“The challenge is to make the effort” – Google’s Tom Jenen on why
The potential for brands to harness data taken from weather patterns to create highly targeted campaigns is huge, according to Google’s head of marketplace engagement development, Tom Jenen, but brands and advertisers must first make the effort to understand their own data before pursuing it.
“Weather data is extremely powerful and it’s even more powerful when it’s analysed with your own data,” said Jenen. “The challenge is to make the effort, you have to pull your data and get to know the customers and then match that up against the weather.”
The full story is at “The challenge is to make the effort” – Google’s Tom Jenen on why brands shouldn’t wait to tap into weather advertising | The Drum.
