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.

1. Follow @CARTO on Twitter
Leveraging Social Media Data
During COVID-19

2. CARTO — Unlock the power of spatial analysis
Introductions
Lyden Foust
CEO at Spatial.ai
Javier Pérez Trufero
Head of Data at CARTO

3. CARTO
Customers
Unlock the power of spatial analysis
1,200 Team members
150+
LI Wave 2018 & 2019

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/

8. CARTO — Unlock the power of spatial analysis

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. 120
Retail/Restaurants
100k
Locations
2018
Launch
Go Beyond Demographics
52million
Users
14.2billion
Posts
Linked to
Geography

11. CARTO — Unlock the power of spatial analysis
72
Geosocial
Segments

12. CONFIDENTIAL 13

13. CONFIDENTIAL
TAXONOMY DEMO
14

14. CARTO — Unlock the power of spatial analysis
POLL 2
Which Geosocial segment does this map represent?
Outdoor Activity
Foodies
Organized Sports

15. CARTO — Unlock the power of spatial analysis
Two Shopping Areas

16. CARTO — Unlock the power of spatial analysis
Two Shopping Areas

17. Thousands of
business
decisions are
still based on
census data

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?

25. CARTO — Unlock the power of spatial analysis

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

34. Sweet treats Deal seekers

35. Activism Wine lovers Deep
emotions

36. CARTO — Unlock the power of spatial analysis
Median Age
Median Age of
householder

37. CARTO — Unlock the power of spatial analysis
Average household income
Median value of owner
occupied housing units

40. COVID-19 Sentiment dataset
now available as public data in CARTO

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