Weather Data provides long-term climate insights at the local level, helping brands better understand how environmental conditions vary across regions.
Sourced from the National Oceanographic and Atmospheric Administration (NOAA), this dataset includes average temperature and precipitation measures, calculated at the Census Tract level—giving a neighborhood-level view of climate conditions across the U.S.
Why It Matters
Weather can play a big role in shaping consumer needs and behaviors. Whether it’s seasonal product preferences, energy usage, or outdoor activity trends, understanding local climate conditions can help marketers tailor campaigns and offerings more effectively.
Use Weather Data to:
- Customize product promotions based on regional climate (e.g., cold-weather gear, gardening supplies, allergy medication).
- Identify geographic markets for weather-sensitive services (e.g., HVAC, landscaping, solar panels).
- Build more accurate predictive models by incorporating environmental context.
- Optimize store inventory or regional product assortments based on expected climate needs.
- Develop seasonal campaigns that align with local weather patterns (e.g., early spring promotions in warmer regions).
- Better segment audiences for travel, outdoor recreation, or energy-efficiency products.
- Align messaging with local conditions—like highlighting air conditioning services in hot regions or winter tires in snow-prone areas.
As of August 2025, Weather Data consists of 22 unique data attributes as identified below:
| ATTRIBUTE / WIDGET NAME* | ||
|---|---|---|
| Elevation | Average Minimum Spring Temp | Average Winter Temp |
| Average Total Spring Precipitation | Average Maximum Spring Temp | Average Minimum Winter Temp |
| Average Total Summer Precipitation | Average Summer Temp | Average Maximum Winter Temp |
| Average Total Autumn Precipitation | Average Minimum Summer Temp | Average Annual Temp |
| Average Total Winter Precipitation | Average Maximum Summer Temp | Average Annual Minimum Temp |
| Average Total Annual Precipitation | Average Autumn Temp | Average Annual Maximum Temp |
| Average Total Annual Snowfall | Average Minimum Autumn Temp | |
| Average Spring Temp | Average Maximum Autumn Temp | |
How It Works
Each attribute reflects a long-term average (2006–2020), based on the nearest weather stations to a Census Tract. Values are grouped into segments for ease of use in AudienceMaker filtering and insights
Key Notes
- Weather data is available in three forms: for general audiences, movers, and non-movers. Be sure to select the version that aligns with your campaign.
- This data is best used for large-scale, national campaigns or when marketing products affected by climate variations.
Getting Started
Not sure if Weather Data is right for your strategy? Start by asking:
- Does your product’s performance or appeal change based on temperature, snow, or rainfall?
- Are you marketing in regions with diverse climates?
- Could climate context improve your model performance or campaign targeting?
If the answer is yes, Weather Data can help you make smarter, more location-aware decisions.