Optimizing the cost and quality of a massive data project
As more and more projects with Figure Eight graduate to production, different groups (engineering, product management, quality engineering) across the organization are seeing the benefits of data enrichment and are keen on embracing this new paradigm.
– Ram Rampalli,
Product Management Team for the Selling and Catalogs Group, eBay
Founded in 1995, eBay Inc. is a global technology corporation. The company manages eBay.com, an online marketplace that connects millions of buyers and sellers worldwide.
With a constantly fluctuating product catalog, eBay’s challenge is different than other large online sellers that can control every product onsite.
Cost-Effective Use of Human Brainpower
eBay features millions of product taxonomies that originate from users all over the globe. The job of ensuring its constantly changing online catalog is optimally organized at all times can’t be done with computer algorithms alone. Human brainpower is needed to accurately categorize the products and create product taxonomies from the user’s standpoint. In addition to product categorization, eBay needed an efficient method of finding a product’s Global Trade Item Number (GTIN), the unique 12- to 14-digit identifier is often missing from posted product descriptions, and the necessary task of finding it is complicated by the lack of a central repository of GTINs. The company tried to leverage offshore teams in several low-cost destinations to complete these processes, but the traditional outsourcing model posed several challenges with respect to cost, scalability, and accuracy.
Figure Eight’s platform took huge amounts of eBay product information and broke it down into microtasks that were completed online by thousands of individuals collaborating across the globe. This massive collaborative effort ensured the enormous data task was accurately completed in record time and at low cost.
With Figure Eight managing the workflow and checking the accuracy of the data returned, the final results sold eBay on the benefits of the Figure Eight platform. eBay has completed more than 15 different types of high-value projects through Figure Eight over the past year.
To improve their product categorization algorithm, eBay and Figure Eight collaborated to design a machine learning workflow. They were able to accomplish the job faster, at a lower cost, and with the best possible accuracy level. The machine workflow design, still in use for ongoing classification jobs, presents a contributor with a Product Image and a Product Title with one to six possible classifications
To minimize the impact of first- response bias, the order of the possible classifications is randomized each time it is presented.
In addition, Figure Eight was able to create a geographic filter to ensure native English speakers, who make up eBay’s core customer base, and hence are more familiar with eBay product taxonomy, completed the project.eBay and Figure Eight also designed an exhaustive search process for product GTINs. Figure Eight contributors searched for GTINs for a specific product (based on product title, product type, and image) through a variety of reliable channels. Figure Eight then compared the contributors’ responses, ensuring that each piece of data was verified and accurate.