Mella Camelia - Data Analyst: Supporting Strategic Decision Through Data | BukaTalks

Summary

Mella Camelia, a Business Analyst from GO-JEK's GoPay division, shares her journey into data science and offers insights into her role. She emphasizes the importance of data-driven decision-making, strategic planning, and utilizing data visualization for business storytelling. Mella highlights essential skills for a data analyst, such as numeracy, analytical thinking, and programming. She discusses how dashboards tailored to stakeholders help operational and management teams make informed decisions. Mella also outlines key metrics, cohort analysis, and strategic decision-making processes that are crucial for long-term business growth and customer retention.

Takeaways

• 📊 The role of a Business Analyst at GO-JEK involves supporting various teams such as marketing, operations, and strategy by ensuring data-driven decision-making.
• 🎓 Mella Camelia started her career in 2016 at GO-JEK after attending a Data Science Boot Camp by Data Science Indonesia, which trained her in statistical methods and machine learning.
• 📈 Data visualization and business storytelling are crucial for making data understandable and actionable for stakeholders, enhancing decision-making.
• 💻 Important skills for a Data Analyst include numeration, analytical thinking, programming, and business knowledge.
• 🔍 Strategic decisions are long-term and require data-driven KPIs, with examples like Facebook using registered users as a key metric and Airbnb focusing on net bookings.
• 🛠 The strategic decision-making process begins with defining relevant data, building hypotheses, conducting research, and taking action based on insights.
• 📅 Dashboards must be tailored for different stakeholders, with real-time alerts for operations teams and weekly or monthly patterns for management.
• 📊 Metrics need to be comparative, understandable, and actionable, ensuring stakeholders can interpret and act on the data effectively.
• 🔄 Cohort analysis and funnel tracking are used to monitor customer behavior, retention, and engagement, helping teams identify points of improvement.
• 🤝 Business Analysts work closely with Business Intelligence, growth, and marketing teams to conduct exploratory analysis, combine qualitative and quantitative insights, and continuously improve strategies.

Q & A

What is Mella Camelia's role at GO-JEK?

Mella Camelia is a Business Analyst at GO-JEK, specifically in the Go-Pay division. Her role involves supporting various teams, such as marketing, operations, strategy, and management, in making data-driven decisions.

How did Mella start her career in data analysis?

Mella started her career after graduating from university and participating in the Data Science Indonesia (DSI) Boot Camp. The training covered statistical methods, machine learning, and data visualization, which helped her start her career as a Data Analyst.

What are the key skills needed for a Data Analyst according to Mella?

The key skills for a Data Analyst include numeration skills, analytical thinking, technical and programming skills, and business knowledge.

Why is data visualization important in Mella's role?

Data visualization is important because it helps translate complex numbers into understandable patterns, allowing decision-makers to take strategic actions based on data insights.

What are the steps involved in the decision-making process according to Mella?

The steps include defining relevant data, forming hypotheses, collecting insights through research, making a decision, taking action, and evaluating the results to ensure they lead to a positive direction.

What is a strategic decision, and why is it important?

A strategic decision is a long-term decision that focuses on future planning. It is important because it helps the company align its goals with its overall vision, ensuring actions are taken based on Key Performance Indicators (KPIs).

How does Mella handle different stakeholders when creating a dashboard?

Mella emphasizes the importance of customizing dashboards for different stakeholders. For example, operational teams might need real-time alerts, while management may prefer a weekly or monthly overview. She also highlights the importance of understanding the key metrics for each stakeholder.

What is the purpose of cohort analysis in Mella's work?

Cohort analysis is used to track the retention rate of users over time, allowing analysts to identify trends and areas for improvement. It helps in formulating strategies to increase user engagement and retention.

What is the importance of combining quantitative and qualitative analysis?

Combining both types of analysis allows for a deeper understanding of data. While quantitative analysis shows 'what' is happening, qualitative analysis helps answer 'why,' providing actionable insights for decision-making.

What does Mella emphasize about evaluating results after making a strategic decision?

Mella emphasizes the importance of monitoring and evaluating the results of every decision. She suggests using reports or analysis to determine whether the decisions made are leading to improvements, allowing for adjustments if necessary.