The Weather Company has declared an advanced collaboration to allow marketers to incorporate weather information into their campaigns.
For those marketers that are concerned with participating people with encounters that are timely and relevant, the impact that weather has on consumer behavior is frequently over-looked.
“Weather conditions impact a vast number of customer decisions,” said Luke McGuiness, LiveRamp’s mind of information partnerships.
“The Weather Company has among the most robust sets of highly accurate and precise weather data, and the capacity to this extract insights from real-time and season data will be almost boundless.”
The WEATHERfx platform looks to leverage real-time user insights derived from place, weather and other information sources. Marketers can use this information to ensure they are all set to receive their brand in front of people at the right moments.
Event-based data
WEATHERfx operates by matching ‘event-based’ datasets into ‘audience-based’ data.
This is designed to permit marketers to ‘produce an expanded usage across the media ecosystem of datasets and much better effort results.’
The event based data can be used as a choice layer in marketing campaigns. It follows that conditions, severe weather and other weather data are fed in their decision making procedure.
Vice president of automated monetization of The Weather Company, Jeremy Hlavacek stated:
“We believe in the power of blending data and technology to help solve marketing challenges. During time, we’ve seen the purchasing community successfully manage our sets of location information and weather data deliver relevant messaging at precisely the ideal moments and to engage consumers.
“We have also seen this information successfully applied in several ways — by an QSR driving an increase in foot traffic because they learned coffee sales spike when there is lower humidity in Atlanta to a automotive brand seeing a spike in societal engagement for a campaign dedicated to touting superior driving performance in winter conditions.”
