Using Data to Drive User Experiences
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Jeff Patti [email protected] Ram Parthasarathy [email protected]
Using Data to Drive User
Experiences
Monday, February 25, 13
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On the web, one size doesn't fit all.• Demographics • Behavior• Device (laptop vs tablet vs phone)
Algorithmic Personalization •More relevance, reduced noise to useful information ratio. (eg: your facebook feed)
Personalization
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Amazon Homepage (Jeff)
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Amazon Homepage (Ram)
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Not personal anymore!
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User Data is PreciousEvery two days, we create as much information as we did up to 2003.– Eric Schmidt, then-CEO of Google
Facebook ingests 500+terabytes of new data into their databases every day.
“If you aren’t taking advantage of big data, then you don’t have big data, you have just a pile of data,” - Jay Parikh, VP of infrastructure at Facebook
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... And Scary Too!
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Relevant Search Results - Good!
IP spoofed with a proxy
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Recos based on purchases - Good!
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Info based on user action - Good!
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Excessive Ad Retargeting - Bad!
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Identity Theft, Selling data - Ugly!
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We provide the data!
• Personal Info - Name, DOB, family, education• Interests and Hobbies• Physical places visited• Websites visited• Contacts on the phone
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They "trust me"Zuck: Yeah so if you ever need info about anyone at Harvard
Zuck: Just ask.
Zuck: I have over 4,000 emails, pictures, addresses, SNS
[Redacted Friend's Name]: What? How'd you manage that one?
Zuck: People just submitted it.
Zuck: I don't know why.
Zuck: They "trust me"
Zuck: Dumb f****.
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Personalized Results - Good/Bad?
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DuckDuckGo
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A/B Testing
A - original version of websiteB - modified version of website
Show each version to different segments of website visitors and track metrics measuring
performance of visitors
source: visualwebsiteoptimizwer
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Obama Campaign A/B Testinghttp://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/
Both Obama campaigns made extensive use of A/B testing to optimize their websites
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Obama Campaign A/B Testing
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Imitation is the sincerest form of flattery
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Why A/B Testing
Schrödinger's cat - The cat is either alive or dead, not both alive and dead.
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Which Version Won?
3.95%
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Which Version Won?
5.78%
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Which Version Won?
Source: visualwebsiteoptimizer.com
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change anything, anywhere and at anytime on a website
How Monetate Works
Default Page Campaign Delivered Optimized Version
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a smarter testing approach
Your Default Page
ExpressTag fires on page load
Optimizedversion delivered
Fast (Asynchronous)
change
Campaign rules applied
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Fast and Easy UIA Sentence based interface
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20% 20%of peak ecommerce in holiday 2011 & 2012
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Monetate Stack• AWS - hundreds of machines spread across multiple
regions
• Sharded and Replicated MySQL
• Elastic Map Reduce using mrjob, Mahout, and Hive
• Python on the backend
• Google closure tools in the UI and front-end
• Git and Github for version control.
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Data Flows• Real time system for executing A/B tests
• Uses MySQL, a relational database
• Good for many small operations quickly
• Post hoc analysis of experiments
• Uses Elastic Map Reduce using mrjob, Mahout, and Hive
• Good for batch processing - large jobs with high latency
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Map/Reduce Example - Word Count
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Role of Computer Science• Design - User Interface Design and UX• Speed and performance optimization• Cloud computing - scale and security• Algorithm design and development• Building data models and prediction systems• High performance web engineering
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We are hiring!
Interns and Software Engineers
monetate.com/jobs
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Thank You!
Questions?
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