Creating a weather strategy begins with a foundation of extremely accurate hyperlocal weather data and forecasts.
That’s precisely why we’ve continued to advance the science and technology involved in predicting and communicating both the weather and the effect of the weather (and the weather forecast!) on consumers.
We’ve made significant investments in people and technology over the last couple of years which has resulted in tremendous (and unprecedented) advances in our ability to both pin-point and predict weather — and we’re using that insight specifically to enable advertisers to better target when, where and how to communicate with their customers.
As the climate continues to change and the impact on all of us continues to grow, these kind of data-driven technologies will be central to our ability to create resilient (and profitable) businesses.
I think you’ll find David’s article fascinating and, frankly, inspiring. Below is a snippet from the article as it relates to mobile.
You can read the whole article HERE. I highly recommend it.
Mobile created huge demand for weather forecasts that are more reliable, more locally precise, and more real-time.
Smartphones are changing our expectations of access and precision. If mobile users can find nearby coffee shops, hail a car, or pinpoint the restaurant where they’re photographing their dinner, they should also be able to know the weather forecast exactly where they’re standing, right? And if the weather shifts suddenly, they should have immediate access to real-time adjustments, right?
In the past several months, we have improved the accuracy of precipitation forecasts by another 15% and the accuracy of temperature forecasts by 2 degrees Fahrenheit.
This is entirely because we are now forecasting for every location on Earth (at least 3 billion named locations) instead of mapping people to the approximately 2MM locations where forecasts have traditionally been done.
Forecasting for the corner of 59th and 5th Avenue is more accurate than mapping that person to LaGuardia Airport. At the same time, mobile access is always current. So this means that our current day forecasts are now updated 96 times per day, and days 2-15 are updated at least 24 times per day. These are orders of magnitude more timely than the general practice of updating four times a day.
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