The Ultimate Guide to Location Data: New Datasets & Methods
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This document discusses location data and spatial analysis. It introduces CARTO, a company that provides an end-to-end platform for spatial data science including data ingestion, enrichment, analysis, visualization, and distribution capabilities. CARTO's Data Observatory provides access to numerous public and premium location datasets. The document outlines several use cases for location data in industries like real estate, financial services, and marketing/advertising and discusses challenges of fusing multiple location data streams from different sources and aggregations.
The Ultimate Guide to Location Data: New Datasets & Methods
- 1. The Ultimate Guide to Location Data: New Datasets & Methods Follow @CARTO on Twitter
- 2. CARTO — Unlock the power of spatial analysis Introductions Javier Pérez Trufero Head of Data Alejandra Aranzadi Data Partnerships Manager
- 3. CARTO — Unlock the power of spatial analysis #stayhome
- 4. CARTO Customers Unlock the power of spatial analysis 1,200 Team members 150+ LI Wave 2018 & 2019
- 5. CARTO — Unlock the power of spatial analysis CARTO unlocks the power of spatial analysis New End Users ● Business Analysts ● Product Managers ● Data Scientists ● Decision Makers New Data Streams New Analysis ● Human Mobility ● Transactions ● IoT Hardware ● Connected Devices ● Census or Open Data ● CRM or Loyalty Data ● Optimization ● Spatial Prediction ● Visual Inference ● Spatial Data Science
- 6. CARTO — Unlock the power of spatial analysis With an end to end platform: Technology Data Services Managed cloud or on-premises platform Open and premium location data streams Ongoing enablement programs and custom engagements
- 7. CARTO — Unlock the power of spatial analysis Location Data is Everywhere
- 8. Thousands of business decisions are still based on census data
- 9. United States United Kingdom Spain Australia Japan Canada Germany Italy 10 years ago 9 years ago 9 years ago 4 years ago 5 years ago 4 years ago 9 years ago 9 years ago 8 Year Average Weighted by population
- 10. The State of Spatial Data Science in Enterprise 2020
- 11. CARTO — Unlock the power of spatial analysis How difficult Is it to find the right software and data? 47% 53%
- 12. CARTO — Unlock the power of spatial analysis Discovering data useful for their analysis Evaluating and purchasing data ETLing the data into common structures Analyzing, doing feature extraction and modeling 30% 30% 20% 20% Where do SDS spend time?
- 13. CARTOframes Data Observatory 2.0 Data Ingestion & Management Data Enrichment at scale Analysis Solutions & Visualization Distribution SFE in a Unified GRID Discovery Subscriptions to public & premium datasets A Python package for Spatial Data Science workflows A location data repository & service designed for Spatial Data Science
- 14. CARTO — Unlock the power of spatial analysis What do we mean with location data? Points Lines Polygons
- 15. CARTO — Unlock the power of spatial analysis Financial Human Mobility Road Traffic Demographics Housing POI’s Environmental Global Boundaries
- 16. CARTO — Unlock the power of spatial analysis
- 17. CARTO — Unlock the power of spatial analysis ● Location data is everywhere and increasingly needed to derive data-driven business insights ● Everyday new open and third party data become available ● How can we access the right source and extract the right information? Getting lost in a data world
- 18. CARTO — Unlock the power of spatial analysis Google Dataset Search BigQuery public data AWS Data Exchange CARTO Data ObservatorySnowflake Data Exchange AND MANY MORE!!! Datarade.io Demyst Ensamble Namara ….
- 19. CARTO — Unlock the power of spatial analysis CARTO Data Observatory Financial Housing Human Mobility Road Traffic Merchant and ATM transaction data from leading banks and credit card companies Mobile device and GPS data provide insight into human movement patterns Property statistics, prices, and history to drive decisions in investment portfolios Data from routing apps and GPS to analyse traffic patterns and commuter behaviour
- 20. CARTO — Unlock the power of spatial analysis CARTO Data Observatory Points of InterestDemographics The most recent census data including: age, income, household types and more Location data for business establishments, restaurants, schools, attractions, and more Environmental Climate and weather data, including exposure to weather-based hazards Global Boundaries Digital boundaries for data aggregation and visualization
- 21. CARTO — Unlock the power of spatial analysis Data Discovery Data Enrichment CARTO platform Full access to metadata Ready to query Up to date Secure
- 22. CARTO — Unlock the power of spatial analysis
- 23. CARTO — Unlock the power of spatial analysis Mastercard Spend Insights ● Insights on sales-based performance of retail locations in US, Canada, UK and Australia. ● Anonymous and aggregated transaction data converted into five component scores. ● Available through CARTO’s Data Observatory or through Mastercard Retail Location Insights application.
- 24. CARTO — Unlock the power of spatial analysis Vodafone Foot Traffic ● Mobile data insights available in Spain and UK. ● Anonymized, aggregated and extrapolated foot traffic data from 30% of the national population. ● Demographic and socioeconomic insights based on mobile data events from Vodafone’s mobile network. ● Available through CARTO’s Data Observatory or Vodafone Analytics app.
- 25. CARTO — Unlock the power of spatial analysis TomTom Road Traffic ● Insights on real-time and historical traffic powered by 550 million connected devices ● Detailed information such as travel times, average speeds, and probe counts on each segment of a defined road or area at any given time of the day and any day of the year ● Available through CARTO’s Data Observatory
- 27. CARTO — Unlock the power of spatial analysis Fusing multiple data streams comes with its challenges Different Anonymisation Data need to be anonymised to meet regulations, and vendors have different approaches for that Different Sample Bias Data may not be collected using random samples, e.g. need extrapolation to the total population Different Aggregations Data come in different spatial aggregations such as grid cells of different sizes or administrative boundaries
- 28. CARTO — Unlock the power of spatial analysis 30 Demographics Regular grid 100x100m All censed population Financial Regular grid 500x500m BBVA cardholders Proprietary anonymisation Road Traffic Road Segments TomTom navigators and apps
- 29. CARTO — Unlock the power of spatial analysis Curation of Derived datasets
- 30. CARTO — Unlock the power of spatial analysis Human Mobility + Financial Services a. Combining multiple data sources
- 31. CARTO — Unlock the power of spatial analysis Statistical Downscaling b. Enhancing the existing information through analysis
- 32. CARTO — Unlock the power of spatial analysis Global Population Grid ● Demographics ● Global boundaries ● Land use ● Weather ● Geographic (e.g. elevation) ● Density of Point of interest ● Spatial lags (e.g. distance from …) c. Selecting global attributes on a common support
- 33. CARTO — Unlock the power of spatial analysis ● National census ● Road networks ● Groceries ● Retail places ● Postal ● Education ● Pharmacies Selected categories of Points of Interest d. Simplifying local attributes
- 34. CARTO — Unlock the power of spatial analysis Top Use Cases Real Estate Real Estate firms across the globe are using Location Intelligence in both residential and commercial for: ● Investment Analysis ● Geomarketing ● Site Planning ● Twin Area Analysis ● White Space Analysis ● Indoor Mapping
- 35. CARTO — Unlock the power of spatial analysis Top Use Cases Financial Consumer & investment banks are using spatial analysis for use cases such as: ● Site Selection ● Branch Consolidation ● Geomarketing ● ATM Location Optimization ● Territory Management ● Data monetization ● Transaction analysis & geocoding ● Consumer profiling
- 36. CARTO — Unlock the power of spatial analysis Top Use Cases Marketing & Advertising A range of media and OOH players use spatial analysis for: ● OOH Targeting ● Campaign Measurement ● Audience Analysis ● Geomarketing ● ROI Analysis
- 37. Thanks for listening! Any questions? Request a demo at CARTO.COM Alejandra Aranzadi Data Partnerships Manager // aaranzadi@carto.com Javier Pérez Trufero Head of Data // javier.pereztr@carto.com