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Marketers Are Using the Weather to Predict Buyer Behavior

Zach Brooke

“Temperature at the airport is 88 degrees, which is stupid, man, because I don’t know anybody who lives at the airport.”

– Al Sleet, Hippy Dippy Weather Man

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Eric Danetz, AccuWeather’s newly installed chief revenue officer, picked up the phone and contemplated the climate. This was autumn in New York, yes, but with highs straddling the upper 60s, the afterglow of summer lingered like a lover’s fragrance, keeping the puffer vests and fiery foliage at bay. As always, Danetz took the weather in stride.

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Zach Brooke is a former AMA staff writer turned freelance journalist. His work has been featured in Chicago magazine, Milwaukee Magazine, A.V. Club and VICE, among others. Follow him on Twitter @Zach_Brooke.