Introducing PersonaLive Spend

We are excited to announce the beta launch of PersonaLive Spend, our consumer spending application. Powered by a panel of 100 million credit cards, PersonaLive Spend delivers unparalleled visibility into consumer behavior. We launched PersonaLive in 2021 because the demographic and survey data underpinning segmentation systems since the 1970s needed an update.

Now over 750 retailers use PersonaLive to activate marketing and location decisions. From the beginning, when we imagined the perfect segmentation, we’d always hoped to answer the real question brands are asking when they use segmentation: Will these people buy, and how much will they spend?‍

And there is only one way to truly measure that. You need a massive panel of credit card sales data.

After a year of evaluation, Spatial.ai partnered with Affinity Solutions who provides a permissioned, aggregated, and anonymized panel of 100 million credit cards, which we have codified to our segments at the household and individual level.

PersonaLive Spend is a market segmentation and intelligence tool that shows aggregated spend across all segments for 2,000+ brands, 21 categories, and 100 subcategories.  Put simply, knowing how your customers spend across your brand and competing brands over time unlocks segmentation superpowers.

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PersonaLive Spend Use Cases

Let’s explore a few use cases that I believe this will be game changing for.

1. Rank Segment Spend

For each of our 80 segments and 17 groups you see the top categories, subcategories, and brands they spend on. Including things like percent purchased and average yearly spend.

• Identify synergistic brands to collaborate with
• See how you stack up against competitive brands
• Know the the full wallet of your target segment

2. Trade Area Dollar Potential

The math for trade area potential is simple. You need to know how many people there are, what percent will buy, and how much they will spend. Now all three are available in seconds.

• See the percentage and annual spend of people in each segment 
• Map that segment across the US by city, zip, and census block group
• See the total segment population in a trade area to calculate potential

3. Full Wallet Breakdown

For each brand, you can get breakdowns of percent purchased, annual spend, share of wallet within category, share of wallet over time, and total revenue that a segment makes of the brand’s customer base.

• Identify share of wallet within a market segment
• Identify segment penetration and total value
• Track transaction trends over time

4. Segment Brand Ranking

Full psychographic profile against any brand. Rank their best segments by revenue share, percent purchased, ticket size and average yearly spend.

• Identify your brand’s most valuable segments
• See competitors most valuable segments
• Full spend picture by category

5. Demographic & Geographic Ranking

See spend breakdown by demographic cohorts such as age, generation, income levels, gender, etc. You can also see breakdowns by geographic locations such as city and state.

• See penetration and profitability amongst age and income cohorts
• Rank the cities with the highest revenue, spend, and penetration across any brand

6. Comparisons On X/Y Axis

Compare sales, visitation, or social media following for any two brands or social accounts.

• Identify the spending power of an influencer’s followers
• Compare the size and revenue potential of competitor’s segments
• Find customer segments where brands have social influence and right to win

7. Sales & Market Share Trends

Timeline breakdowns of market share, year over year sales, and average ticket size across any combination of brands by segment, age, income, or geography.

• See results of strategic decisions in capturing market share
• Identify opportunity growth geographies, demographics, and segments
• Track performance among competitive benchmarks

Who Is PersonaLive Spend For?

• ‍Retail strategy/marketing for spotting their brand’s best customers and edging competition. ‍
• Agencies who want to do a one-click brand audit and activate media against those segments.‍
• Retail real estate analysts who want to know the dollar value of a trade area. 

How Is This Different From Other Datasets?

In the past, panel based credit and debit card data has been used at a high level by hedge funds and private equity firms to place bets and evaluate acquisitions. For these users, there is little reason to get into the details of a brand's customers, competition, and geographies.

That's not us. 

At Spatial.ai, we are obsessed with people and locations. In an increasingly competitive retail environment, retailers need to know that their decisions will make a customer impact. And personally as a researcher I felt frustration with the slow process of taking research insights into activation. The approach we took to spend data stems from those four things.

1. People: We show the psychographics and demographics behind the purchase.
2. Geography: Insights can be viewed through the lens of the region, state, and city.
3. Competitive: We make market share trends obvious to retailers for the first time.
4. Immediate Activation: Take those exact audiences into activation or view them on a map.

What's Next?

This first spend product is the tip of the iceberg for what we are building with the Affinity credit/debit card dataset. As we move towards our January 29th launch and building out our 2025 product roadmap we will be working on brand, segment, and geographic sales estimates benchmarked against company earnings data and BLS sales estimates. We will be adding more features and functionality around geographic views of the data. We will be releasing more features guiding retailers toward how to win market share.

How To Stay In The Loop

We will be holding a webinar on January 29th at 1:00pm ET. In the meantime, if you enroll we will be sending out weekly updates with new features, research, and use cases leading up to the webinar. 

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Humans are incredible. And for the first time we have the spend insights to see it.

Excited to have you along with us on the journey.

Onwards.