In the era of industry 4.0, banking activities has embedded in society’s daily life. Industry 4.0 drives conventional bank become digital bank.  Unfortunarely, only 36% of Indonesia’s population is connected to formal financial institutions, and this condition leaves 64% of population in Indonesia is unbanked. Bank Mandiri as leading bank in Indonesia constructed “2018 Digital Banking Strategy” to penetrate the market. Unfortunately, the growth of Indonesia’s economy and increasing internet user are not in line with growth of Bank Mandiri E-channel user growth.

This research aimed to to analyze factors that influence banking market in East Java and provide recommendation for Bank Mandiri East Java Region with their Electronic banking service sales strategy using data analytics approach.

Several methods are involved in this research. Started with data and information collection from Bank Mandiri East Java Region, data analytics process by considering banking performance and economic condition by using factor analysis. Recommendation of sales strategy is by using multiple regression analysis to analyze sales enablers.

Output of this reserach will be a marketing and sales recommendation for Bank Mandiri for their banking area in East Java.