The name of the game in data-driven marketing is specialized datasets. Be they Spotify's look into artist and music preferences of its users; Facebook's deep understanding of its users' behaviors across its entire social graph, platform and app ecosystem; or even Google's stranglehold on data around search, browsing, email, and beyond -- the more granular the insights they can provide on users, the more useful and appealing for marketers looking to better tailor their tactics to target audiences. In The Weather Company's case, the value is in marketers wanting to create personalized messaging. One way to do so is to send marketing communications based around the weather happening to the recipient as it is happening. For example, if a retailer knows a major snow storm is in the forecast, it can send a promotional message with a discount for snow-related products only to people who fall under the forecast area.