Every company experiences a failure in the business process. To minimize failure, the company utilizes a lot of solutions, such as utilizing big data.
That is an opening by Dandy Handoko, the Head of Business Intelligence Payments of Gojek, in the Guest lecture session of the Organizational and Development Learning Organization Course. Big data is a vast data set used by every company to create a new product or innovation or run the process of the company’s business. Using big data, the company should define and process the data needed for creating innovations.
Big data is always related to the internet. Meanwhile, the internet is started from the relationship and interaction between people in digital media. Therefore, all activities that people do could be materials to run the business.
So, how much data are collected every minute? For example, in one minute, we can get 404.444 hours of Netflix videos being watched, 347.222 Instagram stories, 41.666.667 WhatsApp users share messages, and so on. “It showed us that big data could be the huge amount of data that a company needs to run the business. It is crucial and useful for the company to define the people’s habits, desires, and needs,” Dandy said.
Big data is a social purpose for customer-oriented companies. For example, Gojek, Gojek is always connected to the three main actors: customers, drivers, and merchants or partners. Gojek thinks that if their partner is growing, the company will also grow. Therefore, by utilizing big data, the company should increase the value from the merchants, customers, and drivers.
For example, the company could determine the place or location that excited a potential customer to travel by utilizing the data. After identifying the location, the company should direct the driver to go to that location. Meanwhile, for the customer, the company could define what people want. Therefore, the customer could get convenience, ease, and safety with the application that the company creates. The last is for the merchant; the company could support the merchant to promote the merchant’s product on the platform.
Every piece of data is useful and has its role in the business process. In a Gojek application, especially in gofood service, there is plenty of data used for this service, such as:
- Ratings, this data is useful to retrospect the driver’s performance.
- Points, this data is useful to know the driver’s benefits.
- Delivery detail is useful to understand where the driver usually gets the order
- Timestamp is useful for restaurants partners to understand their performance on different days/hours
- Order details are useful for restaurant partners to understand the performance of their products
- Promotion data is useful for restaurant partners to understand the effectiveness of promotions.
Big data is also beneficial for the demand and supply case in Gojek. From big data, the company knows that they should shorten customer’s waiting time for their booking. The driver should define the location that customers usually book the services. On the other hand, big data is helpful for every case in Gojek, such as:
- Optimizing the booking conversation rate
- By understanding the partners and customers more using the data and analytical/modeling method, the company could generate a higher income and create a personalized segment.
- Search engine optimization for Gofood
- Monitoring the business performance
- Ensuring that the customers have the best experience when choosing the menu in Go-food
- Supporting the business process of the Gojek’ partners
- Utilizing data to develop the product
In processing the data using the big data method, the company needs advanced technology, an effective process (using data governance – to ensure the data could generate the strategist decision), and qualified talent (business intelligence, data scientist, and data engineering). All of these are necessary to transform raw data into insights.