GOJEK achieves robust growth with powerful insights from data

Established in 2010 as a motorcycle ride-hailing mobile service in Indonesia, GOJEK has since evolved into a multinational tech company providing on-demand transport, lifestyle services and payment solutions. Head of Data Visualization, Immanuel Ambhara, was tasked to create a user-friendly and reliable visualization platform to track business metrics. With Tableau, GOJEK employees no longer have difficulties accessing and making sense of their data, and every business decision is now powered by insights.

Before GOJEK implemented Tableau, business users without SQL knowledge found it hard to access and visualize their data for tracking and analysis.

As a multipurpose app offering a wide range of services to consumers, the business collects a constant stream of data worth billions of rows from multiple sources. For instance, data from customers’ orders alone contains many different elements, with information about the customers, drivers, merchants, order location and type of merchandise. It was difficult to make sense of the data to identify patterns and anomalies.

Tableau enabled the team to integrate many data sources and build a beautiful dashboard from a billion rows of data in just a few clicks. Due to its appeal and ease of use, Tableau is now used to present data at every meeting and discussion.

“We no longer make decisions based on instincts, and being data-driven is now part of the GOJEK DNA,” says Immanuel. “Without Tableau, we will not have grown as fast as we have.”

As Indonesia’s first billion-dollar ‘unicorn’, GOJEK has scaled its operations beyond home ground and across Southeast Asian markets – Vietnam, Thailand, Singapore and the Philippines.

GOJEK analyzes operational data on Tableau to improve their performance and services. With diverse offerings from GO-RIDE to e-payment platform GO-PAY and food delivery service GO-FOOD, the business accumulates several types of data ranging from bookings and conversion, merchant sales and revenue, to mobile user experience. For example, the team tracks driver location data to monitor and improve the effectiveness of their allocation system. By mapping the geo-locations of bookings, they can identify problem areas with low conversion or allocation rates.

GOJEK also uses Tableau to track user activity on the mobile app to measure engagement and longevity, and refine consumer segmentation. By analyzing GO-FOOD data, they identified key factors that contributed to cancellations, such as distance, price, restaurant operational hours and drivers’ renumeration. By visualizing GO-PAY data on cohort charts, they could track customers’ dependence on the e-payment platform.

These valuable insights have helped the business resolve problems and strive for constant improvement and innovation in their products.

Data-driven business strategy has also helped GOJEK achieve competitive advantage and rapid growth in new markets. Tableau's compatibility with a diverse range of data sources makes GOJEK's regional deployment a seamless process.

With Tableau, GOJEK can easily integrate their advanced data stack comprising BigQuery, Postgres, Kafka, Google Sheets and Google Analytics, as well as advertising and social media data.

“Tableau has made it easy for us to expand at scale and speed,” shares Immanuel. “Our analysts in new markets can now focus on solving problems that matter, instead of spending a lot of time reinventing dashboards to track business metrics.”