Mechanical Turk: Increase Image Sales (April 2013 Webinar)
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Use Amazon Mechanical Turk in combination with algorithmic computing power to tag, categorize, keyword, moderate, describe, translate collections of images, vector art, illustrations, video, audio. Amazon Mechanical Turk does not endorse factual or legal conclusions of third parties based on their use of services offered through the Mechanical Turk Marketplace.
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Before we start
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Daniel Gray, Principal - Digital Media
djgray@amazon.com
T: 310-800-4832
AWS Mechanical Turk, Seattle, WA
Todd Carter, CEO
todd@tagasauris.com
T: 917-776-3027
Tagasauris, New York, NYC](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Mechanical Turk: Increase Image Sales (April 2013 Webinar)
- 2. 2 Before we start ][ 2 Daniel Gray, Principal - Digital Media djgray@amazon.com T: 310-800-4832 AWS Mechanical Turk, Seattle, WA Todd Carter, CEO todd@tagasauris.com T: 917-776-3027 Tagasauris, New York, NYC
- 3. 3 Who is Amazon.com? ][ 3
- 4. 44 ][Amazon.com’s three businesses Consumer Business Tens of millions of active customer accounts Eight countries: US, UK, Germany, Japan, France, Canada, China, Italy Seller Business Sell on Amazon websites Use Amazon technology for your own retail website Leverage Amazon’s massive fulfillment center network IT Infrastructure Business Cloud computing infrastructure for hosting web-scale solutions Hundreds of thousands of registered customers in over 190 countries Marketplace for Work
- 5. 5 Our plan for today ][ 5 1) Level-setting on crowdsourcing 2) What is Amazon Mechanical Turk 3) Tagasauris 4) Success story 5) How it works 6) Getting started
- 6. 66 More Technical More Business What is Amazon Mechanical Turk? Tagasauris Getting startedCrowdsourcing Success story How it works How technical is it?[ ]
- 7. 77 1. Crowdsourcing More Technical More Business Crowdsourcing What is Amazon Mechanical Turk? Tagasauris Success story Getting started How it works
- 9. 9 Common Use Cases[ ] 9 Data Management _ Verification _ Entry & Collection _ De-dupe _ Algorithm Training Annotation _ Tagging _ Classification Content Management _ Moderation (Photos, Content) _ Transcription _ Writing/Editing Analysis/Research _ Sentiment _ Relevance _ Online Research
- 10. 1010 2. Amazon Mechanical Turk More Technical More Business Cloud Computing What is Amazon Mechanical Turk? Tagasauris Success story Getting started How it works
- 11. 1111 $ Variable expense Transform fixed human capital costs into variable expense $ Economies of scale A lower variable expense than companies can achieve themselves Speed and agility On-demand access to scalable workforce & higher productivity Focus on business Redeploy valuable human resources to core business Global Reach 500K Workers across 190 countriesScalability No need to guess capacity requirements = avoid waste Fast Growth Predictable peaks On and Off Variable peaks Results’ Accuracy Drive fast, accurate work results at competitive prices without long-term contracts or minimum commitments
- 12. 1212 3. Tagasauris More Technical More Business Crowdsourcing What is Amazon Mechanical Turk? Tagasauris Success story Getting Started How it works
- 13. 1313 Human Assisted Computing Platform that makes content smarter! [ What is Tagasauris? ]
- 14. 14 Business Benefits ][ Faster time to market Lower costs $ Traffic, relevance & conversions $ 14 Focus on your business
- 15. 1515 4. Success story More Technical More Business Crowdsourcing What is Amazon Mechanical Turk? Tagasauris Success story Getting started How it works
- 16. 1616 40% Increase in Sales! [ Magnum Photos use case]
- 17. 17 amazon web services 17 5. How it works More Technical More Business Crowdsourcing What is Amazon Mechanical Turk? Tagasauris Success story Getting started How it works
- 18. 1818 Tagging with HTTP URIs [ How it works? ]
- 19. 1919 “Getty Standard” metadata for faceted search & discovery
- 20. 2020 Media annotation platform & app
- 21. 2121 Two ways to engage [ Free trial on all accounts ]
- 23. 2323 Support for special collections
- 24. 2424 Deduplicate & transcribe 1.8mm digitized press prints
- 25. 2525 Curate 800K advertising images that don’t require model releases
- 26. 2626 AWS S3, CloudDrive & Dropbox. Desktop XMP & IPTC Support [ Ease of Integration with …]
- 28. 2828 RESTful API
- 29. 29 amazon web services 29 6. Getting started More Technical More Business Crowdsourcing What is Amazon Mechanical Turk? Tagasauris Success story Getting started How it works
- 30. 3030 •Sign-up: photo.tagasauris.com •Pick a task & load your data •Pay via credit card •Get results 2 Ways to get started![ ] •Contact us regarding enterprise engagements
- 31. 31 Thank you ][ 31 Todd Carter, CEO todd@tagasauris.com T: 917-776-3027 Tagasauris, New York, NYC Daniel Gray, Principal - Digital Media djgray@amazon.com T: 310-800-4832 AWS Mechanical Turk, Seattle, WA
Editor's Notes
- Before we start, I’d like to introduce your speakers for today’s webinar and cover some basic logistics.I’m Daniel Gray, Principal for Amazon Mechanical Turk’s Digital Media, based in Seattle, Washington.With me is Todd Carter, CEO for Tagasauris based in New York, one of Amazon Mechanical Turk’s Partners in our Partner network.Today’s live webinar will be recorded, take about 35-40min, with 5-10min reserved for Q&A at the end of the webinar. We invite you to submit questions via your GoTo dashboard, or when we open the line; a link to the recording will be made available post-haste. For now, please place your phones on mute. With that, let’s get started!
- Who is Amazon.com? Although most people know who Amazon is, I think it’s helpful to share with you how we’re organized.
- To understand Amazon Mechanical Turk, firstit’s helpful to understand Amazon is a company of marketplaces - we have three macro and distinct businesses:1. our Consumer/Retail business (with tens of millions of active customers around the world)2. our Seller business (where third parties sell on Amazon websites, using Amazon technology for their own retail websites, leveraging Amazon’s massive fulfillment center network)3. our IT Infrastructure business (where cloud computing infrastructure for hosting web-scale solutions serves hundreds of thousands of registered customers around the world).Amazon Mechanical Turk is a marketplace for work, and is part of Amazon Web Services (AWS). Like our cloud computing infrastructure which offers computing power, Amazon Mechanical Turk is the infrastructure to access a global, scalable, on-demand workforce for human power.
- With that background set, here’s our plan for today’s webinar:Level-setting on crowdsourcingExplaining what is Amazon Mechanical TurkIntroducing Tagasauris, a Partner in our AWS Partner Network (APN)Profiling a success story on how Amazon Mechanical Turk-Tagasauris has helped increase sales of imagesHow the Amazon Mechanical Turk-Tagasauris solution worksAnd finally, how to get started
- Today’s webinar roadmap will cover business and technical concepts, with the objective of empowering you with helpful information to either get started, or further iterate your crowdsourcing efforts.
- The Umbrella of Crowdsourcing is helpful to understand the taxonomy of ‘crowdsourcing’, which categorizes it into 4 primary groups (microtasks, macrotasks, crowdfunding, & contests). This categorization is based more on the inputs vs. the outputs each produces.Today, we’ll focus on how you can leverage the Amazon Mechanical Turk-Tagasauris solution to programmatically break down your collections (images, illustrations, vector art, audio/video assets) into definable tasks for the Mechanical Turk Workforce to complete.
- As it applies to your collections of images, illustrations, vector art, audio/video assets, there are multiple ‘use cases’ you can leverage Mechanical Turk for – Data management: This includes data or algorithm training…With Mechanical Turk you can quickly develop large sets of training data to train your algorithmsAnalysis/research: perform sentiment analysis, monitor customer feedbackContent management: moderate your collections for appropriateness/accuracy to market, improve search engine-level discoverability by adding descriptions to your collections in addition to tags/keywordsAnnotation: tag collections with keywords, improving classification/categorization. Again, discoverability is critical to image sales - Mechanical Turk Workers can quickly and accurately add attribute descriptions (or tags) to all types of content so that it can be easily indexed and searched. Example Tasks: Generate keywords for an image, advertisement, or website. Identify objects found in an image for easier searching and advertising targeting. Timestamp and tag sections of a video or audio clip based on content.
- _ Mechanical Turk is a marketplace for work – think of it as the infrastructure layer upon which Partners like Tagasauris offer a technology solution to Requesters (those looking for workers) to access a scalable, global, on-demand Workforce _ Mechanical Turk provides access to the tool required to build workflows and control quality_ Mechanical Turk provides the payment administration (though Amazon Payments)_ …and lastly, it can handle millions of tasks, with web or API-connectivity options_The process includes breaking down a project into tasks, publishing the tasks via HIT’s (human intelligence tasks). Depending on the qualifications set for your tasks, either a defined or undefined group of Workers accept the assignments, submit their results for approval, and the process continues.What are the Key advantages that deliver business benefits: 1. VARIABLE EXPENSE: Lower Costs_ Transform fixed [human capital] costs into variable costs_ Offers a pay-as-you-go model2. GAINECONOMIES OF SCALE: as your collections continue to grow, scale more efficiently3. SPEED AND AGILITY_ On-demand (vs. on the bench) access to a scalable workforce_ Results-focus (vs. time focus) emphasizes productivity; Workers can work in parallel, around the globe, around the clock4. FOCUS ON YOUR BUSINESSWith increased efficiency, productivity, and lower costs—you have more time to focus on critical business objectives, increasing the pace of your innovation._ Experiment Often_ Fail quickly at a low cost= More Innovation5. GLOBAL REACH: 500k Workers across 190 countries6. ACCURACY: drive fast, accurate work results at competitive prices without long term contracts or minimum commitments7. SCALABILITY: avoid waste_ Burst up and down according to the capacity you need, when you need it_ 100% Efficiency_ Independent of your workload type, maintain the flexibility your business demandsThis is the ‘business’ buzz around Mechanical Turk It’s these business benefits that make Mechanical Turk a strategic initiative for companies like Comscore, Twitter, Linkedin…and the difference between the “disruptors” vs. the “disrupted.”
- Key advantages yield business benefits: Lower Costs_ Converts a fixed cost into a variable cost_ Significantly reduces ongoing headcount expenses_ Offers a pay-as-you-go staffing modelEFFICIENCY:_ Gives you access to an on-demand workforce_ Use only the capacity you need, when you need it_ 100% Efficiency_ Maintain the flexibility your business demandsFASTER TIME TO MARKET_ Eliminates lead time of interviewing and staffing _ Work gets done faster, by working in parallel_ Work continues around the globe, around the clockFOCUS ON YOUR BUSINESS [EMPHASIS HERE]With increased efficiency, productivity, lower costs—you have more time to focus on critical business objectives, subsequently increasing the pace of innovation.Why so much buzz around Crowdsourcing? It’s these business benefits that make crowdsourcing a strategic initiative for companies like Comscore, Twitter, Linkedin… etc. Many companies are developing internal centers of excellence and internal tools/resources focused on taking advantage of the benefits of crowdsourcing. (Why we’re here today)