1 Leonardo Torres 

 Reflection – Learning Launch 

 Challenge 

 In this reflection about learning launch and experimentation , I would like to tell an   incident when I influenced engineering to build a particular feature . In my current role ,   I ’m the monetization front - end designer for our free email product . 

 Two weeks ago , Irina , the engineering manager , gave me some bad news , " Leonardo ,   I ’m sorry , but we have to remove 140x500 skyscraper ad . My engineering VP told me   that the PM team would n’t mind . " 

 I was thinking to myself : “ Are you kidding me ? Would n’t mind ? This ad was only the 3rd   most valuable ad placement on the entire site . It delivered INR 45 million in revenue   per year . Who did Irina think was paying her salary ? ” 

 Selection 

 After I collected my emotions , I asked Irina , “ When are you planning to remove it ? ”   She said , “ Two code sprints from now . About 6 weeks . ” 

 I told her , “ Can you give me three days to pull some data ? I ’d like to understand the   impact of this decision . ” 

 After she left , I thought : what could I do ? I could have a hissy fit and complain loudly .   Or I could immediately escalate to the engineering VP . 

 While I was tempted to go with either or both solutions , I would n’t get what I want   unless I was armed with the facts . Before I figured my plan , I gave my boss Luca , a   heads - up . He was n’t pleased with engineering ’s unilateral response , but he agreed with   my plan . 

 Application 

 I logged into the data warehouse and pulled revenue numbers for the last 12 months .   Next I asked to sales team to gauge customer reaction if we no longer made the product   available . Lastly , I reached out to the VP Engineering ’s Chief of Staff to better   understand why we wanted to remove the ad . 

 Insight 

 After I collected the data , I set up a meeting with Irina , Luca my boss , and   Luca the VP of Engineering . The VP of Engineering reiterated his decision to   remove the skyscraper ad . He maintained what I had heard earlier : the skyscraper ads   were the reason why the email product ’s engagement and market share was down . 

 I asked him , “ Why do you think the ads impact engagement ? ” 

 2 Leonardo Torres 

 He said , “ They distract the user . ” 

 I replied , “ Are there times when you do n’t find the ads distracting ? ” 

 He said , “ Yes , when it ’s relevant to the content . Let ’s say I ’m reading an email about   meeting with friends , and the ads suggest things new restaurants and bars . 

 So I summarized , “ So , you do n’t have a problem with ads . What you ’re really concerned   about is the quality of the ads . ” 

 Approach 

 I recommended that rather than remove the ads completely , we should revisit our ad   policy and make sure that we ’re serving relevant ads . We can tighten up our ad editorial   processes so that low quality ads are n’t mindlessly approved by the system . 

 He was shocked when I told him that the ad placement generated $ 45 million in annual   revenue . And he also did n’t realize that by pulling the placement , customers would pull   advertising budget , primarily because it was n’t worth continuing a relationship with us ,   given the low ad volume and lack of attractive ad placements , relative to our   competitors . 

 Organisation 

 We minimized many of the low quality teeth whitening , weight loss ads that were   known for distracting tactics such as pop - ups , fake navigation , and blinking sections . 

 It required a lot more work on our editorial team and advertisers . Shortly after , we later   found that email user engagement did go up by 6.5 % , and most importantly , we   preserved $ 45 million in revenue . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Leonardo Torres, Irina, Leonardo, Irina, Irina, Luca, Irina, Luca, Luca, Leonardo Torres
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: 1 Leonardo Torres 

 Reflection – Learning Launch 

 Challenge 

 In this reflection about learning launch and experimentation , I would like to tell an   incident when I influenced engineering to build a particular feature . In my current role ,   I ’m the monetization front - end designer for our free email product . 

 Two weeks ago , Irina , the engineering manager , gave me some bad news , " Leonardo ,   I ’m sorry , but we have to remove 140x500 skyscraper ad . My engineering VP told me   that the PM team would n’t mind . " 

 I was thinking to myself : “ Are you kidding me ? Would n’t mind ? This ad was only the 3rd   most valuable ad placement on the entire site . It delivered INR 45 million in revenue   per year . Who did Irina think was paying her salary ? ” 

 Selection 

 After I collected my emotions , I asked Irina , “ When are you planning to remove it ? ”   She said , “ Two code sprints from now . About 6 weeks . ” 

 I told her , “ Can you give me three days to pull some data ? I ’d like to understand the   impact of this decision . ” 

 After she left , I thought : what could I do ? I could have a hissy fit and complain loudly .   Or I could immediately escalate to the engineering VP . 

 While I was tempted to go with either or both solutions , I would n’t get what I want   unless I was armed with the facts . Before I figured my plan , I gave my boss Luca , a   heads - up . He was n’t pleased with engineering ’s unilateral response , but he agreed with   my plan . 

 Application 

 I logged into the data warehouse and pulled revenue numbers for the last 12 months .   Next I asked to sales team to gauge customer reaction if we no longer made the product   available . Lastly , I reached out to the VP Engineering ’s Chief of Staff to better   understand why we wanted to remove the ad . 

 Insight 

 After I collected the data , I set up a meeting with Irina , Luca my boss , and   Luca the VP of Engineering . The VP of Engineering reiterated his decision to   remove the skyscraper ad . He maintained what I had heard earlier : the skyscraper ads   were the reason why the email product ’s engagement and market share was down . 

 I asked him , “ Why do you think the ads impact engagement ? ” 

 2 Leonardo Torres 

 He said , “ They distract the user . ” 

 I replied , “ Are there times when you do n’t find the ads distracting ? ” 

 He said , “ Yes , when it ’s relevant to the content . Let ’s say I ’m reading an email about   meeting with friends , and the ads suggest things new restaurants and bars . 

 So I summarized , “ So , you do n’t have a problem with ads . What you ’re really concerned   about is the quality of the ads . ” 

 Approach 

 I recommended that rather than remove the ads completely , we should revisit our ad   policy and make sure that we ’re serving relevant ads . We can tighten up our ad editorial   processes so that low quality ads are n’t mindlessly approved by the system . 

 He was shocked when I told him that the ad placement generated $ 45 million in annual   revenue . And he also did n’t realize that by pulling the placement , customers would pull   advertising budget , primarily because it was n’t worth continuing a relationship with us ,   given the low ad volume and lack of attractive ad placements , relative to our   competitors . 

 Organisation 

 We minimized many of the low quality teeth whitening , weight loss ads that were   known for distracting tactics such as pop - ups , fake navigation , and blinking sections . 

 It required a lot more work on our editorial team and advertisers . Shortly after , we later   found that email user engagement did go up by 6.5 % , and most importantly , we   preserved $ 45 million in revenue .
### Output: 