This document discusses leveraging social media and location data during COVID-19. It summarizes CARTO's capabilities in spatial analysis and working with new data sources like social media, IoT, and census data. CARTO can help companies with site selection, marketing, and more by analyzing geosocial segments of people in different areas. The document provides an example of how a retailer could use CARTO's data and tools to understand customers near its stores and find new locations.
4. CARTO — Unlock the power of spatial analysis
CARTO unlocks the power of spatial
analysis
New End Users
● Business Analysts
● Product Managers
● Data Scientists
● Decision Makers
New Data Streams New Analysis
● Human Mobility
● Transactions
● IoT Hardware
● Connected Devices
● Census or Open Data
● CRM or Loyalty Data
● Optimization
● Spatial Prediction
● Visual Inference
● Spatial Data Science
5. CARTO — Unlock the power of spatial analysis
Location Data is
Everywhere
6. CARTO — Unlock the power of spatial analysis
POLL 1
Do you have at least one social media account?
(LinkedIn, Twitter, Instagram, TikTok, Foursquare, Snapchat, etc)
Yes
No
7. CARTO — Unlock the power of spatial analysis
79%
US Population using social media
Source: Statistica: https://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/
9. CARTO — Unlock the power of spatial analysis
Study of people based on
where they live.*
Study of people based on what
they do.
The Data Landscape
Government mandated
survey.
Census Data Psychographic Data True Human Behavioral Data
*Harris, Sleight, Webber. Geodemographics, GIS and neighborhood targeting. Wiley, 2005
18. CARTO — Unlock the power of spatial analysis
Statistical models
with low accuracy
Investments in
declining areas
Advertising with
low ROI
Tenants that can’t
pay their rent &
sites that don’t
survive
Symptoms
19. CARTO — Unlock the power of spatial analysis
Census and survey data miss a
critical piece of the consumer
landscape, human behavior
20. CARTO — Unlock the power of spatial analysis
The study of people by what they
do.
Geosocial
21. CARTO — Unlock the power of spatial analysis
Up-to-dateIndependent of
demographics
Proximity to relevant
audiences
Story Rich
Benefits
22. CARTO — Unlock the power of spatial analysis
Site Selection
Geomarketing
Leasing Strategy
Product
Merchandising
Marketing
& Strategy
Urban Planning
23. CARTO — Unlock the power of spatial analysis
POLL 3
Animal Advocates
Wine Lovers
Bookish
Which segment showed the sharpest incline since Quarantine?
26. CARTO — Unlock the power of spatial analysis
Discovering data useful
for their analysis
Evaluating and
purchasing data
ETLing the data
into common
structures
Analyzing, doing
feature extraction and
modeling
30% 30% 20% 20%
Where do SDS spend time?
27. CARTOframes Data Observatory 2.0
Data Ingestion
& Management
Data
Enrichment at
scale
Analysis
Solutions &
Visualization
Distribution
SFE in a
Unified GRID
Discovery Subscriptions to
public & premium
datasets
A Python package for Spatial Data Science
workflows
A location data repository & service designed
for Spatial Data Science
28. CARTO — Unlock the power of spatial analysis
Financial
Human Mobility
Road Traffic
Demographics
Housing
POI’s
Environmental
Global Boundaries
GeoSocial
Spatial.ai joins CARTO’s Data
Observatory
29. CARTO — Unlock the power of spatial analysis
● Coverage: US and Canada
● Granularity: Census block groups
(US) and Dissemination areas (CA)
● Relative to :
○ DMA, County, Nation (US)
○ CCS, Region, Nation (CA)
● Update frequency: Quarterly
Spatial.ai Geosocial Segments
30. CARTO — Unlock the power of spatial analysis
It’s time for a real world example!
31. CARTO — Unlock the power of spatial analysis
❏ What are the dominant geosocial segments in the surroundings of their stores?
❏ What are the different demographic attributes of people living in the surroundings of
their stores?
❏ Where else can I find similar geosocial segments and demographic attributes so to
guide where should the different brands advertise or open new stores?
32. CARTO — Unlock the power of spatial analysis
CARTO’s Data Observatory
Core Places Geosocial
Segments
Sociodemographics
33. CARTO — Unlock the power of spatial analysis
Get store locations from SafeGraph data Compute 20 min walk-time isochrones
41. CARTO — Unlock the power of spatial analysis
Spatial.ai COVID-19 Sentiment
● Coverage: US
● Granularity: County
● KPIs:
○ Positive/Neutral/Negative posts
○ Sentiment balance
● Update frequency: Weekly
42. CARTO — Unlock the power of spatial analysis
How to access
Dataset.get('spa_covid19_sen_e33954ed')
CARTOframes
Google BigQuery
CARTO Builder
Get in touch!
carto-do-public-data.spatial_ai.covid19_covi
d19sentiment_usa_county_2018_weekly_v1
43. Thanks for listening!
Any questions?
Request a demo at CARTO.COM
Javier Pérez Trufero
Head of Data at CARTO // javier.pereztr@carto.com
Lyden Foust
CEO at Spatial.ai // lyden@spatial.ai