How Bayer predicted flu trends using machine learning

"It's always easier to do business if you already know what's going to happen." This playful phrase recently became an inspiration for the consumer health marketing team at the global life science company Bayer in the creation of a forecasting model to, in essence, try to predict the future. Specifically, the team wanted to predict cold and flu search trends around the world to help reach people with the right products to alleviate their symptoms. Eric Gregoire, SVP and global head of digital and media at Bayer, said the project started in Australia ahead of the nation's cold and flu season this year. And the prediction model was so successful in improving digital marketing performance that the team intends to exapand the project globally.