AOL's Convertro Drills Attribution Weather Data Down To ZIP Codes

Local weather, not just ads, influences purchases, said Amy Mitchell, general manager of Convertro, a division of AOL Platforms. "It's about planning and making predictions on how media will perform through machine learning," she said, adding that it's not necessarily in real-time, but within a couple of weeks.

The platform will tell marketers, for example, when too much snow in one week across specific ZIP codes in New York influence local residents to book a trip to warmer climates like Hawaii.

The platform will have the ability to build variables through machine learning to assign credit across TV, mobile, online, catalog, direct mail and other media...