The Weather is Changing for Omni Channel Marketing

The Weather Company, an IBM Business, announced this week an innovative collaboration with LiveRamp, an Acxiom company, that will enable marketers to “seamlessly integrate” Weather’s unique real-time data to help drive decision-making in omnichannel campaigns across the digital ecosystem.

The capabilities of this collaboration offer marketers unique tools to engage people with relevant and timely experiences.

We’re told that this first-of-its-kind data integration allows an ‘event-based’ data set (e.g. The Weather Company’s WEATHERfx data) to be matched with an ‘audience-based’ data set in real-time. This is designed to help marketers create better campaign outcomes and an expanded usage of different data sets across the media ecosystem.

“At Weather, we believe in the power of combining data and technology to help solve marketing challenges. Throughout the years, we’ve seen the buying community successfully leverage our valuable sets of first-party location data and weather data to engage consumers and deliver relevant messaging at precisely the right moments,” said Jeremy Hlavacek, vice president, global automated monetization, The Weather Company. “We’ve also seen this data successfully applied in many ways – from a QSR driving an increase in foot traffic because they learned that coffee sales spike when there is lower humidity in Atlanta to an automotive brand seeing a spike in social engagement for a campaign dedicated to touting superior driving performance in winter conditions. By partnering with LiveRamp, marketers will now be able to access Weather’s unique data sets on an even larger scale than before and be able to apply that type of campaign decision-making across all of their media – anywhere they buy.”