Weather Update: How Analytics Can Help Businesses Predict the Unpredictable

Originally published by Planalytics’ partner, Emarsys 

. . .  Our weather is increasingly in the news. The recent hurricanes in the Southeastern United States, flooding across Central Europe, heatwaves, and tropical storms in South and Southeast Asia demonstrate the devastating toll extreme weather has on our lives, homes, businesses, and infrastructure.

While nothing compares to the profound impact events like these have on individuals and communities, weather volatility is also one of the biggest climate-related risks that consumer businesses now face. . . .

The power of weather analytics: from measurement to management

To understand how weather impacts consumer behavior, businesses must go beyond raw data. Enter weather analytics: a way to quantify and measure the impact of the weather for different products, times and locations, providing data that is scalable, fact-based, objective and business relevant.

Once the impact of weather is measured, it can be managed. Weather analytics combines weather data with other datasets and draws on AI and Machine Learning to predict trends or patterns, such as seasonal impacts, or produce actionable insights for instance, predicting how a heatwave might affect consumer behavior. The image below shows markets where temperatures in mid-July were between 90°F and 95°F. Notice the varied impact on consumer purchases of bottled water change in different locations.

These demand analytics enable marketers to optimize ad spend, tailor product recommendations, and target messaging personalized to markets and individuals based on weather patterns, ensuring that their digital advertising and marketing campaigns resonate with consumers in the right place at the right time.

Giving power to the marketer

. . .  By leveraging weather analytics inside the SAP Emarsys Customer Engagement Platform, marketers can personalize cross-channel campaigns and execute contextual targeting at scale to drive significant business benefits, including:

• Improved ROAS: Marketers can see up to a 3x return on advertising spend.
• Personalization at Scale: Deliver 1:1 personalization and drive significant sales increases.
• Higher Acquisition Rates: Increase new customer acquisition by up to 24%.
• Boosted Retention: Raise customer retention by up to 61%.
• Loyalty Growth: Add 13% more value from loyal customers’ purchases.

. . .

Real-world success stories

Retailers are already benefiting from using weather analytics. Read how Planalytics customers have aligned their marketing strategies with weather-driven insights.

. . .  Together SAP Emarsys and Planalytics help marketers turn weather volatility from a challenge into an advantage and an opportunity to better serve customers.

Read entire content originally published by Planalytics’ partner, Emarsys