Beyond the Data: A Human Approach to User Engagement
May 23, 2018
In 2018, We live in the world of predictive algorithm.
Facebook matches us with articles and advertisements they predict we want to see. A user logs in, changes his status from “In a Relationship” to “Engaged,” and within minutes there are advertisements for tuxedos in his feed. A user adding “The Hunger Games” to her Netflix watch list is soon paired with other films “Starring Strong Female Leads.” Amazon greets users with “Deals Recommended for You,” based on what they have previously purchased, viewed, and added to their wishlists. These companies, and so many more, study, refine, A/B test, and iterate on their predictive algorithms constantly, with the goal of keeping users engaged, coming back, and ultimately, creating money for the company, in one way or another.
In the current tech landscape, it may seem like the key to strong user engagement is the illustrious predictive algorithm. If the giants are doing it, shouldn’t all companies follow suit? No, not necessarily. In addition to practical considerations such as cost, team size, funding and allocation of resources, a simple question looms — does the predictive algorithm work? And more importantly, is it the best solution to your problem?
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