What’s The Weather Like?

@SimoAhava

#measurefest

Is Circumstance a factor in online behavior?

#measurefest | @SimoAhava

Is Circumstance a factor in online behavior?

#measurefest | @SimoAhava

Is Circumstance a factor in online behavior?

#measurefest | @SimoAhava

Is Circumstance a factor in online behavior?

#measurefest | @SimoAhava

Is Circumstance a factor in online behavior?

#measurefest | @SimoAhava

What can weather tell us?

Weather – type

Sessions

Revenue Avg. Order Value

Per Session

ValueClouds 58,434 €61,468.20 €157.61 €1.05Clear 50,962 €52,417.60 €147.66 €1.03Rain 20,743 €23,312.60 €175.28 €1.12

#measurefest | @SimoAhava

What can weather tell us?

Weather – type

Sessions

Revenue Avg. Order Value

Per Session

ValueClouds 58,434 €61,468.20 €157.61 €1.05Clear 50,962 €52,417.60 €147.66 €1.03Rain 20,743 €23,312.60 €175.28 €1.12

#measurefest | @SimoAhava

What can weather tell us?

Weather – type

Sessions

Revenue Avg. Order Value

Per Session

ValueClouds 58,434 €61,468.20 €157.61 €1.05Clear 50,962 €52,417.60 €147.66 €1.03Rain 20,743 €23,312.60 €175.28 €1.12

#measurefest | @SimoAhava

What can weather tell us?

Weather – type

Sessions

Revenue Avg. Order Value

Per Session

ValueClouds 58,434 €61,468.20 €157.61 €1.05Clear 50,962 €52,417.60 €147.66 €1.03Rain 20,743 €23,312.60 €175.28 €1.12

#measurefest | @SimoAhava

What can weather tell us?

Weather – type

Sessions

Revenue Avg. Order Value

Per Session

ValueClouds 58,434 €61,468.20 €157.61 €1.05Clear 50,962 €52,417.60 €147.66 €1.03Rain 20,743 €23,312.60 €175.28 €1.12

#measurefest | @SimoAhava

Implementationhttp://www.simoahava.com/weather

Google Tag Manager

Weather API

#measurefest | @SimoAhava

Implementationhttp://www.simoahava.com/weather

1. Visitor arrives on website

#measurefest | @SimoAhava

Implementationhttp://www.simoahava.com/weather

2. A custom cookie determines if page view is first in session

#measurefest | @SimoAhava

Implementationhttp://www.simoahava.com/weather

3. Identify visitor IP

#measurefest | @SimoAhava

Implementationhttp://www.simoahava.com/weather

4. Geolocate the visitor

#measurefest | @SimoAhava

Implementationhttp://www.simoahava.com/weather

5. Poll for weather at visitor location, parse data and store in dataLayer

#measurefest | @SimoAhava

Implementationhttp://www.simoahava.com/weather

6. Send to GA as a non-interaction event, using session-scope custom dimension

#measurefest | @SimoAhava

Caveats

cost of using external api

custom metrics are count only

weather is ”now” and ”here”

actual insights require context

…and a lot of data

Thank you@SimoAhava

http://google.me/+SimoAhava

www.simoahava.com