Tiket.com rides towards travel unicorn goal with data-driven business transformation
Saved 3 days per week previously spent on reporting
75% time savings in management meetings
80% of users make decisions with Tableau every day
Tiket.com is a leading online travel agency player in Indonesia providing online booking services for flights, hotels, trains, car rentals, as well as events and attractions.
In the fast-growing travel industry where more companies are using data to rise above the competition, Tiket.com wanted to find the right tool that could help them maximise efficiency and business value from data. VP of Data Maria Tjahjadi shares how Tiket.com built a trusted data hub in Tableau, empowering business users to make sense of big data for more strategic decisions.
Speeding up decision-making with a robust analytics system
When the VP of Data joined Tiket.com in late 2018, she found a company that knew there was value in data but was being hampered by two significant issues.
The first was that the existing tools could not cope with the amount of data Tiket.com needed to process. With up to 150 terabytes worth of data per table, and more than 20 million rows of transaction data, large reports took more than an hour to load and would often cause computers to crash.
The second issue was that business users could not access their data easily because the tools were too complex for non-technical users.
Tableau’s ease of use has quickly made it part of our decision-making process, and now 80% of users access it every day to get insights from their data.
Tiket.com saw Tableau as a powerful and reliable data analytics platform with a great user experience. With its intuitive drag-and-drop interface and no programming skills required, Tableau’s ease of use has allowed the company to quickly put the power of data into the hands of more staff. Within six months, Tiket.com was able to grow the number of Tableau users from single digits to over 300. Today, hundreds of reports are produced across the business to allow staff to make informed, timely decisions.
“The difference since adopting Tableau has been remarkable. We no longer have any performance issues as reports load now within 10 seconds,” says Maria.
“Tableau’s ease of use has quickly made it part of our decision-making process, and now 80% of users access it every day to get insights from their data.”
Massive productivity boost with a single source of truth
The introduction of Tableau has drastically reduced the amount of time spent on reporting, setting off a wave of productivity gains throughout the business. Previously, every department would spend up to three days every week preparing reports for a weekly management meeting. This time-consuming process involved extracting the data from the database, creating charts in Excel, then pasting the charts into PowerPoint.
Today, reports update automatically on Tableau’s dynamic dashboards, so retrieving the latest data takes only a few seconds. Tableau’s advanced filtering functions allow users to answer the management’s questions on the spot, without the need to go back and compile another report after the meeting.
Tableau has also enabled Tiket.com to create a single source of truth across all business units. Before Tableau, every department used its own data to produce reports based on its own parameters. Tableau is now a data hub accessed by everyone, ensuring consistency in business metrics and KPIs.
“With this common understanding, our management meetings have become so much more efficient. With Tableau we can drill down and answer questions on the spot and quickly achieve deep, actionable insights,” Maria added.
“These meetings used to take up to four hours, but now we can achieve more than we used to in a quarter of the time.”
Tableau helps us combine many different types of data from the pre-purchase to the post-purchase stage. This gives our marketing team true visibility into the customer journey so we can engage our target customers at the right touchpoints.
Mapping the customer journey for more targeted engagement
One of Tiket.com’s strengths is the amount of data it is able to capture on customer behaviour, but the company was not able to utilise this data in a meaningful way.
“Since we started using Tableau, we have been able to combine many different types of data from the pre-purchase to the post-purchase stage,” shares Maria. “This gives our marketing team true visibility into the customer journey so we can engage our target customers at the right touchpoints.”
As an online travel agency, building smart partnerships that add value to the business is the key to success. Now Tiket.com’s sales team uses Tableau to track hotel reviews and evaluate which opportunities to pursue in different destinations, and the best way to close the deal.
Tableau has also helped Tiket.com empower their existing partners with data analytics capabilities. By migrating all partners’ reports from a legacy system to a separate Tableau Server, partners can also track their own sales performance on Tiket.com and make data-driven decisions.
Heading towards a future where #tableauislife
This year, Tiket.com aims to become the fifth unicorn in Indonesia this year, using data as a key differentiator.
The next stage for Tiket.com is empowering even more staff with data with Tableau’s new Ask Data feature. “I think natural language processing can open up a whole new world of possibilities for non-technical users to make the most out of their data,” adds Maria.
“My vision for Tiket.com is to become 100% data-driven, where no data means no decision,” says Maria, who shares a recent story of how one of her Board of Directors reacted when he thought Tableau was down.
“He started the hashtag #tableauislife because, in his words, ‘Without Tableau, I have no life, because Tableau is my life now!’ This showed me how much our management values data, so I know our data-driven strategy is the right one.”