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Leveraging Social Media Data During COVID-19

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In this webinar, you will learn how aggregated social media sentiment data mentioning COVID-19 can help inform companies' response to the crisis. You can watch the recorded webinar at: https://go.carto.com/webinars/spatialai

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Leveraging Social Media Data During COVID-19

  1. 1. Follow @CARTO on Twitter Leveraging Social Media Data During COVID-19
  2. 2. CARTO — Unlock the power of spatial analysis Introductions Lyden Foust CEO at Spatial.ai Javier Pérez Trufero Head of Data at CARTO
  3. 3. CARTO Customers Unlock the power of spatial analysis 1,200 Team members 150+ LI Wave 2018 & 2019
  4. 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. 5. CARTO — Unlock the power of spatial analysis Location Data is Everywhere
  6. 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. 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/
  8. 8. CARTO — Unlock the power of spatial analysis
  9. 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
  10. 10. 120 Retail/Restaurants 100k Locations 2018 Launch Go Beyond Demographics 52million Users 14.2billion Posts Linked to Geography
  11. 11. CARTO — Unlock the power of spatial analysis 72 Geosocial Segments
  12. 12. CONFIDENTIAL 13
  13. 13. CONFIDENTIAL TAXONOMY DEMO 14
  14. 14. CARTO — Unlock the power of spatial analysis POLL 2 Which Geosocial segment does this map represent? Outdoor Activity Foodies Organized Sports
  15. 15. CARTO — Unlock the power of spatial analysis Two Shopping Areas
  16. 16. CARTO — Unlock the power of spatial analysis Two Shopping Areas
  17. 17. Thousands of business decisions are still based on census data
  18. 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. 19. CARTO — Unlock the power of spatial analysis Census and survey data miss a critical piece of the consumer landscape, human behavior
  20. 20. CARTO — Unlock the power of spatial analysis The study of people by what they do. Geosocial
  21. 21. CARTO — Unlock the power of spatial analysis Up-to-dateIndependent of demographics Proximity to relevant audiences Story Rich Benefits
  22. 22. CARTO — Unlock the power of spatial analysis Site Selection Geomarketing Leasing Strategy Product Merchandising Marketing & Strategy Urban Planning
  23. 23. CARTO — Unlock the power of spatial analysis POLL 3 Animal Advocates Wine Lovers Bookish Which segment showed the sharpest incline since Quarantine?
  24. 24. CARTO — Unlock the power of spatial analysis
  25. 25. 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?
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. CARTO — Unlock the power of spatial analysis It’s time for a real world example!
  30. 30. 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?
  31. 31. CARTO — Unlock the power of spatial analysis CARTO’s Data Observatory Core Places Geosocial Segments Sociodemographics
  32. 32. CARTO — Unlock the power of spatial analysis Get store locations from SafeGraph data Compute 20 min walk-time isochrones
  33. 33. Sweet treats Deal seekers
  34. 34. Activism Wine lovers Deep emotions
  35. 35. CARTO — Unlock the power of spatial analysis Median Age Median Age of householder
  36. 36. CARTO — Unlock the power of spatial analysis Average household income Median value of owner occupied housing units
  37. 37. COVID-19 Sentiment dataset now available as public data in CARTO
  38. 38. 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
  39. 39. 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
  40. 40. 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

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