Everyone loves to hear about solid returns when using new technology. The sandwich chain, Subway, is more than hitting its advertising mark by including weather patterns in its arsenal of data to pin point targeted ads to its customers.
The Subway sandwich chain boosted store traffic 31% by changing its ads to correspond with weather shifts. The company used artificial intelligence (AI) technology developed by International Business Machines called Weatherfx Footfall with Watson, a real-time signal-based targeting tool, to create dynamic ads for a foot-long sandwich promotion based on weather patterns, per an announcement. – link
Subway also saw a 53% reduction in campaign waste by having a more targeted approach using this method.
Two out of five (41%) CMOs surveyed by IBM said cognitive computing is going to have a huge effect on their companies in the next three to five years, behind cloud computing (59%), mobile solutions (64%) and Internet of Things (62%). – link
To make sense of such vast swaths of data, the solution uses AI—including machine learning and advanced cognitive computing—not only to ingest and interpret this information, but also to enable these triggers to continuously self-adjust as weather conditions change (link).
Check out the full article on Mobile Marketer.