Google Uses Web Searches to Track Flu’s Spread - NYTimes.com - About

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Saved by 3 people (-1 private), first by anonymouse user on 2008-11-12

Jmresearch on 2008-11-12 - Tags trends , methodology , research , google
Jesscharlesworth on 2008-11-12 - Tags maps , health , technology , predictions , datamining , trends , crowdsourcing
Sandnsurf on 2008-11-12 - Tags nytimes , google , internet , flu

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Tests of the new Web tool from Google.org, the company’s philanthropic unit, suggest that it may be able to detect regional outbreaks of the flu a week to 10 days before they are reported by the Centers for Disease Control and Prevention.

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But the data collected by search engines is particularly powerful, because the keywords and phrases that people type into them represent their most immediate intentions. People may search for “Kauai hotel” when they are planning a vacation and for “foreclosure” when they have trouble with their mortgage. Those queries express the world’s collective desires and needs, its wants and likes.

Internal research at Yahoo suggests that increases in searches for certain terms can help forecast what technology products will be hits, for instance. Yahoo has begun using search traffic to help it decide what material to feature on its site.

Two years ago, Google began opening its search data trove through Google Trends, a tool that allows anyone to track the relative popularity of search terms. Google also offers more sophisticated search traffic tools that marketers can use to fine-tune ad campaigns. And internally, the company has tested the use of search data to reach conclusions about economic, marketing and entertainment trends.

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Google Uses Web Searches to Track Flu’s Spread - NYTimes.com