Expertsourcing involves crowdsourcing problems to experts rather than the general public. It requires specialization in a field and the use of data and analysis to make iterative, data-driven decisions. Experts are paid based on their performance on tasks like finding bugs or increasing conversions. Their work is curated using ratings and profiles, and they perform best when given context, feedback, and treated as valued co-workers rather than task masters.

1. let the market work for you
Crowdsourcing vs Expertsourcing
Data Driven Decisions By Experts
Niel Robertson, CEO, Trada
nielr@trada.com, @nielr1

2. We All Know What Crowdsourcing Is
copyright © 2009 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

3. But What is Expertsourcing?
copyright © 2009 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

4. The Nature of Expert Problems
• Requires specialization in a field (the
amateur can’t add much value here)
• Requires data and analysis
• Intuition from past experience can lead to
better results
• Multiple experiences (perspectives) can be
powerful
• Multiple approaches can be powerful
copyright © 2009 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

5. Case Example - uTest
copyright © 2009 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

6. Case Example - Trada
copyright © 2009 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

7. What Makes an Expert?
• They use data
Experts are trained to make
decisions with data
• They use tools
Experts know how to
become efficient
copyright © 2009 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

8. Process-Centric
• Expertsourced crowds are process-centric
work environments
• Data-driven decisions are iterative
copyright © 2009 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

9. Pay for Performance Expertise
• The benefit of Expertsourcing is paying for
expertise by the drink
• Pay
per
bug,
test
case,
etc.
• Pay
per
click,
conversion
copyright © 2009 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

10. Curation: Ratings and Profiles
copyright © 2009 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

11. Getting the Most From Your Experts
• You need to give them context
– Communicate with them
– Define goals quantitatively
• You need to give them feedback
– Give them information/data
– Help the crowd learn from each other
• You need to give them love
– Treat them as co-workers, not as task masters
– Care about their success/their success is your
success
copyright © 2009 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.

12. Find out More
crowdsortium.org, @crowdsortium
Niel
Robertson
President
and
CEO,
303-­‐588-­‐8543.
Email
me
at
nielr@trada.com
@nielr1
www.trada.com
copyright © 2009 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.