Helio provides forward looking insights leveraging weather data to enable better informed decision making on media & marketing, sales, DTC, supply chain and finance issues
NEW YORK, Sept. 25, 2018 /PRNewswire/ -- Analytic Partners, the global leader in analytics, today announced the launch of Helio, a weather-influenced demand forecasting solution designed to help companies make better informed media buying, marketing, sales, field sales staffing, direct to consumer messaging, supply chain and finance decisions.
Helio uses innovative machine learning models to capture non-linear relationships, sophisticated interactions and unique dynamics to predict demand - from a high level down to granular detail – based upon sophisticated weather forecasts. These predictive forecasts fueled by machine learning help answer important business questions by looking forward instead of backwards and are highly accurate with a less than 3% monthly error.
The weather forecast methodologies used to inform Helio produce the most accurate seasonal forecasts. Robust data with both long-range weather outlooks and best-in-class 10-day forecasts, provide powerful inputs for Helio.
Helio uses automated, interactive reporting for quick, actionable information and tailored reports across an organization. For example, media planners can receive a report of the top DMAs for the upcoming weeks to inform their buys, while the sales team can receive a report that links recommended opportunities to focus on. The platform can be implemented in a matter of weeks.
While businesses have long recognized weather as an important factor, solutions that over-rely on past weather trends for decision making are unreliable as weather has become more volatile and less likely to follow expected trends, leaving businesses unprepared to react. Helio enables marketers to better plan and react to changing situations by looking forward at weather forecasts and the impact they will have on business performance.
"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," said Nancy Smith, President and CEO at Analytic Partners. "By having a better sense of what to expect at a granular level, businesses can be better prepared for what is to come and can ensure they are maximizing their efforts across the whole organization."
Analytic Partners' client, Scotts Miracle-Gro, has been named as a finalist for the ANA's 2018 Genius Awards in Data and Analytics Storytelling, which recognize excellence in marketing analytics, for their case study leveraging Helio.
"Weather really impacts the business at Scotts and we needed a tool to help us identify both the opportunities and risks due to weather and that could be also used across the organization," said Sarah Bader, Director, Insights & Analytics at Scotts Miracle-Gro. "Helio helps us predict what will happen rather than passively waiting. That allows all our teams to be sharper and more efficient."
Analytic Partners is a global analytics company that leverages adaptive modeling techniques and tools to help companies generate better business results, drive growth, and, ultimately, grow closer to their customers. We work with marketers to build deep knowledge about brands, customers and competitors that is converted into sound strategies aimed at improving business performance.