1 / 21

Geo Symptom Solutions Anurag Jain

Geo Symptom Solutions Anurag Jain . Publishers Reaching Users. Method of reach Content Categorization User Categorization based on site usage and declared information Scale for WebMD WebMD serves 2.6 billion pageviews a quarter That are consumed by 125.5 million unique users a month

rad
Download Presentation

Geo Symptom Solutions Anurag Jain

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Geo Symptom SolutionsAnurag Jain

  2. Publishers Reaching Users • Method of reach • Content Categorization • User Categorization based on site usage and declared information • Scale for WebMD • WebMD serves 2.6 billion pageviews a quarter • That are consumed by 125.5 million unique users a month • Key challenge publishers face • Relevant message can be given to users “after” they show interest in category. • For many short-lived conditions, the message needs to reach users “before” they show clear interest.

  3. Hypothesis Identify “correct” geographic locations for area of interest Reach users if they belong to the geographic location of interest Adjust locations regularly to redirect reach as the target audience changes

  4. Data Source – Symptom Checker

  5. WebMD Symptom Checker Data Summary • Sample Conditions • (user shown multiple possible conditions) • Influenza (Adult) • Acute sinusitis • Gastroenteritis • Abscess • Irritable bowel syndrome • Sample Symptoms • Pain or discomfort • Headache • Fever • Numbness or tingling • Dizziness • Sample Body locations and Qualifiers • Pain or discomfort (Legs) - sharp or stabbing • Difficulty sleeping – made worse by alcohol • Cough – Worse at night • Fever - over 103.5 F (high) • Weakness – made worse by heat • Weakness – better with rest • Uses defined vocabulary • 40-50 MM USA visitors a year entering symptoms, spending on an average over 5 mins per visit • Data consists of symptoms, qualifiers, and body locations entered by site visitors

  6. Seasonality of Flu (over 4 years) Population Proportion for ILI (Influenza like Illnesses) per week during Flu seasons

  7. Variability of Symptoms

  8. Geographical Variability Eastern Cities Western Cities

  9. Process • Aggregate data by Geo Location DMA, Designated Market Area • Apply Statistical model to: • Mark DMAs with high/medium/low levels of activity • Identify DMAs with clearly high level of activity with 95% confidence • Pick top DMAs with highest level of activity

  10. Information Product – Geo Map (Dec 18, 2012) Symptom Checker data aggregated at State and County level for map

  11. Commercial Product: Geo Symptom Targeting Data aggregated at DMA level Compared with baseline to find areas under flu Make identified areas available for online and offline reach

  12. Commercial Product: Geo Symptom Targeting • Reaching users at WebMD based on inferred location • Reaching users through Audience Extension • Making data available for use by customer • Supply chain management • Better offline reach for users

  13. WebMD/CDC Comparison:December Week 1 CDC (Week ending 12/1/12) WebMD (Week ending 12/1/12)

  14. WebMD/CDC Comparison:December Week 3 WebMD (Week ending 12/15/12) CDC (Week ending 12/15/12)

  15. WebMD/CDC Data Correlation

  16. WebMD data ahead of CDC

  17. Advantage Over Similar Products Data highly correlated with gold standard of CDC Data available 1-2 weeks in advance of CDC as well as other Rx/Dx sources Being driven from declared symptoms, the data is more precise than search queries Targeting possible at custom group of Symptoms

  18. The results are in… • Geo Symptom Targeting works for conditions • that are seasonal and • that vary geographically • Significant improvement to ROI • Based on IRI study of the program for 2012-13 flu season • Improved client interest for the product • More than doubled committed revenue for 2013-14 flu season • Multiple customers interested in product for next year

  19. What’s next for WebMD • Predictive models for better planning • Other countries of interest • Looking into UK, Canada and Australia • Bio Surveillance - Identify unusual levels of activities and raise alerts • Find information in other sources of data at WebMD • Health Checks • User Registration • Quizzes

  20. Questions Contact: Anurag Jain VP Engineering, WebMD anurag@webmd.net

More Related