insemtives tutorial iswc2011 - session2
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The Telefonica Portal Use Case
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Oksana Tokarchuk, German Toro Del Valle
Outline
• Theory in a nutshell – Economics and incentives – The concept of mechanism design – A tool for classifying situations – A tool for adjusting parameters/ideas
• The actual case study – Current status and preliminary findings – Next steps and prospected results
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Theory in a nutshell
What is the secret to success?
• Offer solution to a real problem: right solution at the right time
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You can improve your chances to succeed
• Design of incentives: – Define the goal you want to reach with
incentives – Study the situation that needs to be
incentivized – Develop a set of rules that make individuals
achieve your goal in the given situation: “Mechanism design”
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What kind of goals can be found in semantic application?
• Your ideas!!!!!!!
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A tool for classifying situations: The multidimensional matrix
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Goal Tasks Social Structure
Nature of good being produced
Communication level (about the
goal of the tasks)
High
Variety of High
Hierarchy neutral
Public good (non-rival
non-exclusive)
Medium Medium
Low Low
Participation level (in the
definition of the goal)
High
Specificity of
High Medium Medium
Low Low
Clarity level High Identification
with High
Hierarchical Private good
Low
Low Required skills
Highly specific Trivial/Common
The multidimensional matrix in practice: the task of annotation on Flickr
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Goal Tasks Social Structure
Nature of good being produced
Communication level (about the
goal of the tasks)
High
Variety of High
Hierarchy neutral Public good
Medium Medium
Low Low
Participation level (in the
definition of the goal)
High
Specificity of
High Medium Medium
Low Low
Clarity level High Identification
with High
Hierarchical Private good
Low
Low Required skills
Highly specific Trivial/Common
Developing a model: Mechanism design
• Mechanism design is used in economics to develop a set of rules, incentives, that make you reach the result you want to achieve – Mechanism design sees a certain situation as sort
of a game that people play strategically in their own interests.
– You can define the rules of this game to reach the result you want
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Example of mechanism design
• Think of employment contract: – Your interests: earn the most working the least – Employer’s interests: pay you the least and get the
most out of you – Employer offers you contract that defines the
rules that each party should follow
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Mechanism design in practice
• You don’t need to be an expert in game theory to use mechanism design but you need to: – identify a set of games that better represents your
situation – Look what rules are recommended for these
games • Translate what economists do into concrete scenarios • Make sure that the economists’ proposals fit to the
real-life situation
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Telefonica case study
Enterprise Knowledge Management at Telefónica
• Services of the intranet portal – Document management – Corporate directories – Pilot/Product/Service catalogues – News – Bank of ideas – Blogs, wikis, forums – Search engines
• Metrics – 1200 employees in 7 cities and 3
countries (↑) – ˜3050 visits per day, ˜56000 page
views (impressions) per day, average visit time: 20’
• Semantic solutions for enterprise knowledge management enhance how – Existing content and
knowledge are used and exploited (sometimes in novel, unexpected ways)
– Employees collaborate and interact within the team and with customers
Goal setting in Telefonica case study
• Generic goal: improve the usage of blogs in a corporation by annotations
• Concrete goal: increase the number of (useful) annotations
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The multidimensional matrix for Telefonica: the environment
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Goal Tasks Social Structure Nature of good being produced
Communication level (about the
goal of the tasks)
High
Variety of
High
Hierarchy neutral Public good
Medium Medium
Low Low
Participation level (in the
definition of the goal)
High
Specificity of
High Medium Medium
Low Low
Clarity level High Identification
with High
Hierarchical Private good
Low
Low Required skills Highly specific
Trivial/Common
The Mechanism design exercise in our case study (I)
• Interplay of two alternative games: – Principal agent game
• The management wants employees to do a certain action but do not have tools to check whether employees perform their best effort
• Management can implement various rules to motivate employees to work in its interests:
– Piece rate wages (labour intensive tasks) – Performance measurement (all levels of tasks) – Tournaments (internal labour market)
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• Interplay of two alternative games (cont.): – Public goods game
• semantic content creation is a public good (non-excludable and non-rival)
• The problem of free riding
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The Mechanism design exercise in our case study (II)
1° level of incentives for Telefonica (I)
• Competition for a prize: – To be acknowledged by management – Receive a prize
• What kind of prize: – Something that brings pleasure – Something that provides development of carrier – Trophy
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1° level of incentives for Telefonica (II)
• Everyone (even employees ;-) ) like to play and to compete • ... and win prizes in return
1° level of incentives for Telefonica (III)
• Making everyday‘s tasks more fun
2° level of incentives, experts’ network and reputation (I)
• Telefonica is a highly competitive environment • Employees participate in an internal market to
be involved in projects • Problem: matching of demand of the project
and offer of labour (in terms of expertise)
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2° level of incentives, experts’ network and reputation (III)
• Solution: annotations made by single user reveal his/her professional interests and area of expertize
• When people to be involved in the project are being searched, a simple check of keywords related to the project will show users that do annotations with these keywords
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2° level of incentives, experts’ network and reputation (II)
• Reputation is very powerful motivation in an enterprise. • Show benefit of annotations expert network based on the
annotations.
2° level of incentives, experts’ network and reputation (IV)
• Implementation of this system as part of internal HR policy will motivate employees to annotate as much as possible on topics in which they would like to get a job
• Company solves 2 problems: – Blogs are annotated – It is a simple system to get a first idea of areas of
expertise and professional interests of individual employees and trace their development
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Why do you need this?
Why do YOU need this? (I)
• You need to have a clear idea of what will motivate your users before you start your development process!
• Examples: 1st level, competition for the prize – Assignment and management of points – Different strategies to enhance competition:
• Leader boards, time to the end of competition, etc.
– Quality check of annotations
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Why do YOU need this? (II)
• Examples: 2nd level, network of experts – Trace individual annotations – Search for users that make certain annotations – View of individual tag clouds
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2° level of incentives, experts’ network and reputation (II)
• Reputation is very powerful motivation in an enterprise. • Show benefit of annotations expert network based on the
annotations.
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Summing up
To sum up
• You assure at least 50% of success of your application if it solves concrete real problem of your users
• You can improve your chances to succeed by careful design of incentives: – Define your goal – Analyse your environment – Find the best system of incentives – Test
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