Using Data to Personalize Campaigns

With spring in the air and flowering plants going through a cycle of rebirth as they release pollen into the air, even big brands are making allergy data drive their campaigns. In early April Johnson & Johnson’s Zyrtec released its own Google Assistant skill that reports daily allergy and weather information as part of an initiative to personalize messaging.

For people who have pollen allergies, spring is not a fun time. Wheezing, tearing and sneezing for several weeks can drain any energy the end of winter brings. There are dozens of apps on Google Play and the Apple Store that serve this need. They give us pollen count, the weather report and help people navigate a difficult season.

In Zyrtec’s case, the AllergyCast mobile app is the source of all the data that it receives every day. The app has data from 41,000 zip codes sourced from Weather.com and pollen.com. Along with location data and crowdsourced social media reports, it uses an algorithm to analyze and report on the pollen count.

is at the center of the brand’s data efforts. The app pulls in data from 41,000 ZIP codes through Weather.com, stats from pollen.com, location data and social insights to create an algorithm that spits out stats about the current pollen count. The information is distributed through Amazon Echo and Google Assistant, its mobile app and website.

It’s a smart move for Johnson & Johnson to use the data it has to look into how users consume the information and if voice is indeed a better choice for news feeds.

Image credit: By i_am_jim – Own work, CC BY-SA 4.0

Thanks for sharing!

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