"I want data to be in charge of us instead of us in charge of data. Let data speak for itself."

In this episode, Richard Webber—founder of the Mosaic and Acorn geodemographic segmentation systems—shares how OriginsInfo (aka Origins) began. OriginsInfo is a consumer insights consultancy and analytics tool enabling applications and businesses to acquire valuable customer insights purely from a first or last name. Lyden and Richard discuss the role of cultural heritage in geodemographics and how AI could impact the future of the industry.

Chapters: 

(00:00) Introduction

(00:45) What is Origins?

(2:43) How Origins began

(6:57) Targeting cosmetics to ethnic groups

(7:53) Methods for finding the origin of surnames

(11:16) How curiosity leads to innovation

(12:25) Combining PersonaLive and Origins

(13:19) Cultural heritages and professions

(17:05) Data-driven vs theory-driven decisions

(19:31) Letting data be in charge of us

(20:28) Origins and AI

(23:30) The benefits of travel

(24:54) Lyden's journey into geodemographics

(25:54) Conclusion

Learn more about Richard Webber and Origins at ⁠https://originsinfo.com

Listen to Consumer Code on: Spotify | Apple | YouTube

Follow Lyden Foust on: ⁠LinkedIn⁠ | ⁠Instagram

About Spatial.ai:

Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. 

Learn more at spatial.ai or schedule a free 30-minute demo.