No available data sources accurately track incidence of sore-throat cases in Australia, making a development of a data-driven strategy difficult. Traditionally, planners used cold and flu data from previous years as a guide and hoped that historic patterns continued, which NEVER happens. Vizeum commissioned sister agency data2decsions to develop the Sore Throat Outbreak Monitoring System (STOMS), which used over 20 data sources to forecast incidences of sore-throat cases across each individual state in Australia. STOMS enabled a long term trend line of sore throats in Australia which allowed visibility and prediction of the season’s length of time and peak period. In addition, it allowed us to view short term changes in this long term trend line to have even greater accuracy in predicting sore throats for the week ahead.
Utilising STOMS, Vizeum worked with our DAN partners to develop agile plans in-line with sore-throat cases. STOMS’ accurate long-term forecasts enabled planning of less agile radio and OOH media (through Posterscope) with investment being allocated based on these trends. In the shorter term, using daily weather data, STOMS highlights expected short-term fluctuations in sore-throats, enabling Vizeum to work better with AMNET and Pocket Nation to allocate media by state, with investments reflecting anticipated short-term changes.