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Crowdsourcing for improving

Business Process

October, 2012 - Optimized for 1280x960 - © Amazon Web Services

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Before we start ] [ 2

_ Presented by

John Hoskins, hoskins @ amazon.com

Mechanical Turk, Amazon

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Detail

High Level

What is MTurk?

How does it

work Crowdsourcing

How is it used

Questions

Our plan for today ] [

Examples

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What is Crowdsourcing? ] [

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Crowd Labor Trends [ ]

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1. Crowdsourcing

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] [

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Crowdsourcing: Key Advantages

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1. Elastic Capacity ] [

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On and Off Fast Growth

Variable peaks Predictable peaks

Staffing Usage Patterns

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On and Off Fast Growth

Predictable peaks

Missed Opportunity

WASTE

Staffing Usage Patterns ] [

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Variable peaks

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Fast Growth

Predictable peaks

On and Off

Usage Patterns: Crowdsourcing ] [

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Variable peaks

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2. On Demand Availability ] [

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[ ]

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3. Pay as you go, for what you use

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Business Benefits of Crowdsourcing ] [

Improve productivity

Lower costs

$ Capital efficiency

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Focus on your business

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2. What is MTurk?

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Marketplace for Work _ Access to global workforce, on demand

_ Quality controls and workflow “building blocks”

_ Pay as you go, only when satisfied with results

_ Programmatic Access (API)

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What is Mechanical Turk?

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Global Workforce ] [

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_ 500,000 Workers

_ 190+ Countries

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3. How it works

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How it works [ ]

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Mturk Workforce [ ]

MASTERS

Highest Performing

Average

Unknown

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Custom Workforce [ ]

MASTERS

Highest Performing

Average

Unknown

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Your Custom Workforce

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[ ]

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Balances & Levers

Accuracy

Price

Speed

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4. How is it used?

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Common Use Cases [ ]

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Data Management _ Verification

_ Entry & Collection

_ De-dupe

_ Algorithm Training

Annotation _ Tagging

_ Classification

Content Management _ Moderation (Photos, Content)

_ Transcription

_ Localization/Translation

Analysis/Research _ Sentiment

_ Relevance

_ Online Research

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[ ] Examples

How can we assess relevance of tweets in real-time?

How can we research and categorize merchants in our database?

How can we verify accuracy of low confidence OCR scans?

How do we build a dictionary to categorize ads on the internet?

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[ ] Examples

Categorization

Web Research

Transcription

Categorization and DeDupe

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http://www.mturk.com

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John Hoskins, Mechanical Turk

hoskins@amazon.com

amazon web services