PersonaLive is a segmentation tool developed by SpatialAI that combines multiple data sources, including demographics, cell phone movement, social media activity, and web visitation data. It classifies each household in the US into one of 80 unique segments based on their behavior, providing a deep understanding of consumer actions and preferences, enabling businesses to make data-driven decisions.
Use Case
- Enhance location planning by leveraging PersonaLive data to create detailed profiles of target customer segments and compare them to areas where your brand excels.
- Analyze customer composition by utilizing PersonaLive data to visualize the distribution of consumer segments within your trade area.
Methodology
While segmentation systems similar to PersonaLive have been in use for some time, PersonaLive distinguishes itself by integrating new data sources and advanced data science techniques to refine traditional demographic models. This approach offers a unique understanding of individuals, compared to more conventional demographic segmentation, and distances itself from the need for survey-based data.
SpatialAI employs a clustering process that focuses on selecting variables from the data sources listed below based on their coverage, effectiveness, and variety. The clustering initially occurs at the block group level and is then enhanced with individual-level data to fine-tune and reallocate classifications. This two-tiered method enables more granular and accurate segmentation.
To evaluate the strength of its modeling process, SpatialAI conducts a series of tests using diverse real-world data from various industries, including sales, subscription services, and other relevant data sources. Both public and private datasets were used. The tests compared different versions of the PersonaLive dataset against each other and against other segmentation datasets. Statistical measures were employed to evaluate how well the cluster models could distinguish between records.
Sources
PersonaLive’s development involves a diverse set of data sources to ensure comprehensive and accurate segmentation:
- Geolocated Social Media Posts: Primarily from platforms like X and Instagram, with additional inputs from Foursquare and Facebook.
- Non-Geolocated Social Media (Linked to Individuals): This includes post content and user-following data.
- Mobile Visitation Data: Provided by Uber Media (acquired by Near), capturing real-world movement patterns.
- Web Visitation Data: Provided by Dstillery, tracking online behavior.
- Demographic Information: Includes U.S. Census variables and individual household data supplied by Infutor.
FAQ
This data is updated twice a year.
PersonaLive data is available at the block group level for the US.
Please get in touch with the Sitewise Team if you are interested in licensing this data!
Using your customer data, along with PersonaLive segmentations, we can create targeted customer profiles. Please contact the Sitewise Team to discuss getting a quote for these customer profiles.
For detailed insights into each segment, please contact the Sitewise Team. They can provide you with specific information about their characteristics and behaviors.
Visit this link for more information on PersonaLive.
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