7th Enterprise Innovation CXO Forum | Questex Events SINGAPORE , 28 February 2019 Decoding Social Data Employing Non Discriminatory Analytics in Creating New Differentiators for Digital Enterprise Key Talking points: Competitive advantage from Social Data continues to grow Combine Social Data with more Data Sources to: • Improve relationship & Customer Experience • Gain market insights and Innovate Faster • Drive operational Efficiency • Improve Brand Health • Generate New revenue • Improve marketing effectiveness

1. Decoding
Social DataEmploying Non Discriminatory Analytics in
Creating New Differentiators for Digital Enterprise
SINGAPORE , 28 February 2019

2. Same
Species
Any
Species
New Kind
of Species
Why Social Data Decoding?
Digital disruptors emerging from any where, any time, any species
Social Data is one of the pillars of digital transformation
Customer Centricity
Hyperconnected
Hyperaware
Fast decision
Fast execution

3. 3
# of Social
media users
6K
Tweets/s
1h
Response
155
friends
15%
New Search
queries /day
40KSearch/s
5.54Accounts 10Likes / Month3.4Busers
116
Minutes
60B
Message/Day
# of social media
accounts per user
10 likes
4 comments
8 ads clicks
Daily time
spent on social.
Handled by
Facebook & WhatsApp
Average # of
friends on
Facebook
Tweets every
second
expected
time after
complain on
twitter
queries never been
asked before
Processed by
Google
Source : https://www.brandwatch.com ( Jan 2019)

4. TOP SOCIAL MEDIA OBJECTIVES
Moved to new frontiers : Innovation, Operational Efficiency & Revenue Generation
4
40
38
36
36
34
32
42
43
44
43
43
46
16
15
17
16
20
19
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
VERY IMPORTANT SOMEWHAT IMPORTANT NO OPINION UNIMPORTA
Source: Altimeter State of Social Business report 2016,
MARKETING ORGANIZATION
IMPROVEMENT IN EFFECTIVENESS
OF MARKETING PROGRAMS
REVENUE GENERATION
INCREASE IN ACTUAL PRODUCT
REVENUE, LEADS, CONVERSIONS
BRAND HEALTH
IMPROVEMENT IN ATTITUDES, CONVERSATION,
AND BEHAVIOR TOWARD OUR BRAND
OPERATIONAL EFFICIENCY
REDUCTION IN COMPANY
EXPENSES, RISK, CUSTOMER SERVICES
INNOVATION
INCREASE IN PRODUCT R&D AND INNOVATION
CUSTOMER EXPERIENCE
IMPROVEMENT IN RELATIONSHIP WITH
CUSTOMER, EXPERIENCE WITH THE BRAND

5. 5
Innovation
R&D Customer
Service
Sales
Production
Operation IT
Production
Human Resources
Marketing

6. 6
Social Data
Likes
Comments
Complaints
Shared Media
Social Graph
Group Membership
Web Searches
Enterprise Data
CRM
Loyalty Programs
Purchase History
Billing
Collection
Surveys
Support Tickets

7. “All data is
credit
data;
we just don’t
know how to
use it yet”
Hyperconnected, Hyperawareness , New way to credit scoring
Doug Merrill, CEO and Founder of ZestFinance, former CIO at Google

8. the cost of your
life insurance
could depend on
your next
Instagram post
Hyperawareness , Customer Insights, Personalized pricing

9. Battery level could
impact your calculated
credit score
LenddoScore is derived
from the customer’s social data and online behaviour
Hyperconnected, Hyperawareness , New way to credit scoring

10. 10
17 Jul 2007
McDonalds should serve
breakfast 24/7
All-day breakfast is credited with helping to reverse
a 14-quarter decline of McDonalds
Eight years later,
McDonald’:
Your wish would soon
be granted
Source:twitter.com/_johnlee_/status/155040762

11. 7 Minutes
to produce an AD
after William and Kate,
announced they are expecting
their second child
Hyperawareness , Fast Execution

12. Hotel Room may
cost you 30% more
if you are
Mac User
Hyperawareness , Customer Insights, dynamic pricing
Photo: Bloomberg.
By Dana Mattioli , Aug. 23, 2012 6:07 p.m. ET

13. • Shopping behaviour
becomes “flexible”
• Right ads or Promo
more effective to
start shopping in
new ways
Hyperawareness, Predict major moments in consumers’ lives

14. Ethnicity, religious,
political views,
relationship status,
gender, sexual
orientation,
consumption of
alcohol,
cigarettes and drugs
Just 170
Likes
to predict

15. Big 5 Personality
O.C.E.A.N
Openness, Conscientiousness,
Extraversion, Agreeableness, Neuroticism
Receive a
higher # of calls
more likely to be
agreeable and
emotionally stable
“Big Five” personality traits can be predicted based on smartphone
metadata
smartphone metadata
App Usage, Call & SMS Logs

16. I know where
you will be
tomorrow…
Precision: 1,000 meters
precision : 20 meters
If access to friends DATA
Hyperawareness , Correlation between movement data and social interactions
Predict future geographic position
Address Book
GPS Trace

17. Rhythm of
typing patterns &
number of mistakes
predict
emotional states
Confidence, Hesitancy,
Nervousness, Relaxation,
Sadness, Tired
Typing patterns on a keyboard & mistakes in typing can predict
emotional states of users Up to 88% accuracy
Accuracy of predicting emotional states from keystroke dynamics. Source: Epp et al, 2011

18. Purchase pattern
of 25 products lead to
“pregnancy
prediction”
could even estimate the
birth date.
Hyperawareness , Customer Insights, Prediction
Obvious indicators
purchased at certain
quantities & at precise
points in time
25products
Subtle indicators

19. I know you knew I was
pregnant. It's my fault..
But didn’t you see me Googling
“baby not
moving”
And then the announcement
“stillborn”
Source : Gillian Brockell, a video editor at The Washington Post, tweeted at
Facebook, Twitter, Instagram her Experience regarding their algorithms targeting
pregnant women
Lack of Hyperawareness, bad Execution

20. DIGITAL TRUTH DIGITAL LIES
• Searches
• Views
• Clicks
• Social media
posts
• Social media likes
• Dating profiles
“On social media,
as in surveys,
you have no incentive
to tell the truth”

21. “don’t trust what
people tell you;
trust what they do.
”

22. “Real World”“Facebook world”
Source:Every Body Lies, Seth Stephens-Davidowitz
Family life perfect Family life is messy
happily married, vacationing in
the Caribbean…
a angry, on supermarket,
ignoring phone calls from their
spouse…
It seems every young adult is at
a cool party Saturday night.
most are home alone, binge-
watching shows on Netflix.
Girlfriend posts 62 happy
pictures from her getaway with
her boyfriend.
immediately after, she Googles
“my boyfriend won’t have xxx
with me.”

23. Drowning
in data and
Starving
for insight
Reality of many enterprises
Insight?
Decisions?

24. BillionsProfiles, Clicks, Search, locations, Paths, Networks,
Likes, dislikes, comments, Photos, blogs, etc…
Collected, Processed,
shared across services,
platforms and devices
Today’s Reality

25. 25
TM ONE Social Data Analytics as Service
for enterprises and public sectors
Campaign
Effectiveness
Customer
Behaviour &
Experience
Customer
Loyalty
Socio-
economics &
Geo-politics
Industry &
Competitor
Benchmarking
Reputation
Risk & Issue
Management

26. 26
TM ONE Social Data analytics as a Services framework
Actions
Reputation Management
Micro-targeted
campaigns
Pre & Post Campaign
Measurement
Competitor
Benchmarking
Sales Effectiveness
Customer Feedback &
Improvement
Optimising media buy
spend
Product Development
Daily Sentiment Bar Trendline Chart (AllSentiments)
Key Events & Conversation Triggers
T o ta l P o s ts (M e n tio n s ) 7 ,8 2 9
T o ta l Im p r e s s io n (R e a c h ) 1 1 6 ,2 9 2 ,3 0 2
• T h e h ig h e s t a m o u n t o f th e n e u tra l s e n tim e n t d u rin g th e firs t w e e k o f
th e m o n th w a s c o n trib u te d b y th e q u iz fro m P e s b u k e rs R a m a d h a n
A N T V , w h ic h w a s s p o n s o re d b y X L .
• P o s itiv e s e n tim e n t w a s c o n trib u te d b y th e n e w s th a t X L A x ia ta
re in fo rc e d th e ir n e tw o rk a h e a d o f th e L e b a ra n h o lid a y .
• Management Reporting
• Issue Escalation
• Recommendations &
Advisory
• Strategy and Action Plans
Actionable
Insights
• Sentiment & Emotion
Analysis using
Machine Learning
text algorithm
• Influencer and
virality analysis
Data Processing
• Data extraction
• Data Integration
• Data cleaning
• Data storage
Pre-processing

27. In summary…
Competitive advantage from Social Data continues to grow
Combine Social Data with more Data Sources to
• Improve relationship & Customer Experience
• Gain market insights and Innovate Faster
• Drive operational Efficiency
• Improve Brand Health
• Generate New revenue
• Improve marketing effectiveness
27

28. BUT
DON’T
FORGET

29. Thank you!
Menara TM ONE
No.1, Jalan Damansara, 60000 Kuala Lumpur
tmone.com.my
Mahmoud Dasser
Chief Marketing Officer, Vice President
Telekom Malaysia | TM ONE
Mahmoud.dasser@tm.com.my
+60 17 820 1962
linkedin.com/in/dasser