The Intelligent Digital Strategy: A 90-Minute Blueprint for Data, AI, & MarTech-Driven Growth

This comprehensive 90-minute presentation delivers the strategic roadmap for building an Intelligent Digital Strategy, focusing on the critical synergy between Analytics, Artificial Intelligence (AI), and Marketing Technology (MarTech). Gain cutting-edge insights and highly relevant data for navigating the rapidly evolving Indonesian digital landscape in 2025/2026.

What You Will Learn:


The New Growth Pillars 2025+: Understand the shift from mere Digitization to Intelligent Transformation and why Customer Centricity is your competitive edge.

Trust is the New ROI: Data shows 6 in 10 Indonesians trust creators who feel genuine, making Authenticity a measured business asset. Learn to track CLV and mROAS over vanity metrics.

Post-Cookie Data Foundation: Why First-Party Data (FPD) is your only reliable asset. Implement a Customer Data Platform (CDP) to achieve a Single Customer View and segment users precisely.

Mastering AI & GenAI: Utilize AI for performance through Autonomous Bidding and Predictive Analytics. Discover how to leverage Generative AI for content acceleration while avoiding Algorithmic Monotony and preserving the essential human touch.

MarTech for Indonesian Conversion: Design Omnichannel strategies that work. Understand why WhatsApp (91.7% user adoption) is the Conversational Commerce Hub and the crucial Last Mile of Commerce.

Local Case Studies & Insights: Practical analysis of Indonesian brands leveraging slice-of-life storytelling and cultural fluency (humor) to build trust and drive sales through Social Commerce.

This material is essential for: Chief Marketing Officers (CMOs), Head of Digital, Digital Marketing Managers, Performance Marketers, E-commerce Specialists, Data Strategists, and Business/Marketing Students.

1. Andri Hanryansyah, S.Si., C.D.M., C.N.L.P. Building Digital Business Strategy with Analytics, AI, and Marketing Technology. Digital Business Strategic - Batch 2 25 Oktober 2025 Search . . .

2. Search . . . Introduction - Andri Hanryansyah Bio : Born in Bandung in 1991, now stay in Bandung Last Education : Bachelor of Sciences (S1) Physics Major, IPB - (2009 -2014). 9+ Years in Digital Marketing, Retail & Ecommerce, CRM & Data Analytics. Has managed more than 14 Billion IDR and helped produced revenue more than 240 Billion IDR. Work Experience: Head of Digital (Online Marketing) at Bodypack - (2023 - Now) Senior Digital Marketing at Exsport & Bodypack - (2020 - 2023) Digital Marketing Analyst & Strategist at PT Mitra Pinasthika Mustika Group - (2019-2020) Digital Marketing Lead at Eiger - (2018-2019) Technical & Creative Solution Specialist at PT Adskom Indonesia - (2016-2018) Web Content QC at Carmudi Indonesia - (2015) Certification : Certified Digital Marketing from BNSP via MCU (2025) Certified Neuro Language Program from Kemendikbud via MCU (2025) Certified Business Intelligence Professional from Google via Coursera (2025) Previous Clients or Brands : Bodypack , Exsport, Eiger, League, Wacoal, Bambi Baby, Tokopedia, Blibli, Tiket.com , JD.id , GoApotik, FWD, Singapore AIrlines, Garuda Indonesia, BCA, BRI, etc. Specialization : Digital Marketing, Social Media Marketing, Paid Per Click (PPC), Performance Marketing, Marketing Technology, Data Mining, Data Analytics, Graphic Design, Web Analytics, CRM & CX, Market Research & Customer Behaviour, Ecommerce, Social Listening & Data Engineering.

3. Search . . . Introduction - Andri Hanryansyah Speaker Event Experience: Guest Lecturer: Digital Marketing Insight at Management Undergraduate Class - Studium Generale , Parahyangan Catholic University, 2024. Guest Speaker: Brand’s Navigator Class 2.0: Maintaining Brand Resilience in the Midst of Competition at Prasetiya Mulya University (Branding Student Club OWL), 2024 Guest Lecturer: Marketing Management at Management Undergraduate Class at Maranatha University, 2024. Guest Speaker at ADA Growth Hacking Series Event: "Omnichannel: Seamless Customer Experience," 2023. Guest Speaker at Partipost x Bodypack Webinar Event: "Marketing Strategy for Fashion Brand in 2023," 2023. Guest Speaker at GoStore x Bodypack Webinar Event: "Jualan Makin Cuan pakai GoStore dan Instagram Ads," 2021. Guest Speaker at Bodypack x Partipost Webinar Event: " Pemanfaatan Digitalisasi Bagi Industri Fashion," 2021. Guest Speaker at Masterweb Webinar Event: "How to Create Digital Marketing Campaigns Effectively," 2021. Guest Lecturer: Big Data in Digital Marketing Class at Fisheries Faculty, UNPAD, 2019. Digital Business Strategic - Batch 2 25 Oktober 2025

4. Search . . . Contents : Foundation & Strategic Mindset Analytics & Data Foundation Artificial Intelligence (AI): Driving Predictive Growth Marketing Technology (MarTech) Kesimpulan, Strategi Aksi, dan Diskusi Digital Business Strategic - Batch 2 25 Oktober 2025 Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

5. Digital Business Strategic - Batch 2 25 Oktober 2025 Foundation & Strategic Mindset

6. Search . . . The Great Digital Shift: Mengapa Strategi Harus Berubah? Digital: Derived from the Latin word digitus, meaning "finger" or "counting." In modern usage, it refers to technologies that operate using discrete, binary data (e.g., 0s and 1s). Marketing: Comes from the Latin word mercatus, meaning "market" or "trade." It represents the processes involved in promoting, selling, and distributing products or services. Etymological Definition: “ Digital Marketing is the practice of leveraging modern technologies (digital systems) to promote, communicate, and exchange products or services in a market.” Digital Marketing originates from two root words: Jeff Bezos famously stated: "The only sustainable advantage you can have over others is agility, that's it. Because nothing else is sustainable, everything else you create, somebody else will replicate." In this era of unprecedented technological velocity, our capacity to learn and pivot rapidly is not merely a competitive edge—it is the essential secret to survival and success. Digital Business Strategic - Batch 2 25 Oktober 2025 Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

7. Search . . . Customer Behaviour Is Always Changing Aspek Perilaku Era Sebelum 2025 (Fokus Tradisional/Awal Digital) Era 2025/2026 (Ekspektasi Tinggi/Hyper-Digital) Sumber Referensi Potensial (Lembaga/Laporan) Tingkat Personalisasi Personalisasi (Segmentasi Dasar): Pesan disesuaikan berdasarkan demografi, riwayat pembelian umum. Hiper-Personal (1:1 Marketing): Interaksi, penawaran, dan rekomendasi real-time didukung oleh AI & Analitik Prediktif. McKinsey & Company, BCG (Boston Consulting Group), Salesforce (State of the Connected Customer). Ekspektasi Kecepatan Cepat/Efisien: Fokus pada pengiriman cepat (1-2 hari) dan layanan pelanggan melalui email atau telepon. Instan (Gratifikasi Instan): Tuntutan untuk pengiriman same-day atau instant. Layanan pelanggan harus diselesaikan secara real-time melalui AI chatbot canggih. Deloitte Retail Outlook, Gartner Customer Service Trends, Laporan E-commerce Regional. Keterlibatan Digital Interaksi 2D/Transaksional: Belanja di e-commerce dan penelusuran media sosial. Pengalaman dianggap sebagai tambahan. Pengalaman Imersif (AR/VR/Metaverse Ringan): Konsumen mengharapkan pengalaman "Phygital" (Virtual Try-On, 3D). Pengalaman adalah bagian dari produk. Laporan XR/Metaverse, Forrester Research (AR/VR Adoption), PwC Global Consumer Insights Survey. Nilai Merek (Kepercayaan) Kualitas & Harga: Merek harus terbukti baik dan menawarkan harga kompetitif. Otentisitas berupa klaim iklan. Otentisitas & Tujuan (Purpose-Driven): Merek harus menunjukkan transparansi, etika, dan komitmen terhadap isu ESG (Environmental, Social, Governance). Edelman Trust Barometer, Deloitte Global Marketing Trends, Nielsen Consumer Trust Reports. Sistem Belanja Multi-channel: Merek punya toko fisik, website, dan media sosial, tetapi seringkali berjalan sendiri-sendiri. Omnichannel: Konsumen berharap perjalanan belanja tanpa gesekan (frictionless) dan terintegrasi penuh di semua touchpoint. Gartner Customer Experience Reports, Laporan Omnichannel Retail (misalnya dari SAP/Microsoft). Sikap terhadap Data Privasi Menjadi Kekhawatiran: Sadar data digunakan, tetapi belum sepenuhnya menuntut kontrol. Data Pribadi yang Dikontrol Sendiri (Privacy-Conscious): Merek wajib mengutamakan First-Party Data dan persetujuan (Consent) yang jelas (terutama di era Post-Cookie). IAB (Interactive Advertising Bureau), Boston Consulting Group (BCG) Privacy Reports, Regulasi Data (GDPR/CCPA). Digital Business Strategic - Batch 2 25 Oktober 2025 Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

8. Search . . . WEB 3.0 Era is Coming -GoogleGemini -Perplexity - Roblox - Fortnite - Roblox - 3D Store - Spotify - Smart Home - IoT - Roblox - EA Games Privy Paper - Tokopedia - Shopee - Gojek - Tokocrypto - Coingecko - Bitchat - Session Digital Business Strategic - Batch 2 25 Oktober 2025 Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

9. Search . . . The Global Challenges of Digital Business The necessity of uniting all touchpoints (physical, e-commerce, social media, app) into a single, consistent, and seamless experience for customers. Data must be integrated across all channels. Omnichannel The prohibition of third-party cookies by major browsers (Google Chrome, etc.) forces businesses to shift to First-Party Data and obtain direct consumer consent (Consent-Based Marketing). Ads would be inefficient and expensive Privacy Regulation (Post-Cookie Era) Despite privacy challenges, the volume of data generated from digital interactions (Big Data) continues to grow exponentially. The challenge is how to convert this volume into actionable insights. Big Data Technologies Digital Business Strategic - Batch 2 25 Oktober 2025 Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

10. Search . . . 3 Pillars For Companies Taking On Digital Transformation - Adobe Mike Bracken, a professor at the UCL Institute for Innovation and Public Purpose, defines digital transformation as “the act of radically changing how your organization works, so that it can survive and thrive in the Internet era. Empowerment Culture (People) Speed is the new business currency, and data enables that speed, as Peter Bendor-Samuel, founder and CEO of Everest Group, put it. In a digital business world, data is one of your most important assets—as is what you can learn from your data. Data & Technology (System) Without putting your customers at the heart of your digital transformation process, it will all be for naught. According to International Data Group, 44% of companies have already moved to a digital-first approach for customer experience(CX). Customer Relationship (Customer) Digital Business Strategic - Batch 2 25 Oktober 2025 Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

11. Search . . . Indonesia is A Mobile-First Country Digital Adoption is A Must

12. Search . . . The Local Challenges of Digital Business Audiences are no longer passive scrollers. They are validators of authenticity, with sharper digital literacy and critical thinking. 6 in 10 Indonesians say they trust a content creator because they feel genuine, and nearly half (48%) reward those who reveal both strengths and flaws. - IDN 2025 Authenticity There are too many sellers fighting for attention, which leads to unfair price wars and too much competition from cheap imports , making it very hard for Indonesia's small, local businesses to survive. The government had to step in to try and make the digital playground fair again. E-Commerce Saturation Despite many citizens have a digital device, but lack the skills to use it effectively or safely. They know how to click, but not how to think critically online.The internet "highway" is uneven. Cities enjoy fast, stable connections (smooth highways), but remote islands and rural areas only have slow, unstable connections (bumpy dirt roads) or none at all. Digital Infrastructure & Digital Skills Digital Business Strategic - Batch 2 25 Oktober 2025 Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

13. Search . . . 5 Keys Digital Trends in 2025/2026 AI Content & Hyper Personalization Marketing based on Performance Data (ROAS) First Party Data Short Video Interactive & Social Commerce Authenticity, Genuine Content & Digital Community Digital Business Strategic - Batch 2 25 Oktober 2025 Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

14. Digital Business Strategic - Batch 2 25 Oktober 2025 Analytics & Data Foundation Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

15. Search . . . From Historical Data Analytics To Prescriptive Data Analytics Descriptive Analytics - Data Management (ETL) Diagnostic Analytics - Data Engineering Predictive Analytics - Data Sciences Prescriptive Analytics - Machine Learning & AI Analytics must move beyond Descriptive (what happened?) to Prescriptive (what should we do next?). Application of Analytics : Customer Segmentation (RFM) Ads Optimization (PMax at Google Ads, Advantage+ at Meta Ads, Shopee Ads GMV Max) Sales Forecasting Digital Business Strategic - Batch 2 25 Oktober 2025

16. Search . . . Navigating the Post-Cookie Era: The First-Party Data (FPD) Imperative In recent years, however, consumers and lawmakers have become increasingly concerned with issues of online privacy — as seen with the passage of laws like GDPR in the European Union and the CCPA in California. This has caused companies like Google and Apple to make plans to restrict and eventually kill the use of third-party cookies on their platforms: Apple in 2020, and Google by Q3 of 2024. Definition: First Party Data is data the customer willingly gives you, ensuring compliance and high quality. Strategic Action: Invest in Website, Customer loyalty programs and Content walls (Microsite, Landing Page Form, Gamification, Digital Form) or Mobile App to acquire valuable First Party Data. Loss of third-party cookies makes FPD—gathered from apps, loyalty programs, and owned sites—your only reliable asset. Digital Business Strategic - Batch 2 25 Oktober 2025

17. Search . . . Customer Data Platform (CDP): The Command Center for a Single Customer View A CDP unifies fragmented customer data (CRM, Web, App, Social) into one Single Customer View. This unified data feeds AI segmentation and MarTech automation, enabling truly cross-channel campaigns. Ultimate Value: CDP turns raw data into actionable trust, which is key to boosting CLV and precisely segmenting users based on the RFM (Recency, Frequency and Monetary). CDP is the indispensable bridge for achieving the "Intelligence" part of the strategy. Digital Business Strategic - Batch 2 25 Oktober 2025 Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

18. Search . . . The Level C-Suite Metrics: Measuring Long-Term Value Instead of measuring common metrics try to measure metrics that really impactful to the business like : 1. Customer Lifetime Value (CLV), 2. Marketing Efficiency Ratio (MER), 3. Customer Acquisition Cost (CAC), 4. Return of Ad Spend (RoAS), 5. Net Promoter Score (NPS), 6. First Contact resolution Rate (FCR), 7. Customer Satisfaction (CSAT) Shift focus from vanity metrics (Likes, Reach, Impressions, Clicks, Engagement, or Follow) Digital Business Strategic - Batch 2 25 Oktober 2025 Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

19. Search . . . Data Storytelling: Turning Numbers into Action Data Storytelling is the process of using data visualizations (like charts and graphs), a clear narrative (the plot), and strategic insights (the action) to communicate the most important findings from a dataset. Presenting numbers to explaining what those numbers mean and, crucially, what action should be taken in easy Visualization

20. Digital Business Strategic - Batch 2 25 Oktober 2025 Artificial Intelligence (AI): Driving Predictive Growth

21. Search . . . AI: Scale and Precision Without Compromise AI is the Efficiency Multiplier for marketers, processing data and executing optimization faster than humans. - AI’s role spans Prediction (when a customer will churn), Optimization (dynamic bidding for ROAS), and Hyper-Personalization. How to Optimize AI in Digital Marketing : Collect and unify all Customer Data & Transactions Optimize AEO, GEO for AI in SEO Adapt with new AI adjusted bid (Tiktok Ads, Meta Ads & Google Ads) AI handles the volume and speed, freeing the human team for strategy and creative authenticity. Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

22. Search . . . Deep Dive: AI-Driven Hyper-Personalization Instead of running one static ad, DCO relies on a vast library of creative components (images, headlines, calls-to-action, prices, and backgrounds). Example Product Catalogue Ads in CPAS Meta, Google Shopping, Tokopedia Ads Tiktok & CRITEO or RMB Banner Data Ingestion: The system feeds on real-time data about the viewer (location, time of day, browsing history, weather, products they viewed, etc.). AI Assembly: The AI engine instantly assembles thousands of ad combinations using the creative components. Real-time Serving: It selects and displays the combination predicted to drive the highest engagement. Key Benefits: Hyper-Personalization: Delivers a 1:1 tailored ad experience. Performance: Significantly improves conversion rates and return on ad spend (ROAS). Efficiency: Automates the creation and testing process, saving human effort. Risk : Algorithmic Monotony: Over-optimized content feels synthetic, risking audience fatigue and skepticism. Dynamic Creative Optimization (DCO): AI automatically generates infinite ad variations tailored by context Digital Business Strategic - Batch 2 25 Oktober 2025 Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

23. Search . . . Generative AI: Creative Partner & The Authenticity Challenge Generative AI refers to deep-learning models (like ChatGPT for text or Midjourney for images) that can create new, unique content—including text, images, code, and music—rather than just classifying or analyzing existing data. It acts as a powerful Creative Partner by automating routine creative tasks and rapidly generating novel ideas or drafts. The Authenticity Challenge The main obstacle for Generative AI is the "Authenticity Challenge." Trust Deficit: Content created by AI is often perceived as generic, uninspired, or lacking a genuine "human touch" or emotional connection. Transparency Demand: Consumers increasingly demand authenticity from brands. If an AI-generated advertisement is not clearly disclosed, it can erode consumer trust, leading to negative backlash and making the brand seem dishonest or inauthentic. Originality/Copyright: There is an ongoing challenge regarding the originality of AI output, as it is trained on pre-existing data, raising questions about copyright and true creative merit. The Authenticity Rule: The PIE Check (Purpose, Integrity, Energy) dictates when personal details should be shared. - "Soul isn’t something you can generate... being imperfect is what makes people stay." (Nadin Amizah). Imperfection is Trust Capital. Rapid Prototyping: Speeds up the initial creative phase, allowing designers and marketers to quickly test numerous concepts. Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

24. Search . . . The Future of Search: GenAI and the New SEO Rulebook The rise of Generative AI (GenAI) is shifting the core rules of search optimization. As search engines adopt GenAI features (like SGE), the challenge moves from simply ranking highly (SEO) to being the source for the definitive answer (AEO/GEO). SEO is the traditional and fundamental practice of optimizing website content, technical structure, and authority to rank higher in the organic (non-paid) results pages of search engines (like Google). AEO is the practice of optimizing content specifically to be delivered as a direct, immediate answer by AI-powered search engines, voice assistants (like Siri or Alexa), and modern Search Generative Experience (SGE) features. GEO is the method of optimizing content for search results that are generated and synthesized by AI models (like the summaries provided by Google's Search Generative Experience, or SGE). It is an advanced form of AEO. The integration of Generative AI into search engines (e.g., SGE). SEO shifts from keywords to Topical Authority (deep expertise) and Answer Intent (providing the best, trusted answers) Old SEO Rule (Pre-GenAI) New SEO Rule (GenAI Era) Goal: Rank position #1 to get the click. Goal: Provide the best answer to be cited by the AI. Focus: Optimizing for Keywords (What users type). Focus: Optimizing for Entities & Context (What the AI understands). Key Metric: Click-Through Rate (CTR) from the search results page. Key Metric: Trustworthiness and the ability to win the "zero-click answer." Strategy: High volume of content. Strategy: High quality, verifiable, expert content (super-E-A-T). Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

25. Digital Business Strategic - Batch 2 25 Oktober 2025 Marketing Technology (MarTech) Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

26. Search . . . MarTech: Your Strategic Infrastructure Marketing Technology (MarTech) refers to the entire stack of software tools and technologies used by marketing departments to plan, execute, manage, and measure their marketing activities and campaigns. MarTech is essentially the digital infrastructure that enables marketing to be conducted efficiently and at scale in the modern, data-driven environment. It includes a wide variety of tools, such as: Customer Relationship Management (CRM) systems. Marketing Automation platforms (email, lead nurturing). Content Management Systems (CMS). Analytics and Business Intelligence tools. Advertising Technology (AdTech) platforms. Why it is important ? Enabling Hyper Personalization at Scale Achieving Omnichannel Consistency Data-Driven Decision Making Efficiency and Automation Your tools must work together. The goal is a single, fluid workflow that moves from insight to action seamlessly.

27. Digital Business Strategic - Batch 2 25 Oktober 2025 Actionable Takeaways & Conclusions Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

28. Search . . . Actionable Takeaways & Conclusions Actionable Takeaways : Data Foundation: Secure First Party Data through customer programs and integrated Marketing Technology Stack; make Social Listening mandatory (77% use for measure brand reputation). - Meltwater - 2025 State of Social Global Report Intelligence: Use AI for acceleration (GenAI drafting) but prioritize Human-in-the-Loop to preserve realness. - We Are Social Digital 2025 Indonesia Execution: Optimize WhatsApp-First Funnels for conversions (high-frequency transactions) and Enhance Omnichannel Strategy. - IDN Indonesia Creator Marketing Report 2026 Mindset: Integrate Empathy as Strategy. Conversion belongs to the message spoken in the language of trust - IDN Indonesia Creator Marketing Report 2026 Conclusions "Influence without authenticity is fragile, and visibility without continuity is empty reach... The future is not human versus machine—it is about building trust where the two meet." (Hana Novitriani, VP of ICE) Take one measurable action to integrate AI and data into digital marketing flow Digital Business Strategic - Batch 2 25 Oktober 2025 Andri Hanryansyah, S.Si., C.D.M., C.N.L.P.

29. Search . . . THANK YOU .

30. Search . . . Let’s Discuss