It’s common sense that during bad weather, fewer people are likely to drive to a restaurant for dinner. But this story details how one firm helps businesses use weather data to do everything from planning staffing levels to planning date and time-specific advertising.

Clients have used sophisticated weather analysis to target ads and adjust their business to meteorological conditions. For example, Sears (SHLD), recognizing that car batteries more than five years old tend to die after three consecutive nights of subzero temperatures, bought battery ads that would show up the day after the third freeze, Skinner says. The Cheesecake Factory (CAKE)looked at how restaurant traffic was affected by weather and reduced staffing on shifts that were expected to have fewer diners.