Together, we’re making it easier to keep up with rapidly changing consumer movement patterns and interests.
Pasadena, CA — September 21, 2020 — UberMedia, the leading provider of mobile location data and intelligence, today announced its partnership with Spatial.ai, creators of Geosocial data, the world's first human-driven lifestyle dataset built by categorizing billions of location-based social media posts into 72 geographic segments. This new partnership will allow users of UberMedia’s mobile data platforms to layer in a state-of-the-art, location-based social media dataset for deeper market analysis and customer insights.
The impact of the COVID-19 pandemic has vast implications, particularly for the retail and restaurant industries. This, combined with ever-changing consumer behaviors favoring e-commerce, delivery, and touchless pick-up, requires brands with brick & mortar locations to be nimble if they are to survive.
“There are two datasets that have shifted the way we think about site analysis in the post-smartphone era; massive mobile data and Geosocial. By combining peoples’ movement with their behavior on social media, analysts can see the unique interests of visitors to their store. The combination of these sources creates an altogether new dataset and is an industry first,” said Lyden Foust, CEO of Spatial.ai.
UberMedia and Spatial.ai have developed a new report called Geosocial Affinity, or GSA. The GSA report provides a quantitative measure of the attitudes, interests, and behaviors of consumers in near-real-time, allowing analysts to observe pre-and-post pandemic changes in consumer behavior.
Looking at LaGuardia Airport (LGA), the Geosocial Affinity report reveals unique insights about post-COVID travelers that otherwise might have gone unnoticed. From March-July 2020, Laguardia’s travelers exhibited Hip Hop Culture, Activism, and Party Life that exceeded the norm compared to pre-COVID behavior. These segments tend to be younger and slightly lower income than the average New York MSA resident, indicating that youth and those empowered by the Black Lives Matter movement were undeterred from travel despite the pandemic.
In a restaurant setting, the Geosocial Affinity report reveals new segments of top customers for Sonic. In an analysis of Sonic locations in Atlanta pre-COVID, Sonic’s core customer skewed towards urban, highly social segments like Party Life, Praise & Worship, Networking, and Hip Hop Culture, as well as family-oriented segments like Connected Motherhood. In the months that followed the outbreak of COVID-19, Sonic’s visitation in Greater Atlanta skyrocketed (Source: UberMedia), bringing with it a new class of customer while maintaining the existing clientele. These new customers have greater ties to wealthier families and rural activities, leaving Sonic with an opportunity to:
“Unprecedented times require organizations to think on their feet and make decisions with the most current information possible. Geosocial data expands the UberMedia Social Affinity data sets through the integration of powerful social media interaction data from Spatial.ai. We've helped organizations of all sizes understand consumer behavior during COVID-19, and are proud to extend that understanding through our partnership with Spatial.ai,” said Jon D Freeman, Head of Sales at UberMedia.
In a commercial market that is more uncertain than ever, it is critical to keep a pulse on consumers and their changing interests, preferences, attitudes, and movement patterns. For more information on how you can apply the new UberMedia + Spatial.ai Geosocial Affinity Report to your retail, restaurant, commercial property, tourism, or marketing strategy, please contact Kerry Pearce (firstname.lastname@example.org) or Lauren McGrath (email@example.com).