geo symptom solutions anurag jain. method of reach content categorization user categorization based...
Post on 18-Dec-2015
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• 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.
PUBLISHERS REACHING USERS
• 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
HYPOTHESIS
• 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
WebMD Symptom Checker Data Summary
Sample Conditions(user shown multiple possible conditions)
• Influenza (Adult)• Acute sinusitis • Gastroenteritis• Abscess• Irritable bowel syndrome
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
Sample Symptoms• Pain or discomfort• Headache• Fever• Numbness or tingling• Dizziness
Seasonality of Flu (over 4 years)
Population Proportion for ILI (Influenza like Illnesses) per week during Flu seasons
• 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
Process
• Symptom Checker data aggregated at State and County level for map
Information Product – Geo Map
(Dec 18, 2012)
• Data aggregated at DMA level
• Compared with baseline to find areas under flu
• Make identified areas available for online and offline reach
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
Commercial Product: Geo Symptom Targeting
• 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
Advantage Over Similar Products
• 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
The results are in…
• 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
What’s next for WebMD
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