Can Kanye West Save Gap? Real-Time Consumer Social Media Segmentation On CARTO

1. Can Kanye West Save Gap? What Maps & Location Data Reveals Follow @CARTO on Twitter

2. CARTO — Unlock the power of spatial analysis Introductions Lÿden Foust CEO at Spatial.ai Vanessa López Data Partnerships Manager at CARTO

3. CARTO — Unlock the power of spatial analysis Agenda ● CARTO’s Data Observatory ● Intro to Spatial ● PersonaLive Dataset ● Case study - Kanye West ● Q & A

4. CARTO — Unlock the power of spatial analysis CARTO Data Observatory 10 42 Categories Sources Spatial datasets and growing! 10k A bridge between data and analysis: ● Simple access to public and premium data ● Faster licensing process thanks to existing agreements with data providers ● Ready-to-query and up-to-date data

5. 5 What percentage of the US population uses social media?

6. CARTO — Unlock the power of spatial analysis POLL 1 56% …………………………………………………………….. 79% …………………………………………………………….. 44% …………………………………………………………….. What % of the US population uses social media ?

7. 7 79% US Population using social media Source: Statistica: https://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-proﬁle/

8. CARTO — Unlock the power of spatial analysis We are more than demographics 2019 Launch 72 Segments 52M Users 14B Data Points 200+ Customers 5 Countries Geosocial Proximity Dataset A categorization of places.

9. CARTO — Unlock the power of spatial analysis We are more than demographics + Data Observatory A categorization of people.

10. CARTO — Unlock the power of spatial analysis The Segmentation Data Landscape Census Data Study of people by their demographics. *Harris, Sleight, Webber. Geodemographics, GIS and Neighborhood Targeting. Wiley, 2005. Psychographic Data Study of people by where they live.* ............................ ........................................... .....................

11. CARTO — Unlock the power of spatial analysis The Segmentation Data Landscape Census Data Study of people by their demographics. *Harris, Sleight, Webber. Geodemographics, GIS and Neighborhood Targeting. Wiley, 2005. Psychographic Data Study of people by where they live.* Geosocial Data Study of people by what they do.

12. Why Behavior Based?

13. CARTO — Unlock the power of spatial analysis Demographics & Neighborhood Person A Person B Gender Male Born 1948 Marital Status Married twice Housing Castle Income Very Wealthy Neighborhood Wealthy Suburb Gender Male Born 1948 Marital Status Married twice Housing Castle Income Very Wealthy Neighborhood Wealthy Suburb

14. CARTO — Unlock the power of spatial analysis Demographics & Neighborhood Prince Charles Ozzy Osbourne Gender Male Born 1948 Marital Status Married twice Housing Castle Income Very Wealthy Neighborhood Wealthy Suburb Gender Male Born 1948 Marital Status Married twice Housing Castle Income Very Wealthy Neighborhood Wealthy Suburb Person B

15. CARTO — Unlock the power of spatial analysis Social Context Prince Charles Ozzy Osbourne

16. CARTO — Unlock the power of spatial analysis Social Context Prince Charles Ozzy Osbourne #harvest, #foodwaste, #nourish #crypto, #nft, 󰛂󰛂

17. Statistical Accuracy

18. CARTO — Unlock the power of spatial analysis Statistical Improvement 17% Error Reduction Vs. Demographics 8/10 Beat the leading psychographic segmentation Iowa Liquor Sales https://www.spatial.ai/post/predicting-cpg-sales-a-comparison-of-demographics-vs-traditional-segmentation-vs-personalive

19. 52M Social Users 117M Mobile Devices 200M Desktop Devices 281M Individual Records +80 Segments Behavior Driven Segmentation

20. Dataset Sources 52M Social Users 117M Mobile Devices 200M Desktop Devices 281M Individual Records #UrbanFashion #FrenchWine #Nike #MelaninQueen

21. Dataset Sources 52M Social Users 117M Mobile Devices 200M Desktop Devices 281M Individual Records #UrbanFashion Marc Jacobs 232 Maxwell 580 CashApp 201

22. Dataset Sources Individual Records 52M Social Users 117M Mobile Devices 200M Desktop Devices 281M #MidasMight Trader Joe’s INDEX: 479 Pure Barre INDEX: +12.9% BMW INDEX: 386 Ruth’s Chris Steakhouse INDEX: 231

23. Dataset Sources 52M Social Users 117M Mobile Devices 200M Desktop Devices 281M Individual Records #TechTitans Tesla Vehicle Shopping+44.2% Indian Food +28.5% Luxury Women’s Brands +17.9%

24. Dataset Sources 52M Social Users 117M Mobile Devices 200M Desktop Devices 281M Individual Records Household Segmentation

25. CARTO — Unlock the power of spatial analysis Access PersonaLive via the CARTO Observatory Geographic File - Block Group - County - Zip Format - Household counts - Percentage Updates - Yearly: Geodata - Live:Taxonomy Metadata

26. CARTO — Unlock the power of spatial analysis Exploring the #UrbanFashion segment in CARTO With the PersonaLive segmentation within CARTO you can see population counts and percentages of each segment. #UrbanFashion

27. Persona x CARTO Use Cases Replace this image #UrbanFashion Enriches Extends Data enhances existing workﬂows. Platform enables new functionality.

28. Persona x CARTO Use Cases Enriches Extends Mobile Segmentation Marketing Strategy Site Selection Geomarketing Data enhances existing workﬂows. Platform enables new functionality. Social Media Marketing Customer Segmentation

30. CARTO — Unlock the power of spatial analysis POLL 2 Foot Traﬃc …………………………………………………………….. Site Selection …………………………………………………………….. Marketing …………………………………………………………………….. What best describes how you use CARTO? Market Analysis …………………………………………………………….. Other…………………………………………………………………………….

31. CARTO — Unlock the power of spatial analysis https://persona.spatial.ai/ Demo Replace this image

32. CARTO — Unlock the power of spatial analysis It’s time for a real world example! NYSE: GPS +40.08%

33. CARTO — Unlock the power of spatial analysis Yeezy Line The coat sold out bringing in $7m overnight. Gap announced that 70% of customers were new to the brand. September 2021, The Perfect Hoodie: Sold Out July 2021, The Round Jacket: Sold Out $200.00 $90.00

34. CARTO — Unlock the power of spatial analysis Reinvention? Two months later Gap announced the closure of 350 stores. Athleta and Old Navy continue to expand. Implication: Gap has brand problem.

35. CARTO — Unlock the power of spatial analysis “Yeezy Gap’s ﬁrst releases have sold quickly and garnered ample headlines, but it’s unclear whether they are having a “halo effect” on the overall Gap brand. “ - Financial Times

36. CARTO — Unlock the power of spatial analysis Determine segments following Kanye Map follower segments Near Gap Locations 1 2 Analyze foot trafﬁc after the announcement 3

37. CARTO — Unlock the power of spatial analysis Determine segments following Kanye 1

38. CARTO — Unlock the power of spatial analysis Determine segments following Kanye 1 Kanye Index Q02 - #Ebony&Essence 178 O04 - #SoulRoots 173 Q04 - #Soul&Spirit 168 Q08 - #ImpoverishedParents 160 E02 - #UrbanFashion 158 Q05 - #DieselBlues 143 Q01 - #SalsaSwagger 140 P03 - #InTheHeights 139 P02 - #AspiringHispanics 134 P05 - #ReggaetonRoads 129 I01 - #BigCityProgressives 128 E04 - #VivaLaVogue 124 E06 - #AsianEnclaves 124 Q03 - #UrbanDetermined 123 Q07 - #HistoricTransitions 123 E05 - #MixedMecca 122 P04 - #CaballerosUrbanos 122 E03 - #Familias 121 Key: 100 = National Average

39. CARTO — Unlock the power of spatial analysis Map follower segments Near Gap Locations 2 95 Stores have Kanye following segments in a 3 mile radius.

40. CARTO — Unlock the power of spatial analysis Analyze impact announcement had on stores 3 To segment a device we take use a weighted distribution of the segments found in the block group.

41. CARTO — Unlock the power of spatial analysis Analyze impact announcement had on stores 3 Mobile PersonaLive

42. Mobile Segmentation What was Gap's standard customer set before the announcement? What happened to the Kanye following segments after the announcement? Which segments saw the most lift after the announcement?

43. Results

44. CARTO — Unlock the power of spatial analysis Standard Customers Segment Gap Share Q01 - #SalsaSwagger 4.51% I01 - #BigCityProgressives 3.86% G03 - #Urbanists 3.31% G02 - #SiliconNation 2.38% E06 - #AsianEnclaves 2.14% G01 - #HighRisers 1.95% J04 - #GoldenCitySolos 1.80% A01 - #MidasMight 1.08% A06 - #TechTitans 0.64% A02 - #SkyHigh 0.31% Sum Post Announcement 0.35% 0.09% -1.04% -0.34% -0.01% -0.63% -0.45% 0.21% 0.00% -0.05% -1.86% Clue: These Gap’s typical customer set deviated post-announcement. What was Gap's standard customer set before the announcement? What happened after?

45. CARTO — Unlock the power of spatial analysis Top Kanye Followers Segment Kanye Index Q02 - #Ebony&Essence 178 O04 - #SoulRoots 173 Q04 - #Soul&Spirit 168 Q08 - #ImpoverishedParents 160 E02 - #UrbanFashion 158 Q05 - #DieselBlues 143 Q01 - #SalsaSwagger 140 P03 - #InTheHeights 139 P02 - #AspiringHispanics 134 P05 - #ReggaetonRoads 129 Sum 152 Post Announcement 0.07% -0.04% 0.36% 0.07% 0.34% -0.20% 0.35% 0.20% 0.14% 0.09% 1.39% Overall: Slight increase. What happened to the Kanye following segments after the announcement?

46. CARTO — Unlock the power of spatial analysis Greatest Change Segment Post Announcement E03 - #Familias 0.47% E05 - #MixedMecca 0.38% Q04 - #Soul&Spirit 0.36% Q01 - #SalsaSwagger 0.35% E02 - #UrbanFashion 0.34% E01 - #LatinVibe 0.29% B01 - #FusianFamilies 0.28% F05 - #OldTownRoad 0.23% P03 - #InTheHeights 0.20% E04 - #VivaLaVogue 0.09% Sum 2.99% Kanye Index 121 122 168 140 158 113 99 112 139 124 Avg 130 Overall: A lift of almost 3% in one month! Which segments saw the most lift after the announcement?

47. CARTO — Unlock the power of spatial analysis What Accounted For the Difference? Kanye Segments Greatest Change Lift 1.39% Avg Kanye Index 152 Median Income $36,751 Lift 2.99% Avg Kanye Index 130 Median Income $60,691 $200.00

48. CARTO — Unlock the power of spatial analysis Conclusions Digital impact? Retail Impact? Ongoing Impact?

49. CARTO — Unlock the power of spatial analysis The top 5 segments that follow Kanye West on social media are approximately Fifty Seven Percent (57%) more likely to follow Gap on social media than the average person. Digital Impact

50. CARTO — Unlock the power of spatial analysis Retail Impact For our 95 stores the follow Kanye + Aﬀord Gap jumped from representing 26.40% of Gap store visitors to 29.39% - a 3% increase in one month.

51. CARTO — Unlock the power of spatial analysis Ongoing Impact

52. CARTO — Unlock the power of spatial analysis Ongoing Impact “Several factors have slowed down the schedule, according to the two sources: West, whose creative output can be impulsive… “ “But 18 months into the partnership, with only two products released, many are left wondering: can Gap still reap beneﬁts from linking up with the controversial celebrity?”

53. CARTO — Unlock the power of spatial analysis Conclusion Based on these 95 stores the 10-year partnership has the potential to lift visitation to retail stores. If Gap is looking for a brand reinvention they are going to have to invest intelligently.

54. CARTO — Unlock the power of spatial analysis Yeezy Balenciaga Announced

55. CARTO — Unlock the power of spatial analysis Target top areas for Kanye segments with Yeezy Gap ads. Geomarketing

56. CARTO — Unlock the power of spatial analysis Identify areas with highest population of households responsive to the Gap <> Yeezy collaboration. Site Selection

57. CARTO — Unlock the power of spatial analysis Upload sales to analyze eCommerce orders by segment. Customer Segmentation $200.00

58. CARTO — Unlock the power of spatial analysis Understand: ● Vs. Competitive brands ● Month sales by segment ● Segment LTV & Customer % Marketing Strategy

59. CARTO — Unlock the power of spatial analysis Target Females in the #UrbanFashion segment with children in the home. Social Media Marketing

61. CARTO x Spatial Offer #UrbanFashion Dataset Platform Strategy Session Carto & Spatial are offering a 1 week trial login to the platform + 10% first year discount to webinar attendees. Offer expires March 31.

62. Thanks for listening! Any questions? Request a demo at CARTO.COM Vanessa López Data Partnerships Manager at CARTO // vlopez@carto.com Lÿden Foust CEO at Spatial.ai // lyden@spatial.ai

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