The Weather Company and LiveRamp Announce Innovative Collaboration to Enable Marketers to Integrate Weather’s Data to Drive Decision-Making Across All Channels

Jeremy Hlavacek

Jeremy Hlavacek

PRESS RELEASE April 19, 2017: The Weather Company, an IBM Business (NYSE: IBM) announced today an innovative collaboration with LiveRamp, an Acxiom® company, that will enable marketers to seamlessly integrate Weather’s unique real-time data to help drive decision-making in omnichannel campaigns across the digital ecosystem. The capabilities of this collaboration offer marketers unique tools to engage people with relevant and timely experiences.

This first-of-its-kind data integration allows an 'event-based' data set (e.g. The Weather Company’s WEATHERfx data) to be matched with an 'audience-based' data set in real-time. This is designed to help marketers create better campaign outcomes and an expanded usage of different data sets across the media ecosystem. Through LiveRamp IdentityLink Data Store, advertisers will have the autonomy to apply Weather’s influential data set as a decisioning layer in their campaigns, utilizing data like environmental conditions, severe weather, and relative weather conditions to improve their personalized marketing so they can reach consumers at the right moment with the right message throughout their customer journeys.

“At Weather, we believe in the power of combining data and technology to help solve marketing challenges. Throughout the years, we’ve seen the buying community successfully leverage our valuable sets of first-party location data and weather data to engage consumers and deliver relevant messaging at precisely the right moments,” said Jeremy Hlavacek [pictured], vice president, global automated monetization, The Weather Company. “We’ve also seen this data successfully applied in many ways - from a QSR driving an increase in foot traffic because they learned that coffee sales spike when there is lower humidity in Atlanta to an automotive brand seeing a spike in social engagement for a campaign dedicated to touting superior driving performance in winter conditions. By partnering with LiveRamp, marketers will now be able to access Weather’s unique data sets on an even larger scale than before and be able to apply that type of campaign decision-making across all of their media - anywhere they buy.” More...