the abc’s of crowdsourcing · and rounds out the overall experience. having recognizable...
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Why does the $3.9T retail industry need “the crowd”? In short, supply and demand. The vastness and richness of immediately actionable information at a physical store is too great to ignore. The technology exists, is widely available, and the return on investment is clear. The crowd can use their smartphones and will capture the “last mile” of store performance previously considered “offline” and not systematically available.
Application
On average, the smartphone user has approximately 27 apps in their smartphone. So, how do you create interest and engagement in a sea of distractions? Here are 3 categories critical to engaging users to collect systematic and accurate data.
01 REWARDING
Rewarding is the most important leading indicator retail crowdsourcing success. A user’s monetary and social sense of satisfaction must be paramount in the design process. Both extrinsic and intrinsic features should be considered.
Extrinsic
Monetary (Reward Points)
Inherently Social & Shareable: Recognition for bonuses, rewards, and achievements
Intrinsic Gamification: Creating a sense of involvement while earning money (e.g., Leaderboards increase engagement)
Dedicated Community Management: Users feel a part of a group, a sense of belonging
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02 SUPERIOR UX
Professional Rewards Center
Point redemption is the ‘last mile’ of engagement and rounds out the overall experience. Having recognizable redemption categories such as music, digital publications, PayPal, Gift Cards, and Charitable donations will increase satisfaction and therefore the App store rating.
Initial onboarding must be quick and intuitive
• Intuitiveness is critical to post-download engagement.
• No (initial) personal profile requirements is considered a better experience.
• Fast sign up options (i.e. Facebook, LinkedIn, Twitter, etc).
An aesthetically clean interface, is critical for initial enticement
Consistent and properly communicated updates to apps result in:
• More efficient backend platform performance
• A reason for users to re-engage
• New types of data for clients, panoramic images for example
Developing the app in the native OS takes advantage of inherent phone features resulting in increased ease of use and higher app store ratings.
Development Feedback:
• Users should feel they have a voice in defining new features to enhance the experience, and ultimately the data collection results.
03 COMMUNICATIONS
• Best in class Location Based Services (LBS) enhances the engagement of users with their gamified assignments, by creating the shortest path to data collection, benefiting the user and the Company.
• Timely Push and In-App notifications increase mission uptake.
• Accurate Geo-fencing & time-stamping algorithms are critical for the large scale collection of ACCURATE data by eliminating the possibility of gaming the system.
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Backend
Enterprise grade technology should be one of the objectives of serious crowdsourcing technology firms. Successfully collecting and delivering of data and insights from hundreds of thousands of app users from thousands of geo-fenced retail stores requires careful planning, superior execution, and experienced leadership.
Basic backend features and benefits you should consider when selecting a crowdsourcing vendor:
• A sophisticated and automated mission deployment and management capability ensures rapid deployment, execution, validation and data delivery to the client.
• Ability to quickly customize data collection questions based on clients’ business objectives
• Algorithmically learn the most efficient set of stores to collect the most relevant data to achieve the client’s business objective. (ex. which stores & markets are the most relevant for the client)
• Algorithmically recommend a targeted subset of the crowd to ‘activate’ for data collection. Communicate with that group by leveraging an assortment of services (push, in-app, SMS, & email)
• Enhance data quality by enabling partial validation through features such as dynamic branching and skip logic
• Algorithmic and dynamic mission payout (points) system based on varying degrees of complexities, time, and location restrictions. This enhances data velocity and veracity
• Active scoring and calculation of a data quality index (DQI) for each of the users in the crowd enhances overall data quality over time. Scoring and DQI should vary based on the type of data collection needs.
• Validation tools will enhance a vendor’s ability to incorporate unstructured data (images, open text) sets often required to meet a client’s business objective. Cloud based validation tools, with multi-device support, should be made available in order to scale as needed. Vendors should have an outsourced (crowd-sourced) option when needed.
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Crowd
Accuracy and efficacy can be enhanced when the data collectors (‘the crowd’) are given a chance to be socially connected with other like-minded users. Here are some of the important elements that are required to maintain a healthy crowd:
• Facilitate the user’s ability to be socially connected and recognized
• Maintain regular communications across all channels (email, social, SMS, app, etc) to keep the crowd active and engaged
• It is important to constantly challenge the crowd by asking them to collect interesting and different set of data from the stores, actively measure the performance of the crowd and share the results. This is a learning opportunity for both the crowd and the vendor with the added benefit of increased engagement and loyalty.
• Vendors should invest in a community manager, a dedicated resource with quarterly goals
Companies that have a consistent track record of providing massive amounts of opportunities to engage (thousands across the country at all times) will always win the speed race as users are constantly engaged looking for new ways to earn rewards. Large “crowds” also provide the opportunity to offer value-pricing to clients due to the scalability and lowered cost of data collection. The key here is to find the balance between speed and cost without compromising the excitement level with the crowd.
Science and Psychology of CrowdsourcingThe efficiencies of crowdsourcing make the value hard to deny. While still in the growth stage vendors should be building systems and processes with a marathon mentality. Systemic and scientific methodologies should result in uniquely scalable, affordable, and repeatable processes. Engaging users requires an “ABC” approach to maintaining, motivating and scaling an effective user base.
When combined, the science and the psychology of crowdsourcing should result in increased systemic data collection, coverage, speed, quality, and a reduction in overall costs.
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Science and Psychology of Crowdsourcing
The efficiencies of crowdsourcing make the value hard to deny. While still in the growth stage vendors should be building systems and processes with a marathon mentality. Systemic and scientific methodologies should result in uniquely scalable, affordable, and repeatable processes. Engaging users requires an “ABC” approach to maintaining, motivating and scaling an effective user base.
When combined, the science and the psychology of crowdsourcing should result in increased systemic data collection, coverage, speed, quality, and a reduction in overall costs.
Wiser is a single source partner by design, with solutions for every aspect of retail, including: Market Intelligence
• Promotional Analysis
• Assortment Intelligence
• Pricing Intelligence
Optimization
• In-store Shelf Health
• Online Repricing
Compliance
• MAP Monitoring & Case Management
• In-store Merchandising
Wiser is the leading provider of actionable data for better decisions. Wiser collects and analyzes online and in-store data with unmatched speed, scale and accuracy. The Wiser platform then blends these insights with advanced workflow software to drive business value for brands and retailers, including restaurants. Using a unique combination of data science and human validation, Wiser offers integrated solutions for every aspect of retail, all in one place.
Learn more at www.wiser.com and follow @wiserdata.
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