WEATHER Your Secret Weapon for Building Stronger Customer Relationships Michelle Boockoff-Bajdek ice President, Global Marketing
Jan 12, 2017
WEATHERYour Secret Weapon for Building Stronger Customer Relationships
Michelle Boockoff-BajdekVice President, Global Marketing
HOW MANY OF YOU CHECK THE WEATHER ON YOUR MOBILE PHONE…
AS PART OF YOUR DAILY ROUTINE,
A. Every morning! I’m obsessed with the weather!
B. Frequently. It’s good to know what’s happening.
C. Sometimes. I want to know when severe weather will impact me.
D. Rarely. If the storm is severe enough, I might check.
E. Never. I throw caution to the wind!
Weather impactsHOWYOU FEEL
Weather impactsWHAT YOU EAT
Weather impactsWHAT YOU BUY
Weather impactsWHERE YOU GO
Weather impactsEVERY BUSINESS
Media &Entertainment
Aviation Retail
Insurance
Weather impactsEVERY BUSINESS
Agriculture
Oil & GasUtilities
FinancialServices
GroundTransportation
The Weather CompanyEMBRACEDTHE COMPLEXITY OF BIG DATAProcessing more weather-based info than any other company
2.2B locations
mapped every 15 minutes
process20 TB
every day
26B Individual forecasts
WEATHER IS THE SECRETto understanding how consumers feeland deep engagement has never been more elusive—especially between consumers and companies
Right message
WEATHER OFFERS A UNIQUE OPPORTUNITY…
BECAUSE IT PREDICTS EMOTION AND BEHAVIORPRODUCTPROMOTION
CREATIVE MESSAGE & TONE
Right timeRight screen
SEASONAL FIRSTSGravitate towards social interactions and “fresh start” behaviors
COOL AND SUNNY
HOT, HUMID, RAINLook for easy solutions from lower-effort activities
COLD, STORMSNOWSFocused on preparation, finding comfort & escape
MILD TEMPS,SUNNYMake the most of the moment and enhance good feelings
POSITIVESeek Change
NEGATIVESeek Stability
HIGH ENERGY Others-Focused
LOW ENERGY Self-Focused
OPTIMISTIC--
ENERGETIC
LOVING--
LOVED
CONTENT--
HAPPY
SAFE--
FAMILIARBORED
--RESTLESS
SAD
AWE--
WONDER
VULNERABLE--
WORRIED
IRRITATED
TIRED--
UNMOTIVATED
Gravitate towards social interactions and “fresh start” behaviors
SEASONALFIRSTS
POSITIVESeek Change
HIGH ENERGYOthers-focused
AWEWONDER
CONTENT
LOVINGLOVED
COOL AND SUNNY
OPTIMISTIC ENERGETIC
Focused on preparation, finding comfort & escape
COLDSTORMS SNOW
NEGATIVESeek Stability
HIGH ENERGYOthers-focused
SAD
VULNERABLEWORRIED
IN DISBELIEFSURPRISED
AWEWONDER
KNOW YOUR AUDIENCECOLD STORMS SNOW
SEEKING STABILITY
MORE NEGATIVE MOODS
CONCERN ABOUT OTHERS
FEELING VULNERABLE
SEEKING COMFORT
INCREASED STRESS
GRAVITATING TOWARD FAMILIARITY
PREPARATION MINDSETLOOKING FOR ESCAPE
GUIDE YOUR CONSUMER
COLD STORMS SNOW
Increase marketing ahead of inclement weather when consumers are stocking up
Consider nostalgic imagery focus on comfort foods/products when consumers are stressed
Showcase product usersduring and after inclement weather to help consumers use goods on hand before they are able to replenish supplies
MEANINGFUL TOUCHPOINTSBuilding engagement & customer value
It costs 5X more to attract a new customer than to keep an existing oneIncreasing retention by 5% increases profits by up to 95%Fully engaged customers deliver 23% in share of wallet, profitability & revenue
ANALYZES COMPLEX DATAExamines weather, sales, and consumer data
CREATE TRIGGERS
Define the condition mixes when weather is mostly likely to drive behavior
ANALYZES COMPLEX DATAExamines weather, sales, and consumer dataDefines the condition mixes when weather is most likely to drive behavior
CREATES TRIGGERSDELIVERS RELEVANT MESSAGESUses predictive analytics and real-time media activation to put your brand in front of the right people at the right moment
WEATHER-TRIGGERED ADVERTISING…Winning valuable moments – delivering a better user experience
…THAT IS CONTEXTUALLY RELEVANTMarketing based on relative weather
“Ok Google, show me directions to Cornwall?”
“Ok Google, what’s on at the cinema?
25Sunny
16Rain
o o
Leveraging information to further customer engagement
COMPANY CONFIGURES AUTOMATED ALERTSWho, types of weather, tone of messageWEATHER EVENT OCCURS
Customers in affected area receive alerts & take actionCOMPANY UTILIZES ALERTS DASHBOARD
INSURANCE
ALERTS - VALUABLE & ACTIONABLEProviding the information your customers want, when they want it
of recipients say they find the alert to be useful*
Take action based on the alert to avoid the hazard*
97%
52%
ACTIONABLEINTELLIGENCE
BRIGHTERDECISIONS
BETTER OUTCOMES
By understanding consumers, we’re helping more companies connect the dots
Understand how weatherimpacts your business and your customers
Build weather into your marketing programsby leveraging the wealth of data you have… now add the weather layer
Test effectivenessof weather location-based triggers & messaging
KEY
TAKEAWAYS3
Thank YouMichelle Boockoff-BajdekVice President, Global Marketing