Articles by Ross Machurick

Programmatic Ads leveraging the power of weather
April 9

Unleashing The Power of Real-Time Weather Data in Advertising Campaigns

By Ross Machurick April 9th, 2018 It’s no secret that weather affects the buying decisions of consumers. Beachgoers buy suntan lotion and ice cream during the dog days of summer on the Jersey Shore while their friends in Minnesota stock up on fashionable snow boots and scarves as November turns to December. There’s a certain seasonal rhythm to these purchasing habits – whether it be consumer goods, food or travel. For decades, advertisers have leveraged the calendar and the cyclical nature of purchasing with what I like to call “low-tech” campaigns. But today’s programmatic advertisers require more contextual data. And...

Tornadic Activity (3-20-2018)
March 27

Multiple Strands of Evidence – Severe Weather is Increasing Worldwide

by Paul Douglas It’s definitely not your grandfather’s weather anymore. Data suggest an uptick in severe weather, worldwide – symptomatic of a warming atmosphere and warming oceans. It’s basic physics: every 2F of warming means roughly 8 percent more water vapor floating overhead; more fuel to “juice” storms and produce heavier summer rains and winter snows. The result has been a subsequent increase in billion-dollar weather events across the United States since 1980. The United States has experienced 25 separate 500-year floods since 2010, according to NOAA. During Hurricane Harvey, the town of Nederland, Texas received 64.58” of rain. By...

Historical Weather
February 14

The Power of Historical Weather

by Paul Douglas “Those who cannot learn from history are doomed to repeat it.” – George Santayana Meteorologists are preoccupied with predicting some future state of the atmosphere. Too many days it’s a thankless, seemingly impossible task. To have any real success forecasting the weather it’s essential to look back in time to see what already happened, and why? Our humbling new reality: every storm is different, each weather scenario uniquely challenging. The atmosphere has never been identical to the one outside your window right now. The only way to accurately model the future is to analyze the past, with...

January 17

The Extended Outlook Calls for Real-Time, Streaming Weather Alerts

by Paul Douglas As a meteorologist, one of my daily responsibilities has always been to forecast the weather – both for consumers and businesses alike. When issuing a forecast, I’m free to look at the data and models and issue my own forecast: I can make a subjective prediction that differs from my competitors, or the National Weather Service (NWS). But, the NWS is the ONLY U.S. agency that issues official alerts for threatening weather conditions, in any form. If every forecaster issued their own weather alerts, the result would be chaos, widespread confusion, with a much greater risk of...