From Mainframes to AI: Why Geodemography Keeps Winning (ft. Jan Kestle, Environics Analytics)

The 5 Unsolved Questions In Retail Site Selection 2026

In this LinkedIn Live event, Lyden is joined by Andrew Neelon, Ryan Redus, and Dale Goss to unpack how brands can make smart site selection decisions in a constrained 2026 market. They discuss how rising costs are reshaping site economics, why Class A retail looks different today, and how the best teams blend local knowledge with data and AI. You’ll hear how to navigate limited inventory, evaluate new builds, interpret conflicting data, and use predictive models to reduce risk while still pursuing growth.Chapters:(00:00) Introduction to Retail Site Selection Challenges(03:25) Navigating a Constrained Real Estate Market(09:38) Strategies for New Builds in Retail(15:36) Understanding Class A Retail Dynamics(18:57) The Importance of Data and Pattern Recognition(25:26) Surprising Key Performance Indicators in Site Selection(26:24) Rising Costs and Market Dynamics(31:11) Sales Forecasting and Risk Management(35:02) Data Discrepancies in Retail(40:06) Understanding Predictive Models(49:28) Leveraging AI in Retail Site SelectionLearn more about Lyden Foust on:➤ Twitter: https://twitter.com/lydenfoust➤ LinkedIn: https://linkedin.com/in/lydenfoustListen to Consumer Code on:➤ Spotify: https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz➤ Apple: https://podcasts.apple.com/us/podcast/consumer-code/id1772758327➤ YouTube: https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9Db4XsFAAbout 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 or schedule a free 30-minute demo at https://spatial.ai

From Mainframes to AI: Why Geodemography Keeps Winning (ft. Jan Kestle, Environics Analytics)

In this episode of Consumer Code, Lyden Foust sits down with Jan Kestle, president of Environics Analytics and a pioneer in geodemographics. Jan unpacks how “location, location—birds of a feather flock together” evolved into sophisticated segmentation systems that integrate demographics, behavior, and social values. She explains the history and evolution of geodemographic tools, how Environics’ platforms support privacy-first data collaboration, and the role AI plays in making analytics more powerful and more accountable. Along the way, Jan shares why women in STEM is a critical cause for her and how she stays grounded in a purpose-driven approach to data. Chapters: (00:00) Introduction to Geodemographics and Environics Analytics (03:05) Jan Kestle’s Early Career and the Birth of Geodemographics (05:57) The Evolution of Geodemographic Tools and Technologies (08:42) The Intersection of Geodemographics and CRM (11:26) The Role of AI in Modern Geodemographics (13:56) Combining Geodemographics with Social Values (16:35) Challenges and Opportunities in the Geodemographic Landscape (19:20) The Future of Geodemographics and Data Integration (34:08) The Roots of Social Purpose in Data (35:42) Collaboration Across Silos: The Key to Success (39:09) Building a Resilient Business Model (43:54) Developing Talent for Data-Driven Success (50:52) Innovations in Geodemographics and Data Collaboration Learn more about Jan Kestle:➤ LinkedIn: https://www.linkedin.com/in/jankestle/ [https://www.linkedin.com/in/jankestle/] Resources mentioned: ➤ Environics Analytics: https://environicsanalytics.com/ [https://environicsanalytics.com/] ➤ Envision Platform: https://environicsanalytics.com/envision [https://environicsanalytics.com/envision] ➤ LiveRamp: https://liveramp.com/ [https://liveramp.com/] Listen to Consumer Code on: ➤ Spotify: https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz [https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz] ➤ Apple: https://podcasts.apple.com/us/podcast/consumer-code/id1772758327 [https://podcasts.apple.com/us/podcast/consumer-code/id1772758327] ➤ YouTube: https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9Db4XsFA [https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9Db4XsFA] Follow Lyden Foust on: ➤ LinkedIn: https://www.linkedin.com/in/lydenfoust/ [https://www.linkedin.com/in/lydenfoust/] ➤ Instagram: https://www.instagram.com/lydenfoust/ [https://www.instagram.com/lydenfoust/] 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 or schedule a free 30-minute demo at https://www.spatial.ai [https://www.spatial.ai]

How Red Robin Is Winning More Customers Per Dollar Of Ad Spend (ft. Richard Leslie, Surface Agency)

In this episode, Lyden Foust is joined by Richard Leslie, president of Surface Agency, to explore a new playbook for multi-unit restaurant marketing. Richard breaks down how his team blends customer segmentation, unit-level economics, and geo-targeted media to build bottom‑up strategies that reflect the reality of each trade area. They talk through using mobile location data, k-means clustering, and predictive “next best action” models to identify high-value guests, optimize media spend across channels, and tailor creative to specific neighborhood clusters—ultimately closing the loop between data, local insights, and performance. Chapters: (00:00) Introduction to Surface Agency and Richard Leslie (03:30) The Evolution of Marketing Disciplines (06:36) Understanding Niche Audiences and Cultural Marketing (09:27) The Role of Influencer Marketing in Brand Strategy (12:25) Transitioning to Client-Side Marketing (15:25) The Birth of Surface Agency and Its Unique Approach (18:25) Leveraging Mobile Location Data for Marketing (21:15) Case Study: Red Robin’s Marketing Strategy (24:25) Building a Bottom-Up Marketing System(30:59) Understanding Customer Segmentation and Engagement (32:39) Data-Driven Insights for Actionable Strategies (36:07) Leveraging K-Means Clustering for Marketing Efficiency (39:32) Next Best Actions: Predictive Analytics in Action (42:52) Achieving Marketing Efficiency Through Local Insights (46:24) Optimizing Media Spend Across Channels (48:36) Tailoring Creative Strategies for Targeted Clusters (53:57) Closing the Loop: Integrating Data with Ground Insights Learn more about Richard Leslie and Surface Agency: https://surfaceagency.co [https://surfaceagency.co] Listen to Consumer Code on: Spotify: https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz [https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz] | Apple: https://podcasts.apple.com/us/podcast/consumer-code/id1772758327 [https://podcasts.apple.com/us/podcast/consumer-code/id1772758327] | YouTube: https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9Db4XsFA [https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9Db4XsFA] Follow Lyden Foust on: LinkedIn: https://www.linkedin.com/in/lydenfoust/ [https://www.linkedin.com/in/lydenfoust/] | Instagram: https://www.instagram.com/lydenfoust/ [https://www.instagram.com/lydenfoust/] 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 or schedule a free 30-minute demo at https://www.spatial.ai [https://www.spatial.ai]

From Analytics To Owning The P&L (ft. Ryan Redus, VP of Real Estate, Hopdoddy)

In this episode, Lyden Foust is joined by Ryan Redus, VP of Real Estate at Hopdoddy, to unpack how restaurant brands grow the right way, in the right places. Ryan walks through his path from restaurant marketing to real estate strategy, how his time at Buxton shaped his data-driven approach, and why great site selection is a mix of analytics, negotiation, and on-the-ground intuition. They discuss co-tenancy, visibility, off-premise dining, and how to evolve a brand without losing what made it special in the first place.Chapters:(00:00) Introduction to Ryan Redus and His Journey(03:28) Transitioning from Consulting to Client Side(06:16) Building Relationships and Understanding the Restaurant Industry(09:05) The Importance of Negotiation in Real Estate(11:53) Insights from Buxton: Data and Real Estate Strategy(14:58) Financial Considerations in Real Estate Decisions(17:53) Adapting to Market Changes and Brand Evolution(20:32) Choosing Locations: New vs. Second Generation(23:25) The Future of Hopdoddy and Brand Relevance(25:11) Understanding Consumer Segmentation(27:19) The Shift to Off-Premise Dining(30:07) The Role of Co-Tenancy in Restaurant Success(39:07) Balancing Data and Intuition in Site Selection(49:27) Strategic Growth: The Texas Plus ApproachLearn more about Ryan Redus [https://linkedin.com/in/ryanredus] Listen to Consumer Code on: Spotify [https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz] | Apple [https://podcasts.apple.com/us/podcast/consumer-code/id1772758327] | YouTube [https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9Db4XsFA] Follow Lyden Foust on: LinkedIn [https://www.linkedin.com/in/lydenfoust/] | Instagram [https://www.instagram.com/lydenfoust/] 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 [http://spatial.ai] or schedule a free 30-minute demo [https://www.spatial.ai/schedule-demo].

Key Insights For Retail Real Estate Strategy in 2026 (ft. Gregg Katz)

In this episode, Lyden interviews Gregg Katz, a seasoned expert in retail strategy and location data. Katz shares his journey from a family retail background to becoming a director and chief strategy officer in the commercial real estate sector. He discusses the importance of understanding nostalgic retail trends and how they can inform current business strategies. Katz emphasizes the lessons learned from past retail failures, such as the dangers of rapid expansion and losing sight of core values, while also highlighting the evolving landscape of competition in retail. The discussion delves into the significance of mobile data in retail analytics, the challenges posed by regulatory changes, and the need for businesses to adapt their strategies to meet the demands of an aging consumer base.Chapters:(00:30 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=30s]) Nostalgia in Retail: A Journey Through Time(03:24 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=204s]) Lessons from the Past: Retail Patterns and Insights(06:13 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=373s]) The Fast Expansion Trap: Sweetgreen and Beyond(09:09 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=549s]) The Don't Die Theory: Surviving in Retail(11:42 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=702s]) From Burritos to Real Estate: Greg's Career Transition(14:27 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=867s]) Building a Data-Driven Strategy in Retail(17:21 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=1041s]) The Evolution of Mobile Data in Retail(20:10 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=1210s]) Transformative Retail Insights: Case Studies(31:14 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=1874s]) The Aging of America: A Retail Shift Ahead(32:27 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=1947s]) The Overlooked Generation: Gen X's Role in Retail(35:21 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=2121s]) Placemaking: Creating Community for All Generations(37:49 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=2269s]) Understanding Customer Behavior Across Generations(40:08 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=2408s]) Navigating the Data Deluge in Retail(48:49 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=2929s]) The Future of Mobile Data Regulations(53:38 [https://www.youtube.com/watch?v=5o-_ElUBRB4&t=3218s]) Retail Strategies for 2025 and Beyond Follow Gregg Katz on: LinkedIn [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbDhUdVJjVlNISE11TmlKMXVmUERxb1BrdURWUXxBQ3Jtc0trelhMZy1jS0Z6X24yNDVaeUNwcUpYaXZGQWZ0LUduVXVLMHJkV19GemVnX2ZnYzNoQUVfem8yZzZYU3VnbnZvTXFMZTR2RVE5a3hPdGl3dHJLSURlRlZCQnB4SlFrQmpvT0Nwam1lNDJJMWJueDZoQQ&q=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fgregg-katz%2F&v=5o-_ElUBRB4] Listen to Consumer Code on: Spotify [https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz] | Apple [https://podcasts.apple.com/us/podcast/consumer-code/id1772758327] | YouTube [https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9Db4XsFA] Follow Lyden Foust on: LinkedIn [https://www.linkedin.com/in/lydenfoust/] | Instagram [https://www.instagram.com/lydenfoust/] 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 [http://spatial.ai] or schedule a free 30-minute demo [https://www.spatial.ai/schedule-demo].