Swipe to Unlock
Describe the 2-part algorithm that Spotify uses to recommend songs. What is the first called?
1) Collaborative filtering - compares datasets of your likes and other playlists where those are included 2) Identifies genres you like and recommends others that are similar TAKEAWAY: people won't leave a service that is customized (high opportunity cost of switching)
How does a google search work?
1- crawling creates an index of wesites 2- algorithm searches that index to find top 10 sources based on what you search (used to be with wordsearch which was easily manipulated, now with pagerank which ranks websites based on links to other highly ranked websites) 3- gave way to search engine optimization (AMP - accelearted pages to get higher rnak (loads faster on phone)
Why does Washington Post show 2 different headlines for articles?
A/B testing - whichever gets more clicks will be the final version
Define "Direct response ads"
Ads that lead directly to a purchase (amazon is best because it knows what you are shopping for)
What does API stand for? What are three types and give example of each
Application Programming Interface 1) Feature API: uber using paypal to process payments; venmo texting confirmation code 2) Data API: ESPN offers scores of games 3) Hardware API: insta uses iphone camera Key - core part of every app is APIs
What is name of Washington post A/B testing framework? How is validity tested?
Bandito; uses P value to test if difference is due to chance P < 5%, results are statistically significant
What are some reasons for blackberry's demise?
Consumerization of the enterprise - iphones to consumers; BB reacted knee jerk, launched touchscreen storm which got bad review App economy - people want to do more on phones than just work Key - blackberry got complacent, focused on current users than growing its base. Then cyclical problem: developers couldn't build apps for phones with no users, users didn't want phones with no apps
Why is google android platform free?
Data: more people using google apps, gather more data and have more ads In app purchases: take 30% of all purchases Open source: spinoffs can use as base and customize off of OS
What is bloatware?
Extra apps that come pre installed on phones come with advance installation fees
Why did Tinder go away from SSO API with FB?
FB announced dating platform, Tinder wary of it exposure to FB's SSO API and needed new way for people to log on
One example of how free apps make money?
Freemium - upgrade via paid subscriptions in app Subscriptions provide steady and reliable income subscribers stick to app longer
What is consumerization of the enterprise? How does it relate to blackberry?
IPhones were provided directly to consumers, but blackberries were provided through corporate IT departments. consumers realized they could just use the iphone for both work and personal rather than have 2 phones
What is the 3rd largest OS?
KaiOS (india,web based) works on rudimentary phones huge market in india w/o smartphones (too expensive) so made a barebones without touchscreen, web based Other OS systems need more built out hardware to support software
Who does google and FB sell data to?
NOT advertisers; keep it themselves. They decide where to place ads that come in to them based on their internal data FB in trouble for sharing data with other companies (amazon, samsung) for preferential treatment
How do websites charge for advertising? (two types, explain)
PPI (price per impression): fee generated every time user views ad ($5 every 1k views); aka CPM (cost per mille) PPC (pay per click) is hwen advertiser bids for space (ill pay you $XX per click to put my ad here)
What is it called when Tinder make you log in with FB? Why do they do it?
SSO API (single sign on API) Avoids empty profiles (bots, fake accounts); data sharing; fast experience for users
How does the internet work?
TCP/IP protocols are used to send/retrieve information from one computer to another. A request is sent over the network, hitting DNS (domain name servers) along the way to find the target server. The DNS points the request in the right direction. Once the target server gets the request, it can send a response back to your computer.
How do random apps integrate location services?
Through API (application programming interfaces (integrate snippets of code from other services)
how does FB decide what shows up on newsfeed
creator of post, quality, type, recency Fake news: FB algorithm doesn't detect for validitiy, just engagement
Apps getting crafty with business models
marketplace apps (airbnb, amazon just connecting buyer and seller) charge a service fee; other way is like robinhood (freemium and earned interest on unused money in account) others: - referrals to websites then take cut of fees paid - Venmo is grow first, monetize later (free, now pay for ubers with venmo, venmo debit card) - get bought before you run out of cash
Why don't iphones have bloatware?
most apple revenues come from selling hardware doesn't align with sleek mantra
What type of advertising is more effective than typical banner style?
sponsored content ("native") that blends in with what you're seeing and is less intrusive than a flashing banner
how does charging for advertising make companies so rich?
targeting - not just choosing most expensive bids, but also deciding which is more relevant and will be clicked the most based on situation, highlights ads most important for you CTR (click through rate) is what improves this strategy
