IVAN ANDHIKA

2012 · Industry

CRM for The Biggest Book Industry in Indonesia

Enterprise CRM for customer engagement, segmentation, and lifecycle operations across retailer and publisher teams.

Career chronology (About) This project was developed while I worked at Walden Global Services (2012 — 2015). Portfolio dates: 2012.

Representative enterprise CRM dashboard mockup (not a production screenshot).
This image is not a real production screenshot. The original system is confidential; this mockup is intended to convey a similar look and feel to what was delivered.

Company Overview

Confidential CRM modernization for Indonesia's largest book-retail ecosystem, supporting 500,000+ registered users (2012 baseline).

An enterprise CRM initiative for a nationwide media and retail ecosystem in Indonesia, designed to unify customer lifecycle operations across its bookstore chains, publishing houses, TV channels, and digital/print news platforms.

Team & delivery

Work was delivered as a team. I served as project architect and engineering manager, leading one frontend engineer, one backend engineer, and one QA engineer.

Tech Stack

Data

  • PostgreSQL
  • Oracle (integration)
  • Jaspersoft Reporting

Frontend

  • HTML5
  • CSS3
  • JavaScript
  • jQuery

Backend

  • Laravel
  • PHP
  • Apache
  • CentOS

Problem

Customer data and engagement flows were fragmented across systems, making it difficult to coordinate brand teams, synchronize Oracle-based member records, and run targeted multi-channel campaigns at scale for a customer base that had exceeded 500,000 registered users by 2012.

Approach

Implemented a Laravel-based CRM platform (Laravel, PHP, PostgreSQL, Apache on CentOS) with a unified admin dashboard, Oracle-driven dynamic tagging, lifecycle segmentation (Members, Inactive Members, Contacts), and campaign integrations for SMS (1stWAP, including location-based blasts) and email automation (MailChimp).

System Architecture

  • Load balancer in front of two web servers and one dedicated database server.
  • Daily automated backups for database and application data, with availability monitoring via New Relic.
  • API-based integration path from Oracle member data to campaign delivery services (SMS and email).
CRM architecture diagram showing user traffic, AWS load balancer, web servers, Oracle integration, PostgreSQL database, and campaign delivery services.
CRM architecture reference diagram.

Outcome

Delivered execution-ready CRM capabilities with campaign reporting via Jaspersoft, infrastructure planning for load-balanced deployment (2 web servers + 1 DB server), and operational targets supporting about 600 daily transactions with 15 concurrent users, with production architecture prepared to scale toward 200 concurrent users.

Evaluation & Metrics

  • Customer scale context: the business had exceeded 500,000 registered users (2012 baseline).
  • Load-test profile: ~600 transactions/day with 15 concurrent users for the modeled operational scenario.
  • Scalability target (infrastructure): production setup prepared to handle up to 200 concurrent users.
  • Campaign effectiveness tracking through goals such as target revenue, target audience volume, and contact-to-member conversion.

Key Contributions

  • Unified CRM workflows across retailer and publisher teams into a single operating surface.
  • Implemented dynamic customer tagging from Oracle parameters (date ranges, spend range, product history) for precise segmentation.
  • Enabled multi-channel campaign orchestration with template variables and scheduled publication windows.