Data enrichment + commercial media kit
Centro Chía · 2025 — today
Turn purchase histories into campaigns that mall brands can buy.
- Connect sources
- Segment shoppers
- Sell campaigns
The problem
Like every shopping mall in the world, Centro Chía collected shopper data in its promotions (register receipts, add up amounts, win prizes). But it had three completely separate data sources: a CRM with contact details on old technology, participant data with purchases by store, amounts and frequency in another file, and a database of categorized stores.
The information wasn’t cross-referenced or used, and there were no behavior-based campaigns.
What we built
We built a data integration system that connected the three separate sources into a single intelligent ecosystem.
The result was a complete view of each consumer: lifetime value per customer with their full purchase history, behavior-based segments (type of shopper by where they buy and how much they spend), a reverse analysis by store (who each store’s customers are, with a demographic profile) and actionable segments such as “back to school” (people who bought at Panamericana during back-to-school dates).
On top of that intelligence, we created a sellable media kit: brands in the mall (for example, iShop/Apple) can buy WhatsApp messaging or email marketing to reach people who bought technology in recent months. We also implemented a CDP (Customer Data Platform) to run the campaigns across channels.
The result
A new revenue stream for the mall: the media kit is sold to brands. The mall went from being a landlord to being a data platform for its brands, with behavior-based purchase segmentation up and running.
Why it’s innovation
It isn’t just analytics. It’s a data monetization product. We turned dead data spread across three separate sources into an asset that generates recurring revenue for the mall.
