As more online services start to leverage machine learning to develop an improved and more personal customer experience, the stellar rise of "big data" as a mechanism to tailor the experience is well known. Their is a challenge, however, when customers are not naturally or organically generating all the data required to feed the machine learning algorithms - and game mechanics can be a powerful technique to encourage users to perform tasks to help complete the big data story.
Director of Test at Skype Division, Microsoft
Ross Smith is a Director of Test in Skype at Microsoft. He really enjoys getting a paycheck to “play” with software for almost 23 years at Microsoft. The projects he's been a part of have used gamification and game mechanics to help crowdsource quality related effort for over 10 years. He is one of the authors of “The Practical Guide to Defect Prevention” and holds six patents, latest in Nov, 2012.