7 Reasons Why CPG Marketers
Are Turning to Location
Analytics
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Introductions
VP Marketing at CARTO CPG Specialist at CARTO

Has your office location
changed vs 1 year ago?

Are you or your family living
in a different location vs 1
year ago?

Are you shopping the same
way you shopped 1 year
ago?

Have you bought a puppy?

Has CPG evolved its
analytics to this new
normal?

Often not.

United States
China
United Kingdom
Spain
Australia
Japan
Canada
Germany
Italy
10 years ago
10 years ago
9 years ago
9 years ago
4 years ago
5 years ago
4 years ago
9 years ago
9 years ago
9.4
Year
Averageweighted by population
When was the last census?

7 reasons why CPGs are
turning to location

1. Spending behavior has changed
forever
● What we spend money on has changed
(rise of home fitness, struggle for
fashion industry)
● How we spend money (death of cash,
changes in contactless limits)
● Near real-time data is required to
respond to consumer behavior patterns

Eating places
Before lockdown After lockdown

Grocery & food stores
Before lockdown After lockdown

2. Mobility patterns change by the
week
● Local & regional lockdowns are top of
mind for brands to navigate (as a
long-term factor)
● Predicting mobility behavior is closely
tied to other demographic &
socio-economic variables
● Important to measure & monitor return
to work to mould campaigns
accordingly

Metro stations at risk of overcrowding

POLL 1
I’ve never used movement data ……………………………………..
Yes ………………………………………………………………………………….
No ……….....…………………...………………………………………………..
Has mobility/movement data proven useful for your organization?
It’s too expensive ..…………………...…………………………………...

3. Social sentiment is unpredictable
● Attitudes towards COVID-19 are closely
tied to location, with differing behaviors
and attitudes across regions.
● Social media data (with its limits) still
provide indicators on attitude for
brands to evolve content & campaign
channels accordingly.

Rapid changes in social dialogue:

Conservation attitudes:

Live & local music attitudes:

For Sonic, it varies massively by store:
● At some stores, there is an opportunity to cultivate
loyalist segments, while others should focus on
the emerging customer base.
● “Sleeper” audience in some suburban and rural
segments showing new interest & travelling
greater distances after their traditional options
have changed during stay at home orders.
● Sonic mattered to families before the pandemic,
and now has become increasingly important
during stay at home orders. Opportunity to focus
on family-related messaging across stores.

4. New workplace trends
● Shared workspace in apartment
buildings (increase productivity, no
commute)
● Shared workspaces in prime locations
(e.g. Shoreditch, Manhattan) suffering
with workers opting to meet a handful
of colleagues closer to homes
● Need to avoid mass transit for
considerable future

POLL 2
Intersecting admin. or political boundary (census tract, postal
code, etc ) ……………………………………………………………………..
Drive/walk area ……………………………………………………………..
A combination of both ..………………………………………………..
How do you determine a location’s catchment area (area of
influence)?

Where is it affordable to walk to work from?

5. Drastic behavioral changes
● Brands are targeting completely new
segments (or audiences) that they
haven’t targeted before
● This requires new data that brings
together online and offline behavior (i.e.
not just social media, but also first party
data such as:
○ Website
○ CRM
○ DMP

Influx of new home buyers:

Influx of online shoppers:

6. New transit preferences
● Certain demographics opting to use
ridesharing more or buy a vehicle
(opting to avoid mass transit)
● Changing demographics exposed to
roadside media
● Increased value for less urban outdoor
media (with many leaving cities for
second homes or selling up)

7. Physical brick & mortar data must
be real-time
● Retailers consolidating site networks &
opting for curbside collection formats
● QSRs & higher-end restaurants opting
to increase number of ghost kitchens
serving delivery business
● Changing behavior of typical POI visitors
(universities, hospitals, schools, parks) is
critical data for marketers evolving their
strategies

February POIs won’t do the trick:

CPGs need a 360 view of consumers to
tell the right stories in the right place:
Points of Interest
Road TrafficFinancial Data
Behavioral
Weather
Human Mobility Housing

POLL 3
None ……………………………………………………………..
1 - 3 ……………………………………………………………..
3 - 5 ……………………………………………………………..
5+ ……………………………………………………………..
How many 3rd party data providers does your organization
have?

Why?
Why do the vegans hang out there &
how will the vegans behavior change
over the next 6 months?
You need to use an LI Platform
Where?
Where do the vegans hang out?
You’re likely using a BI
platform

Build yourself or get some help:
Analyze Build Solution
I need a solution built for a
specific business problem, but
don’t have in-house resources
I want to a build a solution to
do something with my spatial
data
I want to analyze something
about my business with spatial
data

Any questions?
Explore specific stories at www.carto.com/blog
Jaime Sánchez
CPG Specialist // jsanchez@carto.com
Florence Broderick
VP Marketing // flo@carto.com