Spin processed 20M+ events daily but couldn't extract insights fast enough. With Mixpanel and Bildung as their partner, they went from reports that took weeks to insights in minutes.
The Company
Every day, millions of Mexicans tap, pay, and earn rewards through Spin, whether buying a coffee at OXXO or sending money from their phone. As the fintech and loyalty engine behind Latin America's largest retail ecosystem, Spin sits at the intersection of convenience, technology, and trust. Its mission: simplify everyday financial life for everyone, powered by real-time data and smart digital experiences.
The Challenge
FEMSA's Spin division — which includes Spin by OXXO, Spin Premia, OXXO Pay, and NetPay — oversaw more than 20 million events every day. But despite all that data, Spin was still struggling to find insights. Each team had its own view of the customer. Reports were fragmented, insights arrived after the moment of decision, and existing tools were not designed for the pace they needed.
"We realized we were sitting on a vast amount of information, but not fully unlocking its potential." — Jorge Martínez, Product Analytics Lead at Spin
The Solution
By early 2024, Spin began evaluating alternatives with three non-negotiables: a single source of truth for all data, an intuitive interface anyone could use, and fast deployment across multiple products. Mixpanel hit the sweet spot.
To ensure a seamless migration, Spin partnered with Bildung Data as their change management partner. Bildung guided the end-to-end process: planning, data mapping, and hands-on training sessions for each product team. The migration covered two platforms and over 60 active users in less than a month.
"Bildung's training gave us a general overview and then specialized sessions for each team. The biggest shift wasn't just learning a tool: it was changing the mindset about what to measure and why." — Jorge Martínez, Product Analytics Lead
The Results
Once the migration went live, the difference was immediate. Today, nearly 150 employees use Mixpanel actively, executing close to one million queries per month. Every product discussion now starts with Mixpanel dashboards. Weekly meetings track progress toward quarterly goals through live data exploration.
"We went from reports that took weeks to gaining insights in minutes. There isn't a single day in the organization when someone doesn't ask how to get an insight in Mixpanel." — Jorge Martínez, Product Analytics Lead
