Which meteorological variables impact brand performance (Minimum temperature? Maximum temperature? Rain or humidity?)
How much did this anomaly differ from an average season in Italy or in the specific geographic area?
What is the elasticity of my brand’s sales to any degree of positive or negative anomaly?
What was the overall effect of climate during the year? And on each month? What would the trend have been if this exogenous factor were deducted?
What are the short-medium term weather forecasts (3/10 days) and what might be expected in 15/30 days?
Considering the elasticity of the econometrically-assessed anomalies, what impact might they have on business?
Given the weather forecasts, what media and marketing actions are advisable in terms of increasing or decreasing advertising expenses; production and stocking of sell-in; promotional activities, etc.
Mehodology
CoreMeteo is the analytical forecasting platform that can assess data from weather forecasts and their predicted impact on business quantified through the coefficients of elasticity derived econometrically.
In the following example, the tool was used to suggest the most appropriate changes of the weekly TV strike rate, depending on the weather conditions more or less favorable.
Climatic data is provided by specialized partners and updated daily on the tool via API allowing online download.
Climatic anomaly and TV planning adjustment
Mehodology
CoreMeteo is the analytical forecasting platform that can assess data from weather forecasts and their predicted impact on business quantified through the coefficients of elasticity derived econometrically.
In the following example, the tool was used to suggest the most appropriate changes of the weekly TV strike rate, depending on the weather conditions more or less favorable.
Climatic data is provided by specialized partners and updated daily on the tool via API allowing online download.