IBM-owned The Weather Company on Wednesday announced a partnership with Acxiom’s LiveRamp to help marketers use real-time data to inform omnichannel campaigns, integrating event-based data with an audience-based data set.
The Weather Company’s WEATHERfx data, the event-based set, and LiveRamp’s IdentityLink Datastore, the audience part, will come together to offer marketers an expanded set of data points usable throughout the media ecosystem.
Event-based data includes environmental conditions, severe weather and relative weather conditions, which can be used at a “decisioning layer” in marketing campaigns.
“Weather conditions impact a vast number of consumer decisions,” stated Luke McGuinness, head of data partnerships at LiveRamp. “This collaboration will help extend the reach of those data sets and insights and enable marketers to find the precise moment to engage consumers in order to drive results.”