This document summarizes a presentation about using CARTO, a spatial analytics platform, for retail site selection and expansion decisions. It discusses CARTO's toolbox of analytics functions like commercial hotspot analysis, twin area analysis, and revenue prediction. It also overview CARTO's data sources and gives an example use case of using spatial analysis to find the best new locations for a Pizza Hut in Honolulu. The presentation demonstrates CARTO's ability to integrate internal and external data and perform advanced spatial analytics for tackling important retail decisions.

1. Driving Site Selection
Decisions with Advanced
Spatial Analytics
Follow @CARTO on Twitter

2. CARTO — Unlock the power of spatial analysis
Introductions
Antonis Tofarides
Product Manager at CARTO
Argyrios Kyrgiazos
Data Scientist at CARTO

3. CARTO — Unlock the power of spatial analysis
Agenda
● Introduction to CARTO for Retail
● Key spatial data sources for Retail Analytics
● CARTO Analytics Toolbox : Practical examples for retail
estate expansion decisions
○ White space analysis
○ Twin areas analysis
○ Revenue prediction
○ Commercial hotspots analysis
● Demo of the Analytics Toolbox in action:
○ Commercial Hotspots Analysis

4. CARTO — Unlock the power of spatial analysis
POLL 1
Only internal data sources and analysis tools……
Only external data sources and 3rd party analysis tools…..
A combination of internal/external data
& analysis tools……….………………………………………...
When carrying out Retail Analytics, what data sources and
analysis tools do you usually employ?

5. CARTO — Unlock the power of spatial analysis
Introducing
CARTO for Retail

6. CARTO — Unlock the power of spatial analysis
CARTO for Retail
An integrated Location
Intelligence platform
combining data, analytics
and spatial apps to tackle
the most important decisions
in Retail.
https://carto.com/solutions/carto-f
or-retail

7. CARTO — Unlock the power of spatial analysis
Retail teams have different pain points:
Data Science Expansion & Estates Management
“There are so many interesting data
streams out there, but we don’t have
time to speak to so many different
vendors, evaluate them and contract
with all of them.”
“Our GIS and BI teams are a bottleneck as
they need to deliver on various geospatial
projects. I need fast access to insights
that help us to understand our site network
performance.”
“We’re only a small Data Science team
to serve the whole organization, so I
don’t have much time for data
preparation - I need to focus on
analyses to drive decision-making”

8. CARTO — Unlock the power of spatial analysis
CARTO now brings together cloud connectivity, visualization, spatial analysis and
development capabilities in a unified workspace.
The new cloud native CARTO

9. CARTO — Unlock the power of spatial analysis
A cloud native spatial analytics platform
developed specifically for retailers

10. CARTO — Unlock the power of spatial analysis
Customers are already using our Retail solutions
CARTO for Site Selection application Platform & Data for whitespace analysis,
revenue prediction, consumer behavior analysis
Driving Spatial Insights for Outlet
Network Optimization
Territory management, competition
and consumer behavior analysis

11. CARTO — Unlock the power of spatial analysis
CARTO for Retail features

12. CARTO — Unlock the power of spatial analysis
Demo maps in
Builder
● Demo maps directly accessible from CARTO’s
homepage during the onboarding journey
● 3 maps:
○ Map 1: “Pinpoint new store locations
closest to your customers”
○ Map 2: “Monitor retail store performance”
○ Map 3: “Selecting a new restaurant
location using Commercial Hotspots
analysis”
● Users can access the map as editors to see how
they’ve been built, edit them using their data,
use them to start a new analysis, etc.

13. CARTO — Unlock the power of spatial analysis
● Revenue Prediction: Consists of a workflow of
3 methods to prepare the necessary data, build
the model, and predict store revenues
● Find Whitespace Areas: allows identification of
cells with the highest potential revenue, while
satisfying a series of business criteria
● Find Twin Areas: Obtain the twin areas for a
given origin location (e.g. top performant store)
in a target expansion area
● Commercial Hotspots: Locate hotspot areas
by calculating a combined Gi* statistic, taking
into consideration several variables (e.g.,
demographics, distance from own stores)
Analytics Toolbox
functions
Discover more about the retail functions in our documentation pages!

14. CARTO — Unlock the power of spatial analysis
● CARTO for Site Selection application helps
retailers with their store network expansion use
case
● Employs Analytics Toolbox methods for twin
areas, whitespace and revenue prediction
● It’s an extension of the CARTO platform, built
using CARTO for React & Analytics Toolbox
components
● Upon onboarding we provide users with a demo
of CARTO for Site Selection to start exploring the
use case
Site Selection
application

15. CARTO — Unlock the power of spatial analysis
Complete spatial
data offering
● We have the largest offer of premium and public
spatial datasets for retail use-cases in the Data
Observatory:
○ Demographics: Sociodemographics,
Consumer spending, Consumer profiles
○ POIs: Places, Competitors, associated
sentiment
○ Human mobility: footfall, origins
○ Behavioral: social media segmentation
● Samples of relevant dataset can be obtained
through the CARTO Data Observatory

16. CARTO — Unlock the power of spatial analysis
Wide range of data sources for retail analytics
available in the CARTO Data Observatory
16
Demographics Points of Interest Human Mobility
Financial
Road Traffic
Behavioral
US and
Canada
only
Spain-only
UK-only
Multiple
countries
US-only
APAC focus
Multiple
countries
Multiple
countries
US, Canada
and UK only
Note: Indicative, non-exhaustive list of dataset options
US only Open
Open
Open
Multiple
countries
US, Canada
and UK only
US, Canada
and UK only

17. CARTO — Unlock the power of spatial analysis
POLL 2
Point of Interest (POI) data ……………………………………..…..
Consumer Demographics/Behavioral data……………..…..
Foot Traffic/Human Mobility data…….…………………………..
For retail site selection analysis, what is the most valuable data
source, in your opinion?
Other data sources…………………….…….…………………………..

18. CARTO — Unlock the power of spatial analysis
CARTO Analytics Toolbox
Retail Functions

19. CARTO — Unlock the power of spatial analysis
● Set of UDFs and Stored Procedures that
unlock advanced Spatial Analytics
natively within the data warehouses.
● Executed directly from the CARTO
Workspace or from your client, using
simple SQL commands.
● Separated in different levels of
abstraction, with core, advanced and
domain specific functions (e.g. retail).
CARTO Analytics Toolbox

20. CARTO — Unlock the power of spatial analysis
Advanced modules
Revenue prediction, twin
areas, whitespace and other
analysis for retail
Generation of tilesets to
enable the visualization of
large geospatial datasets
Geospatial enrichment of your
data with your subscriptions
from the Data Observatory
Functions to perform
geocoding natively in the cloud
data warehouses
Generate routing networks
and calculate optimal routes
from one point to another
Functions to perform spatial
statistics and modeling
(GWR, Getis-Ord, Moran’s I,
Local Outlier Factor)
Functions to generate random
geographies
Functions that perform
clustering on geographies

21. CARTO — Unlock the power of spatial analysis
Analytics Toolbox - Retail
module

22. CARTO — Unlock the power of spatial analysis
Find Commercial hotspots of an
Area of Interest according to a set
of weighted variables to better
pinpoint appropriate locations.
→ Documentation
COMMERCIAL
HOTSPOTS

23. CARTO — Unlock the power of spatial analysis
Find similar areas to a target
location according to a set of
external/internal variables
→ Documentation
TWIN AREAS

24. CARTO — Unlock the power of spatial analysis
Three procedures that leverage the
scalability and computational
efficiency of spatial indexes for
solving this use-case end-to-end.
→ BUILD_REVENUE_MODEL_DATA
→ BUILD_REVENUE_MODEL
→ PREDICT_REVENUE_AVERAGE
REVENUE
PREDICTION
Read our blog post on revenue prediction!

25. CARTO — Unlock the power of spatial analysis
Find the best locations for opening
a new store
→ Documentation
WHITESPACE
ANALYSIS
Read our blog post on whitespace analysis!

26. CARTO — Unlock the power of spatial analysis
Use case:
Advanced spatial analysis to
find the best new locations
in Honolulu

27. CARTO — Unlock the power of spatial analysis
Use case
Opening a new Pizza Hut location
in Honolulu
● Not enough data points to
use a predictive model
● Spatial indexes: H3 grid cells
of resolution 10
● Target demographics: male
and female ages 18 - 34
● Based on commercial
hotspots and the presence
of competitors

28. CARTO — Unlock the power of spatial analysis
It’s time for a real world example!

29. CARTO — Unlock the power of spatial analysis
How to get started
Sign up for our Free 14-day Trial at:
www.carto.com/signup
*Make sure you indicate “Retail” as your industry during the signup process to access tailored onboarding content
Or contact the CARTO team for
a personalized demo

30. Thanks for listening!
Any questions?
Argyrios Kyrgiazos
Data Scientist at CARTO // argyrios@cartodb.com
Antonis Tofarides
Product Manager at CARTO // atofarides@cartodb.com