The results of the software-usage was staggering.

Our weather management software allowed us to buy traffic and advertising with higher quality due to improved context.

By outspending competitors on days and locations that mattered the most we also reduced cost per click by 33%. This allowed us to buy 40% more clicks within the same marketing budget.

The traffic generated also had an overall better context then before, since rainy days increased the interest and purchase intent towards IKEA.

ROI has increased by 24% compared to the previous period, proving that the consumer context and lower prices has increased revenue for IKEA.

We’re happy to save our media budget for a rainy day.

We developed our own weather software designed to activate real-time spend only when it rained.

Using weather data from yr.no, accuweather.com and openweathermap.org, we divided the country into five parts. A bespoke algorithm was developed to calculate the probability of rain right across each area but our new strategy was only activated if 65% or more of the population were exposed to rain.

When the model dictated that all the right conditions were met, paid search and display was massively boosted.

Messages were targeted at both consumers who searched for IKEA and the category, while also drawing attention to the fact that rain equals home reinvention via push marketing in display.

Our data strategy allowed us to increase our budget against static buying strategies of our competitors. This made our message more powerful.

Because there were far fewer competitors actively in the market for real time advertising opportunities, the cost per click and per impression was significantly lower than normal, enabling us to gain significantly greater share of voice.

Our data-driven approach allowed us to dominate our rivals.