Brown Bag Seminar. Fertility of Migrants via Online Retail Data: The Case of MammaPack

Marketing data provides rich demographic information at a finer level of granularity in time and space. This research aims to develop a geo-demographic profile of Italian migrants in Europe by leveraging MammaPack consumer data in conjunction with other data sources. MammaPack is an online retail platform catering to Italian migrants across 21 European countries (AT, BE, CH, CZ, DE, DK, ES, FI, FR, GB, GR, HU, IE, IT, LT, LU, LV, MT, NL, PL, PT, RO, SE, and SI). The analysis spans from January 2019 to December 2022. Our objective is to combine traditional and non-traditional data sources to construct a comprehensive geo-demographic profile of migrants. We pursue two sets of research questions. First, we intend to investigate the geo-demographic profile of MammaPack users at NUTS-3 regions and compare it with traditional migration estimates derived from administrative datasets. Second, we aim to comprehend family characteristics and fertility among migrants and explore how fertility and migration interact across European countries. Initial findings involve the identification of consumers who recently became parents based on their purchase of baby food. To deepen our insights, in June 2022, we conducted an opt-in survey to collect additional demographic data from customers, including their origin and destination for migration trajectories. By training a model on respondents who provided both survey and customer data, we are planning to develop a model to predict the characteristics of the remaining MammaPack customer base. This research contributes to the field of demography by amalgamating digital trace data, register data, and consumer da