Beyond The Forecast: Forecasters of Feeling, Influencers of Behavior
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The Weather Company, an IBM business, specializes in leveraging weather data to influence consumer behavior and marketing effectiveness. They utilize comprehensive weather insights, including real-time data and location analytics, to predict how weather affects emotions and purchasing decisions across different regions. The integration of cutting-edge cognitive computing capabilities aims to enhance advertising and customer engagement strategies by delivering tailored messaging based on weather patterns.
Beyond The Forecast: Forecasters of Feeling, Influencers of Behavior
- 1. Forecasters of Feeling. Influencers of Behavior.
- 2. 2 Agenda • Weather • Location • Cognitive Computing
- 3. The Weather Company is the #1 Provider of Weather Data in the World TV Weather Digital Consumer Weather B2B Weather Apple iOS Google Yahoo Weather UndergroundThe Weather Channel 3 The Weather Company, an IBM business │ Forecasters of Feeling
- 4. Historic Data Points from Public Sources Public Sources vs. Weather channel sensors Weather.com sensors for collecting weather information Public sources sensors for collecting weather information The Weather Company offers industry-leading weather data coverage >100X better than public sources 4The Weather Company, an IBM business │ Forecasters of Feeling
- 5. 170M UNDUPLICATED UNIQUES ACROSS SCREENS Web Monthly Uniques nearly 20% of All Users Mobile Apps & Browsers 57% of the Smartphone US Universe Tablet 12% of all users 70MILLION 90MILLION 10MILLION The Go-To Source for Weather Across Every Screen Weather is a Daily Ritual 1 in 3 users start & end their day with The Weather Company The Weather Company, an IBM business │ Forecasters of Feeling 5
- 6. We live in a period of unprecedented connectivity 9/23/2016 6The Weather Company, an IBM business │ Forecasters of Feeling
- 7. Smart phones. Tablets. Appliances. Connected vehicles. 9/23/2016 7 The Weather Company, an IBM business │ Forecasters of Feeling
- 8. We turn that data into insights 8 New York Above average wind speed causes indoor paint sales to increase in the fall. Atlanta Above average wind and below average humidity causes frozen food dinner sales to increase in the summer. Los Angeles Cooler and cloudier than normal cause facial cleanser sales to increase in the spring? The Weather Company, an IBM business │ Forecasters of Feeling
- 9. Because weather is the secret to understanding how consumers feel 9/23/2016 9
- 10. Ultimately predicting how they’ll behave. 9/23/2016 10The Weather Company, an IBM business │ Forecasters of Feeling
- 11. Weather is highly relative. The exact same temperature can trigger very different behaviors depending on your location 11The Weather Company, an IBM business │ Forecasters of Feeling
- 12. It starts with a deep understanding of how weather affects human emotion 12The Weather Company, an IBM business │ Forecasters of Feeling
- 13. Plus analysis of weather through four key dimensions: 13The Weather Company, an IBM business │ Forecasters of Feeling
- 14. Season We normalize data based on what is considered typical for time of year in 6 “seasons” 14The Weather Company, an IBM business │ Forecasters of Feeling
- 15. Condition mix We consider over 30 variables across 44,000 zip codes and 6 seasons 15The Weather Company, an IBM business │ Forecasters of Feeling
- 16. And we utilize triggers to eliminate media waste Triggers only serve messages to the people who are primed to receive them, eliminating the chance of media waste during sub-optimal conditions 16 Example: Sunscreen New York, DMA Weather Conditions Product Featured Messaging shown Messaging shown Messaging shownNo Messaging shown No Messaging shown The Weather Company, an IBM business │ Forecasters of Feeling
- 17. Weather Triggers Connect Messaging with Consumers, Influence Action, and Dynamically Optimize Media Relative Condition Triggers Based on location and season EXAMPLES • Current/Forecasted Pollen+Humidity • Forecasted/Current Sunny • Recent Inclement Weather+Windy Activity Triggers Based on consumer activity data and insights EXAMPLES • Outdoor Activity • Optimal In-Store Shopping • Optimal Online Shopping 17 Product Triggers Based on product usage and sales EXAMPLES • CPG • OTC/Pharma • Grocery The Weather Company, an IBM business │ Forecasters of Feeling
- 18. The Winning Formula When to Run Activate media only at the most optimal time Where to Run Activate media at the hyper- local level, where the message is most likely to resonate What to Target Optimal mix of weather conditions based on weather’s impact on sales What to Run Serve the right creative message to drive results Who to Target Identify key retailers and ideal geo footprint + +++ Predictive technology to recommend specific products to consumers based on current and forecasted weather conditions in their location Reaching the right consumer at the right time with the right message drives consumers to act on that message 1 2 3 4 5 18 The Weather Company, an IBM business │ Forecasters of Feeling
- 19. WeatherFX 19 Automated targeting platform Leverages weather’s impact on emotion Delivers messaging that drives consumer action The Weather Company, an IBM business │ Forecasters of Feeling
- 20. Custom analysis Enterprise clients share 1st party data to gain a deeper understanding of how weather impacts their business 20The Weather Company, an IBM business │ Forecasters of Feeling
- 21. How it all comes together An overview of our engagement framework The Weather Company, an IBM business │ WeatherFX 21 CLIENT HISTORICAL SALES DATA TWC PROPRIETARY WEATHER DATA CROSS-CHANNEL ACTIVATION WEATHERFX SALES DATA ANALYSIS SPECIFIC PATTERNS IN EACH SEASON AND GEOGRAPHIC REGION OPTIMAL WEATHER CONDITION MIXES FOR EACH PRODUCT IDENTIFIES MOST WEATHER IMPACTED PRODUCT DIGITAL MEDIA MOBILE DISPLAY SOCIAL CRM/EMAIL CONTENT The Weather Company, an IBM business │ Forecasters of Feeling
- 22. LOCATION BASED AUDIENCES POWERED BY The Weather Company The Weather Company, an IBM business │ Forecasters of Feeling
- 23. PERMISSION SOUGHT 80% Of users opt in to share location services 99.4% Of our location data has lat/long accuracy 23 The Weather Company, an IBM business │ Forecasters of Feeling
- 24. 24 2-5 DAILY CHECK-INS ONE BILLION+ WEEKLY PINGS 50M DAILY MOBILE USERS The Weather Company, an IBM business │ Forecasters of Feeling
- 25. The result is one of the world’s largest continuous sets of first party location data that we use to build accurate and precise portraits you can target. 25The Weather Company, an IBM business │ Forecasters of Feeling
- 26. And they can help us forecast how consumers will behave in the future. 26The Weather Company, an IBM business │ Forecasters of Feeling
- 27. 27 Continuously processes real-world behaviors Creates portraits of your ideal consumer Targets them when and where it counts LocationFX The Weather Company, an IBM business │ Forecasters of Feeling
- 28. Location Based Audience Example: FITNESS ENTHUSIAST SEEN AT (LOCATIONS) LA Fitness, Equinox, Pure Barre, New York Sport Clubs, Dick’s Sporting Goods, athletic fields, tennis courts, and swimming pools INSIGHT Young adult who focuses on fitness. Considers sportswear fashionable. Prefers healthy food options. 6x last 30 days (retailers) The Weather Company, an IBM business │ Forecasters of Feeling
- 29. At The Weather Company, we help fuel your marketing through connected, intelligent data, ultimately driving brighter decisions and better outcomes The Weather Company, an IBM business │ Forecasters of Feeling
- 30. 2.5 quintillion bytes of new data created daily Expertise matters more today than ever, but even top experts can’t keep up Are you ready for the challenges and opportunities? The Weather Company, an IBM business │ Forecasters of Feeling
- 31. The Opportunity How do we translate data to drive results? How can we reach customers in a meaningful way across channels? How can we measure & report, learn & improve? How can we understand customer wants & needs across segments? How should we optimize the asset development process? The Weather Company, an IBM business │ Forecasters of Feeling
- 32. Now, as an IBM Business, we can combine IBM’s and The Weather Company’s collective capabilities to develop more comprehensive and unique shared services offerings - Cognitive Cloud Watson IoT Analytics Commerce User Experience Marketing Activation at Scale Ad Product Technology Content Development Watson Ads Weather/Location Insights & Analytics Weather Data Integration Location based Audiences Sales Results The Weather Company, an IBM business │ Forecasters of Feeling
- 33. Analytics/Insights Cognitive: Next Best Action Decisioning Digital Experiences Audience Targeting Weather Triggering Media Activation Cognitive Advertising For example, the Weather Company can amplify the results of IBM’s analytics by identifying activation opportunities to target consumers with the right messaging at the right time, based on insights generated The Weather Company, an IBM business │ Forecasters of Feeling
- 34. And together with IBM, we’re pioneering cognitive computing to make even more of tomorrow. 9/23/2016 34The Weather Company, an IBM business │ Forecasters of Feeling
- 35. 35 Cognitive Advertising: The Next Frontier in Marketing Watson Ads is an industry-first capability in which consumers will interact with IBM Watson through advertising, by asking questions via voice or text. Watson’s machine learning and natural language capabilities enable accurate responses, giving consumers a fun, surprising, informative and highly personalized experience. The Weather Company, an IBM business │ Forecasters of Feeling
- 36. Better understand brand perception and favorability Help consumers make more informed decisions at point of consideration Improve the customer experience Aid product information Inform and optimize creative strategies Help marketers use data more effectively 36 Harness the power of cognition and the learnings to NOW: The Weather Company, an IBM business │ Forecasters of Feeling
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- 38. Thank You 38