The Data Enhancer
Fuel company (confidential) · 2024 — 2025
Turn purchase records into segments for targeted marketing.
Result 21M transactions enriched, built up over 10+ years
- Connect purchases
- Enrich records
- Build segments
The problem
In Ecuador, fuel is regulated by the State, so every purchase must be recorded with the buyer’s national ID number. Over more than 10 years, our client built up a massive volume of transactions: more than 21 million records.
The problem was that the ID number was all they had. No customer profile, no vehicle information. A mountain of data that told them nothing.
What we built
We built a three-layer data enrichment system.
Transaction integration
We connected every ID number to its purchase history. That gave us lifetime value, frequency and buying patterns per customer, but each one was still just a number.
AI enrichment
We enriched each record with public sources and AI models that added a demographic and geographic profile.
Vehicle profile
We added the vehicle profile behind each record: make, model, year and engine size.
The result
A database that went from dead ID numbers to an asset worth millions of dollars today. A liability became an asset.
It now holds complete segments by consumer type, by vehicle, by location and by lifetime value, ready for one-to-one marketing with a full demographic, geographic and vehicle profile.
Why it’s innovation
Nobody asked us to make it possible. The client assumed that data was useless, and we saw potential where nobody was looking.
Data engineering, AI and public sources combined: not a tool, but a multi-layer system nobody had built this way. And it is replicable: any regulated industry that captures ID numbers has the same problem.
