10 Use Cases for Geosocial Data

After understanding the basics of Geosocial data, the next step is leveraging it for real-world impact. Whether you need to identify who and where your ideal customer is, attract the right tenants for an open location, segment your customers by social behavior, or create a hyperlocal marketing campaign—answer your key business questions with the unique insights of Geosocial.

Below is a list of common applications of Geosocial data and relevant case studies for each. This list is by no means exhaustive but are some of the most frequent use cases we see on an everyday basis.

1. Site Selection 

Have you ever had two locations with identical demographic profiles perform completely differently? The truth is that people are more than their demographics and current data sources miss a critical part of the story: people’s mindsets, interests, and attitudes.

Case Study: Site Selection for a Discount Fashion Retailer

• How a discount fashion retailer leveraged Geosocial to select their strongest performing site in the Florida market.
• How to use Geosocial alongside demographic and psychographic criteria to reveal key hidden insights about your site.
• How to choose future sites with a higher likelihood for success.

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2. Portfolio Analysis

Who are your best customers? What are they interested in? Performing a Geosocial portfolio analysis can show you which segments are most relevant to your brand. 

Case study: Identifying Top Geosocial Segments for Shinola

• How to choose the most relevant segments for your brand.
• How to create a custom brand index for Shinola by combining multiple segments into a single brand metric.

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3. Suitability Analysis

After identifying which Geosocial segments are most important for your brand, performing a suitability analysis based on those segments can help you rank your locations, find ideal sites, and expand to new markets.

Case study: Ranking Potential Sites for Shinola

• How to compare multiple potential sites based on Geosocial criteria.
• How to “thumbprint” your most successful locations and find similar areas for expansion.

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4. Leasing Strategy

Have a space to backfill? Looking to recruit a specific tenant? Merchandise your center with shopping and experiences that align with consumer interests and attitudes.

Case study: Creating a Leasing Strategy for a Cincinnati Shopping Center

• How to create a comprehensive leasing strategy using demographics, psychographics, and Geosocial together.
• How to identify the retail types and brands that perform well for any given location.
• How to select and recruit the ideal tenants for your shopping center.
  

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5. Tenant Representation

Location recommendations should incorporate up-to-date data on human behavior. Curate the best potential locations for your client based on the attitudes and interests of the community.

Case study: Picking the Best Site for a Petco Store

• How to narrow down potential sites for Petco using demographic, psychographic, retail spending, and Geosocial criteria.
• How to identify sites that align with consumer interests and attitudes.
• Strengthening your recommendations with additional community insights.
  

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6. Geomarketing

How can you better target and speak to customers? Where should you allocate ad spend? Profile consumer interests and attitudes, and customize in-store experience (hours of operation, store concept, design, etc).

Case study: Marketing Optimization for Two Subways in Chicago

• How Subway saw 10%+ sales increases as a result of a Geosocial insight.
• How to use Geosocial to enhance your understanding of your customers and their lifestyles.

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7. Merchandising

Get the right product in front of the right customers at the right time. Know which products will resonate most with customers on the shelf and optimize logistical planning.

Case study: Optimizing Dog Food Sales by Analyzing the Praise & Worship Segment

• How to optimize your product merchandising strategy based on real community behaviors and preferences.
  

8. Urban Planning

We believe cities should be built based on the desires and needs of the community. Determine new commerce opportunities best suited for a developing town or city.

Case study: Designing Retail Concepts to Connect Communities in Detroit.

• How to design retail concepts that match a community's interests and behaviors.
• How to connect diverse communities based on common interests — a look at Ford's acquisition of Michigan Central Station.

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9. Customer Profiling (with Mobile Data)

By fusing mobile movement data with Geosocial data, brands can understand the interests and attitudes of their visitors. Identify your top customers and predict changing consumer demand.

Case study: Customer Behavior Changes for Sonic Drive-In During Covid

• Quantifying Sonic’s changing customer base pre- vs post-covid by combining mobile data and Geosocial data.
• Designing strategies for Sonic to retain their new emerging audience

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10. Customer Profiling (with Loyalty Data)

Analyzing loyalty data alongside Geosocial data is a great way to pinpoint your most profitable customers and target them with tailored offerings. Find your ideal customer, enhance your loyalty program, and optimize your physical and digital location strategies through a loyalty data analysis.

Case study: Coffee Chain Segments Loyalty Customers to Optimize Digital Advertising

• How Better Buzz Coffee identified their ideal customer through a loyalty data analysis.
• How Better Buzz then applied these insights to develop a digital marketing and ad strategy to target their ideal customer across Facebook, Twitter, and other ad platforms.
• How the brand planned their expansion strategy to six markets.

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