The Weather Company, an IBM Business, announced this week an innovative collaboration with LiveRamp, an Acxiom company, that will enable marketers to “seamlessly integrate” Weather’s unique real-time data to help drive decision-making in omnichannel campaigns across the digital ecosystem.
The capabilities of this collaboration offer marketers unique tools to engage people with relevant and timely experiences.
We’re told that this first-of-its-kind data integration allows an ‘event-based’ data set (e.g. The Weather Company’s WEATHERfx data) to be matched with an ‘audience-based’ data set in real-time. This is designed to help marketers create better campaign outcomes and an expanded usage of different data sets across the media ecosystem.