AI Powers First Social Media Segmentation For Real Estate

Cincinnati Startup Categorizes 8 Billion Conversations from Social Media to Create the First “GeoSocial” Dataset is pleased to announce the launch of its newest “GeoSocial” dataset that organizes billions of social media conversations 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 extrapolated surveys to actual data.”

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The data will give analysts, data scientists, real estate professionals, and marketers access to 70 variables to build detailed consumer profiles at the block level.

Some of these categories include:
Connected Motherhood
Fitness Fashion
Deal Seeking
Family Time
LGBTQ Culture
Wealth Signaling

View all 70 social segments in the taxonomy.

The taxonomy includes insights about each segment including income, political affiliation, education level, and geographic tendencies – giving marketing and retail teams a highly dimensional view into their consumers.

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“We’re finally seeing how real human behavior compares to traditional location datasets, such as the Census. Companies have discovered 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 behind 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.

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