How Spin Turned Data Complexity into Competitive Advantage

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.

When you operate one of Latin America’s largest consumer ecosystems, data touches everything from stores, apps, to financial platforms. Inside FEMSA’s Spin division, which includes Spin by OXXO, Spin Premia, OXXO Pay, and NetPay, teams oversee more than 20 million events every day.

But despite all that data, Spin was still struggling to find insights. As Jorge Martínez, Product Analytics Lead at Spin, recalls:

“We realized we were sitting on a vast amount of information, but not fully unlocking its potential.”

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. 

Spin needed a platform that could unify its data ecosystem, empower every team to self-serve, and deliver real-time visibility into business performance.

By early 2024, Spin began evaluating alternatives. The team defined three non-negotiables:

• A single source of truth for all digital and retail data
• An intuitive interface that anyone could use
• Fast deployment across multiple products

After comparing solutions, Mixpanel hit the sweet spot.

“Mixpanel is powerful enough to handle the volume of our data, but flexible and intuitive enough for non-technical teams to use” said Martínez.

To ensure a seamless migration, Spin partnered with Bildung Data, a leading growth engineering consultancy in Latin America. Bildung guided the end-to-end process: From planning and data mapping to hands-on training sessions for each of Spin’s product teams, Bildung’s implementation support and change management strategy helped their teams reframe not just how to use a new data analytics tool, but how to think about measurement itself.

As Spin evaluated it’s digital analytics setup, one thing became clear- the existing approach was no longer enabling the level of speed, integration, and insight the business required. It demanded consistent upkeep and dedicated engineering capacity, slowing adoption and delaying decision-making abilities. 

Reports took too long to produce, and inconsistent event tracking limited trust in the data. Over time, that complexity became a barrier to scale, keeping insights out of reach for non-technical teams, while consuming engineering resources that limited agility.

For many enterprise organizations, switching analytics platforms can seem daunting: too time consuming, too complex, or too costly. Spin’s experience, however, proved just the opposite. Migrating to Mixpanel was not only fast and painless; it was cost-efficient and transformative.

When renewal with their previous partner came due, the business case for switching was clear: Spin needed a platform that delivered faster time-to-insight, stronger governance, and a more self-serve experience.

“Mixpanel struck the right balance between analytical power and flexibility — it’s intuitive, doesn’t overwhelm users with complexity, and guides them toward the insights they’re looking for. That was key.” – Jorge Martínez, Product Analytics Lead

Within weeks, Spin unified its analytics under a single taxonomy, reduced reporting time from weeks to minutes, and achieved company-wide adoption.

“Technically speaking, the transition was smooth — basically plug and play,” said Martínez. “We completed the migration in about a month, covering two platforms and over 60 active users.”

Beyond technical reasons, Spin also received valuable support from Mixpanel and its partners. Bildung Data played a critical role as Spin’s change management partner, designing a precise tracking plan, connecting data sources, and retraining teams around new, outcome based measurement habits.

 “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

Spin has also been set up for success for the long term. Each product manager now owns their tracking plan, reviewed by data and analytics teams to maintain clean taxonomy and compliance. Today, Spin continues to onboard new teams each month and train newcomers through an internal Mixpanel Academy, a program inspired by Bildung Data’s early workshops.

Once the migration went live, the difference was immediate. According to Martinez, “We went from reports that took weeks, to gaining insights in minutes.” Nearly 60 employees now use Mixpanel every week, executing close to one million queries per month.

“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

Mixpanel didn’t just streamline reporting, it reshaped how Spin makes decisions. Every product discussion now starts with Mixpanel dashboards. Weekly meetings track progress toward quarterly goals through live data exploration.

“Today, every meeting starts with Mixpanel. We add filters, explore segments, and discover new opportunities right there in real time.” — Jorge Martínez,  Product Analytics Lead

What was once a data bottleneck is now a daily habit; a culture of curiosity, collaboration, and continuous experimentation.

Democratizing Data While Cutting Costs

Beyond speed, Mixpanel drove financial efficiency. Spin now handles a larger data footprint, including OXXO’s massive transaction volume, all while spending less on analytics than before. But the real payoff came from democratizing access to their data.

“Each team can understand, own, and fall in love with their product because they see exactly how users interact with it.” — Jorge Martínez,  Product Analytics Lead

Every product squad can now test hypotheses, measure behavior, and act upon those insights instantly.

Data-Driven Growth: Experiments that Matter

With unified data, Spin’s fintech and loyalty teams began running continuous experiments to boost engagement and transactions. Their North Star Metric—Monthly Active Transactional Users—is now tracked, analyzed, and optimized directly in Mixpanel, with regulatory and data privacy standards built in from the ground up.

“Mixpanel lets us understand not just that we’re moving the metric, but how we’re moving it and how sustainable it is.” — Jorge Martínez,  Product Analytics Lead

Gamification tests within the Spin by OXXO app revealed which incentives drove purchase frequency, higher ticket size, and longer retention—insights that immediately improved campaign ROI.

Spin is already leveraging Mixpanel’s audience and cohort features to deliver personalized, omnichannel experiences. By linking cohorts to backend systems, Spin dynamically adjusts app interfaces and offers.

Imagine knowing a user visits OXXO daily at 1 p.m., buys a soda, and prefers texting over email.With Mixpanel and their customer engagement platform, Spin can send a timely, personal coupon; hyper local engagement that feels one-to-one at national scale.

In just weeks, Spin transformed analytics from a bottleneck into a growth engine. By unifying 20 million daily events, empowering dozens of teams to self-serve insights, and accelerating experimentation across one of Latin America’s largest consumer ecosystems, Spin turned data complexity into its competitive advantage.

With Mixpanel’s intuitive analytics and Bildung Data’s implementation expertise, Spin didn’t just migrate; it modernized how decisions get made. The result: faster insights, smarter products, and a culture of confidence that moves as fast as their customers.