Nora Zimmett, chief content officer and executive vice president at The Weather Channel, recently trusted an unconventional data source to inform the weather forecast: Youtube comments. paid Teradata
Nora Zimmett and her programming team at the Weather Channel recently trusted an unconventional data source to inform its lineup: YouTube comments.
Forecasting and communicating the weather can be complicated business. Not only can a viewers’ habits and interests be hyperlocal, but so can the weather. The more a broadcast speaks to one specific region, the more it might alienate others. That's where the Weather Channel strategizes with local mentions during national broadcasts.
Tracking these habits lends a personal touch to the Weather Channel app, which is actually not owned by its namesake network but by IBM. IBM bought the Weather Channel's digital counterparts in 2016, forming a separate entity, the Weather Company, which sits on a treasure trove of data.
When and how often to send users alerts is also an equation solved by analytics. Even a few superfluous notifications can get an app quickly deleted from a phone. Yet people want to know when weather events will change their day. It’s a careful balancing act; that surfer might care about unexpected spikes in wind, while the commuter might not.
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