Blizzards & Beer: How Weather Affects What We Buy
Working with the immense trove of weather data amassed by The Weather Channel, Vikram Somaya has found some strange and unusual connections between the weather and consumer behavior. In this presentation, hear some of the fascinating facts surrounding purchasing behavior and how marketers can use this data to create stories that are both compelling and sometimes entirely intuitive.
Do people buy more beer or less in Seattle when the rainfall is above average in the autumn months? What does the dew point in Dallas have to do with the purchase of bug spray? Can the humidity in NYC affect engagement around shampoo ads? Understand the power of data intelligence as the speaker applies historical weather conditions for 6000 individual locations to local store sales and consumer sentiment. The result of these calculations proves that weather affects much more than whether you take an umbrella with you. It also fashions the way we think, eat, feel, pray and love.
Additional Supporting Materials
- How does weather influence what people think, buy, wear, sleep, and eat?
- How does the local geography and culture of cities influence how people react to the weather?
- What are the most unintuitive and surprising ways in which weather influences us as people and consumers?
- How can we use weather to become better marketers rather than simply blame poor results on bad weather?
- Which brands are leveraging weather successfully, and how are they doing it?
- Vikram Somaya The Weather Company
Maureen Marshall The Weather Company
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