why, dataInvoke, a Data Firm
In Godwe trust.All others must bring data.
why data
why data
whydata?We are a data firm.
INVOKE brings together unique skills and expertise across various fields, but everything that we do revolves around data.
We are in the business of extracting data, processing data, exploring data, analysing data and modelling data to understand behaviours of the subject matter that we study.
We use data to profile how 15 million Malaysian voters would have voted in the 2018 general election. Our profiling was built from algorithms that represent how a voter behaves against a set of “predictors”. We developed machine learning models so that we were able to predict how a voter would vote, given his/her personal traits.
The outcomespeaks for itself.
We were the only organisation that predicted the outcome of the general election correctly. Our forecast of state election results in the Peninsular was also most accurate: we predicted correctly the outcome of 9 state administrations (out of 11).
Our final tally of the number of seats won by the respective major coalitions was within 95% accuracy.
01
MachineLearning
We take machine learning beyond buzzwords.
For every task we focus on, we approach the problem solving methodically to acquire knowledge from the data sets to produce machine learning solutions:
| Identify the task’s objectives
| Identify what type of data is required from clientsto meet the objectives
| Identify the source and format of data
| Extract data and clean the data into an analysable format
| Carry out regressions and mathematical analysis to spot patterns and establish relationships between outcome and predictors
| Determine any external data required to add a deeper understanding of outcomes with respect to the external environment
| Obtain external data, process the data and carry out regressions and mathematical analysis to add more patterns and relationships between outcome and external data
| Build machine learning algorithms that predict accurately an outcome (given a set of predictors)
| Test the accuracy of the predictions derived fromthe machine learning algorithms
| Integrate the machine learning algorithms into back end and front end solutions to achieve task’s objectives
02
The outcome of our work is a predictive understanding of the behaviours of any subject matter that we work on.
The possibility to predict an outcome (from a set of predictors)brings tremendous values to businesses and operations. Someof the predictive machine learning models we had built:
Politicalinclination of
a voter
We can predict how a person will vote if we know certain information from him/her: age, gender, locality, ethnicity, education, employment etc.
We provide a much more accurate political, economic and social risk assessments to businesses due to the reliability of the predictions derived from the machine learning political modelling.
We can predict a person’s attitude (at a particular time) towards spending on certain items, or preference of one brand over the other, or receptiveness to a product, if we know certain information from him/her:age, gender, locality, ethnicity, education, employment etc.
We can predict a price movement (for a product in a given locality) if we know certain information: product, brand, locality etc.
We can predict a person’s view towards social issues (conservatism, religious issues, attitude towards employment etc.) if we know certain information from him/her:age, gender, locality, ethnicity, education, employment etc.
We provide a precise micro-targeting marketing capability to businesses, which can deliver the most effective message to the right person to hit a sale conversion.
We provide a precise price prediction that can help businesses make better pricing decisions.
We provide accurate insights into branding and product development to ensure the products/ services developed by businesses have a near perfect fit with the targeted audience/customers.
Consumer behaviour
Price trends
Socialbehaviour
Outcome Predictive Modelling Business Value
The possibilitiesare limitless
If you allow us to dive into your data, we can build predictive models that assist you to make the most accurate business decisions.
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sdataassets
We canclaim proudly that we are the only organisation in Malaysia that has a complete political, economic and social profiling of 15 million Malaysians
We carry out various surveys 5 days a week continuously to add more data points to our central profiler. With more data points being added, we increase the accuracy of our profiling predictions and expand the scope of profiling it can deliver.
03
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sThe power of the predictive profiling was unleashed in the 2018 general election.
We achieved one of the highest campaign message penetration ever reported in any major election campaigns in the world.
We served 1 billion of social media’s campaign impressions to a voting population of 15 million throughout the eighteen-month campaigning period. This translated to an average of 67 times of campaign messages delivered directly and individually to each voter over the social media.
This achievement in micro-targeting beats the much-discussed Cambridge Analytica’s campaign performance during the USPresidential Election of 2016.
Credited for winning the White House for President Trump, Cambridge Analytica claimed it served 1.4 billion campaign impressions over the social media (to a voting population of 250 million) that contributed to the vote swing in the marginal states and eventually delivered the presidency to Trump. This translated to an average of 6 times of campaign messages delivered directly and individually to each voter over the social media.
With accurate voters profiling derived from data analytics, our messaging efficiency was 10 times better than what Cambridge Analytica delivered for President Trump.
04
Andrew ClasterAdvisor
Educated at Yale, London School of Economics (LSE) and University of Barcelona,
Andrew Claster was Deputy Chief Analytics for President Obama’s 2012 re-election campaign. He helped create and lead the Obama Analytics team of more than 50 analysts, statistical modelers and engineers. The team used predictive modeling, data analysis and
technology to revolutionize political polling and individual-level voter targeting.
Andrew persuaded Rafizi to set up INVOKE in 2016 and he provided the technicalknow-how especially in predictive modelling and micro-targeting voters.
Andrew continues to advise INVOKE in its transition post-2018 general election.
Rafizi Ramli, FCAFounder/CEO
Rafizi Ramli is a Fellow of the Institute of Chartered Accountants in England & Wales (ICAEW) and is a former Member of Parliament for the constituency of Pandan (Malaysia). He graduated with a degree in Electrical and Electronics Engineering from Leeds University, United Kingdom and qualified as a chartered accountant after a 3-year stint at Jeffreys Henry LLP, a leading mid-tier firm of accountants in London.
At 25, Rafizi was appointed a manager at PETRONAS, a Fortune-100 international oil and gas conglomerate. He went on to become Head of PETRONAS’ petrochemical planning at the age of 27, managing PETRONAS’ petrochemical assets worth USD10 billion. By 30, he was the finance head of PETRONAS’ international upstream operation overseeing oil and gas operations in 34 countries around the globe.
He left PETRONAS at 32 to become a general manager of Pharmaniaga PLC, the largest integrated pharmaceutical conglomerate in Malaysia. In 2009, he quit his corporate positions to become the CEO of Economic Advisory Office for Selangor (Malaysia’s richest state). Throughout the 14 years he was in the corporate world, Rafizi has managed the finance, marketing, planning, risks mitigation, operations, technology and communications functions in the various positions he had held. Rafizi won the federal seat of Pandan with the highest majority for his party, People’s Justice Party (PKR, in its Malay acronym) in 2013. He was elected as PKR’s Vice President in 2014. He was barred from contesting in Malaysia’s 2018 general election for exposing a classified audit report relating to 1MDB’s financial scandal.
theteam
Vincent ChowChief Technology Officer
Vincent graduated with a First-Class Honours in Electrical Engineering from University of New South Wales under a
scholarship from UNSW and ST Aerospace.
Vincent began his career at ST Aerospace and moved on to become a software engineer at a few software houses in
Singapore. He also lectured at Singapore Polytechnic.
In his free time, Vincent organisedart exhibitions.
Koh Wyhow Chief Analytics Officer
Wyhow graduated with a Bachelor’s in Mathematics from the National University of Singapore (NUS).
He was a mathematics lecturer for four years before joining EY Consultancy as a data scientist. Wyhow started at INVOKE as a volunteer to assist the Analytics team, before joining full time as Chief Analytics Officer.
theteam
Hidayat JamalolailChief Creative Officer
Hidayat graduated with a Bachelor’s in Multimedia (Media Innovation) Malaysia’s Multimedia University (MMU). He was an award-winning creative artist who started his creative career at his own studio. His design studio was involved in a few landmarkdesign projects including the staging of Supermokh & Supermokh Restaging musicals.
Hidayat started out as a volunteer who helped Rafizi’s campaign even before INVOKE was founded. In 2016, he quit his job to join Rafizi to create a niche brand for INVOKE.
Nurfaiz FoatChief Projects Officer
Nurfaiz graduated in Civil Engineering from MARA University College (UiTM). He dabbled in coding and programming since his school days.
He was involved in a wide range of development functions at lelong.my, Supahands and Maxis before joining INVOKE.
At INVOKE, he is responsible for the delivery of all commercial projects.
Na’im BrundageChief Marketing Officer
Na’im started his career in the creative industry. He was a line producer, co-producer and art director for a number of TV commercials at Reservoir Production.
Na’im was with J Walter Thompson, one of the largest advertising and marketing communication companies in the world before joining INVOKE in 2016.
At J Walter Thompson, Na’im managed the marketing campaigns for some of the most well-known brands such as Kit Kat, Milo Nuggets, Drumstick and others.
Call Centre Analytics & Data ScienceSystem DevelopmentDigital Marketing & ContentsCreativesCommercial & Client ServicesFinance & Corporate Services
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micro-target
05
DIGITAL
micro-target
Micro-targeting means sending advertisement individualised at a personal level to ensure maximum conversion efficiency.
If you are a politician, you send different personalised campaign messages to a different type of voters, so that you can tailor your messages to issues that are important individually to them.
If you are a consumer product company, you send a personalised promotion with different contents to different customer groups.
Micro-targeting combines profiling (derived from machine learning algorithms) with psychographic messaging. Advertising messages are developed to appeal emotively to the target audience, which leads to higher receptiveness and more actions per amount spent.
Micro-targeting
Sales lead fromsocial media ads
Amount spent on socialmedia advertising
With micro-targeting
Withoutmicro-targeting
You get better Return on Investment (ROI) on advertising expenditure when you deploy micro-targeting in getting your messages out. You get more sales with less advertising expenditure because the messages go directly to the target audience who are most likely to respond to the advertisement.
Profiling is the equivalent of our bread and butter. We have extensive profiles of 15 million Malaysians. This enables us to create a specific audience for any kind of message.
Once we identify the specific audience for a purpose, we can develop psychographic advertising materials in accordance with the profile.
We offer micro-targeting services from as low as RM70 to have access to our network of social media assets.
Average monthly reach
on social media assets:
8,000,000reachAveragemonthly
impressionon social media
assets:70,000,000
impressions
Averagemonthly video
views onsocial media
assets:7,000,000
views
market place
market place
We strive to bring data analytics to as many SMEs as possible by keeping our fees
comparatively much lower than competitor’s.
If you operate an internet business selling products and services online, or you own an
SME looking to reach a wider customer base, we offer our marketplace package:
We place your products or serviceson our e-commerce platform for free
-We place your products or services on other
existing e-commerce platforms for free -
We combine micro-targeting and psychographic to reach to the best customer
base that is most likely to respond to your products or services
marketplace
Data analyticsis normally out of reach of small and medium enterprises (SMEs) because only big corporations can invest into big data.
The easiest way to benefit from micro-targeting and psychographic messaging is to come onboard via an agency agreement. You will have instant access to our profiling of 15 million Malaysians.
As your digital marketing agency, we undertake to market your products and services as if they are ours (subject to which agency package) with the full benefits of data analytics.
From as low as RM5,000 a month, we packagethe following digital marketing work:
Customer base profiling: identification, segregation and profiling of specific audience who are most likely to respond to your products and services -Content strategies: identification of content and messaging that match the profile of target customer base- Content development: creation of psychographic contents (graphics and videos) as part of a digital advertisement campaign- Micro-targeting: delivery of digital advertising campaign to a specific audience -Campaign management: outcome reporting,post-content analytics
Agency
Starter PackageRM5,000/month 16 infographics content creation per month Copywriting Digital marketing content planner Social media management (Facebook, Twitter, Instagram, LinkedIn etc.) Digital branding through profile and banner creation Psychographic analysis of contents (pre- and post-creation) Audience grouping for specific customer groups being targeted Micro-targeting of campaign messages to specific audience Search Engine Marketing (SEM) facilities Google Adwords facilities Basic benchmarking reporting on digital marketing performance
SMEs PackageRM15,000/month 40 infographics content creation per month 5 video content creation per month Copywriting Digital marketing content planner Social media management (Facebook, Twitter, Instagram, LinkedIn etc.) Digital branding through motion-graphic profile and banner Psychographic analysis of contents (pre- and post-creation) Audience grouping for specific customer groups being targeted Micro-targeting of campaign messages to specific audience Search Engine Marketing (SEM) facilities Google Adwords facilities Benchmarking reporting on digital marketing performance against industry Search Engine Optimization
Premium PackageRM50,000/month
100 infographics content creation per month 8 video content creation per month Copywriting Digital marketing content planner Social media management (Facebook, Twitter, Instagram, LinkedIn etc.) Digital branding through motion-graphic profile and banner Psychographic analysis of contents (pre- and post-creation) Audience grouping for specific customer groups being targeted Micro-targeting of campaign messages to specific audience Search Engine Marketing (SEM) facilities Google Adwords facilities Benchmarking reporting on digital marketing performance against competitors Search Engine Optimization Bespoke digital surveys Digital marketing strategy Digital community management Monthly tailor-made digital marketing campaign Facebook Artificial Intelligence (AI) Messenger chat-bot development Facebook Messenger broadcasting
ANALYTICS
06
In this age, we leave a trail of digital data in everything we do: from viewing ads on our mobile devices to commenting on news articles online. It is the same with businesses around the world: optimizing supply chains for last mile deliveries, to feedback from customers’ reviews to improve products and services.
We help businesses put together strategies for data collection, build their capacity to understand the impact of data on their operations, and forecast future problems for early mitigation.
businessimprovement
Do you need Analytics & Data Science function in your business today?
Do you have the expertise to run Analytics & Data
Science function in your business today?
What is thecost to you?
Have you done the cost-benefit analysis
to justify investing in an Analytics & Data
Science function in your business?
don’t get trappedbig data pitfalls
Rushing The ProcessBusinesses which rush to join the bandwagon of data analytics without proper assessment of cost and benefits often end up investing a lot of money and time focussing on cosmetic changes to their operation.
More often than not, impactful business changes are common sense improvements that do not require extensive data analytics to confirm.
We help you assess whether it is worth setting up a full-fledged Data & Analytics function in your business to maximize your investment.
Wrong SkillsetsWhen businesses realise the need to build their Data & Analytics function, the right people are required to maintain and continously develop this advantage.
Many practitioners are still grappling with Data & Analytics because the skill sets required are too new and change constantly. Often, the Data & Analytics function is relegated to a data custodianship role in a company with a focus on extracting and storing data (instead of analysing the data to develop business improvement models).
INVOKE brings value to your business because we are a data firm. We extract, clean, store, manipulate and analyse data every day. It is our core business, not a supporting role to other business activities.
Our data scientists handle more data than an average data scientist elsewhere in Malaysia.
DATA & ANALYTICSService Offerings
We help you assess whether it makes business sense for your business to adopt artificial learning strategies like machine learning for your business improvement-We audit your data infrastructure to assess data readiness and data integrity-We design the whole analytics processes from data extraction, data processing, data analysis, development of machine learning algorithms and validation-We connect the findings from analytics to your business, putting context to what data analytics tell you about your business -We make sound recommendations to improve your business value, derived from predictive modelling of your business data-Once your business implements the recommended improvements, we continue to analyse post-improvement data to validate the predictive modelling
You can hire us to assist your business to implement your Data & Analytics function, or you can outsource a business improvement project that involves Data & Analytics to us.
We workon 2 business models
You can get us onboard for free and collaborate on a business improvement project. We charge a 5% fee or RM50,000 (whichever is higher) on the value creation out of the business improvement project.-Or we can agree on a scope of work and we charge you based on agreed manhours of our personnel working on the project.
12
We have proven to be the most accurate profiler of Malaysians’ political inclination. We were able to achieve a high level of profiling accuracy because we ran numerous simulations against several hundred predictors.
Profiling voters based on political inclination is the most difficult because respondents generally refuse to state their preference.
It is a lot easier to statistically model whether a person likes one brand of ice cream over the others.
We apply similar techniques that had helped us profile political inclination accurately to consumer profiling.
We test what kind of age brackets prefers an automobile brand over another. We profile fuel brand customers by ethnicity, income brackets, geographic locations and many other traits.
We know what type of consumers are most likely to switch from one telco operator to another so that the right defensive/offensive marketing campaigns can be targeted towards them.
Every month, we carry out consumer surveys to add data points to our evolving consumer profiling database. Our consumer database now profiles 20 million Malaysian consumers.
Your business can benefit in two ways:
Consumerprofiling
Contact us today to do a bespoke survey to build a
profile of your customer base, so that your sales and marketing plans tap into the
right customer audience. Our survey starts from as
low as RM20 per completed respondent.
Or, you can sign up to our Consumer Profiling subscription so that you keep abreast with consumer profile for your products/services segment.A B
Businesses now require additional strategies on top of marketing campaigns to build their brand. In today’s business environment, building brands require the ability to detect and analyse public sentiments over a range of issues that affect the brands.
Sentiment analysis help businesses discover opinions, emotions, and feelings about a product or service using natural language processing and text analysis. This helps organisations keep abreast with public sentiment over a diverse range of issues, so businesses can develop defensive or opportunistic interventions promptly.
INVOKE offers businesses an affordable service to tap into the highly crucial sentiment analysis capability.
sentimentanalysis
We develop in-house scripts to extract large volumes of comments on social media (Facebook, Twitter and Instagram) on a daily basis, and run topics clustering models to detect public sentiment on key issues of the week.
We also run our own proprietary portal that matches public sentiment on key issues with real-time public interactivity. This allows us to test in-house hypotheses on various social – economic – political issues against prevailing public sentiment in real-time.
If you are a business owner, a public relations practitioner, a public official – or anything that is affected by what the public thinks of you – contact us today to find out how you can tap into our sentiment analysis engine.
You can gain insights into the minds of netizens over a range of issues and help your organisation tracks the prevailing sentiment at any time.
Products and services are highly susceptible to netizens’ sentiment that
changes rapidly over a brief period.
We are a market leader in polling and conducting nationwide surveys.
Since 2016, we have conducted 50+ nationwide surveys involving more than 500,000 Malaysians over the phone and social media platforms. We also provide polling services to international companies and universities.
We operate a fully-computerised Call Centre with 30 full-time call analysts trained in Bahasa Melayu, English, Mandarin and Tamil.
Some unique and proprietary features of our Call Centre:
We have the expertise to develop academic, political, social, commercial and consumer-based surveys to meet your requirements.
Our cost is one of the cheapest in the market and starts at RM20 per completed respondent. Cost per completed respondent depends on a variety of factors, including the length of the survey, the target audience and so on.
As businesses move closer to adopt data analytics, surveys become an extremely powerful tool to collect data and test hypothesis that allows you to make better business decisions.
surveys
All calls are recorded and uploaded immediately ona cloud server
Call capacity using computerised system is 300 calls perminute
We practise strict quality control that requires survey supervisors to audit call agents’ recorded interview to ensure data integrity
We operate an in-house “Interactive Voice Response” (IVR) system that allows us to make 10 million calls in a month
We have a population of20 million people who are randomly selected by the computerised system, depending on each survey’s requirement
NON-PROFIT
07
We are the very few organisations in Malaysia that have a complete data of as many as 15-million profiled Malaysians.
The profiling allows us to identify which Malaysians are inclined to what cause and what messages may persuade them to join a campaign.
If you run a non-profit organisation looking to expand your reach, or if you intend to build an in-house data engine to harness your existing members, we can provide you with a range of services:
We extend all the tools and applications we developed to mobilise our 42,000+ volunteers to other non-profit organisations at much-reduced fees. This helps other non-profit organisations adopt technology and data-driven system to harness the power of grass root volunteerism.
If you would like to access INVOKE’s 15-million profiling of Malaysians for your non-profit causes or discuss how to build your own in-house data engine, please talk to our Client & Commercial Services.
dataengine
Collaborate with us to access like-minded individuals who may want to participate actively with your activities
Build and organise your existing members/supporters into a data-driven system
Utilise INVOKE’s Citizens Mobilisation and Management Solution (CMMS) known as RedBox to communicate and manage your members/supporters more efficiently
INVOKE provides campaign consultancy services to non-profit groups across South East Asia.
We share our vast experience in citizens mobilisation and persuasive messaging and help your organisation design a campaign setup that can tap into the resources of millions of grass root volunteers.
We have been involved in campaign consultancy for political parties and non-political organisations across South East Asia by offering the following campaign setup services:
We bill non-profit clients at discounted manhour rate so that non-profit organisations around South East Asia can benefit from INVOKE’s proprietary technology that we developed in-house.
campaignsetup
We assess existing organisational structure and recommend any changes, if necessary
We design a campaign’s organisational structure that fits a data-driven and grass root-driven campaign plan
We identify technology gaps and advise organisations on technology and data deployment
We provide training and up-skilling in data analytics and digital marketing to bring organisations’ capability up to speed
We assist organisations to identify and select campaign personnel according to job specifications that are developed to drive grass root campaigns
We provide progress tracking service to organisations to ensure campaigns are run according to progress milestones
If you decide to develop your in-house data analytics team, INVOKE shall be responsible as a consultant to your campaign team to implement big data analytics in their campaign. We will provide the necessary technical skills and know-how to guide your campaign team to implement the project, but the actual analytics will be carried out by the campaign team.
However, it is usually quite a challenge to source for competent experts in analytics (data scientists, data analysts, statisticians, data programmers etc.) to work for a limited time on a political or non-profit campaign. They are either too expensive or they are unwilling to quit their current job.
It is easier and cheaper to get INVOKE to process the data and provide the required profiling analyses from our Kuala Lumpur’s HQ, given that we do this routinely as part of our business activities.
We bill non-profit clients at discounted manhour rate to extend campaign analytics capability to as many non-profit organisations as possible.
campaignanalytics
INVOKE offers options to non-
profit organisations either to develop
in-house data analytics team or
to outsource data analytics work
to INVOKE in Kuala Lumpur.
INVOKE raised the most crowdfunding amount for a non-profit cause in the history of Malaysia. INVOKE raised USD2.5 million through crowdfunding over aone-year period. Most of the crowdfunding amounts were smaller than USD10 each.
Crowdfunding is a crucial tool in any non-profit campaign. It is the most transparent and ethically sound means of raising funds that free political parties and non-profit organisations from vested interest.
Most importantly, it builds a sense of belonging among grass root contributors and volunteers. Successful crowdfunding campaigns help permeates campaign messages among the targeted audience, as grass root contributors and volunteers actively share campaign messages through the social media and electronic messaging services.
There is a direct correlation between successful campaigns with the success of crowdfunding efforts.
INVOKE offers consultancy services to non-profit organisations to build your crowdfunding capabilities.
If you are a Malaysian entity, we offer crowdfunding services. We run your crowdfunding campaign and is remunerated at a certain percentage of the crowdfunding amount raised.
crowdfunding
Invoke Solutions Sdn Bhd22-1, The Trillium, Jalan Tasik Utama 9,Medan Niaga Tasik Damai,57000 Sungai Besi, Kuala Lumpur
invokemalaysia.org
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