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Make Data Useful
Greg Linden
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“[Help] people find and discover anything they want to buy online”
- Jeff Bezos
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Help people find and discover anything online
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“Encourage experimentation ... as much of it as possible”
- Jeff Bezos
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What is the goal?
Revenue
Traffic
Visitors
Retention
Customer acquisition
Time on site
Clicks
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Measure
Learn
Optimize
Iterate
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“Worry about the data first before you worry about the algorithm”
- Peter Norvig
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[Banko and Brill, 2001]
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On the design of recommendation features
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Design to encourage forgiveness of mistakes
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Help when help is wanted
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“Discovery is when something wonderful that you didn't know existed, or didn't know how to ask for, finds you.”
- Fortune Magazine
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Discovery of the new and surprising using the recent
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“Users really respond to speed.”
- Marissa Mayer
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+500 ms -20% traffic
+100 ms -1% sales
@ Amazon
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Speed matters!
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• Measure, then optimize toward a goal
• Big data first, then algorithms
• Encourage users to forgive you
• Help when help is wanted
• Surprise and focus on the new
• Speed matters