Jan 30, 2019

"Happily Ever After" Walkthrough

Lead Data Scientist, Jack Schroder, gives an in-depth breakdown of the "Happily Ever After" segment. Understand each aspect of the data and correlations as he walks through the segment section by section.




Audio Transcript

Hey everyone, my name is Jack Schroder, I’m the lead data scientist here at Spatial AI, and we use location-based social media to create customer segmentation. Today, I’m going to take you through one our 72 social segments, specifically, “Happily Ever After.”



Here’s our "Happily Ever After" segment.


This view gives you a short description and image, but we built this taxonomy to really show off a lot of information about our segments.


The next section is example topics. These are a small sample of the words, phrases, and topics of conversation that are found in social media which scores highly for this segment.  You can see that there’s a lot of wedding-focused topics, but topics go beyond this to talk about other events and long-term love and commitment.


This should really help you start to paint a picture of what these people are talking about, while our next sections are going to tell you about what this type of social media means for a neighborhood.



Download Sample Data


High-Scoring Characteristics

We’re going to skip over the geography section in this video, but it shows the segment mapped across the nation and for 3 specific cities as well.


Income and Diversity

Moving into what this segment means for a neighborhood, you can see that this segment is correlated with areas that are older, higher income, and not very diverse. In fact, out of all of our segments, this one has the strongest relationship with income. 


It can be fun to hypothesize why this might be. In this case, I think it's pretty intuitive that places where people want to have weddings would be in nicer parts of town, maybe areas where there are a lot of parks. So it makes sense, then, that you would need to be higher income if you live there and you are likely older as well.


Education & Unemployment 

Going on down, this segment is highly educated and has low unemployment, which you might have expected based on the previous information. But this next one I found to be counter-intuitive. "Happily Ever After" has a higher correlation with rural areas than urban ones.


Home Ownership & 2016 Election Results

We can also see that people who live high scoring areas for this segment tend to own rather than rent and voted Republican in the 2016 election.


Additional Insights

Finally, we come to the additional insights section. One I find really cool is that this is one of 4 segments that showed a strong correlation with income from interest, dividends, and rentals, implying that they have high income, but also high asset value. Areas where this segment scores highly would likely be great places for financial service companies to both locate and advertise.



Unsurprisingly, we can see in the time section that this segment is low in the winter, peaks in between spring and summer, and also peaks on weekends.



Finally, we move down to the retail and restaurant impact section, where we can see the types of places that correlate highly with this segment. Again, all of these data points make a lot of intuitive sense, even the higher price point of restaurants in these areas. Looking at this, it’s easy to how to tell a great story using this data.


And that’s a wrap on "Happily Ever After." We have 72 segments besides this one, all with their own unique stories to tell. Take a look to see which might be a good fit for your business or download the sample data yourself. Thanks!


Download Sample Data

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