Kanye West's partnership with Gap led to an initial boost in sales of his clothing line released through Gap. However, the long term impact is unclear as only two products have been released after 18 months. Spatial analyzed customer segments near 95 Gap stores and found the segments most likely to follow Kanye on social media increased their visits to those Gap locations by 3% after the partnership announcement. This indicates Kanye's influence had a short term positive impact on Gap visits for those stores, but the partnership will need to release more products and invest strategically to fully realize its potential to boost Gap's brand over the long run.

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.*
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...........................................
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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

29. 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

60. 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

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