Category: Creative Economy By : Ardian Wibisono Read : 4700 Date : Friday, February 13, 2015 - 18:43:33

    Ahmad Zamroni / Forbes Indonesia

    We are living in an era of big data, where vast amounts of information can be collected for analysis. A simple example is probably your smartphone that tracks your online habits, your call history, your downloads and apps, and other data that can be gathered and used by telecom firms. For businesses, this data is valuable in honing their marketing strategies to better sell their wares. But it takes enormous amounts of computing power and sophisticated software to find meaning in all this data.

    Tech firms like Google use the data they collect to improve search results and place ads. Yet many other firms also collect and store data, without being able to fully utilize it, as they don’t have the capacity to parse it. This is where companies such as PT Mediatrac Sistem Komunikasi (Mediatrac) can offer a leg up.

    “Big data analytics is a new thing in Indonesia, but it has bright prospects,” says Imron Zuhri, commissioner and founder of Mediatrac. He notes that 70% of companies interviewed by researcher IDC Indonesia mentioned big data as technology priority. Mediatrac is aiming big, already topping a one million in revenues and growing by 40% annually since 2010. Imron is targeting revenue of $20 million in two years by riding this trend. Yet he notes the market is still at an early stage, with plenty of things that need to be done to get the companies to realize the value of big data analysis.
    Like its name, Mediatrac started as a media tracking company back in 2003, scanning publications on daily basis to analyze media sentiment on clients. The company still scans publications today, converting over 160 national and regional publications each day into their database.

    At first, Imron was doing it mostly because he was annoyed that there were no complete archives on publications in Indonesia, while international entities like the U.S. Library of Congress routinely collects publications in the country. The company began collecting other kinds of data too, and later from social media. All told, Imron has collected over 20 terabytes of data.

    Imron also claims that by collecting all those data, Mediatrac is able to create a dictionary of slang commonly used in traditional and social media, triple the size of the Great Dictionary of Indonesian Language. His dictionary enables Mediatrac to create a neuro-lingustic program that could better measure public sentiments.

    In 2010, the company expanded its services to data analytics, helping clients to capture, integrate and give meaning to the data they have and even enrich it with its own, because as more data points are available the analysis gets more accurate. As the company grew, Imron brought in partners: Regi Wahyu joined in 2010 and Tom Malik in 2012. Each has their role. Imron is the CTO of the company, while Regi, officially the chairman, does business development. Finally Tom, the chief executive, deals with marketing. Imron says currently their clients are either large firms that want to implement big data programs, or smaller firms that have lower budgets.