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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Post #MeToo Effects

I have been Travelling a lot in the last 2 years – exploring history, architecture, culture, people from Central Europe, North Africa, Eastern Europe, India, South East Asia, China regarding how origin of Life happened in Pre – Medieval Times & then travelled during Medieval Times resulting into establishments of different Civilisations : Indus Valley, Roman, Persian, Ancient Greek, Chinese, Egyptian, Mesopotamia + Babylon & Latin Civilisations (Haven’t discovered much about Last one).

Along with travel, I have tried to relate to their situations & research + read about how it was 5000 years back and most importantly how things moved resulting into today’s Modern times and what are the impacts we carry. Here are few things which struck me the most as a learning for today :

  • Constant Evolution – Slow in days but very fast in years/ages
  • Role of Women
  • Dominance of Power : Physical, Financial, Collusion
  • Innovation is always appreciated
  • Faith vs Logic Struggle
  • Abuse of Nature & Natural Powers/Resources
  • Time/Nature are BIGGEST POWERS
  • Sticking to one’s Beliefs + Values has always been tough but rewarding sooner or Later! Silent Warrior Heroes have always existed and History has been Kind to them

Coming back to the topic, I felt that #MeToo Movement has been one of the most powerful social empowering revolutions (driven by media majorly) to have happened in recent times which spoke RIGHT after LONG LONG abuse of Women as Weaker Sex! I felt great & empowered about the same and made sure my female friends, colleagues, relatives+family are well aware about the intrinsic detailed insights so to not repeat the mistakes of the past!

But I feel, it rose like a HIGH TIDE WAVE during 2017 + 2018 and has settled for now though it has enhanced the awareness about the concerns & issues. I do wish to avoid the opportunistic cases which (if) came up, my expectations are clear :

  • Women Should speak Up & express themselves in the Best possible manner & Most effective way possible
  • Women need to standup more for other Women basis right values as that creates a lot of confidence for all
  • Everyone (Male & Female) must act respectfully towards everyone without any prejudice for Gender. Acting respectfully involves giving space & opportunity in terms of every aspects – conversation, growth opportunities, household responsibilities, roles & responsibilities. Basically remove Biases.
  • Enhance Women Representation in responsibility oriented roles from Village Organisations -> Senates -> Sports -> Engineering Colleges -> Corporate -> World Organisations. Families, Friends, Organisations will have to play an important role.
  • Remove Slave mentality & Despondency attitude and have a more independent, relaxed + confident, informed approach For Women. Stop associating weakness with Gender, Caste!

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New Interests Findings & Relevance

  • Russian Philosophy – How Capitalism & Socialism Thoughts evolved during Cold War & shaped the world. How China kept its Communism intact

Leninism vs Marxism vs Stalinism vs Communism and its after impacts.
My PM Learnings : How the limit of human thought-processes was explored way back & even put into practice – resulting in new ideologies. How different ideas might create excitement & perspectives at the particular time but ultimately the one which is most resilient & inclusive of people with self absorption & growth scope results into longevity.

  • Quantum Physics linked to Spiritualism – Stephen Hawking, Albert Einstein

How the infinity unites one & that leads to the discovery of yourself w.r.t. the universe is Beautiful!
My PM Learnings : To have a LARGER THAN LIFE VIEW TOWARDS our daily usage of Products.

  • Ancient Scriptures linked to Neuroscience & Psychology – 

My PM Learnings : How it is possible to explore the amazing transient models plus it has already been explored in depth of research. If one can be a good student & learn to adapt to different times as a customised solution – it can result into something Great!

  • Cognitive Science Linked to Design Models & Artificial Intelligence/ Machine Learning involving Cryptography/Coding/Rubiks Cube

My PM Learnings : How different perspectives can lead to some unique models for consumer thought process mapping using basic thoughts. Here’s one list of such principles :  https://fs.blog/general-thinking-concepts/

  • Animation : There are different types like 2D, 3D (which is most popular with CUG, etc.), Whiteboard, Stop Motion (My Fav), Cutout, Sand, FlipBook, 

My PM Learnings : How to use different perspectives of people into creating different illusions & visualisations

  • Drone Photography : Different places where it has been used to shoot a completely new perspective!

My PM Learnings : To think out of box & how same stuff can look so different!

  • Luxury Behavioural science with Globalisation playing an important Role

My PM Learnings : It’s important to understand how people from a different Geo-Political- Social Background can have a completely different take on expectation of services & offerings.

  • Origin of Human Race (Sapiens) – Initiated to Central Asia & how spread to Eurasia regions! How Civilisations Kicked Off? How GOT is linked 

My PM Learnings : Its so important to know the history behind your product & idea so as to do complete justice to the same.

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As Post 2008 Generation, My Learnings

I have recently been thinking & discussing with my friends about “What should be our Generation’s & Particularly of People with our Background’s Differentiation Offered to this World?”
What is it that will make our Generation stand tall amindst its previous (Baby Boomers & Early Millennials IT, Manufacture) & future generations (Internet & SaaS).

Am realising for a standard working professional with a Graduation Degree & Maybe Masters with few years of experience, there are following area gaps which are left to be filled by individual her/himself :

  1. Identification of Subjects which truly stimulate your Motivation cells (which you will do unconditionally)
  2. To enhance your thought process beyond your subject of expertise – reading, podcasts, documentaries, travel, side projects?
  3. To create your own differentiation – by connecting the dots! Also no one can teach you above – one has to find a process on their own to find their Juice/Mantra/Fibre.

And then I came across below article

https://economictimes.indiatimes.com/news/international/world-news/rajat-gupta-is-unrepentant-for-his-crimes/articleshow/68536851.cms

This article was more of a trigger but my research includes lots of documentaries (Around Brexit, Subprime Crisis, Corporate Functions, World History), Podcasts, Books, Travel,  Time spent with Family along with Self Talk & Analysis, meeting & networking with some right people resulted in below List. Am certain that am quite close to the answer :

  1. INTEGRITY – DEFINED BY PERSONAL & WORK ETHICS is most critical as the value associated with this will only increase in times since majority around you (as one can observe) will take the easy path always while compromising on multiple things
  2. NETWORK CIRCLE – AUTHENTICATED & ALIGNED TO YOUR PERSONAL VALUES : I personally attach alot of importance to this since it is not possible for a Monk also to remain completely sane without some basic human interactions
  3. MULTI SKILL HAT – of doing different roles required to understand everyone’s viewpoints along with different sized organizations and in different geographies. Have seen such people to be easy to mingle & quick at Problem Identification
  4. THROUGH & THROUGH INNOVATION – Creativity cannot be proven by your social media posts or by your dressing or just by speaking some cool jingoisms, you should/must have proven records of what you believe you stand for & Yes a Proven record of having done innovation in some capacity will give a certain edge
  5. DETAILING & PRIORTIZATION – Breaking a situation Down, first in Mind and then on Paper. And the ability of Breaking Down is an adaptive one where you need to master different models & implement depending on the problem statement.
  6. FUTURE TECH ADAPTATION – This is where being an engineer becomes useful coz one understands technology & its implementations
  7. PEOPLE SKILLS + LEADERSHIP – Outgoing, Easy to get along but difficult to get perturbed are very useful daily skills. Also what kind of Leader are you going to turn up to be from being an Inclusive Leader to Strategic to Transformational to Facilitative to Democratic to Autocratic to Cross Cultural to Laissez Faire (My Least Favorite) to Transactional to Coaching to Charismatic to Visionary
  8. WORLDLY AWARE IN MOST TOPICS – Music, Netflix, Travel, Politics, History, Sports, Culture Insights, Food & Wine – Strategy Ideas & References come from here a lot. Late Discovery but it has the Power of increasing your mindspace & mindframe to a greater extent than few other.
  9. YOUR OWN MOJO SKILL (PREFERABLY FROM HUMANITIES OR SCIENCE SUBJECT TOPICS FROM SCHOOL – Something You always knew you were Good at) : I have observed that every person while doing their job (numbers, coding) & following their passion, there is always some art/science from which they daily seek solace which becomes like their secret power. In many people’s cases I have seen them to be cars, gardening, cooking, etc.
  10. TO HOLD SELF AGAINST TRENDS – This I will give alot of value as well since the trends are most dangerous for those who don’t believe in themselves so much! I have personally felt the strongest of all urges by Old worlds to pull me into complacency and New Worlds to pull me into Anxiety Competition Led Atmosphere. Its important for one to find their own pace & atmosphere suited to what they believe & stand for so as to master their ownselves first & then others around them.

Loads of things like being Hard Working, Articulate, Charming which were considered to be High Value skills for Pre 80s generation will be considered basic must haves for Post 2000s.

Plus a lot of extra-ordinary skills of 80s generation will be considered Good to Have!

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Zingography 11 : Cognitive Abilities in PM

Cognitive Science involves linguistics, psychology, artificial intelligence, philosophy, neuroscience and anthropology. My learning & experience says that if we are able to include Cognitive Science into our Product Management Process – they results shall be much more refined, Long term & closest to objective.

Cognitive Science has to include multiple stakeholders views from :

  • Customers perspective
  • Team management perspective
  • Leadership & changing Business Landscape perspective

Am quite sure of developing successful models around the same for different PM Cycle stages & this is my effort for the same.

Below are the key PM Stages & recommended Models for the same :

  1. Business Strategy Roadmap based on Market Research & Secondary Research Data Insights — Model 1 (Leadership Management + Market Analysis – BCG Matrix, PLC, 7S Framework, Value Chain)
  2. Need Gap Analysis Identification — Model 2 (STP + 5Porters Forces)
  3. Recommendation Solutions & Prioritisation of Features (New & Enhancements) – Model 3 (Phase Gate Model/ Spider Mapping Technique ; High & Low Impact)
  4. User Persona Identification – Model 4 (Demography & Behaviour (Tech & Products) Mapping)
  5. Roadmapping + Project Management – Model 5 (Gantt Chart)
  6. BRD/ PRD – Model 6 (Process Note, Unified Modelling Language)
  7. MVP Approach – Model 7 (User – Action – Story ; Pain – Gain)
  8. User Journeys/Scenarios mapping – Model 8 (Decision Tree)
  9. Designing-> with quick dipsticks & quick changes around suggestions Model 9 : Neurological Emotional Branding + Decision of buying

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10. Development/Middleware – Library & its adaptations for agile expansion
11. UAT all scenarios/Hackathon (Model 10) /CUG – AB Testing Hypothesis linked to Data          Mining & Big Data Analysis…. Statistics & its variance test analysis! Frequentist vs              Bayesian ..
12. Success Metrics formulation (Model 11) Data visualisation /K Nearest neighbours/              Regression/Clustering ; Random Forests; Time series/sequence; text mining!
13. Launch & Optimise
14. Team Management Model

Disclaimer : My suggestions are based on my experience, research, interactions with other companies & my own theories/understandings on this space. Am quite confident of their inter-relationship with each other.

Some Books I recommend in this regard are :

  • Design of everyday Life
  • Sapiens
  • Art of Deduction
  • Tao Te Ching by Lao Tzu
  • Cognitive Science
  • Psychology of Persuasion
  • Infographica

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!

Topic of Terrorism!

I have never written about the same though I have always felt strongly against it since a young age!
As I remember the stories of Revolutionaries, War of Independence, World Wars, History Books always fascinated me & there was a great sense of Pride associated towards having an identity in the World filled with contradictions.

My Generation might be one of those who were organically introduced to the topics of Terrorism, Communism, Socialism, Capitalism with LIVE examples all around amongst both sides debated points & forming our opinions in the midst of the same as we went about our lives.

No One supports Terrorism & its very much in Black & White but what makes this topic worth debating is when it becomes political as a mean to achieve bigger means. When Terrorism is fuelled by Religion then still, few can find sides based on rationalism but when it becomes a Politically Motivated Terrorism Issue then its a fight about who’s More Wrong.

Unfortunately, this is what has happened in Kashmir – fuelled by the 1947 Partition Venom, Kashmir has just not been allowed to come to terms to what it deserves to be.

Under the clout of Unaccepted Ownership of Indian Republic to a certain section of people based on Old Age reasons, a Young Beautiful emotional State has been played with time & again by the neighbours for a higher Political Relevance at Global Arena.

It’s nothing but unfortunate that Kashmir & India including their people have paid such heavy prices for this long due to indecisiveness on Political aspects.

At times, it is impertinent to take some STRONG rational calls for the overall Good! Israel’s stand against Palestine, US stand against Afghanistan, Lankans against LTTE are some recent modern day examples. Time India does the same!

Surgical Strikes have been widely appreciated & such mechanisms to separate & expose Militants from countries’ politics, forcing them into receding will create a LongTerm & Well Appreciated Example. India is well aware that it is amongst the Top 2 Growing Economies in the World & everyone looks upto them for solutions.

The decision is Long due & is evidently on the Walls – India is a much much more prosperous, educated, developed, flourishing nation as compared to Pakistan hence Kashmir (if and when has to fairly systematically choose its Future) shall be a part of the Former including PoK.
Execution & Enforcement of the same has to be fast & clear but Indian Subcontinent has always been slower in creating such strong consensus.

My Prayer – last attack on 14th Feb 2019 to our CRPF Men in Pulwama be the Last Ever! Amen

Life Filled with Contradictions!

There are Contradictions/ Paradoxes all over to be seen :

  • We all know, 5-10 years are our Life’s most formative years & at least in India & even otherwise Our Parents (50-60%), Society (20%), Our school(15-20%), Media (5-10%) play the most crucial role in deciding what shall we be, what our values, our likings/dis-likings, our career choice will be. Still we complain/grudge about our choices without realising that they have been unconsciously ingrained into our systems long before us & changing the same will take a hell lot of secluded exclusive efforts on the particular issue/behavioural change!
  • We all know our true sides TRULY like none others ; Some our parents, siblings, friends get to see & even help us be our better versions. However, the true growth happens only when you invest your emotions in a situation/ person without hoping to get anything out of it – they result in failure (more)/success for different reasons but you always come out of it learning something new about yourself. That’s the most beautiful part about LIFE & LIVING! Yet, we either resist to invest or we do not listen what the Life is telling us.
  • Most of us are well aware of our history & the significant incidents, characters, their mistakes, things well done. Yet we continue to make same mistakes hoping for a different result, misjudging small lapses of revolt as complete absence of it.
  • We all know the conditions of different people in different countries, different cultures/societies still when we interact with them we are able to connect with them on same level & also we forget to take them into account when we consider their overall situation – their interests, lifestyle thinking they should be like us 🙂

 

So far so Good!

It’s good to have reached so far professionally & having found my true MoJo (in terms of work, interests, hobbies, lifestyle) & having learnt much more about myself – but this thirst is something that never stops & you want to learn more & more about yourself.

Abroad (UK/USA) Role in Digital Space & A Pleasant Guy who’s smiling, values driven, global in approach, professional, mature (Not necessarily Indian) with pleasant personality.

Away from everyone & everything who’s holding me back wherever they are – to have a small set of people who get you in the most obvious warm, accepting, welcoming way! Bedi, Mac, Hitesh, Rahul, Chetna! Piush/Manish, Vandana… Tata Steel Folks… J&J folks…

A key Learning for me is that I make better friends with people I connect outside my daily curriculum & with who I connect on subjects of common interest like music, travel, philosophy, values in life, reading, writing, clicking, etc. with the undercurrent of Career & Aspirations. Plus with who I connect for my “pure connect” and not for any common interests & means to achieve something.

Since I give so much value to people in my life – its most important I do more of following :

  • Let people Be – let them choose, react, behave, they wish to be
  • Be an observer & listener more
  • Choose to only speak in the end & when very necessary & mostly well, smiling, polite
  • Be a Giver always with people
  • Take it slow & organic
  • Always be encouraging of their efforts & their achievements + supportive of their challenges/issues
  • Always speak well & with a calm serene head
  • Come out approachable, helpful but within the constraints of the situation. Do not go out of your way always & definitely at first

Have recently decided to invest in Art of Diplomacy & have moved on the path of mastering it.

More Interests : World History especially Political ; Human Psychology evolution ; Documentaries + Podcasts on Sports, Tech, Good Music, Travel Passions, Journalism, Creativity, Diplomacy, Animation, UX, Business, Social Entrepreneurship, Mystery/ Detective-ship (Art of Deduction/Art of Induction) ; Hypothesis & Building Logic for Predictions!

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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