• by Laurie Sullivan , Staff Writer @lauriesullivan, December 9, 2013

Predictions based on weather data allow marketers in January to determine when consumers will purchase specific products. Not just in January. that's just an example. Demonstrating the power of targeting search ads based on the weather, Vikram Somaya, GM of Weather FX at Weather.com asked MediaPost Search Insider Summit attendees to close their eyes and think of a place with cooler weather. Think about the types of clothes needed, food to eat, travel arrangements. Then change the weather by 20 degrees and go through all the types of clothes needed, food to eat, and travel arrangements again. Those changes reflect specific market segments and locations.