Why Weather Data Is the Hottest New Commodity for Brands and Businesses

Surprisingly deep consumer insights are powering decisions for everyone from retailers to airlines

As tropical storm Dorian bore down on Puerto Rico last month, its whirling winds threatening to reach hurricane force, a team of Walmart employees watched closely from an array of screens at the retailer’s Arkansas headquarters 2,000 miles away.

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This story first appeared in the Sept. 16, 2019, issue of Adweek magazine. Click here to subscribe.