Analytic Partners launches weather-influenced tool

Helio gives companies insights using weather data to help them make better-informed decisions on media buying, marketing, sales, messaging and supply chain.

It uses machine learning models to capture non-linear relationships and interactions to predict demand based on weather forecasts. The company claims it is highly accurate with a less than 3% monthly error.

Nancy Smith, president and CEO at Analytic Partners, said: "A small change in the temperature and precipitation for a geographic area can make demand for a product spike or disappear or make an advertisement effective or irrelevant."