Weather Forecasting for Marketing
The weather impacts customer behavior in a straightforward fashion. A well-maintained connection between weather forecasting and marketing can help firms accurately manage their businesses and improve the quality of their products.
Weather data allows you to make better business decisions, set realistic goals, plan promotions, and produce your product on time. While marketers can’t manage the weather, marketers can certainly handle the financial implications of weather. Let’s dive in and outline the best uses of weather data in marketing, and how Meteum can contribute to making your business flourish.
Best Uses of Weather Data in Marketing
Weather data can be a valuable tool for businesses of all sizes. It can help you develop a more targeted marketing strategy, increase customer engagement, and boost sales. Here are a few ways to use weather data in your marketing strategy.
For example, you can determine the best time to hold an event: a picnic is best-received in the summer, while a Christmas party should take place during the winter holidays.
Furthermore, you can Identify trends in weather patterns to create more targeted messaging for different audiences. For example, if you run an outdoor sporting goods store and notice that sales increase when it rains, your marketing efforts should focus on rainy days rather than sunny ones.
The Role of Historical Weather Data
With decades of climate data, marketers can now use the weather to predict sales. Some brands are using weather to enhance campaigns not traditionally linked to the elements. There are limitations to the use of weather data, of course.
With forecasts necessarily covering a limited period, bigger campaigns are harder to adapt. However, the use of data in these campaigns enables the ad spend to be targeted. Clearly, some brands have realized the importance of real-time weather data to their campaigns and they are reaping the benefits; however, the industry as a whole has yet to catch on.
Be ahead of the curve! Look at historical weather data to see how trends have changed over time. This can help you predict how your customers will react to certain marketing strategies. For example, if you notice that sales of cold-weather gear tend to increase during warmer months, then you should focus on promoting this type of merchandise during those times.
The Meteum team has built an AI-powered platform that consistently outputs precise forecasts and nowcasts accurate down to the individual neighborhood. This data works great in tandem with marketing.
Meteum Works, and We Have the Data to Back It Up
Major internet stores offer personalized recommendations to their customers. It’s one of the best use cases of whether data where Meteum’s capabilities truly shine. Let’s talk about one such case, a major online marketplace.
To boost personalization accuracy, we built recommendation models that account for the weather. Conversion to purchasing recommended goods jumped by a factor of 1.5. For example, customers who were shown swimsuits on sunny days were more likely to make a purchase than those who saw recommendations that didn’t consider the weather. Incremental GMV also grew by 0.56%.
With the right combination of weather forecasting and marketing, your business can not only withstand but actively benefit from whatever Mother Nature throws at it. From helping consumers plan their summer vacations to ensuring that snow shovels are stocked for the next storm, weather forecasting is a powerful tool for your business.
Meteum sources weather data from the world’s most reliable providers and refines them with a proprietary AI algorithm and crowdsourced reports. We provide historical, live, short-term, and long-term weather reports which you can access with an easy-to-integrate API. Get acquainted with Meteum and try our platform for free at meteum.ai.
