Every weekend

Ride: NeverFood: 2x everyday

Ride Food

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Statistics in Daily Life

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Covid

Everyone who takes part in dealing with the problem of covid, uses statistics to make decisions for the better world

Positive CovidA

HealthyB

Result Test Positive

Result Test Healthy

C

D

The accuracy of swab test Monitor & make decision for handling covid

Let’s practice !

https://covid19.who.int/

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Statistics in Daily Life

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Face Recognition

You can have data without information, but you cannot have information without data - Daniel Keys Moran

Wear Mask

Wear Mask

Wear Mask

Not Wear Mask

Not Wear Mask

Not Wear Mask

Wear Mask Not Wear Mask

Learn from Data

Predict by Data

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Statistics in Daily Life

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Video Platform

With statistics, we can find out behaviour of data and can use it to recommend something (can be used in almost any field)

Video Artist A

Video Gossip Artist A

Video Drama Artist A

Vlog Artist A

SYSTEM RECOMMENDATION

Recommend another video based on:• Video watched• Compare video from other similar users

Have you experienced this ?

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Statistics in Daily Life

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Sport

The use of big data in sport can help the athletes to know more about their opponents easily and be one of the reason for their wins

✓ Shot Type✓ Player Positions✓ Stride Length✓ Distance✓ Reaction Time✓ Final Shot Trajectory✓ Etc

1. Strength2. Weakness3. Predict Opponent

Strategy

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Statistics in Daily Life

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Online Shopping

Using technology, you can do competitor analysis easily and can make your own marketing strategy

Market Research

Competitor Analysis• Product• Marketing strategy• Promotion• Price

Experimentation

To know customer behaviours• Kind of promotion• Photo product• Title of product• Description, etc

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Statistics in Daily Life

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Weather

Transportation

Medical

Technology

Video Platform

Sport

Ecommerce

“In this era, everything is about data. Wherever you go you will find statistics in there, so it’s a must for you to have 1 skill

about statistics. Whatever your future will be, you will really need this skill, and it is

Exploration Data”

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Statistics in Daily Life

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Experiment

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Experiments are designed to identify causal relationships between variables and this is a really important concept in many fields

DATA SCIENTISTASTRA DIGITAL

USE CASE EXPLORE DATA ANALYSIS EXPERIMENTATION

Team A

Team …

Team Experiment

Step Analysis in Astra Digital

HYPOTHESIS SIZING & PLANNING

RUNNING

Step Experimentation

ANALYSIS

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A/B Testing

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Through A/B Testing you will see big impact only by a little change

Obama team got $60 million from A/B Testing

In December 2007, Obama team do a simple experiment to get some money for support Obama 2008 campaign. Based on data they have, Sendingemail to people who signed up on their splash page and asking them to volunteer typically converted 10% of them into volunteers. So, what they needis to think how to improve sign up rate in their website and decide to did a simple experiment by change the media (photo) and button in landing page

Original Page

The winning variation had a sign-up rate of 11.6%. The originalpage had a sign-up rate of 8.26%.Each email address that wassubmitted through our splashpage ended up donating anaverage of $21 during the lengthof the campaign. The additional2,880,000 email addresses on ouremail list translated into anadditional $60 million indonations.

THE WINNER VARIATION

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A/B Testing

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Through A/B Testing you will see big impact only by a little change

Netflix use A/B Testing to do personalized campaign to their customers

Netflix is one of the big platform video in the world, and Netflix has customer from around the world too. Netflix realized every country has their owncriteria, it means if Netflix customer in US like A it doesn’t mean customer in Asia also like A. Netflix did personalized campaign to deal with it

Netflix do experimentation to choose the thumbnail even they do it personalized for every region

A little insight that Netflix get from A/B Testing

Asians were 7.5 % more likely tofind a show/movie with an Asiancharacter in thumbnail moreinteresting

Indians who saw Indian characters in

the Thumbnail were 7.2% lesslikely to find it interesting

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A/B Testing in Astra Digital

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Astra Digital do experimentation via A/B Testing for their personalized campaign

ASTRA

Segmentation of Customer

How do we get them to stay ?

PERSONALIZED CAMPAIGNTo make customer stay active in app

• Reminder to use our service• Kind of promotion (in percentage or value)• How to touch them (channel)

To make customer buy the things we sell

• Give free gift every purchase car or motor• Article about how important to use the

thing that we sell

To make customer do service

• Remind customer about time to service• Special promotion• Service booking

We do a lot of experimentation, there will be always success and failed. But through experimentation, we can know our customer’sbehaviour so we can treat them really well and we also can know if our analysis is has good enough value or not to customer

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Source

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Dashboard Excel:• https://wmfexcel.com/2019/02/03/learn-something-amazing-from-myndas-excel-dashboard-webinars-2/

Experimentation (A/B Testing):• https://www.optimizely.com/insights/blog/how-obama-raised-60-million-by-running-a-simple-experiment/• https://medium.com/@sdhrshn/netflix-a-b-testing-5d7c8216853f• https://towardsdatascience.com/experimentation-in-data-science-90521e74ee4c• https://ambiata.com/blog/2020-06-30-missing-layer/• https://www.analyticsvidhya.com/blog/2020/10/ab-testing-data-science/

Thank you ☺