AOL Adds Contextual Weather Data to Attribution Model

Jul 14, 2015

Marketers have long been plagued by problems related to attribution and accurately calculating ROI. How do umbrella marketers know if their ad worked, or it just happened to rain that day, creating a spike in sales? AOL hopes to help with that. In a blog post, AOL announced, "Using our one-of-a-kind machine-learning model, the platform considers thousands of variables to accurately assign credit across every touch point - online, TV, mobile, catalog, direct mail, and more - that might ultimately lead to a desired customer action." This will be available as part of ONE by AOL: Attribution or standalone in Convertro.

In short, AOL's attribution model now considers local weather conditions as a contextual factor influencing purchase decisions. In order to do this, AOL says it is using anonymized user-level geographical data, time attributes, and daily and historical weather data from the National Oceanic and Atmospheric Administration (NOAA).