Tokopedia’s data culture drives dynamic decision making and competitive advantage with Tableau


Empowered 90% of decision-makers with data access and capabilities
Boosted conversion rates by optimizing the customer experience
Raised its competitive advantage with accelerated speed-to-insight

Tokopedia is an Indonesian technology company whose mission is to democratise commerce through technology. The company has around six million merchants on its platform.

Before Tableau, data has no single standardization and varies across different businesses. Victor Setya, Tokopedia’s Head of Analytics, oversees Business Intelligence (BI) and data analytics, and ensures that data is being harnessed to drive innovation in the company, champion a data-driven culture across the enterprise, as well as build Tokopedia’s core data platform to enable the business to get the most value from its data.

Making data central to decision-making across the enterprise

Data has become a crucial part of Tokopedia’s culture and business model. The company's data team acts as a consultant to the company’s broader business and product teams. Since its introduction, Tableau has become Tokopedia’s core data platform that empowers teams across the enterprise to make quicker, smarter decisions with data – from BigQuery to Tableau.

Tableau has empowered Tokopedia to tap on data in several ways. First, it allows detailed monitoring of key business metrics with current and relevant data points. Second, it acts as a platform for the company’s data team to deliver business users’ requests with beautiful and clear visualisations that are easily understood by their intended audiences. Thirdly, Tableau has enabled a data culture across Tokopedia by encouraging business users to see and understand data for themselves.

“We think self-service analytics is the best way to bring users closer to their data, rather than just consuming it,” commented Setya. “This has helped to create a culture of data, where users have moved from being data-aware to being data-driven. There is still some way to go, but the key stakeholders in Tokopedia are all now data-driven.”

With the support of IT partner Cybertrend, around 90% of business decision-makers in Tokopedia has gained access and capabilities to analyze their data with Tableau.

With all this information connected in Tableau, we now have a centralised, streamlined dashboard that shows the sales funnel from the beginning to the end.

Mapping the customer journey to optimize the shopping experience

For Tokopedia, understanding its customers and what drives their purchase decisions remains key to its success. Since adopting Tableau, Tokopedia has been able to connect information from vital parts of the customer journey – from the moment a customer visits its platform, to the completion of a transaction. Equipped with this valuable insight, Tokopedia has been able to serve up relevant information to its customers to enrich their shopping experience on its platform, at each step of the journey. Feedback is also collected in real-time, enabling Tokopedia to improve on its platform and optimize the customer experience.

“With all this information connected in Tableau, we have now a centralised, streamlined dashboard that shows the sales funnel from the beginning to the end,” said Setya. “If we see a change in behaviour at any point in the funnel, we can look at the high-level data and then drill down into the detail. This has allowed us to find problems and make strategic decisions to optimise the customer journey.”

When we make decisions, we need facts. Thus using Tableau for analytics has contributed to the rapid growth of Tokopedia.

Raising Tokopedia’s competitive advantage in a fast-moving marketplace

In the fast-moving marketplace of e-commerce, Tokopedia has been able to raise its competitive advantage through its use of data with Tableau. For instance, the company has created a ‘single source of truth’, which has led to consistency in the way data is being interpreted across multiple teams. This, in turn, has raised the levels of collaboration between various departments in Tokopedia to deliver on superior customer experiences on its platform.

“When we make decisions, we need facts, so using Tableau for analytics has contributed to the rapid growth of Tokopedia. Other organizations use data too, but it’s what we do with our data (for our customers) that differentiates us,” said Setya. “Now, whenever we implement a new product or feature, we think about what is the data telling us.”

Tokopedia’s next objective is to double-down on empowering more business users with access and capabilities to self-service analytics. The company recognizes that while doing so will allow the right people to ask the right questions of their data, a self-service analytics culture will also enable Tokopedia’s data analysts to create even more value for the company, by focusing their time on solving more strategic challenges and areas for development.

“I think we have only just started on our journey,” says Setya. “Our goal is to empower all our decision-makers with access to data, so that they can interact with it and create business value. We are looking forward to moving to smart analytics because machine learning and AI will make data analytics a common-practice to our people. That's where we think the future of data will be.”

Our goal is to empower all our decision-makers with access to data, so that they can interact with it and create business value. We are looking forward to moving to smart analytics because machine learning and AI will make data analytics a common-practice to our people. That's where we think the future of data will be.


Cybertrend helps to bring data science into the heart of day-to-day industries’ business. They combine domain knowledge with specialist technical skills to deliver high-impact analysis using data insights, predictive models and data-centric business advice.