Zingography # 13 : Cognitive Behaviour + Data Science ; AB Test Validation Tool

I have been really fascinated by the capability of AB Testing Tool to make Designing Decisions using Data Science.
If you combine Machine Learning & Statistical Science to the same – then Previous Combo becomes more Potent & Effective.

AB Testing can be a tough Art to Master, even the most experienced ones go wrong all the time with their hypothesis & metrics selection.
Hence accepting your own & your colleagues varying opinions + navigating through the same to get most effective Long Term Impacts is they Key for Success.
But one should be honest to the science of AB Testing & how it is designed even if results are not favourable – it’s like a daily routine that should be practiced as it is.

What am here to discuss is the New Art of combining “Cognitive Design Behaviour with Data Science Algorithms” and especially use Spotify’s Playlist Recommendation for the same.

My Current Research Analysis says that Spotify’s Recommendation Engine is one of the best in this space!

Yeah better than Apple‘s iTunes, Alibaba‘s + Amazon’s Return HomePage Pages Recommendations or Similar SKU suggestions, Google‘s Search Engine or Google News Feed, Netflix‘s Similar Shows Features. What makes Spotify shine here is how it has used the Music Preferences Attributes along with Human Emotion Capture Calculations ! They use a unique score assigned to each song preferences & suggest them if your attributes matches the range of moods/preferences! Also their Engine is constantly improving & updating based on bigger cluster preferences. What I appreciate is that they are not using Other Platforms similar data but trusting self engines to contribute. Secondly, it empowers the customers to play with the algorithm to change preferences.

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As per further search, AB Testing plays a very important role in making below decisions:

  • UI Decisions : Button Shape, Contrast colour, Position, Text, Headline, Icons (+ vs Heart), Widget Decisions, Hamburger Menu
  • Page Format – list view vs card view, the information architecture, number of information shared in a single page view
  • Metrics selection & Order Prioritisation for Making recommendations of Playlist
  • Deciding the Weightage of different Key Factors for engine’s Logic – which is the Highlight of Spotify’s Success!

  • Localising + Personalising the Site : https://www.thinkwithgoogle.com/intl/en-gb/success-stories/how-spotify-increased-premium-subscriptions-using-google-optimize-360/
  • Optimising the Keywords Search : When users in Germany searched for “audiobook” and clicked on one of Spotify’s ads, they were either brought to the custom page or to the original page.
  • Creating Culture of Experimentation & Real Time AB Testing Result platform which is most crucial. (They were earlier using Google’s Optimizely for a long time)

Did I ever share the perfect method of conducting an AB Test Experiment :

  1. Define the Problem – To increase conversion, to increase revenue
  2. Come up with a series of ideas to work around the same basis historical data, recent findings, industry insights – This should be a collective + collaborative process wherein everyone should be heard & allowed to explain their logic. Also while prospecting, one has to think about the impact % on success metrics with what confidence, duration, sample size.  Do not hesitate to use AB Testing calculator for same.
  3. Finally one has to prioritise these ideas basis their impact, time + effort + cost and decide on the order of these tests
  4. While designing the test – decide the Hypothesis that by doing so & so the impact shall increase. What is important to note is that while choosing these tests – they have to be such that can be proven only by data results. Also for tests with drastically different options – it can be a short duration test while for closer options, sample size hence duration has to be longer.
  5. So Hypothesis, success metric, options selection are very crucial aspects of the test
  6. Keep observing the performance of key metrics (Primary, Secondary at least) during the tests – no need to take sudden decisions basis this but observe the pattern.
  7. Let the test complete & observe the results – if results are drastically different, you have a clear winner. If test results are negative (do not worry), try with a different hypothesis & options. If test results are closer then decide whether to increase sample size or to discard the test or to go ahead with partial winner (last one not recommended but call can be taken depending on experience/circumstance/influence of other tests).
  8. Keep doing the same for different cases
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Emotional Quotient

EQ is a very rare quality in a human being & even a rarer quality in a Successful Leader.

I used to study & try to understand in college, but it’s a different ball game when you appear in work arena & then see how work demands/pressures are to be met with the People/Cultural aspects.

Of course one learns to manage the work demands & skill demands depending on one’s capacity. It’s always the people skill management that is the trickiest to master as it is very dynamic, variable to unpredictability.

I struggled with the same as well – majorly because there were a lot of aspects about myself that I had not explored or made myself aware e.g. how I respond to pressure, to a New team person, to a vendor, etc. Since I had not given them any thoughts consciously, mastering them was a far away task.

I think – till the age of 28, and 5 years of work experience – the effort was more or less optimise/adjust for survival and observe around. But I think it was during my 6th year of work experience, in 2015 when I decided to do a proper analysis & self haul of :

  1. Who i am?

  2. What do i want in life?

  3. What do I want in work life?

  4. What I need to do achieve 2 & 3?

This gave a lot of perspective & a lot of peace to myself as I then felt am moving in life with some sort of direction (not 100% clear but still some LIGHT). This made a lot of people interactions & my senior leadership alignments easier as well. I won’t say that it has been absolutely smooth sailing since then but still the choppy waters have seemed manageable & the belief to be able to make it the shore has grown stronger.

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Of course, the presence of my last manager & a few other leaders with higher EQ has made me realise even stronger & clearer on what I want in life & am thankful for that. I cannot stress more on the importance on such People focussed Leaders who groom young people & motivate them to achieve what they want in Life. They become life coaches & mentors, role models for them in moments of crisis.

Last week, one of the senior women leaders decided to move out of the company & it made me feel bad beyond what I imagined. Of course in the short span that I got to know her – she came across as an extremely understanding, warm, affectionate and easy to approach (Again rare leadership qualities). The extent to which she understood your position & could advise you accordingly amazed me – High High EQ. The amount of comfort she offered to a non – direct team member speaks volumes on her ability to connect. The fact that it wells up my eyes every time I think about the fact that she could not continue due to family commitments, speaks volumes about her ability to connect & leave a positive mark.
I do wish to be always there in her life & vice versa plus also hope for many more such people in life moving forward to make it worth it!

Have 0 Resolutions, 100 More Dreams!

Yes! Dreams Work!

Visualise them, clearly, cleanly & with no references nor influences. See them with a Happy & Relaxed Mindset with no pressures & no desires. Just visualise where You See yourself doing what, with who!

It is important that you see your Dream Vividly & Stay Honest to IT all the while.

Believe.

Now find steps to reach them & Get after them Non – Stop with complete focus & belief.

Surround Yourself with People who will be happy to see you there!

Be Patient.

Yes, its that Simple – Dream, Be Focussed, Find Steps, Work incessantly & Surround Yourself with Right People.

All Your Dreams will come True Like A Brightly Lit Sky Full of Stars & The Moon! Just Believe & Be Focussed.

Changing faces of Us & Our “Friendships”

Hello! So am back to write after a small self forced hiatus 🙂 It feels good to see the words flowing from your brain to your fingertips & appearing in front of your eyes again!

Life has been a bit different with the new role & hence the changes – its weird that how my Life has undergone so many changes around the job roles I have done in past few years. Shows good that my job profile is the most important thing for me in these years but bad that am not able to keep my own personal life in control to be unaffected with changes around it!

I do feel certainly that I took time to find MY SHOE FIT.

But am glad I tried so many different ones & then finally found my best fitting, comfortable ones that were customised to my needs. Did that with my lifestyle, career & now am optimistic of same happening for my Life Partner.

Now coming to the subject of “Friendships” which has been my favourite subject unconsciously since childhood days.

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Emotion is one of the strong things that I was introduced to as a kid during my growing up years – valuing your family, respecting your elders, always speaking good, believing in God & the values, understanding our history & ancestry to learn good practices.

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So I could never forget it!

And I always valued it a lot wherever I found it – it was like me becoming a gemstone expert & start wanting to polish the gems as soon as I locate one during my education, travel, professions, social circle, etc.
What I also figured out with relating to emotion was that investment was not foolhardy, it was giving me returns to be a more self aware, worldly wise, mature human so I continued to invest & even do so now.
Maybe my portfolio selection has undergone a change now thanks to a few bad experiences in the past where I either invested too much too soon (more) or I failed to overlook a good opportunity (less).

And I do feel proud that I have become wiser to selection of my people – friends, colleagues, networking groups & others thanks to updating my qualifying parameters & accordingly updating myself + tastes. I definitely do not take things on face value any more & I definitely do not make an opinion about others or try to form a bond inorganically.

With People, it is best when it is ORGANIC!

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Sometimes, circumstances play a role in making that judgement or bond formation quicker but as a qualified and self aware human – one should understand those factors well! I feel this is the beauty of a human being always be able to prove it’s superiority over machines.

ADAPTABILITY & EMOTIONAL BONDING makes HUMAN > MACHINES

Am happy where I have reached so far in my journey – looking forward to explore More & Meet New interesting people before reaching my final destination.

I wish to become more quieter, observing, less expressing, A polished Digital Consultant (who is truly a PM at basics) Profile, socially more acceptable & enhance my intake of ignoring the unnecessary (Thickening of SKIIN – adding more Onion Layers Happily) !

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The 4th Dimension – TIME

Science is Guided by Spiritualism … Spiritualism is ably supported by Science!

TIME! Its the mightiest… The most Powerful!

  • It can do the impossible
  • It can Grant you Miracles – never imagined
  • It can make hurdles appear boons never imagined

At times – my sense says that all you are trying to do most of the time is convince Time to be on your side. All you are trying to tell Time is that am Good & hence be gentle on me.

But nobody can fool or lie to TIME – as it sees through, through & through! You can’t be drinking most of the time & then complain about gaining weight or losing concentration or about shivering hands later on.

So here is how TIME can be on your side :
– Be Consistent with who you are & who you wish to be
– Be Persistent in what you want from life
– After this, there is not much you can do – Believe in Time & Let it Be!

Yes its that simple but never that easy to follow. Because there are demons (Self created, society adapted, unnecessarily thrown at you) on daily basis which you have to fight – more mentally than physically. They make the above 3’s strengths weaker. Hence it is important to Believe – strong & with Patience.

Here is something which I have acquired recently which helps me :

  • Looking back at Historical characters – the few ones I admire from mythology, medieval + modern periods & studying their responses to various situations – good & bad. This is a childhood fascination which has become more vivid & I have somehow started relating with them on human level more than leader or figurine level.
  • Choosing a few strong personalities with impacts – mostly female (As I understand that emotion is tough to avoid for them too) in fields which I relate a lot with – Sports, Services, Journalism who are fighting for the Right at the same time fighting in male dominated spaces to be their own best versions. But am particular about not selecting Females with connects, wealths, privilege or other non- conformists ‘starting grounds’ as it makes the whole study biased.
  • A few other role models in my personal, work life to relate with & understand me by, while understanding that no overlapping can be 100% true.

I do not state that these are the only ways by which Time can be controlled or befriended at best – but I feel by doing above I feel much in control of my own demons to face the Swings of Time Reels!

Happy Weekend Everyone!


The Past is over, no matter how you look at it. The future is only anticipated on the basis of your past experience. What you completely overlook in your emotional involvement with what is over and gone… is the Present, which is the only time there really is. The Present is the only time in which you can experience the whole Universe. It is the only time in which you are happy and free and alive. The Power of Now holds everything you really want, and everything that is real. This is the essential message of awakened teacher, Eckhart Tolle in his bestselling books, “The Power of Now” and “A New Earth, Awakening to Your Life’s Purpose,” which is also the universal experience that A Course in Miracles reveals.
The thing to remember is that the transition from time to eternity does not occur through death, but through a change of mind about yourself and the purpose of the world. Be assured that this is not a sacrifice, but a joyful glad return to the natural state of the wholeness and freedom of your mind.
We are made whole in our desire to make whole. Let not time worry you, for all the fear that you and your brother experience is really past. Time has been readjusted to help us do, together, what your separate pasts would hinder. You have gone past fear, for no two minds can join in the desire for love without love’s joining them.-A Course in Miracles

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ZINGOGRAPHY : Tech/Product/UX/Startup Update # 10 – PM ToolKit

Please consider every PM to be a works-person, who needs tools apart from their skills to do a good job out of a situation!

Every worksmith/ carpenter/ chef, etc. is incomplete without their toolbox so its important as a Product Manager to be sure of your own sharpened tools basis your experience, intuition, comfort/compatibility, etc.

I also have now worked for 8+ years in different Products domain starting with Data, OTT, E-commerce, Retail Channels (B2B + B2C), Media, Food, Jewellery, FMCG, FinTech, Travel/OTA, AdTech, Transportation (Cabs/Trucks), etc.
And from my own & other PMs experience – let me share a list which I find is useful for one & all. These are compiled basis checking with other industries & PMs as well :

  1. Research Tools : SurveyMonkey, Google Forms, TypeForm
  2. Current Situation + Need Gap Analysis : Porter’s Frameworks – SWOT, 4P, STP, 5 Porter’s Force
  3. Project Management : Asana, Jira, Trello
  4. Team Management : Slack, Basecamp
  5. MVP & Road-mapping : Asana, Aha, ProdPad,
  6. Spec Writing : Word, DropBox Paper, GitHub
  7. User Scenarios Mapping : Excel, Smaply/StoriesonBoard
  8. Designing : Invision, Iconjar
  9. Coding/ Development : GitHub
  10. UX : Prototype,io, Axure
  11. Team screen sharing + feedback incorporation : Zeplin, Intercom
  12. AB Testing : VWO, Wasabi
  13. Analytics – Front End : Google Analytics, Firebase
  14. Analytics – Middle ware : Moengage, Clevertap, Appsflyer
  15. Analytics – Back End : SQL, ML Tools
  16. Campaign Management : Adobe 360
  17. Targeted Campaigns : Targetting
  18. Revenue + P&L Management : MS Excel Macro

Apart From this – the must have ingredient almost like Oiling is 5-6 hours of Reading, Networking, Experimenting, Failing, Sharing, etc.

All The Best : Let the Magic Begin!

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Is India even close to the #MeToo Movement?

There has been some recent discussion in Indian Media regarding how India needs a #MeToo movement! I can’t help but agree. It makes me feel sick that how a Female is made to feel so little physically, mentally, emotionally, psychologically basis her Gender/sexuality/ right to expression.

I had been feeling very strongly about gender discrimination for a very long time now and since #MeToo movement last year it only became more firm that expressing it & agreeing formally with system + stakeholders is the only constructive way ahead. Today’s Freida Pinto’s Post made me want to write this blog much more in detail.

As a middle class growing girl in India – one has to go through several weird experiences (even boys have to go through their own share of experiences but), am talking about the socially avoidable & enforced ones because of limited mindsets of people & historically dragged dogmas.

When one is touched inappropriately ; when one is made to shut up again n again ; when one is looked upon differently especially at their boobs & V-part; when one is not expected to do well in Sports or Studies ; when one is not expected to enter Kitchen during “that time of the month” ; when one is made fun of for asking equal treatment ; when one is not expected to carry her own bags or taking care of herself while travelling alone or completing her own projects/ assignments without their male counterpart (Father/brother/friend/ colleague/husband/son/ etc.) – THESE ARE CONSIDERED NORMAL EXPERIENCES in our Society!

SHAME ON SUCH PEOPLE – who let it happen
SHAME ON SUCH PEOPLE – who go through it quietly

SHAME ON SUCH PEOPLE – who scheme, perpetuate it knowingly or unknowingly

SHAME ON SUCH PEOPLE – who encourage & create an environment for such experiences to happen
SHAME ON SUCH PEOPLE – who laugh about it & make fun about it
And Most Importantly, SHAME ON SUCH PEOPLE – who do not raise it to right authority

When I say People – I mean girls, women, parents, family, husbands, everyone.

There is no Other way to deal with such behaviours/experiences but by being vigilant & aware to immediately raise the bell at the right authority and at right time. Also keep raising the issue till a resolution is found. To make it mandatory to make the system listen to you & give you justice. You are a human at the end of the day & deserve nothing less especially basis your gender.

I feel so burnt up inside when I think of what an emotional torture it must be for the girls, parents especially to be made to feel inferior & discriminated because of her Gender! If a city, educated, professional girl is made to Shut Up – Imagine the plights of those who are poor, unaware, ignorant.

To be Told this is acceptable is the Last Thing at least I will Take! I am ready to put in extra hours, ready to push my limits to extra miles but to be made to feel humiliated, uncomfortable, harassed or not respected for being myself is not acceptable in my Family, Social Circle, Office Environment or anywhere I decide to Breathe.

Am not for a loud, conflicting, verbose or hormonally high environment either – am all for Peace, Respect, Love, Humour, Smiles, Nods, Success : BUT not at the cost of Women or any race/caste/creed/color being sidelined.

So does India or the World or any society needs a #MeToo movement repeatedly – Hell Yes! Will there be negative repercussions of the same – Could be but the +Ves are far more especially the Noise, awareness & the empowerment to be yourself.

ENOUGH IS ENOUGH!

How to be Successful

There are still not many who really know what they want in their lives. They are majorly happy with whatever they are offered & are content with that. They will still complaint, be unhappy, unhealthy but that’s another matter.

I, for one & many reasons, believe in being a self driver & doing your best in every moment while leaving the results to the Bigger Power.

There are absolutely most of the things which are out of one’s control & rightly so. Plus as you grow, you realise that more & more things are not in your control – the only thing is how you feel, think, say, do, react to situations on immediate & long term basis.

As many of us have felt – both kinds of reactions immediate & long term ones are based on our past experiences, personality, beliefs, etc. And our learnings based on these.

In order to have Consistency in our behavior patterns – it is important they are interlinked via a common goal.

And hence one should have dreams… Progressive, Long term, all inclusive, Ultimate Dreams!

How to achieve them…

  • Visualize them very clearly
  • Break them down into blocks to work on
  • Start working incessantly & with all honesty towards it – without distractions
  • Surround yourself with people who will help you achieve that – very important!

There is no force that can stop you once you are able to focus everything on your own efforts without worrying about the results!

One shall observe things falling into place on there own without forcing them to and that’s the ACTUAL way of Living! Letting things fall into place while doing your Karma.

Good Luck 🙂

Listen & Understand..!

Listening is an important skill….

It doesn’t only happen with ears but with eyes, mind & body touch as well..!

Perhaps listening by eyes is the most important one – since they don’t lie. It is difficult to falsify what one sees from one’s own eyes – about surroundings as well as of others & if you can see through someone’s eyes then there is nothing beyond it.

Yes – learn to listen to be a more compassionate & successful human being in Life in general.

Those who are a well rounded personality & are in general appreciated by all are considered to be excellent with their people management skills & that is because they come across as friendly & compassionate to most of the people around. They tend to listen, understand others latent + expressed needs/wants better & faster and come across as supportive to achieve them.

This is a great skill set – even when talking to your customers, while analysing data of your business, it is important that you are able to connect the dots and able to listen, understand their issues to provide them a solution.

Same applies in relationships – starting with parents, siblings, friends, cousins, companion, spouse, in-laws, children : it is imperative that you listen & understand what is the person wanting to communicate. Where are they coming from & why are they saying that plus what do they exactly want & then how can you give them that basis your self awareness.
Many a times – you can’t abide because of circumstances & your own limitations and there is nothing wrong in being honest about it. In fact, straight forwardness is much appreciated by the mature & upright people & held in high regard when communicated in the right spirit & well within time. In fact the ones who keep people hanging & dilly dallying are not appreciated neither are those who turn their faces back after saying YES.

But here’s one more thing about Listening & Understanding – its a Long Process & Evolving one. One has to actually invest time & energy into it by spending time, observing them, their actions, their interactions with other people, their backgrounds of course, their words & actions, dreams, relationships, etc.
Its like keeping a hawk eye on Stock Market Blue Chips which are your Key Investments – sometimes it happens that a few are not visible with less information available but appear very interesting & worth every penny – I find them the most interesting coz few people will go for it for the effort asked & it can very much be the game changer. I have always gone for the obvious yet elusive – be in terms of choices of clothes, career choices, hobbies, people, etc.

Am sure, it is an evolving journey & I will adapt to grow better plus faster once am able to identify my areas of improvement. Last 1year or so has been a struggle with coming to terms to my feelings, personality & I feel I have taken leaps in terms of learning to be Patient, Perseverant, Humble, Positive despite everything crashing, Being Strong & Cool.
Still I think – I have distance to go in terms of controlling my reactions, feelings, expressing my needs, wants to those around me in a much more effective & acceptable way.

  • The expression whenever it comes (let it come to the last possible in peace or conflict after understanding situation & all perspectives) has to be straight forward – without any drama & iota of doubt, straight forwardly as possible. Learn to control your wants/ desires for some other good time – what is Right or Good for all will Happen any which ways! You are too small a being – remember in a world outside your being. You can control your inside world & never what happens to you or what happens to others around you.
  • Similarly, others views/ feedbacks are to be taken with the same feeling of it being their perspective – filter it out to sensible stuff while leaving the rest of it.
  • Learn to be consistent in all situations – good or bad, outside or inside, home or at work. That way you are self aware & in touch with yourself all the time & their is no conflict of personalities & thoughts. You shall be much more at peace with yourself.
  • Be Loving, considerate more & more towards others & always bring the +ve feelings first even in case of conflict – YES, IT HELPS & ITS THE RIGHT WAY. Be compassionate towards others issues, challenges, situations.

These shall be good points to kick off your remaining part of the year & build your personal or work lives! Get Going!

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