Utilizing geospatial intelligence and user modeling to allow for a customized health awareness campaign during the pandemic: The case of COVID-19 in Saudi Arabia

BACKGROUND: As of 2022, people are getting better at learning how to coexist with the Covid-19 global pandemic. In Saudi Arabia, many attempts have been made to raise public health awareness. However, most health awareness campaigns are generic and might not influence the desired behavior among individuals. OBJECTIVES: This study aims to apply geospatial intelligence and user modeling to profile the districts of the city of Jeddah. This customized map can provide a baseline for a customized health awareness campaign that targets the locals of each district individually based on the virus spread level. METHODOLOGY: It is ongoing research, which has resulted in the creation of a health messages library in the first phase [1]. This paper focuses on a second phase of the research study, which aims to provide a customized baseline for this campaign by applying the geospatial artificial intelligence technique known as space-time cube (STC). STC was applied to create a local map of the Saudi city of Jeddah, representing three different profiles for the city’s districts. The model is built using valid COVID-19 clinical data obtained from one of Jeddah’s general hospitals. RESULTS AND IMPLICATIONS: When applied, STC displays three profiles for the districts of Jeddah city: high infection, moderate infection, and low infection. To assess the geo-intelligent map, a new instrument was created and validated. The usability and practicality of this map were quantitatively evaluated in a cross-sectional survey using the goal-question-metric measurement framework, and a total of 43 participants filled out the questionnaire. The results indicate that the geo-intelligent map is suitable for everyday use, as evidenced by the participants’ responses. We argue that the developed instrument can also be used to assess any geo-intelligence map. This research provides a legitimate approach to customizing health awareness messages during pandemics.