Transforming mobile payments into a finance super-app
PicPay· BrazilDatabricks SQL · Delta Lake
PicPay, Brazil's mobile payments platform with over 60 million customers, unified data from customer interactions, sales, financial and log activity on the Databricks Data + AI Platform, replacing a complex multi-tool AWS setup. This delivered $10M in savings from smarter cash-back rewards targeting, 50% lower analytics/visualization platform costs, and a 25% increase in self-service business analytics users.
Overview
PicPay, Brazil's mobile payments platform with over 60 million customers, unified data from customer interactions, sales, financial and log activity on the Databricks Data + AI Platform, replacing a complex multi-tool AWS setup. This delivered $10M in savings from smarter cash-back rewards targeting, 50% lower analytics/visualization platform costs, and a 25% increase in self-service business analytics users.
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Inspect the highlighted sourceThe challenge
Built on AWS, PicPay's previous infrastructure required a wide range of data tools, resulting in an overly complex system that was difficult for their data team to integrate and maintain. This caused issues from data access, to slow data pipelines that couldn't scale, to the inability to serve real-time insights to analysts and data science teams looking to make smarter decisions and innovate with ML.
The solution
With data pipelines sending accurate data downstream, PicPay's growth team was able to use ML to improve customer engagement and ultimately margins. By reviewing user's segmentation, added to improvements in experimentation flows developed using Databricks, PicPay managed to improve how cash-back incentives are being handled, reducing cash-back waste. By segmenting customers based on their usage patterns, they are able to serve the right cash-back promotions at the right time.
Sources
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