The Weather Company has announced the new appointment of David Bird as senior data analyst. Bird will report to Lindsay Wiles, strategic sales director, who leads the development and sales of The Weather Company’s data service, WeatherFX.
WeatherFX gives marketers the ability to leverage the connection between location and the effect of weather conditions to influence consumer behaviour, tailoring specific weather data products to premium brands and media agencies.
Bird will be responsible for gathering and analysing data to pull out consumer led insights on what the more granular impact of weather has on driving a sale. He will be focused on determining the relationships between consumer/sales data and weather for clients to apply to advertising campaigns.
Bird will working closely with the ad product, client solutions and sales teams, to understand and refine market requirements. He will also work directly with key customers across multiple industries to increase advertising effectiveness for weather impacted products and services, by integrating weather analytics into the creation, timing and geo-targeting of cross platform advertising campaigns.
Bird has 12 years of analyst and research experience. He joins The Weather Company from Datamonitor, where he started as a Senior Analyst in 2010. Prior to this he was Client Manager at TNS/Kantar AlcoVision, executing client insight requests and working on brands including Red Bull and Diageo. He has also held roles at Mintel International Group, Euromonitor International and CERREX.
Wiles said: “We’re delighted to welcome David to the team. As we look to take more client led data on board for Weather FX, David will be the pivot between our Data Analytics role and the Strategic Insights Teams at both clients and agencies.”
Bird said: “Weather impacts everyone’s lives, every day and The Weather Company’s unique data proposition to advertisers is fascinating. I’m extremely excited to join the team.”