In July/August 2021, temperatures and sunlight dropped compared to the same period in 2020, with almost twice as much rain. In short, the two summer months of 2021 were gloomy.
Such a climactic variation will obviously generate a business impact, so it is only but natural to question such effects through the two following questions:
- What is the impact on sales?
- Do these variations have an impact on marketing performance and more particularly on the effectiveness of the activated media?
As a specialist in « Marketing Mix Modeling », Metrics 720 have been able to measure the impact of climactic effects on many business sectors.
As a matter of fact, one of the strengths of « MMM » models lies in their faculty to integrate all types of data that do not bear the same « unit »:
- Printing, GRP, face number for the measurement of different media
- The amount of protesters for the impact of a strike
- Temperatures, rainfall or even sunlight for the impact of climactic variations.
Consequently, we were able to highlight the fact that three sectors were particularly weather-sensitive, as shown in the graph below: