This document discusses location data and spatial analysis. It introduces CARTO, a company that provides an end-to-end platform for spatial data science including data ingestion, enrichment, analysis, visualization, and distribution capabilities. CARTO's Data Observatory provides access to numerous public and premium location datasets. The document outlines several use cases for location data in industries like real estate, financial services, and marketing/advertising and discusses challenges of fusing multiple location data streams from different sources and aggregations.

1. The Ultimate Guide to
Location Data:
New Datasets & Methods
Follow @CARTO on Twitter

2. CARTO — Unlock the power of spatial analysis
Introductions
Javier Pérez Trufero
Head of Data
Alejandra Aranzadi
Data Partnerships Manager

3. CARTO — Unlock the power of spatial analysis
#stayhome

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

5. 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

6. CARTO — Unlock the power of spatial analysis
With an end to end platform:
Technology Data Services
Managed cloud or
on-premises
platform
Open and
premium location
data streams
Ongoing enablement
programs and custom
engagements

7. CARTO — Unlock the power of spatial analysis
Location Data is
Everywhere

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

9. United States
United Kingdom
Spain
Australia
Japan
Canada
Germany
Italy
10 years ago
9 years ago
9 years ago
4 years ago
5 years ago
4 years ago
9 years ago
9 years ago
8
Year
Average
Weighted by population

10. The State of Spatial Data
Science in Enterprise 2020

11. CARTO — Unlock the power of spatial analysis
How difficult
Is it to find the
right software
and data?
47% 53%

12. 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?

13. 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

14. CARTO — Unlock the power of spatial analysis
What do we mean with location data?
Points
Lines
Polygons

15. CARTO — Unlock the power of spatial analysis
Financial
Human Mobility
Road Traffic
Demographics
Housing
POI’s
Environmental
Global Boundaries

16. CARTO — Unlock the power of spatial analysis

17. CARTO — Unlock the power of spatial analysis
● Location data is everywhere and
increasingly needed to derive
data-driven business insights
● Everyday new open and third party
data become available
● How can we access the right source
and extract the right information?
Getting lost in a
data world

18. CARTO — Unlock the power of spatial analysis
Google Dataset Search BigQuery public data AWS Data Exchange
CARTO Data ObservatorySnowflake Data Exchange
AND MANY MORE!!!
Datarade.io
Demyst
Ensamble
Namara
….

19. CARTO — Unlock the power of spatial analysis
CARTO Data Observatory
Financial Housing Human Mobility Road Traffic
Merchant and ATM
transaction data from leading
banks and credit card
companies
Mobile device and GPS data
provide insight into human
movement patterns
Property statistics, prices, and
history to drive decisions in
investment portfolios
Data from routing apps and
GPS to analyse traffic
patterns and commuter
behaviour

20. CARTO — Unlock the power of spatial analysis
CARTO Data Observatory
Points of InterestDemographics
The most recent census data
including: age, income,
household types and more
Location data for business
establishments, restaurants,
schools, attractions, and more
Environmental
Climate and weather data,
including exposure to
weather-based hazards
Global Boundaries
Digital boundaries for data
aggregation and
visualization

21. CARTO — Unlock the power of spatial analysis
Data Discovery Data Enrichment
CARTO platform
Full access to
metadata
Ready to query Up to date Secure

22. CARTO — Unlock the power of spatial analysis

23. CARTO — Unlock the power of spatial analysis
Mastercard
Spend Insights
● Insights on sales-based performance of
retail locations in US, Canada, UK and
Australia.
● Anonymous and aggregated transaction
data converted into five component scores.
● Available through CARTO’s Data Observatory
or through Mastercard Retail Location
Insights application.

24. CARTO — Unlock the power of spatial analysis
Vodafone Foot
Traffic
● Mobile data insights available in Spain and UK.
● Anonymized, aggregated and extrapolated
foot traffic data from 30% of the national
population.
● Demographic and socioeconomic insights
based on mobile data events from Vodafone’s
mobile network.
● Available through CARTO’s Data Observatory
or Vodafone Analytics app.

25. CARTO — Unlock the power of spatial analysis
TomTom Road
Traffic
● Insights on real-time and historical traffic
powered by 550 million connected devices
● Detailed information such as travel times,
average speeds, and probe counts on each
segment of a defined road or area at any
given time of the day and any day of the year
● Available through CARTO’s Data Observatory

27. CARTO — Unlock the power of spatial analysis
Fusing multiple data streams comes
with its challenges
Different Anonymisation
Data need to be anonymised to
meet regulations, and vendors
have different approaches for
that
Different Sample Bias
Data may not be collected using
random samples, e.g. need
extrapolation to the total
population
Different Aggregations
Data come in different spatial
aggregations such as grid cells
of different sizes or
administrative boundaries

28. CARTO — Unlock the power of spatial analysis
30
Demographics
Regular grid 100x100m
All censed population
Financial
Regular grid 500x500m
BBVA cardholders
Proprietary anonymisation
Road Traffic
Road Segments
TomTom navigators and apps

29. CARTO — Unlock the power of spatial analysis
Curation of
Derived datasets

30. CARTO — Unlock the power of spatial analysis
Human Mobility + Financial Services
a. Combining multiple data sources

31. CARTO — Unlock the power of spatial analysis
Statistical
Downscaling
b. Enhancing
the
existing
information
through
analysis

32. CARTO — Unlock the power of spatial analysis
Global Population Grid
● Demographics
● Global boundaries
● Land use
● Weather
● Geographic (e.g. elevation)
● Density of Point of interest
● Spatial lags (e.g. distance from …)
c. Selecting global attributes on a
common support

33. CARTO — Unlock the power of spatial analysis
● National census
● Road networks
● Groceries
● Retail places
● Postal
● Education
● Pharmacies
Selected categories of Points of Interest
d. Simplifying local attributes

34. CARTO — Unlock the power of spatial analysis
Top Use Cases
Real Estate
Real Estate firms across the globe are using Location
Intelligence in both residential and commercial for:
● Investment Analysis
● Geomarketing
● Site Planning
● Twin Area Analysis
● White Space Analysis
● Indoor Mapping

35. CARTO — Unlock the power of spatial analysis
Top Use Cases
Financial
Consumer & investment banks are using spatial analysis
for use cases such as:
● Site Selection
● Branch Consolidation
● Geomarketing
● ATM Location Optimization
● Territory Management
● Data monetization
● Transaction analysis & geocoding
● Consumer profiling

36. CARTO — Unlock the power of spatial analysis
Top Use Cases
Marketing & Advertising
A range of media and OOH players use spatial analysis
for:
● OOH Targeting
● Campaign Measurement
● Audience Analysis
● Geomarketing
● ROI Analysis

37. Thanks for listening!
Any questions?
Request a demo at CARTO.COM
Alejandra Aranzadi
Data Partnerships Manager // aaranzadi@carto.com
Javier Pérez Trufero
Head of Data // javier.pereztr@carto.com