SlideShare a Scribd company logo
Surf the crowd:
Predicting campaign outcomes on GoFundMe
Amy C. Geojo
Categories differ in their popularity
Campaign descriptionInitial description of campaign
Collecting  Storage
(~5000 campaign profiles)
Exploration/Feature
processing
Predict Outcome of Campaigns
Random Forest Classifier
Random Forest Classifier
• Goal: Predict campaign outcome
– Success = 80% of goal
• Inputs:
– Category (e.g., Medical,
Emergencies, Education…)
– Location
– Campaign length
– Goal
– Facebook, Twitter
– Description Length (# words)
– # updates
– # images (updates, description)
Random Forest Classifier
Goal: Predict campaign outcome
Challenge: Define Success?
- Reach goal?
- Obtain at least 80% of goal
Random Forest Classifier
Goal: Predict campaign outcome
What is a successful campaign?
- Reach goal?
- Obtain at least 80% of goal
Random Forest Classifier
Goal: Predict campaign outcome
What is a successful campaign?
- Reach goal?
- Obtain at least 80% of goal
What are the important variables?
Results
• Confusion matrix to visualize how we did at
predicting performance
F1: 0.74
Random Forest Model
74% accuracy
Significantly better performance than baseline
or a model that used goal alone.
More likely to succeed if ask for less money!
More likely to succeed if ask for less money!
More successful campaigns are shared more on Facebook
Success: 248
Fail: 170
More successful campaigns are shared more on Facebook
Successful campaigns have shorter descriptions
Successful campaigns have shorter descriptions
Actionable Variables that Predict Success
– Smaller goal: ~3500
– Facebook shares (cf. Twitter)
– Text Length (100-250)
– Campaign Length (97 vs. 90 days)
– (Updates)
Amy C. Geojo
PhD Psychology
More information on this project:
https://github.com/amygeojo/Insight_Data_Project
Language acquisition & Processing

More Related Content

Similar to Surf the crowd: Predicting campaign outcomes on gofundme

Best Practices for Salesforce Campaigns
Best Practices for Salesforce CampaignsBest Practices for Salesforce Campaigns
Best Practices for Salesforce Campaigns
Melissa Bruinier
 
Digital Marketing strategies for effective Online campaing
Digital Marketing strategies for effective Online campaingDigital Marketing strategies for effective Online campaing
Digital Marketing strategies for effective Online campaing
sandyboy1510
 
Bp campaign-management
Bp campaign-managementBp campaign-management
Bp campaign-management
dm83
 
Advertising on Facebook
Advertising on FacebookAdvertising on Facebook
Advertising on Facebook
Allan Kuenn
 
Chapter07
Chapter07Chapter07
Chapter07.ppt describe marketing research
Chapter07.ppt describe marketing researchChapter07.ppt describe marketing research
Chapter07.ppt describe marketing research
OshadiVindika
 
Online Ad Bp
Online Ad BpOnline Ad Bp
Online Ad Bp
Scholastic.com
 
OptimizeYour Multi-Channel Campaigns for Maximum Impact
OptimizeYour Multi-Channel Campaigns for Maximum ImpactOptimizeYour Multi-Channel Campaigns for Maximum Impact
OptimizeYour Multi-Channel Campaigns for Maximum Impact
Converge Consulting
 
GCD-Week2-DigitalStrategy-Planning
GCD-Week2-DigitalStrategy-PlanningGCD-Week2-DigitalStrategy-Planning
GCD-Week2-DigitalStrategy-Planning
Digital Insights - Digital Marketing Agency
 
Bp campaign-management
Bp campaign-managementBp campaign-management
Bp campaign-management
volini88
 
Intent Based Segmentation by CleverTap
Intent Based Segmentation by CleverTapIntent Based Segmentation by CleverTap
Intent Based Segmentation by CleverTap
CleverTap
 
DMFA Package of the Year: amfAR
DMFA Package of the Year: amfARDMFA Package of the Year: amfAR
DMFA Package of the Year: amfAR
Sanky Inc.
 
Campaign management
Campaign managementCampaign management
Campaign management
Arun Kumar Krishnan
 
How to measure the effect of Social Media Marketing on your business
How to measure the effect of Social Media Marketing on your businessHow to measure the effect of Social Media Marketing on your business
How to measure the effect of Social Media Marketing on your business
Petri Mertanen
 
Tallinn Socialfest 2012 - Petri Mertanen
Tallinn Socialfest 2012 - Petri MertanenTallinn Socialfest 2012 - Petri Mertanen
Tallinn Socialfest 2012 - Petri Mertanen
Altex Marketing OÜ
 
Getting the Most Out of Google Analytics
Getting the Most Out of Google AnalyticsGetting the Most Out of Google Analytics
Getting the Most Out of Google Analytics
MeasurementMarketing.io
 
DCEB-DigitalMktgPlanningSession
DCEB-DigitalMktgPlanningSessionDCEB-DigitalMktgPlanningSession
DCEB-DigitalMktgPlanningSession
Digital Insights - Digital Marketing Agency
 
Digital Campaigns - Full Deck
Digital Campaigns  -  Full DeckDigital Campaigns  -  Full Deck
Digital Campaigns - Full Deck
Mer Joyce
 
IBAT-DigitalPlanningSession-FinalLecture
IBAT-DigitalPlanningSession-FinalLectureIBAT-DigitalPlanningSession-FinalLecture
IBAT-DigitalPlanningSession-FinalLecture
Digital Insights - Digital Marketing Agency
 
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-ExecutionGriffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
Digital Insights - Digital Marketing Agency
 

Similar to Surf the crowd: Predicting campaign outcomes on gofundme (20)

Best Practices for Salesforce Campaigns
Best Practices for Salesforce CampaignsBest Practices for Salesforce Campaigns
Best Practices for Salesforce Campaigns
 
Digital Marketing strategies for effective Online campaing
Digital Marketing strategies for effective Online campaingDigital Marketing strategies for effective Online campaing
Digital Marketing strategies for effective Online campaing
 
Bp campaign-management
Bp campaign-managementBp campaign-management
Bp campaign-management
 
Advertising on Facebook
Advertising on FacebookAdvertising on Facebook
Advertising on Facebook
 
Chapter07
Chapter07Chapter07
Chapter07
 
Chapter07.ppt describe marketing research
Chapter07.ppt describe marketing researchChapter07.ppt describe marketing research
Chapter07.ppt describe marketing research
 
Online Ad Bp
Online Ad BpOnline Ad Bp
Online Ad Bp
 
OptimizeYour Multi-Channel Campaigns for Maximum Impact
OptimizeYour Multi-Channel Campaigns for Maximum ImpactOptimizeYour Multi-Channel Campaigns for Maximum Impact
OptimizeYour Multi-Channel Campaigns for Maximum Impact
 
GCD-Week2-DigitalStrategy-Planning
GCD-Week2-DigitalStrategy-PlanningGCD-Week2-DigitalStrategy-Planning
GCD-Week2-DigitalStrategy-Planning
 
Bp campaign-management
Bp campaign-managementBp campaign-management
Bp campaign-management
 
Intent Based Segmentation by CleverTap
Intent Based Segmentation by CleverTapIntent Based Segmentation by CleverTap
Intent Based Segmentation by CleverTap
 
DMFA Package of the Year: amfAR
DMFA Package of the Year: amfARDMFA Package of the Year: amfAR
DMFA Package of the Year: amfAR
 
Campaign management
Campaign managementCampaign management
Campaign management
 
How to measure the effect of Social Media Marketing on your business
How to measure the effect of Social Media Marketing on your businessHow to measure the effect of Social Media Marketing on your business
How to measure the effect of Social Media Marketing on your business
 
Tallinn Socialfest 2012 - Petri Mertanen
Tallinn Socialfest 2012 - Petri MertanenTallinn Socialfest 2012 - Petri Mertanen
Tallinn Socialfest 2012 - Petri Mertanen
 
Getting the Most Out of Google Analytics
Getting the Most Out of Google AnalyticsGetting the Most Out of Google Analytics
Getting the Most Out of Google Analytics
 
DCEB-DigitalMktgPlanningSession
DCEB-DigitalMktgPlanningSessionDCEB-DigitalMktgPlanningSession
DCEB-DigitalMktgPlanningSession
 
Digital Campaigns - Full Deck
Digital Campaigns  -  Full DeckDigital Campaigns  -  Full Deck
Digital Campaigns - Full Deck
 
IBAT-DigitalPlanningSession-FinalLecture
IBAT-DigitalPlanningSession-FinalLectureIBAT-DigitalPlanningSession-FinalLecture
IBAT-DigitalPlanningSession-FinalLecture
 
Griffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-ExecutionGriffith-DigitalPlanning-Execution
Griffith-DigitalPlanning-Execution
 

Recently uploaded

Learn SQL from basic queries to Advance queries
Learn SQL from basic queries to Advance queriesLearn SQL from basic queries to Advance queries
Learn SQL from basic queries to Advance queries
manishkhaire30
 
Udemy_2024_Global_Learning_Skills_Trends_Report (1).pdf
Udemy_2024_Global_Learning_Skills_Trends_Report (1).pdfUdemy_2024_Global_Learning_Skills_Trends_Report (1).pdf
Udemy_2024_Global_Learning_Skills_Trends_Report (1).pdf
Fernanda Palhano
 
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
Timothy Spann
 
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...
sameer shah
 
Analysis insight about a Flyball dog competition team's performance
Analysis insight about a Flyball dog competition team's performanceAnalysis insight about a Flyball dog competition team's performance
Analysis insight about a Flyball dog competition team's performance
roli9797
 
一比一原版(Harvard毕业证书)哈佛大学毕业证如何办理
一比一原版(Harvard毕业证书)哈佛大学毕业证如何办理一比一原版(Harvard毕业证书)哈佛大学毕业证如何办理
一比一原版(Harvard毕业证书)哈佛大学毕业证如何办理
zsjl4mimo
 
一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理
一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理
一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理
g4dpvqap0
 
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
Timothy Spann
 
Influence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business PlanInfluence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business Plan
jerlynmaetalle
 
一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理
一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理
一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理
74nqk8xf
 
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
apvysm8
 
一比一原版(Chester毕业证书)切斯特大学毕业证如何办理
一比一原版(Chester毕业证书)切斯特大学毕业证如何办理一比一原版(Chester毕业证书)切斯特大学毕业证如何办理
一比一原版(Chester毕业证书)切斯特大学毕业证如何办理
74nqk8xf
 
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Aggregage
 
University of New South Wales degree offer diploma Transcript
University of New South Wales degree offer diploma TranscriptUniversity of New South Wales degree offer diploma Transcript
University of New South Wales degree offer diploma Transcript
soxrziqu
 
一比一原版(爱大毕业证书)爱丁堡大学毕业证如何办理
一比一原版(爱大毕业证书)爱丁堡大学毕业证如何办理一比一原版(爱大毕业证书)爱丁堡大学毕业证如何办理
一比一原版(爱大毕业证书)爱丁堡大学毕业证如何办理
g4dpvqap0
 
Global Situational Awareness of A.I. and where its headed
Global Situational Awareness of A.I. and where its headedGlobal Situational Awareness of A.I. and where its headed
Global Situational Awareness of A.I. and where its headed
vikram sood
 
06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM
06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM
06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM
Timothy Spann
 
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
v7oacc3l
 
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
nuttdpt
 
Everything you wanted to know about LIHTC
Everything you wanted to know about LIHTCEverything you wanted to know about LIHTC
Everything you wanted to know about LIHTC
Roger Valdez
 

Recently uploaded (20)

Learn SQL from basic queries to Advance queries
Learn SQL from basic queries to Advance queriesLearn SQL from basic queries to Advance queries
Learn SQL from basic queries to Advance queries
 
Udemy_2024_Global_Learning_Skills_Trends_Report (1).pdf
Udemy_2024_Global_Learning_Skills_Trends_Report (1).pdfUdemy_2024_Global_Learning_Skills_Trends_Report (1).pdf
Udemy_2024_Global_Learning_Skills_Trends_Report (1).pdf
 
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
 
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...
STATATHON: Unleashing the Power of Statistics in a 48-Hour Knowledge Extravag...
 
Analysis insight about a Flyball dog competition team's performance
Analysis insight about a Flyball dog competition team's performanceAnalysis insight about a Flyball dog competition team's performance
Analysis insight about a Flyball dog competition team's performance
 
一比一原版(Harvard毕业证书)哈佛大学毕业证如何办理
一比一原版(Harvard毕业证书)哈佛大学毕业证如何办理一比一原版(Harvard毕业证书)哈佛大学毕业证如何办理
一比一原版(Harvard毕业证书)哈佛大学毕业证如何办理
 
一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理
一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理
一比一原版(Glasgow毕业证书)格拉斯哥大学毕业证如何办理
 
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
 
Influence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business PlanInfluence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business Plan
 
一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理
一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理
一比一原版(Coventry毕业证书)考文垂大学毕业证如何办理
 
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
办(uts毕业证书)悉尼科技大学毕业证学历证书原版一模一样
 
一比一原版(Chester毕业证书)切斯特大学毕业证如何办理
一比一原版(Chester毕业证书)切斯特大学毕业证如何办理一比一原版(Chester毕业证书)切斯特大学毕业证如何办理
一比一原版(Chester毕业证书)切斯特大学毕业证如何办理
 
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
 
University of New South Wales degree offer diploma Transcript
University of New South Wales degree offer diploma TranscriptUniversity of New South Wales degree offer diploma Transcript
University of New South Wales degree offer diploma Transcript
 
一比一原版(爱大毕业证书)爱丁堡大学毕业证如何办理
一比一原版(爱大毕业证书)爱丁堡大学毕业证如何办理一比一原版(爱大毕业证书)爱丁堡大学毕业证如何办理
一比一原版(爱大毕业证书)爱丁堡大学毕业证如何办理
 
Global Situational Awareness of A.I. and where its headed
Global Situational Awareness of A.I. and where its headedGlobal Situational Awareness of A.I. and where its headed
Global Situational Awareness of A.I. and where its headed
 
06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM
06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM
06-12-2024-BudapestDataForum-BuildingReal-timePipelineswithFLaNK AIM
 
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
 
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
一比一原版(UCSB文凭证书)圣芭芭拉分校毕业证如何办理
 
Everything you wanted to know about LIHTC
Everything you wanted to know about LIHTCEverything you wanted to know about LIHTC
Everything you wanted to know about LIHTC
 

Surf the crowd: Predicting campaign outcomes on gofundme