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10 Ways Sample Companies Should be Using Automation

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Automating sample is an important step toward delivering on industry demands for speed, cost savings and quality. Where is the sample industry when it comes to automating processes? Where should we be? This session provides a vision for automation that goes beyond greater efficiency and lower costs, ultimately enabling suppliers to deliver better data and agility for clients. From respondent satisfaction all the way to effective fraud mitigation, using this technology to its full potential can help to build true efficiencies that result in better quality from start to finish.

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10 Ways Sample Companies Should be Using Automation

  1. 1. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation
  2. 2. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation ●  Social scientist & econometrician ●  20+ years in market research (client & supplier) ●  Senior roles at NPD Group, Ipsos ●  Written and spoken extensively on evolution of market research About Me
  3. 3. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation AUTOMATION
  4. 4. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation The Process PANEL RECRUITMENT AND PROJECT EXECUTION What’s Already Being Done SPEED AND COST REDUCTION The Coming Wave SOLVING THE BIG PROBLEMS Today’s discussion
  5. 5. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation The Process
  6. 6. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation RECRUITMENT PROFILING SELECTION REWARD panel
  7. 7. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation project PLANNING COMMISSIONING FIELDING ANALYSIS
  8. 8. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation panel project RECRUITMENT PROFILING SELECTION REWARD PLANNING COMMISSIONING FIELDING ANALYSIS
  9. 9. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation FEASIBILITY BUY/SELL panel project RECRUITMENT PROFILING SELECTION REWARD PLANNING COMMISSIONING FIELDING ANALYSIS
  10. 10. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation FEASIBILITY BUY/SELL QUOTA MGMT FIELD MONITORING panel project L A U N C H RECRUITMENT PROFILING SELECTION REWARD PLANNING COMMISSIONING FIELDING ANALYSIS
  11. 11. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation FEASIBILITY BUY/SELL QUOTA MGMT FIELD MONITORING INCENTIVE DATA DELIVERY panel project L A U N C H C L O S E RECRUITMENT PROFILING SELECTION REWARD PLANNING COMMISSIONING FIELDING ANALYSIS
  12. 12. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation What’s Happening Now
  13. 13. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation FEASIBILITY BUY/SELL R QUALITY SCORE QUOTA MGMT FIELD MONITORING INCENTIVE DATA DELIVERY RECRUITMENT PROFILING SELECTION REWARD PLANNING COMMISSIONING FIELDING ANALYSIS panel project 1 1. RECRUITMENT Onboarding new panelists is already quite automated. Suppliers typically have standing orders with companies that source participants and direct them into a “new member” workflow.
  14. 14. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation R QUALITY SCORE QUOTA MGMT FIELD MONITORING INCENTIVE DATA DELIVERY PLANNING COMMISSIONING FIELDING ANALYSIS panel project 2 RECRUITMENT PROFILING SELECTION REWARD 2. PROFILING The collection of demographic profile data for targeting is quite automated. ●  Detailed demographic data is common. ●  The collection of extensive behavioral profiling varies considerably. (And, disappointingly, respondents are still too frequently asked to provide this data in field despite it already being known!)
  15. 15. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation INCENTIVE DATA DELIVERY PLANNING COMMISSIONING FIELDING ANALYSIS panel project 3 3. INCENTIVE FULFILLMENT This has been automated for a while. It became essential as participation rates started to decline many years ago. RECRUITMENT PROFILING SELECTION REWARD
  16. 16. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation PLANNING COMMISSIONING FIELDING ANALYSIS FEASIBILITY BUY/SELL R QUALITY SCORE QUOTA MGMT FIELD MONITORING INCENTIVE DATA DELIVERY panel project RECRUITMENT PROFILING SELECTION REWARD 4. BUYING & SELLING This is what people are referring to when they talk about programmatic sampling. That said, there are still plenty of companies (including some large agencies) that remain highly manual!4
  17. 17. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation FEASIBILITY BUY/SELL QUOTA MGMT FIELD MONITORING INCENTIVE DATA DELIVERY panel project L A U N C H C L O S E 1 2 4 Though big strides have been made, automation remains largely piecemeal, and little has been done to improve conditions for respondents. 3 RECRUITMENT PROFILING SELECTION REWARD PLANNING COMMISSIONING FIELDING ANALYSIS
  18. 18. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation The Coming Wave
  19. 19. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation PLANNING COMMISSIONING FIELDING ANALYSIS RECRUITMENT PROFILING SELECTION REWARD FEASIBILITY BUY/SELL R QUALITY SCORE QUOTA MGMT FIELD MONITORING INCENTIVE DATA DELIVERY panel project L A U N C H C L O S E 5 5. FEASIBILITY Are we really still doing this in spreadsheets? We have loads of respondent data and client data beyond LOI and Incidence, and the processing power to crunch the data. Automation creates far more accurate estimates that take into account the numerous conditions that impact feasibility.
  20. 20. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation PLANNING COMMISSIONING FIELDING ANALYSIS RECRUITMENT PROFILING SELECTION REWARD FEASIBILITY BUY/SELL R QUALITY SCORE QUOTA MGMT FIELD MONITORING INCENTIVE DATA DELIVERY panel project L A U N C H C L O S E 6 6. LAUNCH We should be able to go from bid to launch (soft or full) in a single click. It sounds simple, but it requires automation of the quotation process and a tight link to the operational platform. But when you do it, you can literally launch in seconds.
  21. 21. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation RECRUITMENT PROFILING SELECTION REWARD FEASIBILITY BUY/SELL QUOTA MGMT FIELD MONITORING INCENTIVE DATA DELIVERY panel project L A U N C H C L O S E PLANNING COMMISSIONING FIELDING ANALYSIS 7 7. QUOTA MGMT We should know when they are full. We should therefore know to stop sending sample, yet overquotas still plague respondents. (This is an upstream problem, isn’t it!) 8 8. FIELD MONITORING Why so manual, still?! We have field data. We have computers. We should be able to judge if we’re on track. If we’re not, the system should send immediate alerts so we can fix the problem in time!
  22. 22. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation PLANNING COMMISSIONING FIELDING ANALYSIS RECRUITMENT PROFILING SELECTION REWARD FEASIBILITY BUY/SELL R QUALITY SCORE QUOTA MGMT FIELD MONITORING S QUALITY SCORE INCENTIVE DATA DELIVERY panel project L A U N C H C L O S E 9. RESPONDENT QUALITY SCORE Consistent, detailed and thoughtful responses are good. Speeding and straightlining are bad. Automation allows us to assign scores in real- time and eliminate and replace bad respondents in field. 10. SURVEY QUALITY SCORE Dropout, overquota and term rates tell us a lot about survey quality, as do respondent ratings. We have the data. Good surveys should be promoted. Bad surveys should be quarantined. 9 10
  23. 23. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation FEASIBILITY BUY/SELL R QUALITY SCORE QUOTA MGMT FIELD MONITORING S QUALITY SCORE INCENTIVE DATA DELIVERY panel project L A U N C H C L O S E APIapplication programming interfaces We are only scratching the surface on what can be communicated between systems. 11 RECRUITMENT PROFILING SELECTION REWARD PLANNING COMMISSIONING FIELDING ANALYSIS
  24. 24. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation FEASIBILITY BUY/SELL INCENTIVE DATA DELIVERY R QUALITY SCORE QUOTA MGMT FIELD MONITORING S QUALITY SCORE panel project L A U N C H C L O S E 1 2 The magic happens when you put all of these things together. 3 6 7 8 9 10 11 API 4 5 RECRUITMENT PROFILING SELECTION REWARD PLANNING COMMISSIONING FIELDING ANALYSIS
  25. 25. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation FEASIBILITY BUY/SELL INCENTIVE DATA DELIVERY R QUALITY SCORE QUOTA MGMT FIELD MONITORING S QUALITY SCORE L A U N C H panel project C L O S E 1 2 3 6 7 8 9 10 11 API 4 5 Fully automated operations massively improves SPEED, EFFICIENCY and DEPENDABILITY. RECRUITMENT PROFILING SELECTION REWARD PLANNING COMMISSIONING FIELDING ANALYSIS
  26. 26. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation L A U N C H FEASIBILITY BUY/SELL INCENTIVE DATA DELIVERY R QUALITY SCORE QUOTA MGMT FIELD MONITORING S QUALITY SCORE panel project C L O S E 1 2 3 6 7 8 9 10 11 API 4 5 DATA & RESPONSE QUALITY improve dramatically. RECRUITMENT PROFILING SELECTION REWARD PLANNING COMMISSIONING FIELDING ANALYSIS
  27. 27. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation ●  Significantly reduces demoralizing overquotas, soul-crushing routing, unnecessary terms and panel-killing dropouts. This arises only when we combine profiling data and algorithms and fully map and communicate data in APIs, and then use engagement metrics as KPIs. ●  Delivers better data, and we have proof of this. NB: Our industry has done tons of research proving bad experiences = bad data. We have third party data demonstrating that the practice of promoting good experiences and quarantining bad ones delivers more engaged respondents. Plus, stopping a study that’s crashing in field and alerting clients before it’s too late makes absolute sense! ●  Used up the supply chain, improves conversion rates for sourcing partners and leads to long-term quality & economic benefits. Doing all these things creates a virtuous circle, whereas current practices create a vicious one. Automation can massively improve the respondent experience.
  28. 28. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation R QUALITY SCORE QUOTA MGMT FIELD MONITORING S QUALITY SCORE 9 L A U N C H FEASIBILITY BUY/SELL INCENTIVE DATA DELIVERY R QUALITY SCORE QUOTA MGMT FIELD MONITORING S QUALITY SCORE panel project C L O S E 1 2 3 6 7 8 9 10 11 API 4 5 Breakthrough improvements in RESPONDENT VALIDATION & FRAUD DETECTION. RECRUITMENT PROFILING SELECTION REWARD PLANNING COMMISSIONING FIELDING ANALYSIS
  29. 29. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation 250,000,000 data points per year ●  demographics ●  survey responses ●  behaviours ●  device information ●  field statistics Data and processing power enable significant improvement in respondent validation and deduplication.
  30. 30. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation 5-20%+ are fraudulent✻ meta-estimate from various sources: Robbins and Kuriakose (from Science Mag, with Pew rebuttal), TrueSample, P2Sample, Lucid and discussions with informed colleagues
  31. 31. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation
  32. 32. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation 32 75%mixed human & machine source: ana/whiteops
  33. 33. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation Email validation Address validation Digital fingerprinting Trap questions Honeypots Captcha Expert rules Open end analysis
  34. 34. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation 34 Artificial Intelligence artificial intelligence
  35. 35. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation 1. Domain experience 2. Data (a LOT) 3. Algorithm(s) Artificial Intelligence requires three things:
  36. 36. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation 66%REDUCTION IN FRAUD
  37. 37. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation MIGHT BE FRAUDULENT, THEY ARE DISENGAGED THE NEXT TIME! ~1.5%
  38. 38. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation 1.  Addressing the industry’s toughest problems. 2.  Meaningfully differentiating sample providers now. 3.  Automate or go home. The Second Wave of Automation
  39. 39. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation More on automation and objective factors to evaluate sample suppliers, with commentary & forewords from Ray, Lenny Murphy (GreenBook/IIeX), Kristin Luck, and Patrick Comer (Lucid). We will send it to you (free).
  40. 40. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation Jonathan D. Deitch, Ph. D. P2Sample +33 7 60 62 68 94 +1 703 493 0422 jd@p2sample.com or find me in Berlin at ESOMAR! Questions? p2sample.com/automation
  41. 41. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation Q & A JD Deitch P2Sample Ray Poynter NewMR
  42. 42. 10 Ways Sample Companies Should Be Using Automation AI and Machine Learning JD Deitch, P2 Sample The Future of AI & Automation NewMR 2018 Sponsors Communica:on Gold Silver

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