lindsay wiles the weather channel
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TRANSCRIPT
Using weather conditions to
drive engagement and purchase
through mobile.
Lindsay Wiles, Strategic Sales Director
Matters Weather
+ = + + ?
London - Mar 2012
London Oct 2010 London Oct 2011
Weather
Matters
London Mar 2013
Twitter conversation around “Perfect Weather For…”
party sleep
weekend
study
jogging reading
baseball tanning
ice picnic fashion
sports general
elections park
depressing tornado hunts
starbucks
cream
shopping
netflix
weather
day tennis
couponing beautiful
beer soup sweat nap sex camping
smoothie chocolate
mar
ath
on
run
nin
g
mu
sic
bik
ing
roa
din
g h
ot
coff
ee
cu
dd
ling
ou
tdo
ors
re
lax
wa
lkin
g fo
od
op
en
bea
ch
run
stro
ll
bo
ok
weddin
g
swim
fish
ing
festival
pool games scuba
wa
ter
mo
rnin
g
pa
intin
g
clo
udy
bo
ys
ba
nkin
g
su
n
egg
hump
cancelled
high
lun
ch
wra
ps
yoga
ph
oto
grap
hy Sl
ush
golf
coo
l
long
sandw
ich
Cin
nam
on
lem
on
aid
B
loo
dy
Nike
aler
t
fren
ch street
salmon
toas
t
new
video youth
win
do
ws
film
s
surf
ing
win
e onion
con
fere
nce
sm
okin
g
zoo cocoa
pho
life
bir
thd
ay
kid
s B
urg
ers
bed
thunderstorm
Raven
truck
rain
waisted
trip
Ch
ip
soccer
hal
f
rela
y
sw
imm
ing
gam
e
cru
nch
blueberry drive
belly
aid
week
paella
African
Royal
work
piz
za
tv
fitn
ess
casu
al
windsurf
Miami
dri
nk
east
er
bas
ketb
all
NA
SCA
R
volu
nte
erin
g
lett
uce
gard
enin
g
shir
ts sc
ho
ol
pan
ts st
orm
camo
race
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cle
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Real-time
Local
Mobile
Social
Customer-
driven
Trends Marketing
“Kevin Turner, former CIO at Walmart
used to say to me – ‘So, how are you
going to let me integrate weather?’
Because, it turns out that weather is
actually a much more important
determiner of merchandise than many
of these other factors that are built into
our store systems.”
-Steve Ballmer, Microsoft CEO Key Note, National Retail Federation Annual
Convention NYC, 2007
Weather Affects
Sales
Connecting Weather to Retailers
WeatherFX
The weather-intelligent marketing platform
DYNAMIC
MESSAGING
WEATHER
ANALYTICS
WeatherFX
‘Always On’
WeatherFX
‘Always On’
12
WeatherFX
‘Always On’
Estee Lauder’s product brand message adapted to weather’s UV Index based messaging
Extreme UV Index: 6 to 10 Medium UV Index: 3 to 6 Minimum UV Index: 1 to 2
Not just temperature and condition Ad Product: Mobile Adaptor w/Tap to Landing Page + Video
WeatherFX
‘Always On’
WeatherFX
The weather-intelligent marketing platform
DYNAMIC
MESSAGING
WEATHER
ANALYTICS
15
WeatherFX
Platform
Client Proprietary
Revenue and Consumer
Data
INPUTS OUTPUTS
TWC Proprietary Weather
Data
Geo/Hyper-Local
Season/Time of Day/Day
of Week
Standard Media Targeting
Conditions
Marketing Messaging
On-Property Paid Media
Off-Property Paid Media
(Weather Extender)
On/Off-Site Content Mgmt
& Organic Social
CRM Marketing
WeatherFX
Analytics
Weather FX
Analytics
Advertising When Rain is In The
Forecast Helps a Leading DIY
Retailer “Own Rainy Days”
WeatherFX
Analytics
18
• Using weather conditions through mobile can be a powerful route to understanding consumer purchasing intent
• Think about the opportunity more from a ‘search’ as opposed to ‘display’ perspective
• Maximise profit and minimise loss
• A cooler May is predicted
• Last minute deals for half term – go Eastern Europe!
• Chicken pie gets eaten Saturday
The Seasonal
Forecast
