How Does Gojek "Measure What Matters" Through BI

By Hadyanto Kencana, Deputy Head of BI – Function Group, GOJE

Hadyanto Kencana, Deputy Head of BI – Function Group, GOJE

During the early years of the 21st century, companies like GOJEK started getting overwhelmed by the amount of data on their hands. From email campaigns to feedbacks; from customer information to their buying preferences; and from credit card numbers to transaction details; there was just too much of it.

With this abundance of information, came the need for a futuristic technology; one that could bring a paradigm shift in the way we store, organize, and process data.

Enter BI: Business Intelligence or BI came at just the right time. The idea wasn’t novel, but the technology was. We had found a way to automatically take raw data from different sources, remove any junk/outliers from it, render it ready for processing and analysis, and generate visualizable insights from it; which would in-turn help executives and managers in making sound business decisions. This opened up a series of new possibilities for businesses across the world. Data-driven companies formulated strategies for the future by analyzing historical data and identifying distinct trends and areas of improvement.

Modern, well-configured BI ecosystems are self-sufficient, in every sense of the word. You don’t have to manually copy and paste data, or perform any complex statistical analysis. Data will automatically be mined, cleaned, aggregated, stored, and processed for you. All you have to do is analyze the generated reports. This enhances workforce productivity and enables you to get real-time answers to critical strategic questions.

BI lets companies harness the maximum potential of the Pareto principle (80-20 principle), which states that 20% of the effort delivers 80% of the results. It does this by pointing out the most vital strategies, products, customers, demographics, age groups, or geographical locations that have been yielding high amounts of profit (the 20%). Companies then start focusing more on these high-yield revenue streams, while also getting rid of the insignificant campaigns, activities, products, or leads that are wasting everyone’s time and efforts (the 80%).

Here at GOJEK, we strive to affect millions of lives, for the better. We believe that the first step towards delivering a customer-centric experience is understanding customer needs and preferences; we do this by looking for definite patterns in our data. We benefited from including BI in our processes, from how we grew our supply and demand, to how we helped our drivers earn more than ever before. Happier drivers entailed happier customers. We managed to understand the various kinds of foods our customers love. Making these foods our primary focus helped us put smiles on their faces.

Important business decisions are almost always time-critical. However, basing them on technical opinions, or guesses, is no longer considered prudent, or viable. With Business Intelligence Team in your arsenal, you no longer have to trust your gut, you can make data dictate how you move forward. In GOJEK our data grows exponentially as our business grows from when we first started as a ride-hailing company to 21 more products later used by millions of our customers over the course of 4 years since our first app launch. Data in huge amounts is not a liability for your business, rather an invaluable commodity. Companies around the world are digging deep into the realms of data to retrieve unthinkable treasures; are you?