Case Study: BBVA delivers location intelligence for SMEs and cuts B2B churn 4% with CARTO

Commerce 360 Delivering Location Intelligence through BBVA's financial Big Data

BBVA Data & Analytics, the data science arm of global bank BBVA, needed to give Spain’s SMEs the location-based insights they lacked for site planning and performance management. Facing a market gap, they aimed to convert vast, anonymized POS transaction records into actionable retail intelligence while maintaining strong privacy protections.

Partnering with CARTO and built on CARTO Engine, Commerce360 geocodes aggregated POS data and delivers customizable dashboards, interactive maps and 100+ analytic modules that reveal spending patterns, trade-area activity and market performance. Backed by BBVA’s large POS footprint (15% market share, >6M clients), the platform drives measurable impact—over 1,100 SMEs using it weekly, a 4% drop in B2B churn, increased client acquisition, and better site-selection, operational optimization and targeted geomarketing—positioning BBVA as a data-driven partner for SMEs.

BBVA

Elena Alfaro

Data & Analytics