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Humanizing the Machine
by
Lukas Biewald
July 15th 2015
About Lukas
THIS IS A TITLE
Lukas is the CEO at CrowdFlower.
Following his graduation from Stanford
University with a B.S. in Mathematics and an
M.S. in Computer Science, Lukas led the Search
Relevance Team for Yahoo! Japan. He then
worked as a senior data scientist on the Ranking
and Management Team at Powerset, Inc.,
acquired by Microsoft in 2008.
@l2k
https://www.linkedin.com/in/lbiewald
The Effect of Better Algorithms
THIS IS A TITLE
0%
5%
10%
15%
20%
25%
Naïve Bayes Maximum
Entropy
SVM
Classifier Error Rate Real World Data
Active Semi-Supervised Learning for Improving
Word Alignment
(Vamshi ACL ’10)
The Effect Of Better Features
0%
5%
10%
15%
20%
25%
30%
Unigrams Bigrams Unigrams+Bigrams
Classifier Error Rate
The Effect Of Cleaner Data
THIS IS A TITLE
#RICHDATA
0%
2%
4%
6%
8%
10%
12%
14%
90% Accurate Data 95% Accurate Data 100% Accurate Data
Classifier Error Rate
Where Do Data Scientists Spend Their Time?
Download CrowdFlower Data
Science Report 2015
Source: CrowdFlower
Data Science Report
2015
Example Tasks
A Data-Driven Breakdown of What We Dislike About
Major Airlines!
Example Task
Example Task
Drug Side Effects
Drug Side Effects
14 Languages Supported. 100+ Countries.
Quality Control
Test Questions
Use Case:
Video Game Launch and Ongoing Sentiment Analysis
• Ongoing analysis of online
conversation sentiment about client
gaming product(s) and brand
(across Twitter, Forums, Blogs,
Facebook, etc.)
• Allows client to make decisions
about product release dates,
specifically feature releases
• Provides client with insights to
prioritize issues, specifically
surfaced around popular features
that drive high volume of
conversation and emotion within the
gaming community
• Results in a satisfied/happy gaming
community; turns detractors into
promoters and improves
Use Case:
Analyzing Purchase Intent (Auto Brand)
• Monitor consumer emotion to the
purchase funnel by specific model:
o Awareness
o Consideration
o Intent
o Advocacy
• Analyze how marketing
communications have shifted
perceptions as it relates to the
purchase funnel
• Identify which messages resonate
with buyers and amplify positive
purchase intent messages
Use Case:
Journalist Outreach
• Analyzed journalist social content to
understand which conversations they
were receptive to, who influenced their
feed, what publications they read, and
how this related to specific topics of
interest to our client’s brand
• Tailor their PR messaging to these
journalists based on their content
history
TWITTER.COM/CrowdFlowerINFO@CROWDFLOWER.COMCROWDFLOWER.COM
Thank You.

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Humanizing The Machine

  • 1. Humanizing the Machine by Lukas Biewald July 15th 2015
  • 2. About Lukas THIS IS A TITLE Lukas is the CEO at CrowdFlower. Following his graduation from Stanford University with a B.S. in Mathematics and an M.S. in Computer Science, Lukas led the Search Relevance Team for Yahoo! Japan. He then worked as a senior data scientist on the Ranking and Management Team at Powerset, Inc., acquired by Microsoft in 2008. @l2k https://www.linkedin.com/in/lbiewald
  • 3. The Effect of Better Algorithms THIS IS A TITLE 0% 5% 10% 15% 20% 25% Naïve Bayes Maximum Entropy SVM Classifier Error Rate Real World Data Active Semi-Supervised Learning for Improving Word Alignment (Vamshi ACL ’10)
  • 4. The Effect Of Better Features 0% 5% 10% 15% 20% 25% 30% Unigrams Bigrams Unigrams+Bigrams Classifier Error Rate
  • 5. The Effect Of Cleaner Data THIS IS A TITLE #RICHDATA 0% 2% 4% 6% 8% 10% 12% 14% 90% Accurate Data 95% Accurate Data 100% Accurate Data Classifier Error Rate
  • 6. Where Do Data Scientists Spend Their Time? Download CrowdFlower Data Science Report 2015 Source: CrowdFlower Data Science Report 2015
  • 8. A Data-Driven Breakdown of What We Dislike About Major Airlines!
  • 13. 14 Languages Supported. 100+ Countries.
  • 16. Use Case: Video Game Launch and Ongoing Sentiment Analysis • Ongoing analysis of online conversation sentiment about client gaming product(s) and brand (across Twitter, Forums, Blogs, Facebook, etc.) • Allows client to make decisions about product release dates, specifically feature releases • Provides client with insights to prioritize issues, specifically surfaced around popular features that drive high volume of conversation and emotion within the gaming community • Results in a satisfied/happy gaming community; turns detractors into promoters and improves
  • 17. Use Case: Analyzing Purchase Intent (Auto Brand) • Monitor consumer emotion to the purchase funnel by specific model: o Awareness o Consideration o Intent o Advocacy • Analyze how marketing communications have shifted perceptions as it relates to the purchase funnel • Identify which messages resonate with buyers and amplify positive purchase intent messages
  • 18. Use Case: Journalist Outreach • Analyzed journalist social content to understand which conversations they were receptive to, who influenced their feed, what publications they read, and how this related to specific topics of interest to our client’s brand • Tailor their PR messaging to these journalists based on their content history

Editor's Notes

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