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class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/learning-paths/" title="Learning Paths">Learning Paths</a> <a href="https://www.dynamicyield.com/course/cro-and-growth-marketing/">CRO and Growth Marketing</a></div><h1 class="article-title">How to use weather targeting for personalization</h1><h2 class="article-excerpt">Learn how to incorporate weather-based targeting as a mainstream component of your CRO and personalization strategy in order to improve the customer experience and increase conversions.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/yaniv-127.jpg" alt="Yaniv Navot" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/yaniv/" title="Posts by Yaniv Navot" rel="author">Yaniv Navot</a></div><div class="article-author-title-text"> CMO, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p></p><div id="WYNTK-Sec" class="what-you-need-to-know-sec"><p><img decoding="async" src="/wp-content/uploads/2020/09/star-icon.svg" style="width: 20px; margin-right: 5px; vertical-align: -2px;"><strong class="first">Summarize this article</strong><strong class="hidden">Here’s what you need to know:</strong></p><ul style="margin-left: 4px; font-size: 16px;"><li style="margin: 10px 0;">Weather targeting tailors marketing messages to specific weather conditions, promoting relevant products and content.</li><li style="margin: 10px 0;">Applicable across various industries, from retail sending cold-weather gear emails to travel suggesting sunny destinations.</li><li style="margin: 10px 0;">Increases conversions and customer loyalty by delivering timely and relevant marketing.</li><li style="margin: 10px 0;">Improves ad performance and ROI through precise targeting based on weather data.</li><li style="margin: 10px 0;">Requires understanding your target audience and their weather-driven needs.</li><li style="margin: 10px 0;">Leverages weather data from various sources to ensure accurate targeting.</li></ul></div><p></p><p>As a marketer, you already know about the benefits of real-time contextual <a href="https://www.dynamicyield.com/lesson/web-personalization/">personalization</a> and its effects in inducing increasingly meaningful customer interactions. Yet within this category exists a hyper-effective method of customer engagement that is quickly becoming a mainstay of many successful marketing strategies.</p><p>Weather targeting is empowering organizations to anticipate patterns of demand and tap into the moods, needs, and purchase intentions of their customers.</p><p><img fetchpriority="high" decoding="async" src="/wp-content/uploads/2015/10/Weather-Targeting.gif" alt="Weather Targeting" width="668" height="374" class="aligncenter size-full wp-image-22948" /></p><h2>What is weather targeting?</h2><p>Weather targeting is the practice of tailoring influential messages to visitors based on local temperatures or weather conditions and is accomplished by integrating a real-time weather forecast data stream into your existing <a href="https://www.dynamicyield.com/personalization/">personalization platform</a>.</p><p>The sky’s the limit when it comes to its practical applications, as weather targeting can be used to tailor promotions and content across email campaigns, digital display ads, mobile <a href="https://www.dynamicyield.com/lesson/push-notifications-strategy/">push notifications</a>, and almost any other means of digital communication.</p><p>These days, marketers across different industries are coming up with clever ways to implement weather targeting and boost <a href="https://www.dynamicyield.com/glossary/conversion/">conversions</a>.</p><div style='clear:both'></div><div class='click-to-tweet'><div class='ctt-text'><a href='http://ctt.ec/16bPk' target='_blank'>Weather targeting empowers organizations to tap into the moods and purchase intentions of their customers.</a></div><a href='http://ctt.ec/16bPk' target='_blank' class='ctt-btn'>Click To Tweet</a><div class='ctt-tip'></div></div><h2>Practical industry applications of weather-based targeting</h2><h3>Retail</h3><p><a class="inline-twitter-link inline-tweet-click" href="#" onclick="inline_tweet_sharer_open_win('https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.dynamicyield.com%2Flesson%2Fweather-based-targeting%2F&text=RT+%40DynamicYield%3A+Weather+has+a+profound+influence+in+shaping+consumer+behavior.+%2Fblog%2Fweather-based-targeting%2F');" title="Tweet This!">Weather has a profound influence in shaping consumer behavior. <span class="non-dashicons"> </span></a> One glance out the window can make all the difference between what we buy, how we buy it, when we’ll buy it, and our willingness to live without it.</p><p>This information is especially critical for retail brands with large seasonal product catalogs. Promoting the <i>right</i> seasonal products to the <i>right</i> users is a surefire method of gaining a competitive advantage and increasing <a href="https://www.dynamicyield.com/glossary/average-order-value/">average orders values (AOV)</a>.</p><p>To illustrate, clothing retailers can segment users according to geo-location and run multi-channel campaigns according to local weather conditions. If it’s cold outside in a user’s location, the brand can direct them to a landing page or banner promoting cold-weather gear, apparel, and accessories. In addition, brands can create and run weather-specific campaigns that dynamically adapt messaging to fit certain conditions (e.g. if it’s rainy, if temperatures drop below 55°F, etc.) like serving personalized content or <a href="https://www.dynamicyield.com/lesson/product-recommendations-guide/">product recommendations</a> based on the local weather.</p><div style="max-width: 700px; margin-right: auto; margin-left: auto; line-height: 1.2em; text-align: center; margin-bottom: 30px;"><img decoding="async" class="aligncenter wp-image-11723 size-full" style="margin: 0 auto -10px auto;" src="https://www.dynamicyield.com/wp-content/uploads/2019/08/22-weather-targeting-weather-banners.png" alt="Targeting users displaying exit intent with overlays featuring personalized travel recommendations" width="795" height="400"><br /><span style="text-align:center; font-size: 12px; color: #999; max-width: 550px; margin: 0 auto 30px auto;">A real example from a leading Swedish outdoor equipment retailer who served personalized homepage hero banners based on the local weather forecast. Read more about <a href="https://www.dynamicyield.com/use-case/weather-targeted-banners/">weather-based banners</a> here. </span></div><h3>Commercial Travel</h3><p>A lot of people are itching to get away; if you’re an airline or travel site, the question always on your mind is how you can best persuade them to. Weather targeting provides a tremendous opportunity to influence travel decisions and provide useful information to your travelers.</p><p>For example,<a class="inline-twitter-link inline-tweet-click" href="#" onclick="inline_tweet_sharer_open_win('https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.dynamicyield.com%2Flesson%2Fweather-based-targeting%2F&text=RT+%40DynamicYield%3A++airlines+can+use+weather+targeting+to+trigger+promotional+emails+for+customers+%2Fblog%2Fweather-based-targeting%2F');" title="Tweet This!"> airlines can use weather targeting to trigger promotional emails for customers <span class="non-dashicons"> </span></a> in areas undergoing snowstorms or continuously unpleasant weather conditions. These emails can contrast the visitor’s local climate with that of the suggested destination, provide up-to-date info on flight times, and include time-sensitive incentives to purchase tickets now.</p><p>Further, using weather targeting eliminates the frustration customers feel when they receive offers that are completely irrelevant to them. Your ‘winter wonderland getaway’ campaign should be promoted towards customers looking for ways to escape the sweltering local heat, not to customers in sub-zero temperatures now looking for any excuse to leave your site.</p><h3>Sports and iGaming</h3><p>Using weather targeting to bolster in-stadium merchandising efforts is a win-win for teams and their fans alike. One way to accomplish this is by broadcasting beacon offers and push notifications to fans’ mobile phones throughout the course of games.</p><p>A home team anticipating a rain delay can quickly notify fans about the closest place to purchase ponchos, umbrellas and official team rain gear. If high heat is in the forecast, fans can be offered an exclusive discount code for cold beverages upon downloading the team’s mobile app.</p><p>From another angle, online operators of fantasy football leagues can use weather targeting to notify fantasy owners about changes in field conditions which could negatively affect players’ performances. Each instance is more than an organization providing a service to customers: it’s an effective means of building loyalty by anticipating what customers will be most inclined to desire and putting an opportunity directly in their hands.</p><div style="max-width: 700px; margin-right: auto; margin-left: auto; line-height: 1.2em; text-align: center; margin-bottom: 30px;"><img decoding="async" class="aligncenter wp-image-11723 size-full" style="margin: 0 auto -10px auto;" src="https://www.dynamicyield.com/wp-content/uploads/2019/08/24-weather-personalization-product-recs-targeting.png" alt="Targeting users displaying exit intent with overlays featuring personalized travel recommendations" width="795" height="400"><br /><span style="text-align:center; font-size: 12px; color: #999; max-width: 550px; margin: 0 auto 30px auto;">A real example from the online store for one of England’s largest football clubs, who powered product recommendations using weather targeting. Read more about <a href="https://www.dynamicyield.com/use-case/weather-targeted-recommendations/">weather-based product recommendations</a> here. </span></div><h2>Conclusion</h2><p><a class="inline-twitter-link inline-tweet-click" href="#" onclick="inline_tweet_sharer_open_win('https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.dynamicyield.com%2Flesson%2Fweather-based-targeting%2F&text=RT+%40DynamicYield%3A+Weather+plays+an+extremely+important+role+in+shaping+consumer+behavior+%2Fblog%2Fweather-based-targeting%2F');" title="Tweet This!">Weather plays an extremely important role in shaping consumer behavior <span class="non-dashicons"> </span></a> and opens up a highly-relevant avenue for organizations to influence decision making and increase conversions. Weather targeting enables sites to demonstrate an understanding of their client’s needs and a proven ability to deliver on them. There’s no limit to the creativity you can employ using weather marketing and organizations across all industries would be wise to incorporate it as a mainstream component of their marketing strategies.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong> <a href="https://www.dynamicyield.com/course/cro-and-growth-marketing/">CRO and Growth Marketing</a></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/audience-segmentation/">Audience Segmentation</a><a href="https://www.dynamicyield.com/tags/email-personalization/">Email Personalization</a><a href="https://www.dynamicyield.com/tags/mobile-app-personalization/">Mobile App Personalization</a><a href="https://www.dynamicyield.com/tags/product-recommendations/">Product Recommendations</a></div><div class="article-pagination"><h5>Continue reading</h5><div class="article-pagination-row lc-flex"> <a rel="next" style="background-color: #d3eef5" class="article-next-link pagination-link" href="https://www.dynamicyield.com/lesson/layout-personalization/" title="Personalizing websites with dynamic content layouts">Personalizing websites with dynamic content layouts</a><a rel="prev" style="background-color: #d3eef5" class="article-previous-link pagination-link" href="https://www.dynamicyield.com/lesson/6-exit-intent-tactics/" title="Effective CRO tactics for personalized exit popups">Effective CRO tactics for personalized exit popups</a></div></div></div></div></div></article></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
<!-- Dynamic page generated in 0.687 seconds. -->
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