The document discusses market expansion strategies for Consumer Packaged Goods (CPG) brands, emphasizing the use of spatial data and analytics to address challenges such as understanding customer segments and optimizing supply chains. It outlines key pain points, data challenges, and potential solutions for CPG companies, including leveraging geospatial insights for better decision-making and targeting. Additionally, it includes examples of how CPGs can effectively use data to identify consumer trends and optimize their market strategies.

1. Winning Market Expansion
Strategies for CPG brands,
Using Spatial Data and
Analytics
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2. CARTO — Unlock the power of spatial analysis
Introductions
Jaime Sánchez
Business Engineer at CARTO
Trevor Nederlof
Solutions Engineer at CARTO

3. CARTO — Unlock the power of spatial analysis
Agenda ● Key CPG challenges
● Data challenges and Solutions
● Consumer segmentation approaches
● Route-to-Market strategies
● Demo of CARTO for CPG

4. CARTO — Unlock the power of spatial analysis
POLL 1
Using internal data sources
Using external data sources
A combination of internal and external sources
How do you currently segment consumers of your brand?

5. CARTO — Unlock the power of spatial analysis
Key challenges facing CPG
Need to better understand their customer and
consumer segments
Supply chain crunch and the pandemic have upending
traditional channel approaches
Digital twin modelling is becoming a critical need for CPGs
and other enterprises
Ensuring ability to find new customers (points of sale)
and scalable product launches
1
2
3
4
Spatial
Implications

6. CPG teams have different pain points
Data Science Business Intelligence Management
“There are so many interesting data
streams out there, but we don’t have
time to speak to so many different
vendors, evaluate them and contract
with all of them.”
“Our GIS and BI teams are a bottleneck as
they need to deliver on various geospatial
projects. I need fast access to insights so I
can evaluate expansion opportunities
quickly.”
“We’re only a small Data Science team
to serve the whole organization, so I
don’t have much time for data
preparation - I need to focus on
analyses to drive decision-making”

7. CPGs need increased agility when making
decisions
Location
Monitoring
How are my retail
customer locations
performing?
Geomarketing &
Sales Optimization
Where shall we
focus our marketing
& sales efforts ?
Route to Market
Modelling
What expansion areas
are most likely to
thrive ?

8. CARTO — Unlock the power of spatial analysis
Data
Challenges
● Internal data silos
● Unknown consumer habits
● 3rd party data difficult to
access
● Point-of-sale lacks
consumer visibility

9. CARTO — Unlock the power of spatial analysis
POLL 2
BigQuery
Redshift
PostgreSQL + PostGIS
What Database/Data Warehouse do you use to store spatial data and carry out
spatial analysis ?
Databricks (Delta)
Snowflake
Other

10. CARTO — Unlock the power of spatial analysis
CPG companies need consistent data
across territories
Human Mobility
Road Traffic
Demographics
Housing
POI’s
Environmental
Geographies
Financial
Behavioral COVID-19

11. CARTO — Unlock the power of spatial analysis
Data Solutions
Existing
Customers
New
Customers
1st Party Data 3rd Party Data
● Customer locations
● Point-of-sale
transactions per
product per store
category
● Some potential
customer locations
● Market research
● Mobility data specific to
each store
● Up-to-date
sociodemographics
● Consumer physical and
virtual visitation habits
● Accurate locations and
categories of potential
customers

12. CARTO — Unlock the power of spatial analysis
● Trade areas to identify
potential consumers
○ Drive time
○ Mobility data
● Identify per store the most
common
○ Sociodemographics
○ Visitation patterns
○ Social/virtual patterns
Consumer
Segmentation
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● Identify dominant consumer
segments by product/store
type
● Discover new potential
customers based on targeting
consumer segments
Consumer
Segmentation
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● Predict revenue by
product/store type
● Discover new customers with
high revenue potential
● Create a customized sales plan
to target customers efficiently
Route-to-market
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15. CARTO — Unlock the power of spatial analysis
Examples of winning
approaches

16. CARTO — Unlock the power of spatial analysis
With human mobility insights,
CPG companies can adjust their
distribution and POS strategies
to meet demand and maximize
sales in key locations.
Understanding
alcohol consumption

17. CARTO — Unlock the power of spatial analysis
The work from home norm has
resulted in lower demand for
makeup and other personal care
products.
Using home and work activity data,
brands can visualize locations
where people are starting to return
to physical workspaces.
Monitoring Personal
Care patterns

18. CARTO — Unlock the power of spatial analysis
CPG brands need to be able to
identify potential areas where
demand for organic foods is higher.
By accessing real-time,
spatially-based behavioral data,
brands can visualize where their
target consumers live relative to
where their products are sold.
Understanding Organic
Food Demand Hotspots

19. CARTO — Unlock the power of spatial analysis
With growing demand for rapid
fulfillment, brands need to evaluate
supply chain strategies to ensure
categories are consistently stocked.
Using routing analysis, CPG brands
can visualize their distribution
centers and identify any gaps in
their current strategy.
Supply Chain Routing
Optimization

20. CARTO — Unlock the power of spatial analysis
POLL 3
A GIS or Spatial Analytics platform
In-house developed analytical tools
We don’t have a specific tool for this analysis use case
What tools to you use to analyze market expansion opportunities?

21. CARTO — Unlock the power of spatial analysis
It’s time for a demo!

22. Thanks for listening!
Any questions?
Request a demo at CARTO.COM
Trevor Nederlof
Solutions Engineer // tnederlof@cartodb.com
Jaime Sánchez
Business Engineer // jsanchez@cartodb.com