Exposure Analytics is launching a new feature to monitor the weather as part of their platform. Exposure Analytics already allows event managers and retail managers as well as brands and agencies organising an experiential activity to measure accurate footfall, flow, dwell times and engagement rates, as well as the sentiment of those looking at a stand or activation.

Rob Murdoch, Sales Director for Exposure Analytics said: “Everyone working in events and marketing knows the weather can have a huge impact on plans and the success of activities. That’s why we’ve introducing weather information to our analytics platform. This will make it much easier for clients to compare events year on year or day by day. We know that an outdoor event will be quieter in the pouring rain than on a hot sunny day, but capturing the weather information alongside footfall and engagement rates will make it easier to analyse just what impact the weather has, and help explain fluctuations in visitor numbers.

“Sadly we can’t do anything to improve the weather, but we can make sure it doesn’t skew the evaluation of events.”

The weather data for the past three years has also been added to the platform so existing clients can compare this year’s events with previous years.