Cognitive Analytics: Enabling assisted intelligence in human resources recruiting and hiring by Noel Webb, @CognitiveHR, Karen.ai, #BigDataTO #BigData #AI
Notes from the #BigDataTO conference in Toronto
- He realized that HR teams were spending too much time prescreening resumes before they could even meet with the best candidates
- Recruiters only spend 6 seconds reviewing a resume which means they end up accidentally discarding some of the best ones. Time crunches mean they may only be able to get through 20% of candidates. ML can solve these problems .
- 75% of candidates who apply to jobs do not hear back from the company because there are simply too many candidates and not enough time to do so. NLP and chatbots can solve this problem.
- AI will not steal all jobs but it will automate processes and allow you to engage with potential hires in a more meaningful way.
- Shortlisting is a huge challenge for HR as reducing a huge list of resumes into a screened list takes a lot of detailed attention. Technology such as direct keyword matches aren’t the best option as they eliminate people with relevant skills but not the exact words. For instance, know R is just as good as knowing SAS but a keyword search wouldn’t know that. NLP would work much better.
- Personality insights can also be collected using sentiment analysis to get a functional understanding of the Big 5 Personality traits. [Wow, I can’t imagine how valid it is to do personality assessments with resumes which are often written by third parties and without traditional grammar and style]
- Chatbots can take an applicant through hiring and onboarding processes by answering questions that would normally be asked of an operations officer. [imagine how many stupid questions the chatbot would be asked that new hires are too scared to ask people]
Live note taking from #IIeX in amsterdam. Any errors or bad jokes are my own.
- The five stages of grief – you show us things we don’t we to hear, you make us question our sense of purpose, create a sense of loss for ourselves and our team, people go through denial as they read the results, it takes a while to accept the final results
- Mission statements are a call to action, be part of the change, have clear direction, creating a vision is less functional
- Define the problem you want to solve next year, create a team to act on a critical issue, don’t make people boil the ocean, get value this year so you can create a budget for next year
- Assess the ideal situation, work requires part of a person not a whole person and it’s expensive, find out where the data is, where the expertise is within your company
- Plan for a win, get results in 6 to 9 months minimum, don’t demonstrate technical competition yet, demonstrate value for the business within the budget timeframe
- Solve your mission problem with incremental wins
- Communicate, don’t communicate your wins or learning, also communicate what you can do better, help other people see other areas where they can contribute or add to your success
- Create the right environment, who is the lead – the CRO, CEO, or someone else, the spehere of influence is quite broad
- Its better to focus on learning how to improve things rather than asking questions that reflect your KPIs
- 46% of impressions are not viewable, this costs 1.6 billion pounds per year for UK companies
- What do people actually look at online, do they look at native as much as display advertising
- Infra-red eye tracking technology is available
- Eye tracking showed that people weren’t pay much attention to a text ad, indexed it to a penguin ad and you could see much more attention paid to the image ad versus the text ad, more people viewed, for longer time
- Only 35% of ads we purchase are viewed by people, only 9% of people look at them for more than one second
- This is low in comparison to traditional ads, press gets more views because there is no load time and it’s viewed longer, 40% look at the ads for more than one second, 2.2 seconds average for print
- But you cant just lift the print ad and use it is a a digital ad
- Ads aren’t always immediately viewable and sometimes they switch to a different ad immediately
- Viewable does not mean its being viewed
- Think like.a poster not like direct mail
- User cost per view, not cost per thousand
- Citigroup is over 200 years old
- Ingenuity has been art of their DNA
- Banking isnt just credit cards, it’s advising, investments, money transfers, bill payments
- The bank is the hub of people’s money but there our spokes coming out of it
- Half of millennials are already using financial tech solutions, 60% are happy with it, two thirds will use more going forward
- Only half of millennials would be happy if they only had financial tech, but the trend is similar for older people, B2B are the furthest behind but still want digital
- We can’t be all things to all people
- Six markers of progress makers – optimistic, driven, resilient, future focus, worldly outlook, generosity of spirit
- These come from motivations as people and how they view their lives, not just how they use banks
- They use communities, advisory boards, innovation labs around the world
Location and the Art of Business Analytics
Simon Thompson, Director, Commercial Solutions, ESRI
- language evolved in order to map things in our head
- we implicitly understand location, our smartphones understand our exact location to 6 decimal places of latitude and longitude which is 100 meters
- we use location to add context – addresses, activities
- if you buy a phone with an air pressure sensor on it, then you can tell the elevation, which floor of a building – time, location, height means you’re at this marketing research conference
- i will target certain things to get a coupon but they don’t need to know where I am all the time
- context trumps content
- in 2020 there will be 50 billion connect devices and they are all location aware
- 55% of all retail internet time originated on smartphones and tablets
- the death of things – paper maps, notebooks, business cards, pedometer, tape measure, scanners – all dying because of smartphones
- people think about geography as getting coupons – is this minority report?
- 80% of purchases are made within 10 miles of home or work
- combine social media mining with location monitoring
- locavation – reason for being in or at a place, act of giving someone a reason or incentive to be somewhere, commitment that makes someone want to be somewhere, behaving in a particular way in a particular place
- location is the new cookie – place impressions out perform page impressions
- we live in the internet, not on the internet
- recall the case when Target identified an underage girl as being pregnant, and then sent advertising to her? Why didn’t Target recognize she was a GIRL, not an adult? They had all the data to identify that datapoint as well but they ignored it?
- “if you build it, you can monetize it” — that’s scary! build a technology and then try to use it
- the shopping journal is just like a shopping journal online – except online you can also get a welcome back, personalized offers, recommend products, tailor the content, analyze behavior
- can a physical store do this? with location devices you can localize products for an area, detect arrival at a location, tailor offers by proximity, analyze raw data, concierge services for premium customers, validate effectiveness of window displays, modify store layout, analyze checkout queue times
- indoor mapping with transform retail in the same way that freeways did in the 1950s
- smartphones make it hyper hyper local
… Live blogging from Disney Orlando, any errors are my own…
Scott Vanderbilt, Digital Research Manager, NPR; Sarah Withrow, Senior Research Analyst, NPR
- NPR is a news media organization “National Public Radio”
- Afternoon show “All Things Considered”, how does a radio show translate to digital
- Key issues
- What is doing well or not in their content, need it real-time, there are dips on certain days and certain hours, as well as certain shows
- How to better engage with afternoon listeners and increase the stickiness of the content?
- Digital metrics of audience behaviour gives us the what- when do they tune in and out, which stories do they tune in and out of, amount of time listening
- Diary studies gives us the how – archetypes of current listeners, grouped by listening setting, importance of the stories,where they listen to the show whether at home or car or work, what platform they listen on, find out what they’re looking for, what they turn to after the show
- Focus groups gives us the why – motivations and perceptions, they like particular hosts for particular stories
- Why do they tune out? it’s not length as long as the story appeals to them.
- Are they expecting something different? they expect eclectic stories, they love not knowing what the stories will be
- Does the flow of the show match their needs? i.e., the order of segment. changing the flow is fine if it’s done gradually
- [this show sounds like “Sunday Morning” which I love]
- What would increase the stickiness? Provide the full show or pieces of the show digitally
- Does the tone match what they want? do they want shorter, snappier news?
- Which shows draw the largest audience, which content kept them on the website longer?
- Use voting buttons to see which shows viewers like on their website
- Research by any other name… #MRX (lovestats.wordpress.com)
- Digital Disruptors by James McQuivey #MRA_National #MRX (lovestats.wordpress.com)
- Crowd Interpretation by Niels Schillewaert, InSites Consulting #MRA_National #MRX (lovestats.wordpress.com)
- New Methods, New Wisdom by Denise Brien, AOL #MRA_National #MRX (lovestats.wordpress.com)
- See A New NPR Homepage On Your Smartphone (npr.org)