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CrowdFlower University
October 21, 2013
Schedule for the day
1:00 - 1:05 // Arrive, Plug-in
1:05 - 1:30 // Intro to Workforce Management and the
CrowdFlower Platform
1:30 - 2:30 // Process Deconstruction & Job Creation
2:30 - 2:40 // Break
2:40 - 3:30 // Job Monitoring and Reports
3:30 - 4:00 // From the Field: Case Studies
4:00 - 4:10 // Break
4:10 - 4:30 // What’s to come: Product Roadmap
4:30 - 5:00 // Q&A

2

CrowdFlower, Inc. – Proprietary and Confidential
Purpose

CrowdFlower University will teach you the CrowdFlower
Platform, empowering you to manage workforces online.

3

CrowdFlower, Inc. – Proprietary and Confidential
Success Center

4

CrowdFlower, Inc. – Proprietary and Confidential
Success Center
success.crowdflower.com

5

CrowdFlower, Inc. – Proprietary and Confidential
Workforce Management

6

CrowdFlower, Inc. – Proprietary and Confidential
Workforce Management

Geography
Performance Levels and Skills
Workflows
Test Questions
Channels

7

CrowdFlower, Inc. – Proprietary and Confidential
Geography

8

CrowdFlower, Inc. – Proprietary and Confidential
Geography

9

CrowdFlower, Inc. – Proprietary and Confidential
Performance Levels and Skills

10

CrowdFlower, Inc. – Proprietary and Confidential
Skills and Performance Levels

The CrowdFlower Platform enables you to add
Skill requirements and Performance Levels to
your job. Enabling the Skilled Crowds will likely
increase the quality of your results and may
decrease the throughput of your judgments.

11

CrowdFlower, Inc. – Proprietary and Confidential
Workflows

12

CrowdFlower, Inc. – Proprietary and Confidential
Workflows

13

CrowdFlower, Inc. – Proprietary and Confidential
Test Questions

14

CrowdFlower, Inc. – Proprietary and Confidential
Test Questions

Test Questions are a powerful method for
measuring the quality of the contributors in your
job. By providing the answers to a small
percentage of units, you can tell how accurate
someone is, and automatically remove anyone
who doesn't meet your requirements.

15

CrowdFlower, Inc. – Proprietary and Confidential
Channels

16

CrowdFlower, Inc. – Proprietary and Confidential
Channels

17

CrowdFlower, Inc. – Proprietary and Confidential
CrowdFlower Terminology

18

CrowdFlower, Inc. – Proprietary and Confidential
CrowdFlower Terminology
• 
• 

Unit - One row on a spreadsheet (One company, one
officer)

• 

Dataset - The entire set of data for a project

• 

Task - A subset of data from the whole dataset

• 

Workflow - Multiple jobs that strung together

• 

Channel - A website in which a contributor can access
a task

• 

Test Questions - Training data created in the platform

• 
19

Judgment - One (of many) answers given by an
individual contributor

Contributor - Person completing assignments online

CrowdFlower, Inc. – Proprietary and Confidential
Process Deconstruction and Job
Creation

20

CrowdFlower, Inc. – Proprietary and Confidential
Process Deconstruction & Job Creation

Let’s learn how to build a job!

Today we’re going to build and run a sentiment analysis
job about CrowdFlower.

21

CrowdFlower, Inc. – Proprietary and Confidential
Best Practices – Job Construction

22

CrowdFlower, Inc. – Proprietary and Confidential
Best Practices – Job Construction
• 
• 

Leverage the Template Library

• 

Use the Instructions Template

• 

Help contributors find the data (provide links, images,
etc)

• 

Provide examples in the instructions

• 

Leverage CML logic wherever possible

• 

Use validations to control text inputs

• 

23

Break down problem into smallest components

Allow an "escape" option for multiple choice
questions regarding information in the job or a link: "I
don't know", "I couldn't find it", "the link is broken",
etc.

CrowdFlower, Inc. – Proprietary and Confidential
Best Practices – Test Questions

24

CrowdFlower, Inc. – Proprietary and Confidential
Best Practices – Test Questions
• 
• 

Enable random data for Test Questions

• 

Copy units to source

• 

Be as thorough in your Test Question reasons as
possible – these will help train the crowd throughout
the task

• 

Create Test Questions out of edge case (subjective
or tricky) units to train the crowd

• 

You don’t need to answer every question

• 

25

Try to create an even distribution of answers

For subjective questions you can allow for multiple
correct answers

CrowdFlower, Inc. – Proprietary and Confidential
Best Practices – Job Calibration

26

CrowdFlower, Inc. – Proprietary and Confidential
Best Practices – Job Calibration
• 

• 

Set variable judgments on trickier CML
elements

• 

27

Set the Max Judgments Per IP at the number
of units in an assignment multiplied by the
amount of gold in the task
•  This ensures that a contributor will not
see the same gold unit twice

Set threshold for trust of contributors

CrowdFlower, Inc. – Proprietary and Confidential
Launch!
28

CrowdFlower, Inc. – Proprietary and Confidential
Task Monitoring and Reports

29

CrowdFlower, Inc. – Proprietary and Confidential
Task Monitoring and Reports

Task Monitoring
Interpreting Reports
Interpreting Results
*This session will teach you how to understand your results.

30

CrowdFlower, Inc. – Proprietary and Confidential
Task Monitoring

31

CrowdFlower, Inc. – Proprietary and Confidential
Task Monitoring

• Review Test Questions
• Monitor Contributors

32

CrowdFlower, Inc. – Proprietary and Confidential
Interpreting Reports

33

CrowdFlower, Inc. – Proprietary and Confidential
Interpreting Reports

34

CrowdFlower, Inc. – Proprietary and Confidential
Interpreting Results

35

CrowdFlower, Inc. – Proprietary and Confidential
Interpreting Results

• Confidence Scores
• Aggregation Methods
• Auditing for Accuracy

36

CrowdFlower, Inc. – Proprietary and Confidential
Case Studies

37

CrowdFlower, Inc. – Proprietary and Confidential
Case Studies

In this session we will cover several practical applications
of the CrowdFlower Platform.

38

CrowdFlower, Inc. – Proprietary and Confidential
Search Relevance Testing

39

CrowdFlower, Inc. – Proprietary and Confidential
Example 1

40

CrowdFlower, Inc. – Proprietary and Confidential
Example 2

41

CrowdFlower, Inc. – Proprietary and Confidential
Master Data Management

42

CrowdFlower, Inc. – Proprietary and Confidential
Find URL

43

CrowdFlower, Inc. – Proprietary and Confidential
Find About Us Page

44

CrowdFlower, Inc. – Proprietary and Confidential
Categorize Businesses

45

CrowdFlower, Inc. – Proprietary and Confidential
De-Duplication

46

CrowdFlower, Inc. – Proprietary and Confidential
Content Categorization

47

CrowdFlower, Inc. – Proprietary and Confidential
Photo Categorization

48

CrowdFlower, Inc. – Proprietary and Confidential
Product Categorization

49

CrowdFlower, Inc. – Proprietary and Confidential
Content Moderation

50

CrowdFlower, Inc. – Proprietary and Confidential
Photo Moderation

51

CrowdFlower, Inc. – Proprietary and Confidential
Text Moderation

52

CrowdFlower, Inc. – Proprietary and Confidential
Image and Text Interpretation

53

CrowdFlower, Inc. – Proprietary and Confidential
Image Transcription

54

CrowdFlower, Inc. – Proprietary and Confidential
OCR Verification

55

CrowdFlower, Inc. – Proprietary and Confidential
Product Roadmap

56

CrowdFlower, Inc. – Proprietary and Confidential
Q4 2013

Automatic Test Question access for Enterprise customers
only

A wizard for first-time users so that your team needs less
training

A reputation score for our contributors and improvements
to our performance levels
57

CrowdFlower, Inc. – Proprietary and Confidential
Q1 2014
In-platform templates for you to get started quickly

Improvements to our GUI

Team collaboration on jobs

In-platform auditing tool so that your internal team and
our strongest contributors can easily evaluate the output
of your job
58

CrowdFlower, Inc. – Proprietary and Confidential
And beyond…
New task analytics for improved slicing and dicing of your
data

Workflow building tool 

Minimize human input (e.g. variable pay where you set
the budget, we set the pay for contributors)

59

CrowdFlower, Inc. – Proprietary and Confidential
Questions?

60

CrowdFlower, Inc. – Proprietary and Confidential
Contact Me

Nathan Zukoff
Platform Program Manager
nathan@crowdflower.com
973-997-1921

61

CrowdFlower, Inc. – Proprietary and Confidential

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CrowdFlower University Oct. 21 2013