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7/31/2019 Air Conditioner Analysis
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
WeatherLift
Temperatures Affect on
Air Conditioner Demandin Five Major U.S. Markets
AirConditionerAnalysis
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Who we are
About Us
About WeatherLift
We are a team of meteorologists and advertising
professionals based in Boston, Chicago, and New York.
Our weather-advertising solutions deliver campaignperformance improvements to client who seek to lower
cost per action and heighten brand recall by optimally
deploying marketing budgets when and where demand
for products and services is highest. WeatherLiftOverview
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Study Overview
Study period
May 1st, 2011 to July 31st, 2011
Weather conditions examined
Absolute Temperature
Cloud Cover
Precipitation
Wind
Visibility
Humidity
Feels Like
Air Pressure
Keyword
Air Conditioner
Geographies analyzed
New York, NY
Boston, MA
Chicago, IL
Los Angeles, CA
Miami, FL
Weather & air conditioner demand
AirConditionerAnalysis
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Data Sources
WeatherLift Weather Data
We have developed proprietary weather
data system for marketers. We aggregate
data from 12+ sources with multiple layers
of quality checks. Our data is then:
Algorithmically cleaned, filled, and
corrected.
Intelligently simplified (geographically
and temporally) to enhance usability.
Normalized by geography (whatsconsidered hot in Alaska is not
considered hot in Florida).
Demand Data
We use Google Insights for Search to
compare search volume patterns across
specific regions, categories, time frames
and properties.
Search volume is an excellent predictor of
general market demand and is often used
by businesses for budgeting and planning
purposes.
Where we get our data
AirConditionerAnalysis
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Demand DataInterest over time for air conditioners varies by geography
Top keywords
Air Conditioner portable
window Air Conditioner
Air Conditioner btu
btu
Air Conditioners
ac
air conditioning
wall Air Conditioner
best Air Conditioner
Air Conditioner reviews
AirConditionerAnalysis
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
ResultsCondition vs. Geography
Our regression analysis revealed a strong
relationship between air conditioner
demand and temperature.
On the hottest days, air conditioner
demand increases dramatically.
AirConditionerAnalysis
air conditioner Correlation Pearson's R
Temperature (Absolute)
New York, NY 0.64 0.41
Boston, MA 0.59 0.35
Chicago, IL 0.72 0.52
Los Angeles, CA 0.74 0.54
Miami, FL 0.49 0.24All Geographies 0.73 0.53
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Results Cont.Condition vs. Day of the Week
Demand for air conditioners varies slightly over
the course of a week.
When all geographies were grouped together
and regressed against our weather data
temperature continued to show a strong
affect.
AirConditionerAnalysis
Correlation Demand
Temperature
(Absolute)Monday 30.15 0.71
Tuesday 33.69 0.71
Wednesday 32.29 0.73
Thursday 29.58 0.74
Friday 28.42 0.81
Saturday 32.22 0.71
Sunday 28.89 0.73
~Average 0.73
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Results Cont.
AirConditionerAnalysis
-0.40
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
Monday
Tuesday
WednesdayThursday
Friday
Saturday
Sunday
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Scatter AnalysisWhen all geographies are examined, a clear pattern emerges
AirConditionerAnalysis
y = 10.94ln(x) + 37.99R = 0.686
0
10
20
30
40
50
60
70
80
90
100
0 20 40 60 80 100 120
Demand (0-100)
Temperature(Degree
sFahrenheit)
7/31/2019 Air Conditioner Analysis
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Segmentation AnalysisDemand rises 114% above average on the hottest 10% of days
AirConditionerAnalysis
-100%
-50%
0%
50%
100%
150%
Top 10% 10 - 20% 20 - 30% 30 - 40% 40 - 50% 50 - 60% 60 - 70% 70 - 80% 80 - 90% Bottom10%
Demand
Demand
Hottest days to coolest days in all geographies
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Demand Over Time (Boston)Demand for air conditioners vs. temperature in Boston, MA
AirConditionerAnalysis
-3.00
-2.00
-1.00
0.00
1.00
2.00
3.00
4.00
5.00
Normalized Demand (Boston)
Normalized Temperature (Boston)
May 1st, 2011 July 31st, 2011
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Demand Over Time (LA)Demand for air conditioners vs. temperature in LA
AirConditionerAnalysis
May 1st, 2011 July 31st, 2011
-3.00
-2.00
-1.00
0.00
1.00
2.00
3.00
4.00
5.00
Normalized Demand (LA)
Normalized Temperature (LA)
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Weather & Behavior
Seasonal variation in demand
Many products and services are better
suited to, or even designed for, particular
types of weather. For example, gardening
supplies begin to appear on store shelves
with the arrival of spring weather, while
the sale of snow shovels coincides with
the onset of winter.
Retailers themselves are aware of such
effects and use weather as a cue to begin
and end merchandising seasons.
Short term variation in demand
Weather is a driving force behind both
positive and negative variation in web
traffic, foot traffic, and sales.
Weather causes people to change theirplans with certain conditions making
them more likely to seek out or avoid
certain activities, products, and services.
For example, consumer demand for
sunglasses falls as cloud cover increases.
Weather affects demand
WeatherLiftSolutions
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
What we do
Our Solutions
Analyze Plan Implement
WeatherLiftSolutions
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Analysis
Analysis
Our weather analytics help advertisers understand how
weather impacts engagement, sales, and demand fortheir products and services. Our analytics can quantify
with defined confidence the performance lift available
to our customers.
Analyze
How does weather impact campaign performance?
WeatherLiftSolutions
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Plan & Implement
Implement
Whether you require a full-service
solution or optimization for a campaign
already underway, we are pleased to be of
assistance.
WeatherLift solutions integrate with ad
networks, demand side platforms
(DSPs), and other real-time and
geo-enabled systems.
While digital display is our principal
focus, we also offer solutions for
mobile, web TV, and DOOH platforms.
Plan
No matter what media strategy you
employ direct response, brand
awareness, or a combination of the two
WeatherLift offers solutions to improve
client campaign performance usingweather.
We will provide access to our real-time
local weather data to optimize campaigns
by:
Adjusting daily budget allocation.
Guiding seasonal ad spend.
Adjusting bidding criteria.
Campaign implementation
WeatherLiftSolutions
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June 2012 WeatherLift | Weather Intelligence for Performance Marketers
Get In Touch
doug@weatherlift.com
mark@weatherlift.com
dave@weatherlift.com
Our contact information
On the web
WeatherLift.com
WeatherSource.com
Our address
630 Third Ave, 14th Fl.
New York, NY 10017
By telephone
617.281.3466
ContactDetails
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