07 - IDNOG04 - Leontinus Alpha Edison (Tokopedia) - Data Driven Innovation

Data-Driven Innovation

Once Upon a TimeIn Jakarta, Jan 2009

1 Product Guy 1 Half Engineer as co-founder

Don’t have business background AT ALL

China Japan Korea Indonesia

baidu.com yahoo.co.jp naver.com google.com

qq.com google.co.jp google.co.kr google.co.id

taobao.com amazon.co.jp google.com facebook.com

sina.com.cn youtube.com amazon.com youtube.com

weibo.com google.com daum.net yahoo.com

tmall.com fc2.com youtube.com detik.com

hao123.com rakuten.co.jp facebook.com kaskus.co.id

sohu.com nicovideo.jp tistory.com liputan6.com

360.cn twitter.com ppomppu.co.kr kompas.com

tianya.cn facebook.com gmarket.co.kr wordpress.com

?Online Forums

Social Media

Blog Platform

Data-Driven Mindset

TVC Optimization

Before

What did we do?

We found that people tends to play with their phone while watching TV.

IF we can captured number of people who visits our site, after watching our TVC. Means, our TVC works on that niche of people in that particular program.

How? 1. Filter traffic only from Direct and Organic. 2. Filter traffic only from Mobile, WAP, Android and iOS. (Desktop show spikes too, but not all the time. IF we put Desktop in the calculation, it will reduce the contrast, making it harder to read.) 3. Use Google Trend (to analyse search terms).

Cancellation Rate

Overview

What did we do?

Result

Fraud Install Detector

Ads Agency

Machine Learning@Tokopedia

Fighting transactional fraud at Tokopedia

Fraudulent transactions are handled MANUALLY using a backend system

Only using Rule Engine and later on we counting on MANUAL INSPECTION

However, number of cases overwhelms fraud team, it leaves a lot of unhandled cases.

Solutions?

Using machine learning to discover fraudulent pattern rather than manually checking similar cases over and over again.

We use machine learning model alongside the existing rule engine.

Transaction are not the only place for fraud

What about MESSAGING?

USD 2 million

USD 230k

USD 600k

Don’t think “someone else will join and take care of this” — Mike Krieger of Instagram