“If we can guess, you don’t need a lot of clicks. The fewer clicks, the more fun and more addictive (with the Go-Jek app), Nadiem, CEO of Gojek
As one of the startups with the title unicorn in Indonesia, Go-Jek needs to continue to innovate so that the products and businesses they develop continue to grow. Moreover, Go-Jek itself has 24 services, which are goride, gocar, and gofood as services that are often used. But from these services, there must be customer data and drivers that enter the Go-Jek system. Therefore, to sustain the business, Gojek must innovate to make company performance more effective and efficient, one of which is the use of big data. Companies that manage to process big data themselves well will benefit, and help in formulating strategies, especially in making business decisions. Big data itself is a collection of raw data, which can be analyzed computationally to reveal patterns and trends, especially those relating to human behavior and interaction. From this big data, Go-Jek can see the behavior of their users (customer behavior), in this case, consumers and driver-partners, which will later be processed and analyzed to be useful information for the organization. This is intended so that in the future, all Go-Jek employees can communicate based on data, not assumptions.
At Go-Jek, this task is left to the business intelligence division, which has 46 members. It also includes a growth team. Besides that, the role of the data scientist is also vital. The role of business intelligence and data scientist on data processing is the same. They are the same as doing data visualization, mathematical and statistical calculations. However, the difference between the two is how they see and decide based on the data
The basic difference is the focus of its own analysis. While business intelligence is a function that analyzes retrospectively, science data is more predictive
Muhammad Adrian , Head of Driver Growth and Performance (DRONE)
Goride or Gocar, the pickup location column often has an address. While in the destination column, there are three addresses, one of which is the customer’s destination. Here business intelligence must accommodate and analyze data relating to passenger order activities as well as addresses that are often addressed, after which they make a suggestion or decision based on the data, they unite and integrate through a database program. After that, the data scientist will predict how to make the customer does not need to enter the address manually. By linking quantitative data with complex business questions, and generating measurable solutions by utilizing various analytical tools and quantitative techniques so that they can make real-time decisions, using technologies such as machine learning, artificial intelligence (AI), and also natural language processing. In the end, the contents in the pickup column and the destination are usually right, though sometimes mistaken. If it’s right, the customer doesn’t need to bother entering it again manually. It is enough to press the message or order button.
Another thing that Go-Jek can do with big data that contains consumer behavior data is to manage who gets what orders. The CEO realizes that drivers who are Go-Jek’s partners often pick and choose orders on their own. Some drivers avoid orders at certain restaurants at certain hours. Some often cancel orders if they get orders in a certain direction. Big data can be relied upon to arrange for drivers to get orders that they will not cancel. For example, Driver G never wants to take orders in a restaurant when the location is far from home. So going forward, the driver will not be given another Go-Food order at the restaurant. In addition to not disappointing consumers, that way, Go-Jek also does not need to continually subsidize drivers to motivate them to take orders that they are reluctant and efficient at even Go-Jek’s finances.
Go-Jek’s way of processing big data also plays a significant role in the sustainability of the object itself with the achievement of a USD valuation of 9.5 billion or equivalent to Rp 134 trillion. This is one of Go-Jek’s efforts to continue to innovate and should be emulated by other technology startups in Indonesia to produce growth in the middle of the data-centric era.
Fakhri's note 