Redbox is a fully automated video rental store contained in 12-square feet of retail space with over 36,000 locations nationwide. The Strategy & Analytics team at Redbox uses data to optimize Redbox's physical footprint and location strategy. This presentation explores how internal big data modeling and third-party datasets have transformed Redbox's approach to location strategy. It traces Redbox's evolution from its early days placing kiosks in McDonald's restaurants to its current scale and optimization of kiosk placement using metrics like individual kiosk performance and relationships between kiosks.