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The Weather Company at DIS: Rethinking Big Data
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Every company has access to massive amounts of data, but that data is meaningless unless you know how to apply it. In this presentation, Vikram Somaya will provide examples of how marketers can make their own data actionable in real time and produce relevant brand messages to move product and increase sales. He explains how media companies can innovate, whether relating to leveraging their own mountain of data or otherwise, and how marketers have easily altered their message on the fly as weather conditions, for example, shift in certain parts of the country and world. Presenter: Vikram Somaya, general manager, WeatherFX, The Weather Company @vikramsomaya
Transcript of The Weather Company at DIS: Rethinking Big Data
WEATHERFX
2
"We all grumble about the weather, but nothing is done about it.“
-Mark Twain
THE WORLD’S BEST WEATHER
#1 MOST
DISTRIBUTED Cable
Network*
100M+ App Downloads*
#2 All Time Most Downloaded iPad App**
47.2M Unduplicated Monthly Uniques***
61.6MUnduplicated Monthly Uniques
(weather.com + wunderground)*
72% visit 2x or more Daily**
TV
DIRECT CONSUMER
ONLINE & APPS
B 2 B 2 C
B 2 B
GOV’T PRODUCTS
*Magid, Q3'12
*Nielsen, October 2012. *comScore, Oct 2012
**Omniture, July 2012
*Various app stores, WFX only,
**App Store Rewind, 2011
***Omniture Site Catalyst, August 2012. WFX Mobile &
wunderground
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7 11 9 27
52 45 47 27
Tue Wed Thu Fri
Vermont
Miami
Seattle 52 45 47 27
Do all of these feel the same?
WEATHER IS LOCAL
WEATHER IS TEMPORAL
SEASONAL
SEVEREEVERYDAY
Chicago - Mar 2012
California – Jan 2013 Dallas – Apr 2012
NE US – October 2011
WEATHER IS VOLATILE
Source: Time.com; Climate Central
WEATHER IS CHANGING
• 2012 was the hottest in recorded history for the US
• Last time January was colder than normal was 1983
• In July 2012 61% of the country was in droughtconditions
• 9.2MM acres charred in 2012; 3rd highest in 13 years
Warming winters in US
9
WEATHER IS MORE SEVERE
-19
-7-11
0
-3
6
19
35
15
-8 -10
2
9
-30
-20
-10
0
10
20
30
40
19-Jan 20-Jan 21-Jan 22-Jan 23-Jan 24-Jan 25-Jan 26-Jan 27-Jan 28-Jan 29-Jan 30-Jan 31-Jan
WEATHER IS REAL-TIME
54 d
egre
e s
pre
ad
7 11 9 27
52 45 47 27
Tue Wed Thu Fri
NY- February
NY- February
NY- October 52 45 47 27
WEATHER IS SUBJECTIVE
Do all of these feel the same?
1320
30
40
50
60
70
80
90
100
1980 1990 2000 2010
Accu
rac
y (
%)
3 day
5 day
7 day
Source: NCEP
WEATHER FORECAST IS MORE ACCURATE
3, 5, 7 Day Forecast 1980-2010
WEATHER ⌃ IS MORE ACCURATEprediction
Day 1-3 Forecast – Temperature and Precipitation
THE PLATFORM
16
WEATHERFX IS…
The weather-intelligent marketing platform
Powered by real-time modeling based on geo and temporally-modified weather data, client goals and historical business data.
Generates automatically triggered & targeted optimized marketing communications across desktop, mobile, tablet, cable and offline.
ATLANTAAbove normal
temperatures and high dew point
LOS ANGELESHigh
temperature, light winds
NEW YORKAbove normal temperatures
SEATTLEIncreasing precip and
light winds
EXAMPLE WEATHERFX INSIGHTBottled Water Sales in Winter Increase 5% When…
MINNHumidity is below
avg
LATemp is above avg & wind speed is below
avg
NEW YORKAbove avg clear
skies
DALLASHumidity is below avg
EXAMPLE WEATHERFX INSIGHTBottled Water Sales in Fall Increase 5% When…
The Brand TakeoverAndroid – Continential Tyres
The Brand TakeoverAndroid – Home Depot
The Brand TakeoverAndroid – Oz
The Brand TakeoverAndroid – Toyota
The Brand TakeoverAndroid Tablet - Toyota
The Brand TakeoverAndroid Tablet – UHC
The Brand TakeoveriPhone – Home Depot
The Brand TakeoveriPhone – Jeep
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WEATHERFX CAMPAIGN STRUCTUREPaid Media
Low Rain
Heavy Snow
High Humidity
Low Temp
WEATHERFX
