pollster final project presentation

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PollsterShubham GoelXavier MalinaAdvisorMarti HearstA micro-survey platform

My name is Xavier Malina and this is my teammate Shubham Goel

Our team set out to complete a project that met two criteria above all. First, the project must address a real-world problem, not a hypothetical one. Second, the output should be a product that stands alone: version 1.0 and not version 0.1.

NeedProcessSolutionImpact

Finding a real world problem to solveProblem

Performance-driven ad Optimization

A/B Testing

Crowd-sourced creativity of Humans

Our partner & sponsorNeedProcessSolutionImpactProblem

NeedProcessSolutionImpactProblemVersionA

Which ad will drive more users to my website?

Company A month away valentine's day

it can have a huge impact on their bottom line

A single client could generate $50 it profits, and a 10 percent difference in clicks could mean thousands of dollars to them

NeedProcessSolutionImpactProblemWhich ad will drive more users to my website?VersionAVersionB

Version B

NeedProcessSolutionImpactProblemVersionAVersionBShow Version A100,000 timesShow Version B100,000 times??? Clicks??? Clicks

Which ad will drive more users to my website?$5 per 1,000 views

$1 per clickMinimum cost $1,000

Well, we had 1,000 professional ad writers at our disposal. So first asked ourselves:

Could a group of people identify the Ad that would receive the most clicks instead of running the A/B test?

Because, if they could our hope would be that they might be able to respond faster than a several-week A/B test.

Not only that, but maybe they could provide feedback that might help shed light on the critical question:

What made one version more successful?

TimeVersionAVersionBWeek 1800 Clicks30 ClicksWeek 2Week 3Result

Total Cost:Best AdResult:


In this case, the company spent $2,400 on a test that ran for 3 weeks.

With feedback from the test, they felt like they had enough information to make a smart decision.

After all - Version A received 2,000% more clicks than version B. So it seems obvious that version A is the right choice to run in the week before Valentines day.

But what if, instead of these results, the test had come back with results like these?

TimeVersionAVersionBWeek 1800 Clicks30 ClicksWeek 2700 Clicks10 ClicksWeek 3Result







TimeVersionAVersionBWeek 1800 Clicks30 ClicksWeek 2700 Clicks10 ClicksWeek 3500 Clicks60 ClicksResult







TimeVersionAVersionBWeek 1800 Clicks30 ClicksWeek 2700 Clicks10 ClicksWeek 3500 Clicks60 ClicksResult2000 Clicks100 Clicks








Total Cost:$3,100Best AdResult:







Total Cost:$3,100Best AdAResult: Run Version A







Total Cost:$1,500Best Ad


And this result is more common than the first result we saw.

One figure we saw indicated that as few as 1 out of 8 tests like these generate good enough feedback for a decision-maker to make the right decision.

The company just spent a lot of money and came back with no good feedback for their client.

And even in a case where there is a good result they know they turned away customers that saw the inferior version.

If they had been able to run this test in the lab, then at least they could have followed up with them and asked: hey, what do you think might have made you more likely to click on the ad more?

Or ask them about what they want in a flower delivery service? And use the responses to improve the ads.

A/B Testing is expensive, and often costs thousands of dollars for a single test Gathering sufficient results to interpret can take weeks A/B Tests often dont produce interpretable resultsBecause A/B Testing only works on unwitting participants, results reflect actions but cannot capture any other feedback Appsumo reveals its A/B testing secret: only 1 out of 8 tests produce results https://vwo.com/blog/a-b-testing-tips/



Total Cost:$1,500Best Ad???


And this result is more common than the first result we saw.

One figure we saw indicated that as few as 1 out of 8 tests like these generate good enough feedback for a decision-maker to make the right decision.

The company just spent a lot of money and came back with no good feedback for their client.

And even in a case where there is a good result they know they turned away customers that saw the inferior version.

If they had been able to run this test in the lab, then at least they could have followed up with them and asked: hey, what do you think might have made you more likely to click on the ad more?

Or ask them about what they want in a flower delivery service? And use the responses to improve the ads.



Which photograph should I place on my dating profile?

Which slogan resonates most with my customers?

Which offer would bring the most new patrons to my store?VersionA?VersionB

A / B tests can be run to help make a decision in all kinds of situations,

but costs of A/B tests are too high for them to be useful in many of them (both in terms of time and cmonetary costs)

NeedProcessSolutionImpactProblemThe biggest challenge in A/B testing is having the ability to get quality answers from a crowd of people.

- Bill Sherby, Analytics Manager at Boost Media Inc.The Problem

The problems affect all of them.

How to get quality feedback from a crowd of people you can trust is the problem Boost presented us with.

ResearchNeedProcessSolutionImpactProblem






NeedProcessSolutionImpactProblem

Data Exploration

Hypothesis 1: A crowd of respondents can identify the superior version

?????????Survey 1: 30 Boost Writers

ABAAA

ABAAA

ABAAA

ABAAA

How would the crowd respond?

Our Surveys

Survey 1: 30 Boost Writers

Write that it was boost media experts

Survey 1: 30 Boost Writers

53% Correctly Identified


Survey 2: 100 Survey Monkey Respondents

56% Correctly Identified


A crowd of respondents can identify the superior versionHypothesis 1: Not supported by the data

Some individuals have a talent for identifying the superior versionHypothesis 2:

I think Version Awill attract more visitors because

Were there some individuals more capable at making these decisions than others?

Some individuals have a talent for identifying the superior version A crowd of respondents can identify the superior versionHypothesis 1: Hypothesis 2: Not supported by the dataNot supported by the data

Training respondents can increase a groups ability to identify the superior versionHypothesis 3:

Our Surveys

Training

ABBAASurvey 3: 35 Boost Writers

70% Correctly IdentifiedSurvey 4: 50 Survey Monkey Respondents


This survey is very important to develop the ability to know which ad may have more clicks than others.Good exercise. It also gives me tips and reminders on how to write effective ad copies for Boost clients. Thank you for this opportunity. :)I thought the survey was very interesting and really made me think about why people click on certain ads and not others.Actually It was hard to choose. I believe that I need to learn more [sic.]. But tips & test were useful for me. I hope my answers [sic.] will be useful also.It's been exciting and wonderful.

Training Feedback

Some individuals have a talent for identifying the superior version A crowd of respondents can identify the superior versionHypothesis 1: Hypothesis 2: Not Supported by the dataNot Supported by the data Training Opinion Leaders can increase a groups ability to identify the superior versionSupported by the data Hypothesis 3: Encouraging results!Supported by the data

Results

Respondents get better at identifying winner with training

Training results can help filter out poor performers







Results

A crowd of respondents can correctly identify the winning version

Useful Human feedback







NeedProcessSolutionImpactProblemThe biggest challenge in A/B testing is having the ability to get quality answers from a crowd of people.

- Bill Sherby, Analytics Manager at Boost Media Inc.Solving the Problem






Two groups of users.

Joan

Based on the results we got from the survey we started working on our system. We realized that the problem was more generalizable.It is the problem of collection quality feeback.

Our solution has two stakeholders.

Joan is a marketing executive at a new fashion start-up and is two weeks away from the launch of a major ad campaign for their newest product, and theres a problem. Two slogans have been put forward as the best candidates to go on their online ads, but no clear winner has emerged after two months of discussion. Paralysis has gripped the creative team and Joan is stuck. There isnt enough time to enroll the services of a market research firm, and even if there were they wouldnt be able to afford it. Making smart decisions can be difficult.


JoanAlex

Alex is a stay at home parent who used to manage a chain of small retail stores that catered to the same clientele as Joans company. Alex has been looking for ways to earn a little extra income for his family, but his kids keep him busy and his schedule is often erratic. Hed love a way to earn money while hes sitting in the school parking lot, or when hes in line at the grocery store. In a perfect world, Alex would love to be paid for doing something with his mind and not his hands.


JoanAlex

Alex is a stay at home parent who used to manage a chain of small retail stores that catered to the same clientele as Joans company. Alex has been looking for ways to earn a little extra income for his family, but his kids keep him busy and his schedule is often erratic. Hed love a way to earn money while hes sitting in the school parking lot, or when hes in line at the grocery store. In a perfect world, Alex would love to be paid for doing something with his mind and not his hands.

Two groups of users.Creates micro-surveys

Selects Opinion Leaders to poll

Receives Targeted Feedback

JoanIs a Pollster

AlexIs an Opinion Leader

Two groups of users.Creates micro-surveys

Selects Opinion Leaders to poll

Receives Targeted Feedback

JoanIs a Pollster

AlexIs an Opinion Leader

Trains to improve abilities

Gives insightful feedback

Receives rewards for responding to micro-surveys

Place your screenshot here

Design Process

With these goals in mind we setout to design our system.We worked on the navigation flow to support all the interactions for both the Opinion Leaders and pollsters

Design Process

We worked on the wireframes

Solution: Navigation Flow (Wireframe)

And made an interactive low fidelity prototype to test out the system navigation.

Solution: Navigation Flow (Interactive Mock)

And made an interactive low fidelity prototype to test out the system navigation.

Pollsters Work Flow

Signup

LoginPick ExpertsMonitor ResultsCreate Micro-survey

H

Opinion Leader Work Flow

Signup

LoginTrain

DemonstrateExpertiseRespond toMicro-Surveys

Voting Page

Respond to Micro-Surveys

Train

Give Written Feedback

For us the most important page was the voting page:

This is the page the Opinion Leaders use to express their feedback.It is also the page they are show during the training.

We played around with different layouts:Positioning of the two advertisements being comparedPosition of the voting buttons

We wanted to remove bias

MEAN Stack

Teach how this works

What did we learn from using this stack?

Refreshing

SavingsStandard A/B TestPollsterTotal Cost$500 - $5,000 $10 - $500 Time3 Weeks2 - 7 DaysFeedbackNumber of ClicksNumber of Clicks

Written Feedback from Humans


ImpactMicro-survey platform

Cost-effective

Quick, Targeted, Human Feedback

ExpandableNeedProcessSolutionImpactProblemProcessSolutionImpactProblem

Having [the] type of feedback [gathered by Pollster] allows us to understand what marketing messaging will work before putting it into market. [ This] will save us money in the long run and allow us to experiment more with marketing messaging overall.Bill SherbyAnalytics Manager at Boost Media Inc .

At this point in the project, we had I identified a partner with a pressing need.

We had access to a large dataset past A/B tests the company run along to knowing in each case which ad received the most clicks.

And we also had access to another resource the company made available to us: 1,000 writers in the Boost Creative Network who Boost would let us send surveys if we felt it could help us in our research.

And lastly a question: Can we build a solution that addresses the problems of A/B testing and helps Boosts clients make smarter decisions?

Next well talk about the process we went through to evaluate this problem.

Future Work & Potential Uses

Decisions where there is a high cost for making the wrong decision

Dating profile feedbackFashion adviceBrick & Mortar Marketing Initiatives

TO INFINITYQuestions?

Voting Page





Voting Page

Really ImportantTrainingVotingFeedback





Solution: Evolution of the Voting Page







The layout that we picked was one with the two ads listed next to each other.The ads are not marked by text as version A and B or 1 and 2The user has four actions at any stage

SolutionDemo

NeedProcessSolutionImpact

134

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NeedProcessSolution: PollsterDesignDevelopmentImpact

Index

Solution

GeneralizableOpinion Leader

Hello!I am Jayden SmithI am here because I love to give presentations. You can find me at @username

Quotations are commonly printed as a means of inspiration and to invoke philosophical thoughts from the reader.

This is a slide titleHere you have a list of itemsAnd some textBut remember not to overload your slides with content

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BIG CONCEPTBring the attention of your audience over a key concept using icons or illustrations

WhiteIs the color of milk and fresh snow, the color produced by the combination of all the colors of the visible spectrum.You can also split your contentBlackIs the color of coal, ebony, and of outer space. It is the darkest color, the result of the absence of or complete absorption of light.

In two or three columnsYellowIs the color of gold, butter and ripe lemons. In the spectrum of visible light, yellow is found between green and orange.BlueIs the colour of the clear sky and the deep sea. It is located between violet and green on the optical spectrum.RedIs the color of blood, and because of this it has historically been associated with sacrifice, danger and courage.

A picture is worth a thousand wordsA complex idea can be conveyed with just a single still image, namely making it possible to absorb large amounts of data quickly.

Want big impact? Use big image.

And tables to compare dataABCYellow10207Blue301510Orange52416

our office

89,526,124Whoa! Thats a big number, arent you proud?

89,526,124$Thats a lot of money100%Total success!185,244 usersAnd a lot of users

Our process is easy

lastsecondfirst

Lets review some conceptsYellowIs the color of gold, butter and ripe lemons. In the spectrum of visible light, yellow is found between green and orange.BlueIs the colour of the clear sky and the deep sea. It is located between violet and green on the optical spectrum.RedIs the color of blood, and because of this it has historically been associated with sacrifice, danger and courage.

YellowIs the color of gold, butter and ripe lemons. In the spectrum of visible light, yellow is found between green and orange.BlueIs the colour of the clear sky and the deep sea. It is located between violet and green on the optical spectrum.RedIs the color of blood, and because of this it has historically been associated with sacrifice, danger and courage.

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