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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
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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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 Data Instagram is a photo-sharing app that has surpassed 500 mil- lion daily active users. In contrast, rival Snapchat has 229 million. Instagram allows its users to manipulate their pho- tos with different filters and share them with friends and the greater Instagram community with hashtags and location. tags. One thing that makes the platform so engaging for its active users is the personalized experience Instagram cre- ates using artificial intelligence and big data. With more than 70 million new photos posted to the app each day, Instagram has endless data logged from the ways users engage with posts. Instagram uses machine learning to populate its Explore tab, an area in 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 adjust a user's feed based on likes, comments, follows, search preferences, and more. The app continuously learns from user behavior and adapts over time. "We have this rich diversity of data that we're able to use to look for constellations of accounts. Then we can go in with humans and look at it and understand what they're doing," Toffey said. CHAPTER 4: Marketing Research and Analytics by humans who sorted through messages and classified them as spam or not spam. It has expanded to also remove mes- sages that fall into the categories of bullying, racism, or sexual harassment. While it's not a perfect system, the filter outperforms 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 algorithm has in the past, or than any single human being could," said Kevin Systrom, Instagram's former CEO and co-founder. "And I think what we have to do is figure out how to get into those gray areas and judge the performance of this algorithm 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." 88 Instagram's Community Lab team works to unearth insights from data trends. Big data is valuable but it is use- less when a company doesn't know how to use it. Mining big data for customer insights can take a lot of time and resources. Instagram prioritizes this and is able to drive product development and extract community insights as a result. Instagram strikes a balance between artificial intel- ligence and human curation to deliver personalized content as well as subject matter that may be outside of a user's interests 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 intention to break into the mobile industry. With more people using mobile apps or accessing the internet through their smart- phones, the use of photo sharing through mobile devices is increasing. This also adds to the data pool Instagram has to work with to offer highly targeted advertising. Instagram also uses artificial intelligence to filter out spam posts and comments. The system, called DeepText, was created by Facebook to remove fake messages across nine different languages: English, Chinese, Russian, Arabic, and more. It has the ability to understand not just bad words but the context in which they are used. DeepText was trained 113 Above all, Instagram's use of big data is aimed at enhancing the user experience to ensure users keep com- ing back for more. The influx of content and users on a daily basis require the platform to be nimble when it comes to learning from its findings and adapting the app,72 Questions for Discussion 1. Describe Instagram's process for populating content on the Explore page. 2. Why is it important for Instagram to create a tailored app experience for each user? 3. In what other ways could Instagram use big data to improve its platform?
Transcribed Image Text:Picture Perfect: How Instagram Uses Big Data Instagram is a photo-sharing app that has surpassed 500 mil- lion daily active users. In contrast, rival Snapchat has 229 million. Instagram allows its users to manipulate their pho- tos with different filters and share them with friends and the greater Instagram community with hashtags and location. tags. One thing that makes the platform so engaging for its active users is the personalized experience Instagram cre- ates using artificial intelligence and big data. With more than 70 million new photos posted to the app each day, Instagram has endless data logged from the ways users engage with posts. Instagram uses machine learning to populate its Explore tab, an area in 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 adjust a user's feed based on likes, comments, follows, search preferences, and more. The app continuously learns from user behavior and adapts over time. "We have this rich diversity of data that we're able to use to look for constellations of accounts. Then we can go in with humans and look at it and understand what they're doing," Toffey said. CHAPTER 4: Marketing Research and Analytics by humans who sorted through messages and classified them as spam or not spam. It has expanded to also remove mes- sages that fall into the categories of bullying, racism, or sexual harassment. While it's not a perfect system, the filter outperforms 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 algorithm has in the past, or than any single human being could," said Kevin Systrom, Instagram's former CEO and co-founder. "And I think what we have to do is figure out how to get into those gray areas and judge the performance of this algorithm 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." 88 Instagram's Community Lab team works to unearth insights from data trends. Big data is valuable but it is use- less when a company doesn't know how to use it. Mining big data for customer insights can take a lot of time and resources. Instagram prioritizes this and is able to drive product development and extract community insights as a result. Instagram strikes a balance between artificial intel- ligence and human curation to deliver personalized content as well as subject matter that may be outside of a user's interests 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 intention to break into the mobile industry. With more people using mobile apps or accessing the internet through their smart- phones, the use of photo sharing through mobile devices is increasing. This also adds to the data pool Instagram has to work with to offer highly targeted advertising. Instagram also uses artificial intelligence to filter out spam posts and comments. The system, called DeepText, was created by Facebook to remove fake messages across nine different languages: English, Chinese, Russian, Arabic, and more. It has the ability to understand not just bad words but the context in which they are used. DeepText was trained 113 Above all, Instagram's use of big data is aimed at enhancing the user experience to ensure users keep com- ing back for more. The influx of content and users on a daily basis require the platform to be nimble when it comes to learning from its findings and adapting the app,72 Questions for Discussion 1. Describe Instagram's process for populating content on the Explore page. 2. Why is it important for Instagram to create a tailored app experience for each user? 3. In what other ways could Instagram use big data to improve its platform?
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