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Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
Lindsay wiles   the weather channel
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Lindsay wiles the weather channel

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  • 1. Using weather conditions todrive engagement and purchasethrough mobile.Lindsay Wiles, Strategic Sales Director
  • 2. MattersWeather+ =+ + ?
  • 3. London - Mar 2012London Oct 2010 London Oct 2011WeatherMattersLondon Mar 2013
  • 4. Twitter conversation around“Perfect Weather For…”partysleepweekendstudyjoggingreadingbaseballtanningicepicnicfashionsportsgeneralelections parkdepressingtornadohuntsstarbuckscreamshoppingnetflixweatherdaytenniscouponingbeautifulbeersoupsweatnapsex campingsmoothiechocolatemarathonrunningmusicbikingroadinghotcoffeecuddlingoutdoorsrelaxwalkingfoodopenbeachrunstrollbookweddingswimfishingfestivalpoolgames scubawatermorningpaintingcloudyboysbankingsunegghumpcancelledhighlunchwrapsyogaphotographySlushgolfcoollongsandwichCinnamonlemonaidBloodyNikealertfrenchstreetsalmontoastnewvideo youthwindowsfilmssurfingwineonionconferencesmokingzoo cocoapholifebirthdaykidsBurgersbedthunderstormRaventruckrainwaistedtripChipsoccerhalfrelayswimminggamecrunchblueberrydrivebellyaidweekpaellaAfricanRoyalworkpizzatvfitnesscasualwindsurfMiamidrinkeasterbasketballNASCARvolunteeringlettucegardeningshirtsschoolpantsstormcamoracescleaningclu
  • 5. Real-timeLocalMobileSocialCustomer-drivenTrendsMarketing
  • 6. “Kevin Turner, former CIO at Walmartused to say to me – ‘So, how are yougoing to let me integrate weather?’Because, it turns out that weather isactually a much more importantdeterminer of merchandise than manyof these other factors that are built intoour store systems.”-Steve Ballmer, Microsoft CEOKey Note, National Retail Federation AnnualConvention NYC, 2007Weather AffectsSales
  • 7. ConnectingWeathertoRetailers
  • 8. WeatherFXThe weather-intelligent marketing platformDYNAMICMESSAGINGWEATHERANALYTICS
  • 9. WeatherFX‘Always On’
  • 10. WeatherFX‘Always On’
  • 11. 12WeatherFX‘Always On’
  • 12. Estee Lauder’s product brand message adapted to weather’sUV Index based messagingExtremeUV Index: 6 to 10MediumUV Index: 3 to 6MinimumUV Index: 1 to 2Not just temperature and conditionAd Product: Mobile Adaptor w/Tap to Landing Page + VideoWeatherFX‘Always On’
  • 13. WeatherFXThe weather-intelligent marketing platformDYNAMICMESSAGINGWEATHERANALYTICS
  • 14. 15WeatherFXPlatformClient ProprietaryRevenue and ConsumerDataINPUTS OUTPUTSTWC Proprietary WeatherDataGeo/Hyper-LocalSeason/Time of Day/Dayof WeekStandard Media TargetingConditionsMarketing MessagingOn-Property Paid MediaOff-Property Paid Media(Weather Extender)On/Off-Site Content Mgmt& Organic SocialCRM MarketingWeatherFXAnalytics
  • 15. WeatherFXAnalytics
  • 16. Advertising When Rain is In TheForecast Helps a Leading DIYRetailer “Own Rainy Days”WeatherFXAnalytics
  • 17. 18• Using weather conditions through mobile can be apowerful route to understanding consumer purchasingintent• Think about the opportunity more from a ‘search’ asopposed to ‘display’ perspective• Maximise profit and minimise loss• A cooler May is predicted• Last minute deals for half term – go Eastern Europe!• Chicken pie gets eaten SaturdayTheSeasonalForecast
  • 18. Thank youLindsay.wiles@weather.comTel:02036185613Mob:07753864042

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