Data is one of the important features for every business and organization. It helps
the company to make decisions based on statistics and facts. In line with the fourth
industrial revolution where industrial practices are combined with the latest smart
technology, there also exist more and more data. Any incumbents that cannot
reshape and rejuvenate their core business doubtlessly shall be perished.
PT. X is a printing company which is still in the process of restructuring their body
so that their business can keep pace with the times. With the development of
technology and e-book, the company started to face difficulties to maintain their
core business in printing. Somehow the dispute on the company printing’s
sustainability started to emerge. The idea of diversifying the company’s products
and services also to offer them into a wider section of the existing market becomes
a hot topic and idea within the company. Building a cafe or coworking space
becomes one of the decisions. But in further planning, the company is facing doubt
about this idea, because they do not have any empirical study yet to show the
customer’s or people’s opinion about the cafe. This idea is important in order to
create strategies and concepts later on for the company. Another issue that the
company face is that they do not have a clear idea of what metrics are important,
and which cafe to follow or imitate. In this case, data mining can help out the
company to objectify their plan of building a cafe or coworking space by serving
insights regarding customer’s opinions through social media analysis.