Understanding the weather has always been one of the greatest enigmas of life on earth. Decoding its pervasive effects on businesses and consumers remains an even bigger challenge. In the highly dynamic business landscape of the modern day, any insights that help quantify business yields and combat complex problems are essential toward seizing a competitive advantage.

An inherent part of the psychological makeup of man is the environment in which he/she lives. Suffice it to say that everyday weather has for centuries influenced the human mindset across the globe. Diverse conditions have led to consumption and consumer behavior patterns that vary with weather. Products such as umbrellas and rain boots experience an increase in sales during the fall months, while sunglasses, suntan lotion and shorts experience heightened sales in the summer months in certain areas. Similarly, adverse weather conditions such as rain and snow have led to the customer preference of staying indoors and to higher levels of e-commerce sales as opposed to brick-and-mortar sales. Weather's pervasive influence has been dissected over the course of history, with today’s technological prowess and analytical initiatives carving the way for stark improvements in forecasting, predictive analytics, simulations and modelling aimed at demystifying weather’s relationship with business opportunity.

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