a. Describe Instagram’s process for populating content on the Explore page.b. Why is it important for Instagram to create tailored app experience for each user?c. In what other ways could Instagram use big data to improve its platform? Picture Perfect: How Instagram Uses Big DataInstagram is a photo-sharing app that has surpassed 500 mil-lion daily active users. In contrast, rival Snapchat has 229million. Instagram allows its users to manipulate their pho-tos with different filters and share them with friends and thegreater Instagram community with hashtags and location.tags. One thing that makes the platform so engaging for itsactive users is the personalized experience Instagram cre-ates using artificial intelligence and big data.With more than 70 million new photos posted tothe app each day, Instagram has endless data loggedfrom the ways users engage with posts. Instagram usesmachine learning to populate its Explore tab, an areain the app where users can explore content on the plat-form. According to Dan Toffey, Head of Community Lab,Instagram dives into vast amounts of data to understand.how people use the platform and to create a curated expe-rience for users. For example, Instagram is able to adjusta user's feed based on likes, comments, follows, searchpreferences, and more. The app continuously learns fromuser behavior and adapts over time."We have this rich diversity of data that we're able touse to look for constellations of accounts. Then we can goin with humans and look at it and understand what they'redoing," Toffey said.CHAPTER 4: Marketing Research and Analyticsby humans who sorted through messages and classified themas spam or not spam. It has expanded to also remove mes-sages that fall into the categories of bullying, racism, orsexual harassment. While it's not a perfect system, the filteroutperforms static algorithms because it is always learning."The whole idea of machine learning is that it's far bet-ter about understanding those nuances than any algorithmhas in the past, or than any single human being could," saidKevin Systrom, Instagram's former CEO and co-founder."And I think what we have to do is figure out how to getinto those gray areas and judge the performance of thisalgorithm over time to see if it actually improves things.Because, by the way, if it causes trouble and it doesn't work,we'll scrap it and start over with something new."88Instagram's Community Lab team works to unearthinsights from data trends. Big data is valuable but it is use-less when a company doesn't know how to use it. Miningbig data for customer insights can take a lot of time andresources. Instagram prioritizes this and is able to driveproduct development and extract community insights as aresult. Instagram strikes a balance between artificial intel-ligence and human curation to deliver personalized contentas well as subject matter that may be outside of a user'sinterests to create new opportunities for engagement.Instagram also uses this data to sell advertising to com-panies that want to reach various user groups. Facebook pur-chased Instagram for $1 billion in 2012 with the intentionto break into the mobile industry. With more people usingmobile apps or accessing the internet through their smart-phones, the use of photo sharing through mobile devices isincreasing. This also adds to the data pool Instagram has towork with to offer highly targeted advertising.Instagram also uses artificial intelligence to filter outspam posts and comments. The system, called DeepText,was created by Facebook to remove fake messages acrossnine different languages: English, Chinese, Russian, Arabic,and more. It has the ability to understand not just bad wordsbut the context in which they are used. DeepText was trained113Above all, Instagram's use of big data is aimed atenhancing the user experience to ensure users keep com-ing back for more. The influx of content and users ona daily basis require the platform to be nimble when itcomes to learning from its findings and adapting theapp,72Questions for Discussion1. Describe Instagram's process for populating content onthe Explore page.2. Why is it important for Instagram to create a tailoredapp experience for each user?3. In what other ways could Instagram use big data toimprove its platform?

Instagram is a social networking site that enables users to post photographs and videos as well as…

a. Describe Instagram’s process for populating content on the Explore page. b. Why is it important for Instagram to create tailored app experience for each user? c. In what other ways could Instagram use big data to improve its platform?

a. Describe Instagram’s process for populating content on the Explore page. b. Why is it important for Instagram to create tailored app experience for each user? c. In what other ways could Instagram use big data to improve its platform?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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