BUKALAPAK
“ In the West , you would simply run social media campaigns and contact influencers to get the word out . But in Indonesia , community and more specifically , community leaders are the key to doing business ”
BIMA TJAHJA VP OF GROWTH AND DATA , BUKALAPAK
Following the data In terms of predictive analytics though , data is king , says Tjahja , who explains why his background in cybersecurity has stood him in good stead . “ I look after performance marketing where every view and every click means something . That is very data-driven in terms of experimentation on certain things and certain behaviors .
“ Back in the Commonwealth Bank , I studied customer behaviors a lot . When you look at fraudsters and you examine genuine customers transacting on the platform , a lot of the detection comes down to logical consumer behavior . You can instantly recognize when a transaction is out of the norm - for example , how did someone use their credit card they have logged in in a totally different area of the city from where they last used it ?
“ That ’ s an obvious example - but the point is that every action tells you something about a customer and demand for goods or services . And reading and analyzing data is unbelievably valuable .”
Bukalapak HQ in Jakarta , Indonesia
BUKALAPAK
Founded in 2010 , Bukalapak is an
E-commerce , supply chain facilitator that matches suppliers with mom and pop
enterprises and other SMEs in Indonesia . The system enables small businesses to access new products and make use of the latest convenient online services , as well as supporting enterprises in the local economy . Currently , Bukalapak partners with more than 13.5 million SMEs alongside 100 million registered users .
In fact , Tjahja is so convinced about the value of data , that he champions the use of it in every department - and wants to make sure every employee understands its value . “ I always remember , in one of my past roles , I was told in no uncertain terms that there was information our senior-level staff had , that was not the concern of employees further down the ladder . I ’ ve always felt that attitude is incorrect . If we are all working for the same cause , it ’ s very important that every member of my team understand the challenges I am facing - and the company is facing . That way there is more of a chance to find solutions .”
technologymagazine . com 263