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.