Covid-19 Health and Economy

For over 25 years, Wunderman Thompson Data has been in the business of creating a comprehensive portfolio of human insights through collection, curation and management of thousands of certified data sources to help our businesses better understand their customers.

The new Wunderman Thompson Identity Network is an individual (non-cookie based) Identity Graph that consists of thousands of insight elements connected to over 270,000,000 individuals in the U.S, integrated into our Watson machine learning platform, with an ability to activate targeted consumer communications seamlessly into digital media, marketing, CRM, call center, and all addressable channels.

In the context of this on-going pandemic, we have connected the health, demographic, and consumer transaction data from our Identity Network with current available Covid-19 data, and other market information, to create a county level view of population Risk, Readiness, and Economic Recovery*.

We will continue activating the full depth of human insight from our Identity Network with IBM Watson’s Machine Learning platform to create and provide additional insights during this challenging time.

Based on ailments defining CDC’s Groups at higher Risk for Severe Illness , and our access to over $1.1 trillion dollars of consumer transaction activity across 41 categories within our Identity Network, this interactive map aims at providing a “snapshot” of the current health and economic conditions affecting US population.

AI powered Predictive Recovery Index (PRI)

Our Predictive Recovery Index and county by county presentation of Covid-19 impact on economic pace and velocity leverages our deep machine learning capabilities that are connected and integrated in the Wunderman Thompson Identity Network.

Our Predictive Recovery Index is using Machine Learning to see, understand and predict county level economic recovery based on consumer spending velocity gleaned from our view into consumer purchase behavior across 41 categories.

Our public view of Covid-19 Risk, Readiness and Recovery brings our Wunderman Thompson's Human Insights and IBM Watson together to provide much needed guideposts for health and economy insights, and recovery decision support with the ability to move directly to actions for our clients, public sector leaders, and local businesses in communities across the U.S.

Contact us for more information about this public view of Risk, Readiness and Recovery and learn how we are helping businesses onboard their business data (locations, customers, personnel, supply chain) to identify, plan and execute recovery initiatives to reactivate their business and our economy.

Select Layer:

State Infection Statistics and Average Risk

County Infection Statistics and Risk Factors

Risk Index, Readiness Index, and Recovery Index in Detail

*Risk Index

Cancer, Hypertension, Cardiovascular Disease, Diabetes and Chronic Respiratory Disease AND specific age groups were identified by the CDC as factors that would place an individual into an "at risk" group for Covid-19. Wunderman Thompson maintains information on US populations that facilitated analysis to identify an approximate percentage of a county population that align to the CDC published risk factors. This data was used to approximate total percentage of a county population that aligns to this "at risk" classification. The percentage was adjusted to reflect density of the "at risk" population, log transformed and scaled to an index to create the risk score.

*Readiness Index

The readiness score was constructed using hospitalization and ICU rates pulled from Harvard Global Health Institute , updated with the hospitalization rates from the Covidtracker Project Data (per state) , and the confirmed COVID-19 cases from Johns Hopkins University . The score evaluates the number of available beds per hospitalized patient , and ICU beds per hospitalized ICU patient under assumed scenarios where 50%, 20% and 5% of the population contract COVID-19. The bed and ICU bed availability in each scenario is weighted 2 to 3 and averaged to reflect overall ability to meet bed demands in each scenario. The scenarios are weighted at 15%, 35%, and 50%, respectively, to reach the final readiness score.

*Recovery Index

The Recovery Index was built using the transactional database of Wunderman Thompson. The sum of total transactions amounts per week is divided by the equivalent amount of the same week in 2018 and 2019 (averaged). This is the Index that is displayed as a weekly Recovery Index (across all possible categories). The Velocity of this Index is simply the difference of the Recovery Index between a given week and the previous week.


Be cautious when comparing both scores directly with each other given that they have been calculated using different methods.

The infection data for counties New York, Kings, Bronx, Queens and Richmond are aggregated under the New York City Area statistics.

The spending data displayed on Recovery tab contains a sample of the transaction data that Wunderman Thompson has.

The latest recovery tab is showing the recovery indexes for each county at week t-2 where t is the current week. This is to ensure completeness of data for the recovery index. The predicted recovery is a predicted recovery for the current week. The colours of the scatter plot represent the velocities of counties (difference between this week's recovery and last week's recovery). Counties having a recovery Index above 200 are all positioned at recovery Index 200 on the graph to make the visualisation easier.

For the map visualisation, the slider shows at maximum week t-2 (where t is the current week). On the map, we do not cut off any recovery index.

For the similar counties tab, we compare all the biweekly periods starting from week 14 (first end week with more granular infection data) up to week t-2.

The geographical area covered in this analysis is limited to the 50 U.S. states. Unincorporated territories like Puerto Rico and American Samoa are not included.

The IDN as % of Adult Pop. is calculated based on the population aged 18 or above.


Wunderman Thompson does not make any warranties about the completeness, reliability and accuracy of this information. Wunderman Thompson will not be liable for any losses and damages in connection with the use of this website or data. The Covid-19 data use within our Risk and Readiness view is sourced from Johns Hopkins. This data visualization is used for the purposes of research and analytics only.

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