AI Unlocks First Social Media Segmentation For Real Estate

Lyden Foust


January 18, 2019

First posted on PR Newswire

Cincinnati startup categorizes 8 Billion data points from social media to create the first “Geosocial” dataset.

Cincinnati, OH ‚— January 15th, 2019 — is pleased to announce the launch of its newest “Geosocial” dataset that organizes billions of social media datapoints into 70+ actionable segments revealing the personalities, attitudes, and interests of communities down to the block group.

The new dataset is designed to answer key questions facing businesses. Retailers and restaurants, for example, need high-quality data to avoid selecting the wrong location.

“With 79% of online Americans using social media, there is a massive amount of untapped location data. This data captures the real experience and personalities of entire communities” said Jack Schroder, Data Scientist at Spatial. “Companies still rely on a small sample of surveys to understand the personality of an area. With recent advances in machine learning and natural language processing, has quantified behavioral information across every location. This brings the industry from survey projections to actual data.”

The data will give analysts, data scientists, real estate professionals, and marketers access to 72 variables to build detailed consumer profiles at the block level.

Some of these categories include:

  • Connected Motherhood
  • Fitness Fashion
  • Deal Seeking
  • Hipster
  • Family Time
  • LGBTQ Culture
  • Wealth Signaling

View all 72 social segments in the taxonomy.

The taxonomy includes insights about the areas each segment is frequently found in. This includes income, political affiliation, education level, and geographic tendencies - giving marketing and retail teams a highly dimensional view into their consumers.

“We’re finally seeing how real human behavior compares to traditional location datasets, like information from the Census. Companies are discovering countless insights; like communities that talk about spending time with their families tend to have higher incomes. Or neighborhoods that talk a lot about ‘Yoga’ are less likely to identify as religious. Most importantly for our clients, it allows businesses to understand the people and activity causing sales performance,” said Griffin Morris, Co-Founder, and VP of Product.
“This dataset comes at a time when there are a record number of brick and mortar closings. E-commerce pressure makes every location decision critical. Standard demographics just do not cut it. The intersection of mobile and social data has created a phenomenal opportunity to bring a quantified human voice to all location decisions,” said Lyden Foust, CEO of Spatial.

Today Spatial is offering a sample data set free of charge at

About’s Geosocial data is the world's first human-driven location dataset - built by organizing billions of location-based social media into 72 segments. Since launching their Geosocial segmentation in 2019 companies like Ford, TSCG, Keller Williams and over 150 retailers/restaurants with 100,000+ locations use Geosocial data to predict demand, select locations and uncover the invisible community characteristics that have a bottom-line impact on their business. is backed by Serra Ventures, M25, Futureshape, and Techstars. They have won multiple awards in machine learning and artificial intelligence from Google, Fortune Magazine, and Disruptor Daily. For more information, visit the company website at

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