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Weather Channel Helps Marketers See How Weather Affects Consumer Buying Behavior

August 14, 2013: 12:00 AM EST
Cable news network Weather Channel Cos., which has renamed itself the Weather Co., began offering its weather-related data to advertisers that want to improve the chances for success of their campaigns. Raw weather data analyzed by Weather Co. scientists help marketers to fine-tune their pitches by incorporating information on weather conditions likely to prevail when consumers are likely to buy their products. Information offered by the company also helps companies understand how weather conditions affect consumers’ buying behavior and help them adjust their marketing accordingly. For example, the company has learned that sales of insect repellents increase in the spring in Dallas, Texas, when dew point is below average. In Boston, however, sales of the spray product rise when the dew point is above average.
KATHERINE ROSMAN, "Weather Channel Now Also Forecasts What You'll Buy", Wall Street Journal, August 14, 2013, © Dow Jones & Company, Inc.
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