The way we understand people is changing. For decades, marketers, city planners, and economists relied on demographics and ZIP codes to predict behavior—but the world has shifted. In this talk, Lyden Foust, CEO of Spatial.ai, explores how his team built PersonaLive, a national segmentation system that classifies 250 million U.S. consumers based on real behavior—where they go, what they buy, what they talk about, and how they live.By linking mobility data, credit card transactions, social media, and geodemographic context, PersonaLive reveals a living behavioral map of America. Lyden will show how brands like Patagonia, Raising Cane’s, and Lululemon use these insights to choose store locations, tailor campaigns, and predict customer movement—and what surprising patterns emerged from the data.This session bridges the gap between network science and industry practice, illustrating how behavioral data can reshape how we understand markets, culture, and society. It closes with lessons on building data-driven products, ethical modeling, and how researchers can translate academic insight into scalable real-world impact.