Data Network

What Data Network does

Data Network, operating commercially as Red de Datos, is a privately held Colombian market research and business intelligence firm headquartered in Bogotá and founded in 1999. The company delivers custom market research, strategic decision support, and business process outsourcing (BPO) services to enterprise clients in Colombia and Latin America across retail, pharmaceutical, technology, education, financial services, healthcare, and consumer goods. Its named customers include Grupo Éxito, Cencosud, OXXO, Jerónimo Martins, Samsung, Mercado Libre, Ingram Micro, Pisa Farmacéutica, Universidad de la Salle, Comfandi, and Comfamiliar, among others. Services are sold through a direct consultative enterprise sales motion and quoted on a project-by-project basis; no public pricing exists. Marketing relies on organic content (blog, LinkedIn, Instagram, SEO) plus a free isochrone-based competitive evaluation tool as a mid-funnel lead mechanism.

The company's core product portfolio spans four primary lines: (1) market feasibility and location selection studies for new points of sale and real estate projects using multivariate analysis and isochrone-based geospatial modeling, (2) consumer behavior and trend research combining surveys, interviews, and focus groups with multidisciplinary analysis, (3) mystery shopper evaluations supported by a proprietary georeferenced mobile application for real-time reporting, and (4) strategic telesales (B2B, B2C, indirect channels) delivered via a three-phase methodology of AI-assisted targeting, omnichannel activation (calls, email, WhatsApp Business), and CRM-integrated lead nurturing (Salesforce, HubSpot, Zoho). A custom BPO line covers inbound and outbound marketing plus technical support. Specialized offerings include brand similarity testing for IP/legal cases (using CAPI and KoboToolbox) and standalone B2B technology studies (PC Refresh 2025, Mesa de Ayuda Corp 2025).

Underlying technology is a combination of proprietary tools and partner-enabled AI features. Internally developed assets include a predictive dialer with sentiment analysis, a real-time KPI dashboard, a georeferenced mystery shopper mobile app, a multimodal isochrone modeling engine (integrating pedestrian, vehicular, and public transit scenarios with urban barriers and traffic flow), and a real-time survey verification system with audio recording. AI/ML capabilities — prospect scoring, sentiment analysis, and multivariate predictive models — are embedded in operations, supplemented by a partnership with AcelerAI Market for additional AI acceleration. The firm employs 11-50 people, is founder/family-managed (CEO Julio Alberto Villamizar Piñeros, CCO Carlos Villamizar, CAO Myriam Dalila Marín), and operates without disclosed external investors, parent entity, or subsidiaries.

Name

Data Network

Legal name

Red de Datos

Website

https://rdd.com.co

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Data Network (Red de Datos) is a Bogotá-based market research and business intelligence firm offering custom research, isochrone-based geospatial analytics, mystery shopping, strategic telesales, and BPO services to enterprise clients across retail, pharmaceutical, technology, education, and financial sectors in Colombia and Latin America.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Advertising Agencies (541810), Marketing Consulting Services (541613), Custom Computer Programming Services (541511)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF)

akta.pro secondary industries

Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG), Claims, Disputes & Chargeback Support (BPAAABAH)

Keywords

• Market research services
• Consumer behavior analysis
• Mystery shopping services
• Telesales outsourcing
• Isochrone mapping

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Market Research and Custom Studies: Custom market research services including consumer behavior studies, mystery shopping, trend analysis, segmentation research, brand protection tests, and geographic/isochrone analysis. Revenue generated through project-based engagements with enterprise clients across retail, pharmaceutical, financial, technology, and education sectors.
2. Strategic Telesales (BPO Outbound/Inbound): Specialized telesales service building sustainable commercial pipelines for B2B, B2C, and indirect channels. Includes database cleaning, AI prospect scoring, omnichannel activation (calls, email, WhatsApp Business), lead nurturing, and CRM integration. Revenue generated through service fees per campaign or ongoing BPO retainer.
3. Custom BPO Services: Agile process outsourcing tailored to brand needs, including outbound marketing, inbound marketing, and technical support. Services provided across industries on project or retainer basis.
4. B2B Technology Research Studies: Corporate market research studies for the technology sector, including PC Refresh evaluations and Help Desk assessments, targeting corporate buyers and IT decision-makers. Revenue through B2B research project engagements.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Data Network (Red de Datos) is a Colombian market research and business intelligence firm that designs and executes custom market research studies, point-of-sale feasibility analyses using proprietary isochrone geospatial modeling, mystery shopper evaluations, strategic B2B/B2C telesales with omnichannel activation and CRM integration, brand similarity testing for IP/legal cases, and custom BPO services including inbound marketing, outbound marketing, and technical support. The firm delivers these through a 25-year proprietary database, AI-powered prospect scoring, real-time survey verification (georeferencing plus audio), and a proprietary predictive dialer with sentiment analysis.

Product overview

Data Network (Red de Datos) is a Colombia-based market research and data intelligence firm with 25+ years of experience operating across three main service lines: Custom Research (Investigación a la Medida), FLASH Strategic Decisions, and Custom BPO. The core portfolio includes consumer behavior and trend research, real estate and point-of-sale feasibility studies, Mystery Shopper evaluations, Strategic Telesales with CRM integration, and BPO services. Proprietary technology products include an Isochrone-based geospatial intelligence service, a predictive dialer with sentiment analysis, real-time georeferenced mystery shopper app, and omnichannel telesales platform. Specialized offerings span brand similarity testing for legal cases, B2B technology market studies (PC Refresh, Mesa de Ayuda Corp), and inbound/outbound demand generation BPO. All offerings are tied together through proprietary software incorporating real-time verification with georeferencing and audio recording for data quality assurance.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Projects and New Points of Sale Feasibility Market feasibility analysis for new points of sale and real estate projects using multivariate analysis, integrating demand potential, competition mapping, pedestrian/vehicle traffic metrics, and purchasing habit data to build predictive success models for specific locations; targeted at retail chains, supermarkets, pharmacies, and consumer goods companies planning expansion in Colombia and Latin America.
• Consumer Trends and Consumption Habits Research
• Mystery Shopper Program
• Strategic Telesales Service
• Custom Research (Investigación a la Medida)
• FLASH Strategic Decisions
• Custom BPO Services
• Isochrone Geospatial Service
• Competitor and Competitiveness Evaluation
• Real-Time Survey Verification Service
• Brand Similarity Testing Service
• PC Refresh 2025 Market Study
• Corporate Help Desk 2025 Market Study

Quantifiable outcome

• 3-5X increase in effective contact rate
• +6 more outcomes

Named customers26 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability9 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• DataCounting InsightscoreTechnology or IntegrationPartnership for pedestrian and vehicular traffic counting technology. Uses cutting-edge technology that measures and segments vehicular and pedestrian traffic. Also captures audience emotions at events, conferences, and ATL advertising using advanced emotion measurement technology (surprise, happiness, interest) with real-time data capabilities.
• Semillas para crecer tu negociosupportingGTM or Marketing PartnerBrand creation and digital business acceleration partner. Provides branding, social media, and paid/organic search services to complement Red de Datos' market research offerings.
• AcelerAI MarketcoreTechnology or IntegrationAI-powered market acceleration solution that helps clients simplify processes, streamline work, generate savings, and attract more customers. Provides artificial intelligence capabilities to enhance Red de Datos' market research and analysis services.

Scale indicators9 records

Recent moves6 records

Broad incumbents

• Teleperformance: Global leader in outsourced customer experience management including B2B/B2C telesales and lead generation with large Colombian operations — competes with Red de Datos for the same outsourced telesales and demand generation mandates.
• Kantar: Global research, insights, and consulting firm with strong retail, consumer, and brand tracking practices in LatAm; competes directly with Red de Datos' market research, brand protection, and shopper studies but with multinational reach.
• Ipsos: Global market research and public opinion firm with extensive LatAm coverage, offering consumer, retail, healthcare, and brand research — competes for the same enterprise research budgets as Red de Datos but at much larger scale and across many more geographies.
• NielsenIQ: Global consumer intelligence firm with deep retail and FMCG measurement operations in Latin America, overlapping heavily with Red de Datos' retail expansion, mystery shopping, and consumer behavior offerings at larger scale.

Direct peers

• Invamer: Latin American (Colombia/regional) market research firm providing consumer behavior studies, public opinion polling, and sector analyses — a direct comparator in the same custom research niche serving enterprise and public-sector clients.
• Cifras y Conceptos: Colombian market research and public opinion firm founded in 1985, offering survey-based consumer, political, and sector studies across Colombia — the closest domestic head-to-head competitor to Red de Datos in custom research.
• Datexco: Colombia-based market research and data analytics firm offering consumer research, brand tracking, mystery shopping, and B2B studies — directly comparable services and geography to Red de Datos.
• Konecta: Major LatAm-headquartered BPO/customer experience company providing omnichannel telesales, lead generation, and customer support — directly comparable to Red de Datos' Strategic Telesales and BPO service lines on geography, scale, and model.

Emerging players

• Placer.ai: Location intelligence and foot-traffic analytics platform for retail real estate decisions — overlaps with Red de Datos' isochrone and point-of-sale feasibility practice, but delivered as a self-serve SaaS rather than bespoke service.

Regional players

• Brand Institute / CompuMark (Clarivate): Global brand protection and trademark research services that compete with Red de Datos' Test de Similitud offering for IP and unfair competition cases, but primarily serve clients outside Latin America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/red-de-datos
• Instagraminstagram.com/reddedatos_
• Xx.com/rddcolombia

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Data Network