About Sandi Utomo
MarTech, Analytics & Solutions Architect based in Jakarta. I design measurement systems, unify customer data, and help teams make better decisions with analytics.
Download Resume (PDF)Who is Sandi Utomo?
I am a Solutions Architect at Merkle Indonesia (Dentsu Group), specializing in marketing technology, analytics infrastructure, and customer data platforms. I help enterprise clients design measurement frameworks, implement tagging strategies, build attribution models, and connect their data stack from collection through activation.
Background
I help organizations bridge the gap between raw data and actionable business decisions. As a Solutions Architect at Merkle Indonesia (Dentsu Group), I design and implement measurement frameworks, analytics infrastructure, and data activation systems for enterprise clients across APAC.
My focus is on marketing technology — connecting platforms, unifying customer data, building attribution models, and ensuring measurement integrity. I work across the full stack: from tagging strategy and server-side collection to cloud warehousing and visualization.
I maintain this site as a sandbox for ideas, a showcase of shipped work, and a way to share what I'm learning. It's fully instrumented end-to-end, from GTM server-side tagging through to public dashboards and Core Web Vitals monitoring.
Skills & Expertise
Analytics & Measurement
- Google Analytics 4
- Mixpanel
- Amplitude
- Umami
- Adobe Analytics
Tag Management
- Google Tag Manager
- Server-Side GTM / Stape
- Tealium iQ / EventStream
Customer Data Platforms
- Braze
- Segment
- mParticle
- Salesforce Data Cloud
Cloud & Data
- BigQuery
- Google Cloud Platform
- Supabase
- PostgreSQL
Attribution & Measurement
- Marketing Attribution
- Marketing Mix Modeling
- Experimentation & A/B Testing
Development
- JavaScript / TypeScript
- React / Next.js
- Node.js
- REST APIs
Certifications
- Google Cloud Certified Generative AI Leader
- Braze Certified Technical Marketing Expert
- Braze Certified Marketing Strategy Expert