Cannabis and Big Data – Cannabis Life Network

In a world full and overloaded with data and information, how can we use insights to explain, predict and advance the cause of the cannabis industry in Canada?

The buzzword Big Data

Big data has long been the buzzword across all industries. Businesses are using technology to gather more information about their consumers in order to be able to target and personalize campaigns. Think of the algorithms of Instagram, Facebook and TikTok. And with it increasing profits. The public sector has also recognized the impact of this rich, high-frequency, real-time data and information to align policies with social reality. More importantly, lobbyists use data analytics to support their causes and bolster their arguments.

Google Trends is among the most widely used sources of big data in all fields of study, with topics ranging from health to leisure, celebrity and political history. In addition to collecting public opinion from Twitter, Facebook, and other social media platforms, Google Trends provides historical data going back to 2004, making it a rich source for data miners.

Cannabis on the World Wide Web

Using Google Trends to gather insights about cannabis, you can ask any question under the sun. For example, if I’m new to this topic and want to understand cannabis use in Canada, I can use my Google Trends to do some research. Let us begin!

Figure 1: Google Trend – volume of searches for “cannabis” in Canada from 2004 to March 2022

Figure 1 shows the consistent interest in cannabis in Canada based on the volume of Google searches since 2004. However, data analysts would easily spot a “data anomaly” in 2018 as it spikes and then declines. The beauty of data is that it raises the questions and guides you to unravel and explore them. In October 2018, just as the volume of Google searches in the region was peaking, the Cannabis Act of Canada was passed, intuitively sparking conversation in the mainstream media and World Wide Web.

Figure 2: Google Trends – Geographical distribution of searches for “cannabis” per Canadian sub-region from 2004 to March 2022

Google Trends also provides extensive cannabis data per sub-region in Canada. Consolidating data from 2004 to March 2022, New Brunswick had the highest search volume, followed by Prince Edward Island. Logically, the interest in the subject in these areas means. On the other hand, Quebec had the fewest, followed by Manitoba and Newfoundland & Labrador. For a public sector specialist working on cannabis legislation, or a cannabis company owner, the insights from this geographic spread are telling.

Cannabis in Canada: Insights 2022

If we zoom in to 2022, it would be interesting to use big data to get a sense of what the public wants to know about cannabis in Canada. Figure 3 below shows the shift in interest per Canadian sub-region, citing Nunavut as the most interested sub-region on this topic. This in turn leads to further research into why and what is happening in the cannabis industry at this location.

Figure 3: Google Trends – Searches for the term “cannabis” per Canadian sub-region for 2022

So far in 2022, “cannabis store near me” has the highest query rate related to “cannabis” along with topics ranging from packaging and labeling to the state of cannabis in the country, which could indicate developments in the industry. The supply and demand insights that can be derived from this data maximize profit opportunities for companies and allow for proper and timely monitoring by the public sector.

Figure 4: Google Trends – Searches related to “cannabis” in Canada in 2022

For the infamous 420 celebrations, we can see interest across Canada by sub-region from the heatmap of interest in the topic (e.g. how to celebrate 420, companies sponsoring 420 events) below.

Figure 5: Google Trends – Search for the term “420 Celebrations Canada” per Canadian sub-region from 2004 to present

All in all, using the free Big Data information to understand the cannabis industry in the country is definitely a no-brainer! The insights gained from this wealth of information leave gaps. And turn those gaps into opportunities you can capitalize on. Ultimately, with the endgame of promoting responsible and enjoyable use of cannabis in Canada.

Ready for your first data mining experience? Let us know how it goes in the comments and follow us @cannalifenet for more big data and cannabis info!