The document discusses how weather data can be collected from website visitors and analyzed. It describes a system that uses a weather API to determine the weather based on a visitor's IP address, then tracks metrics like sessions, revenue and average order value according to the weather type. Implementation details are provided, such as using Google Tag Manager and storing the weather data in a custom dimension for analysis in Google Analytics. Some caveats of the system are also mentioned, such as it only capturing the current weather for a visitor's location.

1. What’s The Weather Like?
@SimoAhava
#measurefest

2. Is Circumstance a factor in online behavior?
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3. Is Circumstance a factor in online behavior?
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4. Is Circumstance a factor in online behavior?
#measurefest | @SimoAhava

5. Is Circumstance a factor in online behavior?
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6. Is Circumstance a factor in online behavior?
#measurefest | @SimoAhava

7. What can weather tell us?
Weather – type Sessions Revenue Avg. Order
Value
Per Session
Value
Clouds 58,434 €61,468.20 €157.61 €1.05
Clear 50,962 €52,417.60 €147.66 €1.03
Rain 20,743 €23,312.60 €175.28 €1.12
#measurefest | @SimoAhava

8. What can weather tell us?
Weather – type Sessions Revenue Avg. Order
Value
Per Session
Value
Clouds 58,434 €61,468.20 €157.61 €1.05
Clear 50,962 €52,417.60 €147.66 €1.03
Rain 20,743 €23,312.60 €175.28 €1.12
#measurefest | @SimoAhava

9. What can weather tell us?
Weather – type Sessions Revenue Avg. Order
Value
Per Session
Value
Clouds 58,434 €61,468.20 €157.61 €1.05
Clear 50,962 €52,417.60 €147.66 €1.03
Rain 20,743 €23,312.60 €175.28 €1.12
#measurefest | @SimoAhava

10. What can weather tell us?
Weather – type Sessions Revenue Avg. Order
Value
Per Session
Value
Clouds 58,434 €61,468.20 €157.61 €1.05
Clear 50,962 €52,417.60 €147.66 €1.03
Rain 20,743 €23,312.60 €175.28 €1.12
#measurefest | @SimoAhava

11. What can weather tell us?
Weather – type Sessions Revenue Avg. Order
Value
Per Session
Value
Clouds 58,434 €61,468.20 €157.61 €1.05
Clear 50,962 €52,417.60 €147.66 €1.03
Rain 20,743 €23,312.60 €175.28 €1.12
#measurefest | @SimoAhava

12. Implementation
http://www.simoahava.com/weather
Google Tag Manager
Weather API
#measurefest | @SimoAhava

13. Implementation
http://www.simoahava.com/weather
1. Visitor arrives on website
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14. Implementation
http://www.simoahava.com/weather
2. A custom cookie
determines if page view is
first in session
#measurefest | @SimoAhava

15. Implementation
http://www.simoahava.com/weather
3. Identify visitor IP
#measurefest | @SimoAhava

16. Implementation
http://www.simoahava.com/weather
4. Geolocate the visitor
#measurefest | @SimoAhava

17. Implementation
http://www.simoahava.com/weather
5. Poll for weather at visitor
location, parse data and
store in dataLayer
#measurefest | @SimoAhava

18. Implementation
http://www.simoahava.com/weather
6. Send to GA as a non-
interaction event, using
session-scope custom
dimension
#measurefest | @SimoAhava

19. Caveats

20. cost of using external api

21. custom metrics are count only

22. weather is ”now” and ”here”

23. actual insights require context

24. …and a lot of data

25. Thank you
@SimoAhava
http://google.me/+SimoAhava
www.simoahava.com