In this episode, Andy Moncla, President of BI Spatial, discusses the development and application of the Mobility Grid, a tool designed to analyze consumer behavior and site selection in retail. He shares insights from his extensive experience in the industry, highlighting the evolution of market research, the importance of mobile data, and the challenges associated with data accuracy and privacy. The discussion emphasizes the need for businesses to adapt to technological advancements in order to make informed decisions based on consumer demographics and movement patterns.Chapters:(00:00) Introduction(02:30) Early Experiences at Lowe's and Market Research(05:50) Transition to VF Corporation and Customer Data Insights(14:50) Discovery of Mobile Data and Its Impact(17:06) Harnessing Data for Precision and Privacy(17:30) The Evolution of Mobile Data in Retail(22:17) Understanding Mobile Data Sources and Accuracy(26:21) Demographics and Mobile Data: The New Approach(30:45) Navigating the Challenges of Mobile Data Usage(33:18) Introduction to the Mobility Grid(39:11) Understanding Data Processing and Segmentation(44:52) Real-World Applications and Case Studies(47:12) Future of Mobility Data and Trade Areas
Learn more about Andy Moncla and BI Spatial
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
Welcome to Market Share Masterclass, a new Consumer Code series featuring rapid-fire, tactical interviews with retail’s boldest operators—unpacking the real strategies behind today’s fastest-growing brands.
In this episode, Lyden Foust interviews Tony Tsonis, Senior Director of Digital Marketing at Pet Paradise. They discuss the growth of Pet Paradise, strategies for increasing market share, the importance of customer trust, and how demographic trends are influencing marketing strategies. Tony shares insights on reducing friction in customer interactions, the role of awareness media in building trust, and the significance of understanding customer demographics in shaping marketing approaches.
Chapters
(00:00) Introduction to Pet Paradise and Growth Journey
(02:37) Strategies for Reducing Friction in Customer Experience
(06:26) Increasing Market Share Through Awareness Media
(14:05) Understanding Customer Insights and Demographics
(19:19) Innovative Retail Strategies and Future Directions
Follow Tony Tsonis on LinkedIn
Learn more about Pet Paradise
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
In this episode, Doug Munson, former CEO of MTN Retail Advisors, discusses the intricacies of grocery retail site selection, emphasizing the importance of data collection, the evolution of tools, and the significance of boots-on-the-ground analysis. He shares insights from his career, including foundational moments that shaped his approach to the industry, and offers advice for retail site selectors navigating market saturation and consumer behavior changes.
Chapters
(00:00) Introduction and Doug Munson’s Background
(04:07) The Evolution of Grocery Retail and Site Selection
(15:30) Data Collection: From Casing Stores to Digital Tools
(19:43) Analytical Tools and Models in Site Selection
(26:44) Market Dynamics: Saturation, Cannibalization, and Competition
(36:53) Consumer Behavior and Store Performance
(48:05) The Future of Grocery Retail: AI, E-commerce, and Evolving Formats
Follow Doug Munson on LinkedIn
Learn more about RetailStat
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
In this episode, Karlyn Mattson, a merchandising expert, discusses the intricacies of retail merchandising, focusing on the importance of localization, data analysis, and effective communication. She emphasizes the need for retailers to understand their customers deeply and to adapt their strategies based on data insights. Karlyn also shares her experiences from various retail giants and highlights the future of merchandising in the context of technological advancements like AI.Chapters:(00:00) Introduction to Retail Merchandising & Localization(02:22) Key Challenges in Modern Merchandising(04:11) The Power of Communication(05:58) Localizing Product Mix & Strategy(09:36) Understanding Customers Through Data(13:32) Measuring & Iterating Localization Success(44:40) The Synergy of Merchandising and Marketing(57:20) The Future: AI, Data, and Customer Experience
Follow Karlyn Mattson on LinkedIn
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
In this conversation, Jack Thompson, former CEO of Tango Analytics, shares his unique journey from a developer's background to becoming a leader in retail analytics. He discusses the importance of understanding the retail ecosystem, the transition to analytics, and the innovative methodologies he developed, such as the 18-point survey for site selection. Jack emphasizes the significance of collaboration between operations and real estate, enhancing predictive models through teamwork, and the challenges of working with private equity-backed retailers. He also provides insights into geodemographics and consumer behavior, offering valuable advice for today's retail leaders.
Chapters:
(00:00) Intro
(03:34) Early Influences and the Shift to Analytics
(06:17) Site Selection For Taco Bell
(09:03) Market Planning Algorithm For Boston Market
(14:48) The Tension Between Marketing and Real Estate
(16:59) Building Predictive Models for McDonald's
(23:18) Better Decisions Through Collaboration
(29:22) Consumer-Centric Thinking in Marketing
(30:43) Transitioning to Management Consulting
(35:22) Founding Tango: A New Era in Analytics
(41:17) Building Tango's Unique Software Solution
(47:20) PE Vs Privately Owned Retail
(50:45) Site Selection: Avoiding Blunders
(55:30) Advice for Modern Retail Real Estate Leaders
Learn more about Jack Thompson
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
In this episode, Gary Menger, founder of Applied Geographic Solutions, discusses the intersection of data, demographics, and retail strategy. He emphasizes the importance of understanding data limitations, the art of data interpretation, and the evolving role of site selection in the AI age. Menger shares insights on how retailers can better utilize data to inform their decisions and the necessity of embracing failure as a part of innovation.Chapters:(00:00) Intro(00:27) How AGS Is Going Beyond Census Data(05:06) The Future of Site Selection(14:23) Data Artistry & The Role of AI(21:21) Warning: Don't Get Lost In Data(25:35) Zellers: Your Customers Are Not What You Think(31:28) What Makes a Good Analyst?(33:03) The Genius of Walmart(34:34) Mobility Data's Proper Role(36:41) How Failure Can Be a Good ThingAbout AGS:Applied Geographic Solutions has been powering smarter market decisions for over two decades, always with a focus on providing and supporting the most accurate small area demographic data available, covering the broadest range of topics, and delivered with the maximum flexibility and cutting-edge tools.Learn more about Gary Menger and AGS at https://appliedgeographic.com/Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
In this episode, Gary Menger, founder of Applied Geographic Solutions, shares his journey from a young geography enthusiast to a pioneer in the field of demographics and market research. He discusses his early fascination with maps, his transition from academia to the industry, and the significant impact of CompuSearch on retail research. Gary elaborates on the evolution of demographic data, the importance of understanding trade areas, and his collaboration with Experian to build the Mosaic segmentation system. Throughout the conversation, he emphasizes the need for innovation in data analysis and the integration of human intuition with data-driven insights.Chapters:(00:00) Intro(01:24) Gary's Early Interest With Geography(03:45) CompuSearch(21:33) Meeting Richard Webber(25:47) GDSS(29:18) Urban Decision Systems(34:43) Applied Geographic Solutions(36:23) Building Mosaic segmentation system(40:56) Collaborating with ExperianAbout AGS:Applied Geographic Solutions has been powering smarter market decisions for over two decades, always with a focus on providing and supporting the most accurate small area demographic data available, covering the broadest range of topics, and delivered with the maximum flexibility and cutting-edge tools.Learn more about Gary Menger and AGS at https://appliedgeographic.com/Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
In this episode, Ashley Robinson, CEO of Seeker Group, discusses her extensive experience in retail real estate and the creation of the Seeker Group. She elaborates on the '10 Things' methodology for retail expansion, emphasizing the importance of a holistic approach that combines art and science in decision-making. The discussion covers various aspects of market strategy, including market build-out, customer pools, sequencing, multi-unit efficiencies, and more. Ashley shares insights on the significance of curiosity in business and personal relationships, highlighting the need for a proactive approach to learning from setbacks.Chapters:(00:00) Understanding Seeker's Methodology for Retail Expansion(06:22) The Importance of Market Build-Out and Sequencing(09:14) Determining Market Potential and Customer Pools(11:56) Sequencing Strategy in Market Expansion(15:54) Multi-Unit Efficiencies and Operational Considerations(20:00) Consumer Perception and Brand Alignment(24:05) Top Line Revenue and Its Challenges(29:58) Construction Costs and Market Indexing(32:57) Competition and Market Share Dynamics(34:02) Market Share and Competition Analysis(36:13) Identifying True Competitors(39:31) Understanding Labor and Business Climate(47:04) Occupancy Costs and Real Estate Decisions(48:54) Cost of Goods Sold (COGS) and Distribution(50:58) Profitability and Strategic Modeling(54:31) Learning from Setbacks and Philosophy of CuriosityLearn more about The Seeker Group.
Follow Ashley Robinson on: LinkedInListen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
In this episode, Lyden and Hannibal discuss the critical role of site selection in retail growth, particularly through the lens of Baldwin's experience with SiteZeus. They explore the journey from traditional retail to leveraging machine learning for predictive modeling in site selection, emphasizing the importance of understanding customer demographics and site characteristics. The discussion also covers strategies for emerging brands, the significance of proactive real estate processes, and the success stories of brands like Raising Canes and Culver's in navigating the post-COVID retail landscape.Chapters:(00:00) Introduction(06:18) The Journey to SiteZeus: From Yogurt to Software(12:14) Understanding Site Selection for Emerging Brands(18:35) Leveraging Machine Learning for Enterprise Brands(24:32) The Site Selection Process: Step by Step(30:23) Trade Areas and Machine Learning Insights(31:18) Navigating Data Science in Real Estate(35:20) Bridging Generational Gaps in Data Interpretation(38:05) Proactive Real Estate Planning with Machine Learning(41:34) Market Entry Strategies and Risk Assessment(46:24) Evaluating Site Viability Beyond Revenue(49:46) Indicators for Expanding Retail Locations(52:11) Success Stories: Brands Thriving Post-COVID
Follow Hannibal Baldwin on: LinkedInLearn more about SiteZeus: https://sitezeus.comListen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
In this episode, Michael Weiss shares his extensive experience in geodemographics, discussing its origins, key pioneers, and early applications in business and politics. He recounts his journey across America to meet various lifestyle segments, highlighting the importance of understanding consumer behavior through data. Weiss also reflects on his time at Environics, the evolution of segmentation, and the future of geodemographics in the age of AI.
Chapters:
(00:00) The Origins of Geodemographics
(11:46) Pioneers of Geodemographics
(18:33) Applications in Corporate and Political Worlds
(22:20) The Journey of Discovery
(26:55) The Evolution of Car Sales and Segmentation
(27:40) Memorable Stories from the Field
(32:52) The Importance of Ethnographic Research
(35:24) Transitioning to Environics and PRIZM C2
(37:03) The Role of Naming and Imaging Segments
(40:32) Innovations in Geodemographic Segmentation
(44:40) The Enduring Relevance of Geodemographics
(50:24) Creative Applications of Geodemographics
(53:10) Personal Reflections on Data-Driven Insights
Follow Michael Weiss on LinkedIn or contact him at mikejweiss2@gmail.com for more information.
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
In this episode, Jonathan Silver, CEO of Affinity Solutions, discusses the importance of behavioral data in understanding consumer spending patterns. He shares his journey from launching a potty training product to leading a company that provides valuable insights to retailers and financial institutions. The discussion covers the evolution of Affinity Solutions, its partnerships with organizations like the National Retail Federation, and the impact of economic indicators on retail trends. Silver emphasizes the need for retailers to adapt to changing consumer behaviors and the significance of data-driven decision-making in the retail landscape. Chapters: (00:00) Introduction (00:30) Intro To Affinity Solutions (03:10) From Potty Training to Retail Insights (11:41) Building Affinity Solutions (17:07) Partnership with NRF and Economic Insights (20:08) Data Applications in Retail Strategy (26:30) Understanding Competitive Insights Through Data (27:08) Unusual Consumer Spending Patterns (28:47) The Importance of Mobile Data in Retail (30:22) Innovative Segmentation in Consumer Behavior (31:18) Retail Trends and Predictions for 2025 (34:35) Economic Indicators Impacting Retail (37:25) Consumer Confidence and Spending Behavior (38:07) Diverse Economies and Consumer Spending (40:07) Balancing Inflation and Discretionary Spending (42:08) Leveraging Data for Customer Insights (44:49) Leadership Evolution in Retail (49:19) Key Questions for Retailers in 2025 (50:56) Conclusion
Learn more about Affinity Solutions
Follow Jonathan Silver on: LinkedIn
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
In this episode, Nicole Larson, National Manager of Retail Research at Colliers, discusses the retail landscape for 2025, highlighting themes such as cautious optimism among retailers, the impact of consumer sentiment, and the importance of partnerships and alternative revenue streams. She emphasizes the need for retailers to adapt to changing consumer behaviors and the significance of technology and efficiency in driving growth. The discussion also touches on the role of social media influencers in rebuilding trust with consumers and the excitement surrounding innovative retail experiences. Chapters: (00:00) Introduction (01:12) Nicole's Journey Into Retail (03:54) Cautious Optimism in Retail for 2025 (13:41) Optimizing Retail Propositions (16:22) Driving Efficiency in Retail (18:11) Navigating Tariffs and Supply Chain Challenges (21:25) The Power of Partnerships in Retail (28:28) Looking Ahead: The Future of Retail Follow Nicole Larson on: LinkedIn | Instagram
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
"Retailers that are able to have this blueprint and act quickly are going to be at an advantage for the next couple of years as space is probably going to continue to be very tight."
In this episode, Lyden Foust, Brian Strickland, and Dave Huntoon discuss key aspects of market selection and site expansion in retail, focusing on trade areas, customer profiling, and competition. They share insights on using data analytics, including mobile data, to inform strategic decisions and highlight the importance of demographic and psychographic data in understanding customer behavior. The conversation explores retail location strategy, competitive positioning, and site characteristics, offering methods for analyzing trade areas and balancing data-driven insights with real-world observations.
Chapters:
(00:00) Introduction
(07:12) The Site Selection Process
(13:06) Understanding Trade Areas and Customer Profiling
(24:14) The Role of Competition in Site Selection
(30:36) Granular Analysis of Trade Areas
(36:11) Evaluating Market Expansion Strategies
(42:22) The Art of Location Decisions
(50:18) Learning from Outliers
Learn more about Kalibrate
Follow Dave Huntoon on: LinkedIn
Follow Brian Strickland on: LinkedIn
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
"When you put data up against a gut feeling, the data wins more than 50% of the time."
In this episode, Andrew Neelon, founder of 1REC and SVP of Development & Strategy at Elase Med Spas, discusses the intricacies of retail site expansion and market selection. He shares insights from his experience at Bonobos, highlighting the importance of data-driven decision-making in site selection, the unexpected successes and failures of various locations, and the contrasting dynamics of e-commerce and brick-and-mortar retail. Neelon emphasizes the need for DTC brands to understand unit economics, forecast ROI accurately, and navigate the complexities of staffing and lease agreements. He also challenges conventional wisdom in site selection and advocates for a nuanced approach to understanding customer demographics and market saturation.
Chapters:
(00:00) Introduction to Retail Site Expansion
(03:27) The Evolution of Bonobos: From E-commerce to Brick-and-Mortar
(06:31) The Power of E-commerce Data in Site Selection
(09:15) Unexpected Successes: Case Study of the Shea in DC
(12:27) Lessons from Failed Locations: The Walnut Street Experience
(15:29) Understanding the Economics of E-commerce vs. Brick-and-Mortar
(18:32) Strategies for DTC Brands Considering Brick-and-Mortar
(21:32) Forecasting ROI for New Retail Locations
(24:24) Step-by-Step Process for DTC Brands Entering Retail
(29:04) Navigating the Chaos of Opening a New Store
(29:41) Market Selection: Beyond E-commerce Data
(32:03) Understanding Market Saturation and Competition
(34:24) Scaling Store Locations: The Complexity of Expansion
(38:28) Store Rationalization: Cost Management and Metrics
(44:08) Lease Agreements: Understanding the Financial Implications
(45:07) Operational Considerations in Site Selection
(47:25) The Role of Pop-Up Shops in Market Testing
(50:49) Marketing Strategies for New Store Openings
(52:44) Challenging Conventional Retail Site Selection Methods
Follow Andrew Neelon on: LinkedIn | 1REC | Substack (Clicks to Bricks)
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
"Here's the beauty of demography: it's simple. It's not rocket science. Demographics is definitive."
In this episode, Ken Gronbach discusses the profound impact of demographics on business and marketing strategies. He shares insights from his experiences in the advertising industry, particularly focusing on generational shifts and their implications for market dynamics. Gronbach emphasizes the importance of understanding population trends, labor market changes, and the role of immigration in shaping economic opportunities. He also highlights the significance of geography in market success and provides examples of how businesses can leverage demographic insights for growth. The discussion concludes with predictions for the future, particularly regarding Generation Z and the Americas' economic prospects.
Chapters:
(00:27) Introduction
(06:22) The Impact of Generation X on Markets
(13:01) Understanding Market Dynamics and Labor Needs
(18:21) The Importance of Immigrant Labor in the Economy
(21:36) Geography's Role in Market Success
(23:24) Demographic Trends in Retail and E-commerce
(27:48) Common Mistakes in Understanding Demographics
(32:37) The Future of Generation Z and Market Opportunities
(35:24) Looking Ahead: The Future of the Americas
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
Follow Ken Gronbach on: Website | LinkedIn
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
"Companies like Apple and Google have a clean simple feed for themselves while everyone else is working with the scraps of the data. But what we're able to do with those scraps can be really powerful."
In this episode, Lyden Foust interviews Jack Schroder, Lead Data Scientist at Spatial.ai, to explore the intricacies of mobile location data. They discuss its definition, various use cases, the importance of customer segmentation, privacy concerns, and the sources of mobile data.
Chapters:
(00:00) Introduction
(01:29) Understanding Mobile Location Data
(02:52) Use Cases of Mobile Data
(06:37) Customer Segmentation and Insights
(08:24) Privacy Concerns and Data Aggregation
(10:49) Limitations of Mobile Data
(15:06) Factors Affecting Data Accuracy
(20:35) Evaluating Mobile Data Providers
(26:03) Advice for Using Mobile Location Data
Follow Jack Schroder on: LinkedIn
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
"I want data to be in charge of us instead of us in charge of data. Let data speak for itself."
In this episode, Richard Webber—founder of the Mosaic and Acorn geodemographic segmentation systems—shares how OriginsInfo (aka Origins) began. OriginsInfo is a consumer insights consultancy and analytics tool enabling applications and businesses to acquire valuable customer insights purely from a first or last name. Lyden and Richard discuss the role of cultural heritage in geodemographics and how AI could impact the future of the industry.
Chapters:
(00:00) Introduction
(00:45) What is Origins?
(2:43) How Origins began
(6:57) Targeting cosmetics to ethnic groups
(7:53) Methods for finding the origin of surnames
(11:16) How curiosity leads to innovation
(12:25) Combining PersonaLive and Origins
(13:19) Cultural heritages and professions
(17:05) Data-driven vs theory-driven decisions
(19:31) Letting data be in charge of us
(20:28) Origins and AI
(23:30) The benefits of travel
(24:54) Lyden's journey into geodemographics
(25:54) Conclusion
Learn more about Richard Webber and Origins at https://originsinfo.com
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
"We're here 50 years later and this same type of thinking is still used throughout marketing."
In this episode, Lyden Foust is joined by Richard Webber, the originator of geodemographic segmentation systems, Mosaic and Acorn. They discuss the evolution of these systems, the importance of understanding both human behavior and computer data, and how these classifications have been applied in market research and social planning. Webber shares insights from his early work in Liverpool, the transition to commercial applications, and the role photography played in the development of these systems.
Chapters: (00:27) Introduction (02:35) What is a geodemographic segmentation system (04:39) Classifying Liverpool neighborhoods (08:30) Appending service data (10:37) Demographics and behavioral data (11:43) Creating England's national classification (13:57) Commercialization of Acorn (18:41) Segment naming and imagery (21:14) The role of photography in classification (24:49) Validating classification systems (28:28) Geodemographics in political campaigns (31:27) Tennis players vs golfers (32:08) Polarization of neighborhoods
Learn more about Richard Webber and Origins at https://originsinfo.com
Listen to Consumer Code on: Spotify | Apple | YouTube
Follow Lyden Foust on: LinkedIn | Instagram
About Spatial.ai:
Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.
Learn more at spatial.ai or schedule a free 30-minute demo.
