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