Tech + Mortar Episode 003, September 19, 2018
003 Larry Salinas, SiteZeus / Toys R Us
- The evolution of predictive modeling, from drawing maps to machine learning, from the perspective of an industry expert.
- Data democratization.
- Why mobile data is the new "true trade area."
Larry Salinas has participated in the evolution of market research for the retail industry. From hiring internal Cartographers to leveraging the earliest of computers. Larry splits his time between New Jersey & Portland Maine. Larry developed the market research philosophy and team for a $7 Bn multi divisional company, as well as for Toys R Us. He is a rare combination of experience with a grasp of latest technology. Larry has worked with iconic brands such as Whole Foods, Toys R Us, and more.
- 1:00 – Larry describes the early stages of sales forecasting with Super Markets General
- 1:58 – How computers changed the forecasting process
- 3:18 – Larry’s manual process of analyzing a trade area with a stop watch and a map
- 4:38 – The introduction of the analog method
- 6:28 – Gravity modeling and how the industry changed because of it
- 7:53 – Limitations of an analog model
- 8:29 – Challenges with gravity modeling
- 8:59 – The gradual shift to regression modeling
- 10:23 – What Larry describes as multi-function modeling
- 12:09 – Larry discusses his experience in market research at Super Market General
- 14:11 – The timeline of transitioning between analog, gravity, and regression models
- 14:40 – The growth of Whole Foods
- 17:09 – The uses of segmentation data
- 18:05 – Larry’s search for the next leap in data
- 19:51 – Larry’s view on mobile data and how it will change market research
- 22:59 – The difference between an experienced and inexperienced analyst
- 26:20 – Rapid Fire Questions