Jakarta. In today’s digital era, data seems to determine everything. From receipts for daily necessities to the number of our social media followers, all of it is data -- and it influences our lives. Data has become something vital and unavoidable, not only for individuals but even more so for companies. For corporations, data is extremely useful for marketing, increasing sales, expansion, and other corporate actions.

That is why the profession of a data analyst -- someone who can read, process, analyze data, and present it in a report as a basis for decision-making -- is now in high demand and has become a core necessity for businesses.

Globally, demand for this profession continues to rise. The U.S. Bureau of Labor Statistics released a report projecting that demand for this role will grow by as much as 23 percent from 2022 to 2032 -- nearly five times higher than the average growth for other jobs, which is around five percent.

In Indonesia, data analysts are also increasingly sought after. Leading corporations are placing them in key positions with attractive salaries. Various job portals list it as one of the most “wanted” professions. Universities and training institutions have begun offering study programs in this field.

This trend reflects the growing awareness that data is a critical asset and the foundation for making decisions that determine the survival of a company or institution. Rischa Agitta Sebayang, a Marketing Analytics and Research professional with 13 years of experience managing data, observes this trend firsthand.

“At my workplace, everything is data-driven. Especially in marketing, because when we sell something, we see it from the customer’s perspective -- so data becomes essential,” she explained.

Starting from her love of exploring data in college and working at a market research firm, Rischa built a career as a data analyst across various industries -- from finance and mining to her current role at a leading transportation company.

As a data analyst, Rischa digs into and analyzes internal and external data crucial to the company, including transactions, consumer behavior, and demographic and geospatial data. From these analyses, she provides recommendations for the company’s next steps.

“Data is everywhere. Wherever we go, there’s data -- it’s just a matter of whether it’s important and useful for us or not,” she emphasized.

Surviving and growing with data
According to Rischa, utilizing data enables companies to make more accurate decisions. “Companies that are data-driven in marketing or strategic decision-making can survive better or craft more impactful strategies, leading to more accurate decisions,” she said.

When a company wants to boost sales, expand, or survive a crisis, it relies on data. For example, in a sales downturn, data can help identify the causes, measure the scale of the decline, and determine which regions are experiencing it.

“All that data is useful for driving action,” Rischa explained. Such data-driven corporate actions improve performance—whether by introducing new promotions, targeting certain regions more aggressively, or adding new product variants.

However, Rischa acknowledges that sometimes companies struggle to fully leverage their data findings.

“Often, there are hundreds of data points but no clear key points. The data is abundant but not on target, and the resulting actions are ineffective,” she said. This is why data analysts must convince companies to stay data-focused and continuously uncover the meaning behind the numbers.

“Data reveals facts. If there’s a hypothesis, we dig into the data, break it down, and test its validity. Even intuition serves only as a starting point for deeper analysis,” she noted.

A profession on the rise
Given the importance of this role, it’s no surprise that being a data analyst is becoming popular, especially among young people. Bootcamps, courses, and even degree programs are springing up to teach these skills -- not only for corporate needs but also for personal branding and financial management. Rischa has seen this growth firsthand as a mentor in several data analysis training programs.

“Lately, demand for data analysis bootcamps has been high. I once taught an online class with up to 60 participants,” she recalled.

Still, Rischa warns that being a data analyst is not just about mastering tools and technical skills. Based on her experience, analysts also need to understand the business processes of the industry they work in.

“For marketing analytics and research, you have to first understand the company’s problems -- know the context and business case step-by-step before jumping into the technical side,” she explained.

Equally important, data analysts must have strong communication skills -- especially in presenting data visualizations and telling compelling stories.

“We can’t just show complex tables or code. You need communication skills so the company understands and trusts that the data truly supports them,” she said.

Pursuing a scholarship, paying it forward
Rischa’s love for data and numbers began during her Industrial Engineering studies at the Bandung Institute of Technology (ITB), where she worked as a Production System Lab Assistant -- requiring strong logic and numerical skills.

A native of North Sumatra, Rischa shared that children in her hometown often dream of entering Indonesia’s top universities. “As someone from out of town, I dreamed of studying in Java, especially at ITB,” she said.

However, after being accepted at ITB, she worried her studies might end prematurely -- her family’s finances were limited.

“Because my family’s financial condition wasn’t as good as my peers, I might have had to go back to Medan and not continue,” she recalled. Beyond tuition fees, she also had to think about living expenses and study needs like assignments, lab work, and photocopying costs. She needed extra funding to support her studies.

The Tanoto Foundation education scholarship became the answer. After going through a rigorous selection process, Rischa was awarded the scholarship for her bachelor’s studies at ITB from 2008 to 2012. Thanks to it, she graduated and was hired by the prestigious research firm Nielsen just one month after her graduation ceremony.

“The Tanoto Foundation scholarship opened wide opportunities, producing first-jobbers who quickly land good jobs. Good education can change your life,” she said.

Her career as a data analyst has grown ever since. With a relatively high salary in the field, she pursued a master’s degree at the University of Indonesia and financed her younger sibling’s education.

Since 2014, Rischa has also been active with the Sahabat Anak Grogol community in Jakarta, mentoring hundreds of underprivileged and street children. Every weekend for the past 11 years, she has provided free tutoring.

“We also seek donors for their continued education because I believe it can change their lives. I believe the kindness I received must be passed on to others,” she said. Her “pay it forward” spirit stems from her gratitude for completing her degree on a full scholarship.

“If not for the Tanoto Foundation scholarship back then, I might have gone home because I couldn’t afford it. So when I help others, it’s like a flashback to what I went through. Education can improve someone’s economy and life,” she emphasized.

Currently, Tanoto Foundation is opening applications for the 2026 TELADAN Scholarship cohort at 10 Indonesian state universities. Selected students will receive full tuition coverage and a monthly living allowance. Unlike other scholarships, recipients also get 3.5 years of structured leadership development training from semester 2 to 8.

Tanoto Scholars receive various leadership and soft skill development supports, including extra funding for competitions, conferences, certifications, and short-term learning programs at home or abroad -- such as summer courses, exchanges, and volunteering. They also have internship opportunities with Tanoto Foundation’s industry partners and funding for collaborative research.

Tanoto Scholars join the Tanoto Scholars Association on their respective campuses, serving as a platform for collaboration and social contribution under the “Pay It Forward” spirit. After graduation, they become part of the global Tanoto Foundation alumni network.

This year, the TELADAN Program is also open to first-semester students who are recipients of the KIP-K scholarship at the 10 partner universities. For more information, click here: bit.ly/JadiTELADAN2026