Facebook SPMD Brand Networks partners with Planalytics to factor weather into marketing campaigns

Weather affects the way people shop and dine, which sounds odd until you think about it. The state of the skies often steers us to buy and eat a certain way: Scarves and hot cocoa on a frigid day, sunglasses and shaved ice on a hot one.

Savvy to that fact, Facebook Strategic Preferred Marketing Developer Brand Networks this week teamed up with Planalytics to factor in local weather forecasts in social marketing campaigns, combining digital marketing technologies with the latter’s business weather intelligence software to fuse social media and actionable weather analytics.