“The conversations we have with marketers now aren’t just about weather targeting,” Venuto said. “We’ve become much more consultative in the last six months since bringing the full force of IBM cognitive into media/marketing plans, but also building more of a logistics solution to solve business problems.”
Journey FX is available initially as a managed service. Weather Co. is simultaneously building out a non panel-based attribution tool to help marketers gauge in-store conversions based on digital ad exposures and vice versa.
To support its go-to-market, IBM Watson is on the hunt for agency and consultant partners to help push its AI-infused ad products.
For instance, GroupM’s MEC and Mindshare were early beta testers for the consumer-facing Watson Ads, while IBM and Havas partnered up on a division dedicated to AI activations called Havas Cognitive.
“I think [Weather] is another entry point [to the marketing office] for IBM,” Venuto said. “Then we extend across all other touch points, be it commerce or logistics. I’m excited we’re building solutions for the CMO.”