First, the largest users of enterprise crowdsourcing are e-commerce, advertising and PR, technology and financial services organizations. All use crowdsourcing for data-oriented projects, and for the unique needs of their industries:
E-commerce and Internet – Checking search results to make them more relevant for users. Many Internet users don’t realize that the crowd is constantly spot-checking search results to help developers make the results more relevant to search terms in order to increase engagement or conversion.
Advertising and PR – Examining tweets and Facebook posts to understand how users really feel about a given company or product. Machine-ranked tweets are notoriously unreliable, i.e., sarcasm doesn’t compute, and so advertising and PR firms need human sentiment analysis to scan and rank topic-related content on social networking sites.
Technology – With more and more sales happening online, accurate customer databases are more important than ever. Seventy percent accuracy just doesn’t cut it anymore. Companies now need at least 90 percent accuracy, in countries and languages around the world – and with social media handles. The crowd is excellent at doing this on a massive scale.
Financial services – Finance runs on data, and the crowd is ideal for collecting large amounts of data on companies and management teams from around the world to help inform financial services firms’ operations.
Looking at both the demand side – the companies asking for work, or tasks, to be done – and the supply side – the people in the crowd completing the work, or tasks – CrowdFlower was able to show the complete landscape of enterprise crowdsourcing. The data comes from looking specifically at the types of projects their 50 largest customers are undertaking, and a survey they completed of more than 2,000 crowd “contributors” – those who complete these tasks. Through this research, they found some interesting things.
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