Spatial data science tells us where things are happening and helps us figure out why they are important. This typically means locating the best sites for a new store, understanding the competition, and building high-quality maps. But companies who use spatial data science for consumer analytics have a competitive edge, and those who don’t are missing key information about their customers and prospects. With geospatial insight into consumer behavior, data scientists can enhance their visit attribution models, OOH advertising strategies, and mapping applications with real consumer activity, uncovering new opportunities and potential risks that otherwise would remain unknown.