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

1. WEATHERFX


2. 2
"We all grumble about the weather, but
nothing is done about it.“
-Mark Twain

3. 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***
61.6M
Unduplicated 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
3

5. 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

6. WEATHER IS TEMPORAL
SEASONAL
SEVEREEVERYDAY

7. Chicago - Mar 2012
California – Jan 2013 Dallas – Apr 2012
NE US – October 2011
WEATHER IS VOLATILE

8. 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 drought
conditions
• 9.2MM acres charred in 2012;
3rd highest in 13 years
Warming winters in US

9. 9
WEATHER IS MORE SEVERE

10. -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
54degreespread

11. 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?

13. 13
20
30
40
50
60
70
80
90
100
1980 1990 2000 2010
Accuracy(%)
3 day
5 day
7 day
Source: NCEP
WEATHER FORECAST IS MORE ACCURATE
3, 5, 7 Day Forecast 1980-2010

14. WEATHER ⌃ IS MORE ACCURATE
prediction
Day 1-3 Forecast – Temperature and Precipitation

15. THE PLATFORM


16. 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.

20. ATLANTA
Above normal
temperatures and
high dew point
LOS ANGELES
High
temperature, light
winds
NEW YORK
Above normal
temperatures
SEATTLE
Increasing precip and
light winds
EXAMPLE WEATHERFX INSIGHT
Bottled Water Sales in Winter Increase 5% When…

21. MINN
Humidity is below
avg
LA
Temp is above avg &
wind speed is below
avg
NEW YORK
Above avg clear
skies
DALLAS
Humidity is below avg
EXAMPLE WEATHERFX INSIGHT
Bottled Water Sales in Fall Increase 5% When…

22. The Brand Takeover
Android – Continential Tyres

23. The Brand Takeover
Android – Home Depot

24. The Brand Takeover
Android – Oz

25. The Brand Takeover
Android – Toyota

26. The Brand Takeover
Android Tablet - Toyota

27. The Brand Takeover
Android Tablet – UHC

28. The Brand Takeover
iPhone – Home Depot

29. The Brand Takeover
iPhone – Jeep

30. 30
WEATHERFX CAMPAIGN STRUCTURE
Paid Media
Low Rain
Heavy Snow
High Humidity
Low Temp

32. WEATHERFX