New York – May 4, 2017 – GroundTruth, the global leader in location intelligence that drives sales, is giving marketers the power to hyper-target and better understand consumers in real-time with its combination of highly accurate location data and newly launched solution, Weather Triggering.
Powered by WeatherBug's largest network of 10,000+ weather stations, GroundTruth Weather Triggering allows marketers to gain a deeper understanding of consumers by predicting their state of mind based on real-time changes in weather conditions.
WeatherBug and GroundTruth are addressing the growing need among businesses for smarter and more predictive insights around evolving weather patterns – well beyond the obvious impact of a beautiful sunny day or a Nor'easter on sales. Atypical levels of humidity, a slow advance of a big storm, and even UV rays can have a domino effect on businesses. Often times, the impact nonstandard weather conditions have on a business are recognized too late, and result in lost sales or a gross underestimation the demand of a product or service (i.e. hotel bookings peak around an airport during storm warnings).
With Weather Trigging, companies benefit from GroundTruth's superior database of location and weather based behaviors built off seeing more people (600 million monthly users) at more places (100 million places of interest) throughout the month. The company's scale is 10X larger than other pure-play location technology providers, resulting in more timely, relevant, and actionable insights businesses can leverage to adjust inventory, staffing needs, and operations accordingly.
Bad weather might mean stronger sales for some businesses. However, following a 2017 regional weather visitation analysis among retailers including Big Box, Casual Dining, Department/Clothing, Fast Casual, Grocery, Pharmacy, Quick Service Restaurant (QSR), Parks, Bars and Malls, GroundTruth insights revealed overall visits are 9% lower on bad weather days, whereas visits are only 6% higher on good weather days.
Since its acquisition of WeatherBug in Q4 2016, GroundTruth has continued to enhance its location data with the most robust and accurate weather data to develop product solutions like Weather Triggering.