Hey, I'm Deden
Sembada.
AI & Data Product Leader · 13+ years of real-world experience
I've spent over a decade working across analytics, product, and technology. Building systems, leading teams, making decisions under real constraints. This site is where I write about what that experience actually looks like, without the polish or the hype.
Experience
Not about tools.
About thinking.
Most technology writing focuses on what to use. What's often missing is why certain approaches work in some contexts and fail in others.
Context Before Concepts
Every topic starts from a real situation. Not from abstract theory or definitions pulled from a textbook.
Honest Over Polished
Uncertainty, tradeoffs, and mistakes are part of the conversation. Not things to hide behind confident language.
Thinking Over Tactics
Tools change. The way experienced people frame and approach problems tends to last much longer.
From web developer to
leading data analytics teams.
Data is more than numbers. Technology is more than tools. My focus has stayed the same throughout: help organizations make better decisions, grounded in real context.
Starting Out
Web Developer · System Analyst · Project Manager
Started in web development, moved into systems analysis and project management. Worked with large brands including McDonald's Indonesia, Samsung Indonesia, and Marlboro Indonesia. This phase taught me how to understand business needs and deliver solutions that people actually use.
Leading in Data
Data Analyst → Head of Product Data Analytics · KMK Online & KapanLagi Youniverse
Grew from Data Analyst to leading the team as Head of Product Data Analytics. Focus: shaping data strategy, aligning KPIs, and ensuring decisions are backed by actionable insights, not assumptions. Built the culture and infrastructure for data-driven product thinking.
Building Products
Co-founder · SCL Studio
Co-founded SCL Studio, a digital product agency helping brands design, build, and scale digital products. Delivered 150+ projects for 60+ clients, covering strategy, UI/UX, development, data, and infrastructure. Learned a lot about what actually matters when shipping real products.
Exploring AI
Founder · Semesta Platform
Founded Semesta Platform, an AI-powered content intelligence SaaS that integrates real-time data sources to streamline content and analytics workflows. Built to help product, marketing, and analytics teams make better decisions faster, without the friction.
Recharging with what keeps me curious.
Outside of work, I recharge by following what keeps me curious: tracking technology trends, reading about productivity, and the occasional hike to reset perspective. These keep me sharp without burning out.
I also enjoy road trips with my family, discovering new places and food spots. These moments create balance, and balance is what lets me show up better when I'm back at work.
Want to work together?
Whether you're building a data team, exploring AI applications, or looking for someone who can bridge analytics and product, I'm open to conversations about meaningful work with global teams.