Weather Underground Unveils Research Tool to Measure Impact of Weather
May 18, 2012 (Close-Up Media via COMTEX) --
Weather Underground, an online weather service, announced the availability of its Sales Tracker tool that allows Marketers to track sales figures against historical weather conditions.
In a release on May 15, Weather Underground said this free, self-service tool enables business owners to enter the zip code of a business location along with a custom date range to instantly download a spreadsheet of historical weather data. By inputting corresponding sales data, the user is presented with graphs that illustrate how sales figures have fluctuated alongside different weather variables. The spreadsheet is also formatted to instantly provide correlation calculations.
This Sales Tracker tool is part of a new Business Center on underground.com that provides businesses with a whole suite of weather tools and services that leverage weather data to enhance operation and marketing strategies. Other analytical tools include temperature maps of the US that show variance from historical temperature averages so that businesses can instantly identify business opportunities in areas of the country that may be unseasonably warm or cold. Operation managers can use weather intelligence for more efficient inventory management, in addition to planning staff schedules and organizing shipping logistics.
In addition to providing this research, Weather Underground's new Business Center also presents marketers with several opportunities to leverage their newly found business intelligence and generate greater relevancy to future marketing campaigns. Capabilities include triggering entire media campaigns according to weather conditions (across digital, TV, radio and print) as well as the ability to serve live weather data into digital ad creatives.
"We always encourage our advertisers to consider how weather affects both people's moods and their purchasing behavior," said Richard Lowden, Vice President of Sales at Weather Underground. "Triggering media campaigns to weather conditions enables advertisers to reach their target audience at the optimal time to maximize brand impact and conversion rates. Serving our live weather data into creative assets generates increased relevancy of message and therefore higher engagement levels."
"Weather is the number one topic of conversation around the world as well as the most demanded data on smart phones," said Toby Skinner, Vice President of Marketing at Weather Underground. "Weather data can therefore be used by brands as a means to start conversations with customers across Social Media or CRM strategies -- and can provide rich content to mobile marketing strategies."
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