Ronit: Welcome to today's webinar The Business of Air Pollution When Everyone is Your Consumer. For those of you that this is your first time joining us, my name is Ronit Margulies and I'm the digital marketing manager at BreezoMeter. Before we get started, I wanted to go over a few housekeeping items. Today's session will be recorded and emailed to you afterwards. There will be a Q&A session at the end of the webinar. To ask questions please use the Q&A panel that can be found when you click on the Q&A button at the bottom of your zoom screen. Feel free to send in your questions at any time.
On today's agenda:
-What we've learned from monitoring worldwide air pollution.
-The complexity of providing a unique experience for every single consumer.
-How environmental data allows for 1:1 personalization.
-Examples of industry leaders empowering their customers to change their behavior for the better.
And of course your questions.
Today's webinar will be hosted by Soli Hasin, environmental business manager here at BreezoMeter. Soli feels strongly about making a change in the world, and even before joining BreezoMeter, he used the consumer app every time he would go out for a night walk with his wife. And as a part of the team, it brings him nothing but joy to pass the solution on to others.
Soli comes with many years of experience delivering full-service solutions to professionals across industries and was actually, fun fact, a lawyer in a previous career. He, by the way, is also a huge soccer fan so if you want to chat about the upcoming Europe Championship next year he's your guy. Take it away, Soli.
Soli: Thank you for this kind introduction, Ronit. So our story begins five years ago when one of our co-founders and CEO, Ran, was looking for a new home for him and his pregnant wife back in the day, who also suffers from asthma, and for his future kids. Air quality was always and still is a major consideration when he’s looking for a new home. As an environmental engineer, he truly believed that getting information about air quality is easy but it wasn't. He could not find relevant air quality data for any location he looked. The data for each pollutant came from separate sources. It was hard gathering it and even harder to get any conclusions out of it.
So he decided to establish BreezoMeter so that finding real-time air quality data would be easy, accurate and will help all of us make more informed decisions regarding our health and the health of our loved ones.
BreezoMeter actually gathers information about air pollution, pollen, weather, and our latest addition, the fire's API on an hourly basis. We actually deliver it by using a simply structured API, displayed in an intuitive way on any device’s screen, app, dashboard, whatever you have, and we provide this data that you see on the screen for 94 countries for air quality and 56 countries for pollen.
Air pollution really affects everyone. This slide is harsh, I know. It’s meant to be. The effects of air pollution are felt by every population and the longer that we are exposed, the greater the impact.
Ronit: But, Soli. We're not talking about air awareness here. I mean, we’ve all seen these headlines, they're up there in the news and we know that logically air pollution is affecting us and it's getting worse. What we're talking about is everyday folk here these consumers. They're just trying to get through their day. Dealing with their sensitivities, their children's sensitivities, the best and healthiest that they can. Do they care about air pollution?
Soli: Well it's true that some segments are more aware of air pollution. So for example people that suffer from asthma or people that have lung disease. But when it comes to the general public, especially in the Western world, they don't really care about air quality. Let me tell you what I mean:
Most consumers and you know what actually most people, are motivated by more emotional places. They want to live happy and healthy lives. They want to protect their loved ones, wherever they are at any time. So for example, if I'm going outside with my daughter and someone smokes a cigarette next to her, I would surely take her to a different place. And it's not because I'm thinking about air pollution but I'm thinking about keeping her safe, keeping her healthy. So this really comes down to the smallest things.
Let's take another example, me taking my kid to the park. I'll probably think about things like the weather, is it going to be raining outside, will his friends come to the park so I can finally rest for one. But when it comes to air quality we may not automatically be making the healthiest decisions.
Now, what if a tool existed that was easy, accessible, and relevant to my exact location?
Ronit: That would be amazing.
Soli: You know my choices would look a bit different. So in this scenario, my wife is just texting me, hey Soli, right now air quality at the park you’re meant to go to isn't that great. And immediately she also texts me another message saying, go to the park on the other side of town, the air quality looks much better. And you know just like that I made a more informed decision. When you get simple, straightforward access to the relevant data it will impact your decisions. It becomes a no-brainer and that's when you see behavior changing.
Ronit: And you know, Soli, when you see consumer behavior change the market soon follows.
Soli: You're exactly right, and here you can see some of the industries we work with. Every day we encounter new companies who approach us so we can help their consumers make more informed decisions in a way we never thought before. So for example for the healthcare industry. Users really rely on our data in the most basic way, to improve their health and their daily routine, to better take their medications, or use different kinds of treatments.
If you are in one of these industries, a change is already taking place. This is no longer just for all the adapters that live among us. As I mentioned before we are talking about more informed decisions which require providing the right type of data and ensuring that this is relevant and personal. And what kind of data am I talking about? It's the data of today. Where the data of yesterday was updated only once a day and relied usually on one data source. Today's data is collected on an hourly basis. We're using multiple data sources and our resolution gets to 500 meters. So think about it, you can get air quality data in street-level resolution.
Ronit: And how do we do it, Soli?
Soli: This is a nice deck that actually explains, it's an overview of how do we collect our data. We're using more than 45,000 governmental monitoring stations, very expensive equipment, and the best there is. We're taking into consideration meteorological data, which we know affects air pollution. We're using satellite information, satellites that belong to NASA to measure certain pollutants, and we even take into consideration traffic emission. And with traffic emissions, we actually collect data every 12 minutes. So think about it, in every 60 minutes block of data we get five blocks of traffic emissions.
In order for us to provide the most accurate air quality data, we know that we need to validate our data, so we actually use something called the leave-one-out methodology. What we actually do is eliminate one sensor’s data from the algorithm input and calculate the results at that sensor’s specific location.
Then, we compare the output to the actual sensor reading. Because we are able to provide accurate data at that granularity, we can speak to the personal sensitivity combined with the air pollution to provide actionable personal recommendations. We allow industry leaders to get to a level of personalization with their customers, allowing for changes in default behavior that would not be possible were it not for this level of granularity. You know what, I gotta show what I mean.
So let's take for example Aldes. Aldes comes from the smart ventilation industry and they had a problem: they were having a hard time explaining their value. We didn't discuss it, but we all know air quality is invisible. You cannot feel it, you cannot smell it, you cannot see it. But think about it, if I would sit in my room and I would know that right now inside my home using Aldes sensors the air quality is very good using their ventilation.
So the air quality is high, it's around 95, which is great. And then I compare it to what happens on the outside where air quality is very low, it’s around 45. It's immediately visualizing what the added value of this ventilation system is and that's exactly what we do. And they do it by using a beautiful app that they developed, and you can also activate your ventilation system from afar before you get home. So think about it, you come to your house, your house is already clean. You already have a clean house and clean air for you and your family.
Another great example is ALK. They developed an app called Klara and they're a huge pharmaceutical company. They came to us after realizing they needed environmental data. They started off by integrating our pollen data and then decided to also use our air quality data. They did it to stay top of mind for users 24/7, 365 days.
Ronit: I really like this app, Soli, and I'll tell you why. Because in addition to that, they also ask the users what kind of symptoms they were having on any given day, what kind of allergic reactions. So then with that information they were able to say, on this day this type of pollen was high or this type of pollutant was high and they can say to the user, this is a good day to take your allergy meds or maybe stay inside, don't take that run today.
Soli: Exactly and exactly for that reason they also saw an increase in their user retention.
Soli: Another example. Remember how we talked about how there are many industries working with us? So here's a nice example from the cosmetics industry.
Many cosmetics companies now have product lines that are anti-pollution.
Ronit: Now we have anti-aging, anti-dryness, and even anti-pollution, which actually makes sense because it's protecting us from all of the elements, and now we're aware about pollution even more. But I have a question: how does a cosmetic company go about promoting a product such as this but also take care to keep their users engaged even when they're not in their morning or evening daily routine of putting on their cream or their cover up?
Soli: That's a great question. So in this case, L'Oréal benefits actually twice. First, they're creating brand credibility. So don't just use your mask, use your cream but use it wisely, know when to use it, know how to use it, and why to use it. Second, they saw a great boost for their app. So think about it, they get more engagement from their users.
This is Blueair. Blueair also comes from the personalized air purification industry and by showing their consumers the difference between indoor versus outdoor levels of air pollution, businesses like Blueair actually demonstrate the effectiveness of the air purification system. Increased awareness of product value increases customer satisfaction with their purchase, encourages proper use, and helps consumers know when they need to purchase new filters.
Soli: Really it is. This awareness also creates more opportunities for positive word-of-mouth feedback and reviews for future customer upsells, such as purchasing new units for additional rooms in their house, in their office, and it's become much more common as well.
Ronit: Actually, Soli. Blueair also developed something really cool: a novel augmented reality-style webpage called AirView which you can also look at on your phone. So if you're walking down the streets and you put up AirView and you move it around, you can actually visualize the pollutants wherever you're walking. It also provides the air quality index number, specific pollutant concentrations, source of pollutants, and brief descriptions of health impacts. It was really contributing to the education of the public regarding air pollution and it's also a really great way to increase brand awareness for the product in a way that's relevant and engaging to the visitor, even if we're not talking about the actual Blueair product, which is the air purification system.
Soli: Exactly. Here's an example from the marketing industry, something I'm sure you wouldn't think about.
WeatherBug is a great weather app and they were always looking to increase their traffic and user engagement by adding air quality and pollen data. First, they got the traffic increase they were looking for and as a company that monetizes their app by using ads, that was a perfect addition to their toolbox. Now not only did they create more contact in an easy way, but they also provided interesting and important information for their users. In another great example that you cannot see here, is the trigger campaigns.
Marketing agencies are always looking to be more creative in the ways they target their audience. So think about a product that I target according to air quality measurements. So for example, if I'm saying in my home and air quality outside is very bad, a company that knows that can trigger a campaign with a specific product that will help me fight this bad air quality, this air pollution, and that works great for them.
Ronit: Definitely high engagement on that campaign.
Soli: These are just some of the use cases and industries that benefit from personalized environmental data as their customers now rely on them to empower healthier decisions. But I want to stress here the possibilities are far and wide across industries. You remember just last week we talked to a company that developed smart windows. Who would've thought? I always tell potential clients and other people that I speak with, use your imagination, be creative, and the sooner you do it the better. Because in today's day and age all companies really in every industry are moving to the digital world.
It's no longer possible to stand out among all this competition by having generic, outdated products. By using personalized air quality and pollen data our consumers have been able to achieve their goals by shifting to connected products that provide a personalized user experience. It's a smarter solution and as a result, they see amazing results: an increase in product sales. Adoption. Usage. And when you think of it it's obvious why. When you understand the most immediate environment for everyone, the air they breathe, you can provide a highly personalized experience, unparalleled value, and even drive healthier actions. You can give the users what they really want and they will keep coming back for more.
Ronit: Amazing. Thank you so much, Soli.
We've come to the section of the Q&A and I want to invite you all to start sending in your questions. Send as many as you can, we really want to hear if it's about BreezoMeter, the history, the data, your industry specifically, your industry use case. Whatever you can think of please send it through. Actually, we really wanted to be with you guys on this one, so here we are. Again, anything that you want to hear. I think we have a couple coming in right now, Soli. How about this one: do you provide any other support other than just the data?
Soli: That's a great question. Well, we do. We do understand at BreezoMeter that air quality data is something rather new in the market. We have a lot of experience. We have a lot of use cases, companies we work with, as we mentioned, from various industries. So we would love to do it, providing UX/UI design, we have product managers working in the air quality industry for a lot of years and we would love to provide you with the information, with our insights, sharing our use cases, and doing like a tailored made plan for your specific industry and specific use case.
Ronit: Thanks, Soli. We have a bunch coming in now. I just want to remind you guys that if we don't get to your question we will have somebody follow up with you with the answer, so please feel free to keep sending them in. Do you work worldwide, what if we need a country that you do not currently support?
Soli: Okay I get that a lot. So we do support right now 94 countries for air quality, 56 for pollen, and it all really depends on demand. So if you do have a use case, if you do need this service for air quality, for pollen, we know how to do the research. I didn't mention that during the presentation, but half of our company is environmental engineers, so we’re really research-oriented, and if there's a need we would do it. It might take a while but we'll get there.
Ronit: Thank you. We have two here that are pretty similar so I think you'll probably answer it. One, do you have to have an app in order to use our API?
Soli: The answer is no. Most of these cases are interesting because they have an app and a dashboard but we also have a lot of companies who use our data internally. I think I actually gave an example for this trigger campaigns. So, they don't have an app but they needed our data to launch the campaign. You can use it for research, you can use it just internally to get smarter decisions regarding, for example, air ventilation. When should you use internal air ventilation or outdoor air? So no, you don't need an app to use our service.
Ronit: Great. Keep them coming guys. Is this easy to implement?
Soli: It is. We're using a simple API, a simple JSON script, and we, as I said, we do provide our own back-end support so if you need any assistance from one of our R&D engineers we would be happy to provide it. And we also have very nice documentation that explains exactly how to implement it and how to use the features.
Ronit: Which you can actually look at on our website.
Soli: Exactly. You can find everything on our website. And again if you have any trouble with implementing the API, we're here to help.
Ronit: Great thanks. Here's another question, how can users relate to this complex data?
Soli: So it is complex, But it's complex only from our side to provide it, meaning, a lot of the companies have found a way to visualize it. So if you're going to look at our website you can see that we have our heat map.
Ronit: Go to the live map or even download the app for iOS or Android and, sorry to cut you off Soli, we really think it's important, and that's why you'll see in our heat map that it's really easy to visualize what's happening. You can see the separate colors where the air pollution changes, where it goes bad to good. It's really easy to understand what's happening around you, and a lot of our customers have adopted that and in one way or another as well.
Ronit: Okay. I think we are going to have to end it here. Again, if we didn't get to your question we will be following up with you with the recording and somebody will follow up with you directly to answer your questions. Soli, I want to thank you for taking the time.
Soli: Thank you so much.
Ronit: It was really interesting. And I want to thank you guys for coming. Please join us on our next webinar and stay tuned, we'll be sharing about it soon. Have a good day.