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More Businesses Today Can Take Advantage of Hyper-Local Weather Prediction

Many people like to check the weather before starting their day.  It gives us comfort knowing we have some idea of what the day will look like, and it gives us confidence knowing we can prepare accordingly.  Granted, weather reports haven’t been historically known for their high accuracy.  Sunny days could turn to downpours without much warning, and no one enjoys leaving the winter coat at home and realizing that spring is not here after all.

That said, the technology for tracking, processing, predicting, and sharing data for the weather has improved significantly even in the last several years and continues to do so on a regular basis.  In addition to better data quality, the ability for anyone to gain access to vast amounts of weather data has improved significantly.  For developers, this access can be even more direct.  Some providers include API data tunnels for developers to make use of the data however they see fit. Tomorrow.io is a good example of a weather API, which offers both the API, training, and use cases for businesses to leverage.

And this is important for businesses because with weather data quality improving, it is becoming not just recommended but critical to include weather insights and alerts where they are needed.  As business processes become more and more efficient, another key element is not just using these data sources as separate analyses but, where possible, actually incorporating the data flow into the operations management processes.  By feeding critical data into the software that manages key business processes, decisions can be made faster and more seamlessly, leading to quicker actionable intelligence.

Weather data that is incorporated in business flows can help to prevent dangerous incidents that could cause harm to people or assets alike; and into various business flows that could offer additional ways to understand and reach customers at the moment.

Extreme Climate Is Bad for Business

Climate change continues to have unexpected consequences across the globe.  One especially disturbing trend is an increase in extreme weather events.  Whether droughts, floods, atmospheric rivers, mudslides, tornados, or hurricanes… each of these causes significant damage and harm, and each of these are increasing in both frequency and intensity.

In this changing and uncertain world, where the current climate can not always be predicted by historical data, one of the most significant assets we can have is up-to-date weather information and the alerts necessary to shorten the time from weather service awareness to our own actions.  No matter the type of business, these types of urgent events can affect it, threatening harm to the team of people but also to the many assets.  While physical assets are important, data assets can be just as if not more, critical to a business’s success.  Knowing what weather events are happening and where can inform a business of the best backup resiliency plans for their particular geographic area, industry, and operations.

By utilizing a weather API that includes key weather metrics but also extreme weather alerts, businesses can connect with the API in a way that provides key data on the elements they are most concerned with.  Then, a business can determine the processes that could be affected by extreme weather and build in alerts to those processes.  By doing so, a business doesn’t have to rely on weather reports or even having the right data but does not ensure it is viewed as quickly as possible.  By building the correct alerts with the affected business processes, the “time to action” can be minimized, potentially saving equipment, time, data, and even lives.

Weather-Based Marketing Opportunities

On the other side of the coin, there is growing research that weather can have a significant effect on human behavior—or specifically, buyer behavior.  These same alerts that can be used to warn of extreme weather can also provide alerts for weather changes.  Many businesses could benefit significantly from instant knowledge of a pending weather change, including digital marketers, service industries like restaurants and entertainment organizations, and even retail stores.  These weather alerts are time-sensitive and offer a chance to better market to potential customers, knowing what external weather elements are creating a specific attitude within the buyer.    

These marketing opportunities are endless, especially if combined with the geolocation data of a buyer’s phone.  Restaurants could offer a “stay until the storm passes” spot promotion and nearby stores could send a coupon for an umbrella.  Similarly, if a colder-than-usual front is suddenly headed toward a community, the heating stores could provide customers with discounts, promotions, or even a simple warning letting them know to make sure their heating system is working properly or schedule a quick appointment for the experts to check.

Wrapping Up

Weather data, predictions, and alerts are one of those areas we don’t necessarily think of when we are planning security/safety protocols, and certainly not when planning out a marketing strategy.  Yet, this type of data has grown to be vast, is able to be mined, and can provide both insight and direct (and correct) action when there is an urgent need. 

Further, this data and the potential alerts can allow us to target our market with laser focus, offering them exactly what they need right at the moment they need it.  Given that weather data brokers are providing this information to wider and broader audiences, they can do so through well-designed APIs that can capture and use the exact information needed to get weather insight and optimize their business.

Alexia Hope

Alexia is the author at Research Snipers covering all technology news including Google, Apple, Android, Xiaomi, Huawei, Samsung News, and More.

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