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유럽사법재판소 고위 인사, EU 집행위에 유리한 발언 꺼내
EU 집행위, 애플 외에도 아마존, 스타벅스 등 빅테크들과 수차례 법정 다툼 벌여
최종 판결에 업계 관심 쏠려, “EU와 기업 간 전례 될 듯”
유럽사법재판소(ECJ) 고위 인사가 공개적으로 애플에 불리한 발언을 내놨다. 이에 유럽연합(EU)과 수년째 법정 공방을 지속해 온 애플이 최종 패소할 가능성이 제기됐다. 애플은 2020년 법원의 판결 결과를 존중해야 한다고 맞섰지만, 미국과 다른 EU 회원국들도 유사한 반독점 소송에 나설 가능성마저 제기되고 있는 형국이다. 내년으로 예상되는 ESJ의 최종 판결 결과에 애플과 유사한 소송에 휘말린 글로벌 빅테크들의 관심이 쏠리고 있다.
애플과 7년째 법정 공방 중인 ‘EU 집행위'
9일(현지 시간) 블룸버그와 로이터통신 등에 따르면 EU 최고 법원인 ECJ의 지오반니 피트루젤라 법무관(Advocate-General)은 2020년 애플이 승소했던 하급심 판결이 재검토돼야 한다고 밝혔다. 그는 “법률적 오류가 있었다”면서 “새로운 평가를 수행해야 한다”고 지적했다.
현재 애플은 과거 아일랜드에서 받은 조세 혜택을 두고 2016년부터 EU 행정부인 EU 집행위원회와 법정 공방을 이어오고 있다. 당시 EU 집행위는 “아일랜드가 애플에 1% 미만의 세율을 적용, 불공정한 시장 우위를 제공해 EU의 국가 보조금 규정을 위반했다”며 애플의 조세 회피 가능성을 제기했고, 아일랜드에 체납 세금 130억 유로와 이자 10%를 합친 143억 유로(약 20조1,972억원)를 징수할 것을 명령했다.
그러나 2020년 EU 일반법원은 EU 집행위에 해당 명령을 취소하라고 판결했다. 애플이 아일랜드에서 불공정한 조세 혜택을 받았다고 판단할 만한 충분한 근거가 없다는 것이 법원 측의 주장이었다. 당시 마이클 맥그래스 아일랜드 재무장관은 성명을 통해 “(애플이) 아일랜드에 내야 할 세금은 올바르게 납부됐고, 아일랜드는 애플에 어떠한 보조금도 제공하지 않았다”고 밝혔다. 애플 역시 아일랜드로부터 아무런 특혜나 보조금을 받지 못했다는 입장을 고수했다.
ECJ 법률관의 의견이 법적 구속력을 갖진 않으나, 종종 최종 판결에는 영향을 미친 것으로 알려졌다. 이에 애플은 즉각 성명을 내고 반발했다. 애플은 “당시 법원은 우리가 어떤 특혜나 정부 지원을 받지 않았다는 점을 분명히 밝혔고, 우리는 그 결과가 유지돼야 한다고 믿는다”고 전했다.
ECJ의 최종 판결이 내년쯤 나올 것으로 예상되는 가운데, 업계의 관심이 쏠리고 있다. 이번 판결이 향후 비슷한 사안에서 EU와 기업 간 전례가 될 가능성이 높기 때문이다. 이미 글로벌 빅테크들 사이에선 조세 부담을 줄이기 위해 낮은 세율을 적용하는 국가에 본사를 두는 관행이 자연스러운 상황이다.
‘글로벌 최저한세 적용’ 등 세계 각국의 빅테크 압박 거세져
아일랜드는 낮은 세율을 적용하는 대표적인 국가로 꼽힌다. 글로벌 기업의 자국 내 투자 유치를 위해 법인세율을 12.5% 수준에서 낮게 유지해 온 아일랜드는 지난해 역대 최고 수준인 226억 유로(약 31조7,300억원) 규모의 법인세 세수를 거둬들였다. 지난 8년간 법인세 수입은 약 3배 넘게 증가했으며 아일랜드 정부는 이를 활용한 국부펀드를 조성하기도 했다.
애플, 구글, 아마존, 메타 등 빅테크 기업들은 전 세계를 상대로 사업하면서도 이익은 본국이나 아일랜드처럼 세율이 낮은 국가와 관할구역에 집중하고 있다. 상대적으로 이용 인구가 많고 수익이 큰 국가에선 오히려 세금을 적게 내고 있는 셈이다.
이에 세계 각국의 세무당국들은 이들 기업에 대한 특별 과세 방침을 경고해 왔다. 특히 유럽 국가들은 2010년대부터 구멍 났던 세수를 메우기 위해 빅테크들을 압박하고 있다. EU는 2013년부터 다국적 기업들에 대한 유인책으로 활용해 온 세제 혜택에 대한 대대적인 단속을 벌였으며, 애플 외에도 아마존, 스타벅스 등 빅테크들과 여러 차례 법정 다툼을 벌인 바 있다.
경제협력개발기구(OECD)는 다국적 기업의 소득 발생 관할 지역을 막론하고 15%의 최소 세율을 적용하는 ‘글로벌 최저한세 제도’를 도입했다. 국가 간 조세 경쟁을 활용해 다국적 기업이 조세를 회피하는 것을 방지하기 위한 제도로, 현재 이행체계엔 143개국이 참여 중이다. 실제로 이미 글로벌 최저한세 제도를 도입한 아일랜드에선 지난 3개월 동안 급격한 세수 감소가 나타났다.
우리나라도 내년부터 글로벌 최저한세 제도가 시행될 예정이다. 국내 P 기업경제연구소 관계자는 “내년도 글로벌 최저한세 도입에 따라 이행 국가들이 늘어나고 그에 따른 법인세 세수도 더 늘 전망”이라며 “글로벌 최저한세의 경제적 효과를 분석한 OECD 보고서에 따르면 우리나라의 경우 제도 도입 시 법인세 세수가 기존보다 약 3%가량 증가할 것으로 예상된다”고 설명했다.
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'커뮤니티 커머스' 열풍에 아마존과 메타도 손잡았다
커뮤니티로 고객 락인해 커머스까지 성공시킨 무신사·오늘의집
커뮤니티에 업체 개입 지나치면 실패의 지름길 될 수도
세계 최대 이커머스 업체인 아마존과 세계 최대 소셜미디어 기업 메타가 파트너십을 체결한다. 커머스 업계에서 시장 점유율 확보 및 시장 확대를 위해 커뮤니티를 활성화하는 것과 일맥상통하는 행보로 보인다.
아마존과 메타의 파트너십 체결
9일(현지 시각) 미국 블룸버그 통신과 CNBC 방송에 따르면 아마존과 메타가 파트너십을 맺고 서로 계정을 연동하는 등 이커머스 협력 체계를 구축할 방침이다. 이날 메타는 자사의 SNS인 페이스북과 인스타그램 사용자가 자신의 계정을 아마존에 연결할 수 있는 기능을 출시했다. 이로써 사용자가 해당 기능을 활성화할 경우 앱상에서 아마존 광고를 누르는 것만으로도 해당 상품을 구매할 수 있게 됐다.
이와 관련해 온라인 광고 분석 업체 마켓플레이스의 주오자스 카지우케네스 최고경영자(CEO)는 “아마존은 메타의 SNS를 통해 더 많은 잠재 고객과 접점을 마련할 수 있고, 메타는 광고주에게 더 매력적인 광고 시스템을 제공할 수 있는 윈윈(Win-Win) 파트너십”이라고 평가했다. 이커머스와 소셜미디어 간의 연계가 서로에게 상호보완적인 성과를 낼 수 있단 분석이다.
이커머스 업계에 떠오르는 '커뮤니티 커머스'
그간 이커머스 업계에서는 커뮤니티 플랫폼을 활성화해 고객을 락인하려는 시도가 항상 있어왔다. 대표적인 국내 성공 사례로는 '무신사'를 들 수 있다. 2001년 온라인 패션 커뮤니티로 시작한 무신사는 커뮤니티 활성화를 통해 20·30세대의 압도적인 지지를 받는 플랫폼으로 성장했으며, 2019년에는 패션업계 최초로 유니콘 기업 반열에 올랐다. 인테리어 플랫폼 '오늘의집'은 소비자들이 꾸민 집을 앱 가동 첫 화면으로 소개한다. 주로 판매 상품을 첫 화면에 띄우는 타 이커머스와 달리 소비자가 촬영한 사진에서 제품 정보를 넣어 자연스럽게 구매를 유도하는 것이다. 이외에도 랜선 집들이, 전문가 노하우, 질문과 답변 코너 등 다양한 커뮤니티를 통해 상품에 관심 있는 잠재 고객들이 손쉽게 정보를 확인하고 구매할 수 있도록 이끌고 있다.
이같은 시도는 해외 기업에서도 포착된다. 중국 최대의 커뮤니티형 패션 이커머스인 '샤오홍슈'는 소비자 생산 콘텐츠(User Generated Contents) 기반의 플랫폼을 운영하고 있다. 샤오홍슈의 커뮤니티는 제품을 구매한 소비자들이 데일리룩이나 착장 사진을 올리면, 다른 잠재 소비자들이 해당 사진을 통해 정보를 얻고 구매하는 방식이다. 이에 샤오홍슈에 입점한 인디브랜드의 한 관계자는 “샤오홍슈를 통해 중국에 진출했는데, 내부 커뮤니티가 활성화돼 있어 소비자들의 솔직한 니즈와 반응을 알 수 있어서 좋았다”며 “차별화되고 적극적인 콘텐츠 노출을 통해 상품이나 브랜드가 소비자에게 더 가깝게 다가갈 수 있어 중국 젊은 소비자 시장에서는 필수적인 앱”이라고 평가했다. 이렇듯 커뮤니티와 커머스의 연계가 유저들의 활동과 그 유저를 통한 매출을 견인한다는 점에서 최근 많은 이커머스 기업이 ‘커뮤니티 커머스’의 성공을 목표로 두고 있다.
커뮤니티 운영 역량이 커머스 성공 좌우해
커뮤니티 커머스의 또 다른 장점은 소비자 체류 시간을 늘릴 수 있단 점이다. 소비자들이 플랫폼에 머무는 시간이 길어지면 소비가 자연스럽게 이뤄져 회사 매출 증대 효과를 얻을 수 있으며, 신규 소비자 유입에도 도움이 된다. 최근 오프라인 업체들이 '체험형 공간'을 확대하는 것도 바로 이런 이유에서다. 이와 관련해 김경자 가톨릭대학교 소비자학과 교수는 “공통의 관심사를 가진 소비자들이 자발적으로 모인다면 기업 입장에선 타게팅이 훨씬 수월해지고, 마케팅 효율도 높일 수 있다”며 “최근 커머스가 이런 방향으로 이동하는 건 당연한 흐름”이라고 평가했다.
다만 기업이 적극적으로 커뮤니티에 개입하는 건 경계할 필요가 있다. 기업이 과대광고를 하거나 가짜 리뷰를 생성하는 등 소비자 간 소통에 개입해 의도적으로 상품 구매를 유도할 경우 소비자 이탈로 이어질 수 있기 때문이다. 실제로 신선 수산물 당일 배송 스타트업인 '오늘식탁'은 커뮤니티인 '오늘회'를 운영하며 상당한 인지도를 얻고 2022년 누적 매출액 131억원을 달성했지만, 커뮤니티 운영보다 커머스에만 집중한 나머지 적자를 거듭하다 같은 해 9월 서비스를 종료했다.
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정보 범람의 시대를 함께 헤쳐 나갈 동반자로서 꼭 필요한 정보, 거짓 없는 정보만을 전하기 위해 노력하겠습니다. 오늘을 사는 모든 분을 응원합니다.
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서울 글로벌 개방성 10점 만점에 6점, 도쿄보다 낮아 "창업 생태계 글로벌화" 외친 정부, 제도 개선은 '깜깜무소식' 기술창업비자 받고도 본국 향하는 외국인 창업자 속출
국내 스타트업 생태계 활성화를 위해 글로벌 개방성을 확대하고 부작용은 제도적으로 보완해 나가야 한다는 주장이 나왔다. 국부 유출, 일자리 감소 등 여러 부작용을 우려해 폐쇄적인 스타트업 생태계를 고수하다 보면 해외 진출 기회도 그만큼 늦춰질 수밖에 없다는 주장이다.
서효주 베인앤드컴퍼니 파트너는 9일 개최된 스타트업 행사 컴업(COMEUP) ‘스타트업코리아! 정책 제안 발표회’의 발제자로 나서 “국내 스타트업의 글로벌 진출 비중은 약 7%로, 싱가포르나 이스라엘 등 선도국과 큰 차이를 보인다”며 이같이 말했다.
"비효율적이고 불분명한 절차·규제 뜯어고쳐야"
글로벌 창업 생태계 평가기관인 스타트업지놈(Startup Genome)에 따르면 서울의 창업 생태계는 전 세계 도시 중 12위를 기록했다. 주요 지표를 살펴보면 '글로벌 개방성' 항목에서 10점 만점에 6점을 받았다. 이는 미국 실리콘밸리(9점), 영국 런던(10점), 이스라엘 텔아비브(10점) 싱가포르(10점) 등 선도국보다 매우 낮은 수준이다. 심지어 서울보다 전반적인 창업 생태계 순위가 낮은 일본 도쿄(7점), 독일 베를린(9점), 네덜란드 암스테르담(10점)보다도 낮은 점수다.
이날 서 파트너는 “해외 진출에 성공한 국내 스타트업은 2022년 기준 300여 개로, 싱가포르나 이스라엘과 비교하면 7분의 1 수준”이라고 강조하며 “싱가포르나 이스라엘은 내수시장이 작아 해외 진출을 전제로 사업을 시작하는 반면, 한국은 그렇지 않아 성장할 가능성도 높다고 볼 수 있다”고 말했다. 그는 한국 스타트업 생태계의 글로벌 개방성을 높이기 위한 방안으로 △절차 및 규제 완화 △지원 프로그램 구성 및 퀄리티 제고 △인식 개선 및 인프라 구축 등을 제시했다.
먼저 규제 완화에 대해서는 법인 설립, 창업 비자, 취업 비자 등 비효율적이고 불분명한 절차와 규제를 문제점으로 꼽았다. 서 파트너는 “외국인이 우리나라에서 법인을 설립할 때 방문해야 하는 기관은 10곳이 넘고 기간도 다른 국가와 비교했을 때 2~3주는 더 걸린다”고 말하며 “외국인의 국내 창업 관련해서는 최소 자본금 등 여러 요건에 대한 가이드라인을 명확하게 수립하는 대신 절차를 간소화해야 한다”고 강조했다. 이와 함께 학력 조건 등 불필요한 비자 발급 요건을 완화하고 사업비 지출액 등 비용 및 투자 항목을 중심으로 평가할 필요가 있다는 주장이다.
서 파트너는 해외자본 유입과 해외투자, 해외 진출 등에 대한 규제 완화에도 목소리를 높였다. 구체적으로는 국내외 VC에 대한 최소 자본금이나 전문 인력 요건을 장기적으로는 완화하되, 관리와 감독을 강화해 부작용을 방지해야 한다는 주장이다. 그는 2017년 이같은 방향으로 규제를 완화한 싱가포르를 언급하며 “6년 동안 싱가포르에서 관련 제도를 악용하는 등 큰 문제가 발생한 사례는 없었다”고 말했다.
국내 창업 지원 프로그램의 질적 개선이 시급하다는 조언도 덧붙였다. 서 파트너는 “여러 스타트업이 중소벤처기업부와 과학기술정보통신부, 코트라 등 여러 기관 및 부처에서 유사한 프로그램을 운영하고 있는 데다 원론적인 내용의 멘토링에 그친다고 평가했다”며 “구체적인 국가나 산업에 맞춰 시장 진출 전략을 모색하는 전문성을 제고하고, 프로그램 수를 줄이는 대신 하나하나가 내실을 갖춰야 한다”고 강조했다.
이어 패널 토론에 모더레이터로 참여한 최성진 코리아스타트업포럼 대표 역시 “스타트업 생태계가 전 세계로 연결돼 성장하면서 글로벌 개방성은 스타트업 경쟁력의 척도가 되고 있다”며 “정부가 이번 정책 제안을 적극 활용해 제도와 인식 개선에 힘써주길 기대한다”고 전했다.
청사진만 있고 실천은 없는 '창업 대국 도약'
정부도 이같은 업계의 목소리에 귀를 기울여 ‘스타트업코리아 종합대책’의 핵심을 창업 생태계 글로벌화에 뒀다. 지난 8월 30일 발표된 해당 종합대책에는 ‘세계 3대 창업대국 도약’이라는 목표 아래 △한인 창업 해외법인 지원 근거 마련 △글로벌 팁스 트랙 신설 △글로벌 펀드 지속 조성 △외국인 창업 및 취업 비자제도 개편 △글로벌 창업허브 구축 △가상 창업 생태계 조성 등의 내용이 담겼다.
정부는 이를 통해 현재 1개에 불과한 글로벌 100대 유니콘(기업가치 1조원 이상 기업)을 오는 2027년 5개 이상으로 확대할 수 있을 것으로 기대했다. 당시 이영 중기부 장관은 해당 종합대책을 두고 “그동안의 산업 벤처 정책 틀에서 크게 벗어나 새로운 패러다임을 담은 윤석열 정부의 중장기 정책 방향”이라고 소개하며 “대한민국을 아시아 넘버원, 세계 3대 글로벌 창업 대국으로 도약할 수 있을 것”이라고 말했다.
언어 장벽→인력난, 외국인에게 더 혹독한 창업 생태계
하지만 정부가 구체적 개선 방안을 내놓지 않고 있는 사이 ‘코리안 드림’을 위해 한국을 찾은 외국인 창업가 중 상당수는 국내 창업 생태계에 제대로 정착하지 못하고 발길을 돌리는 실정이다. 실제로 법무부와 중기부에 따르면 우수 기술을 가진 외국인의 국내 창업을 지원하기 위해 2013년 도입한 기술창업비자(D-8-4) 제도는 해마다 40여 건의 발급 건수에 그치는 것도 모자라 이들 중 절반가량이 제도적·문화적 장벽을 극복하지 못하고 한국을 등지고 있는 것으로 조사됐다. 2022년 11월 기준 유효한 기술창업비자는 총 111건에 그쳤다.
학사 이상 학력을 보유하고 있을 것, 국내 법인을 설립했거나 설립 절차를 진행 중일 것, 정부가 운영하는 오아시스(OASIS·창업이민종합지원) 프로그램에서 80점 이상을 획득할 것 등 까다로운 조건을 모두 갖춰 기술창업비자를 획득했음에도 한국에서의 사업을 접고 본국으로 돌아간 이들은 “한국의 창업 관련 제도적 장벽과 폐쇄적 문화가 사업에 가장 큰 걸림돌”이라고 입을 모았다.
이같은 한국 창업 생태계의 낮은 글로벌 개방성은 외국인 스타트업 커뮤니티 서울스타트업스의 설문조사에서도 드러났다. 2021년 커뮤니티 회원들을 대상으로 진행된 해당 조사에서는 한국에서 사업을 지속하기 어려운 이유로 △언어장벽 △투자유치 기회 부족 △인력 충원 어려움 △세금 △비자 문제 등이 꼽혔다.
이에 한국도 주요 국가들처럼 비자 발급 요건을 완화하고 전산화해야 한다는 지적이 제기된다. 창업진흥원은 ‘국내 글로벌 창업 생태계 활성화 방안’ 보고서를 통해 “국내 시스템은 행정 절차가 매우 까다로워 외국인의 경우 절차 인지와 실행에 상당한 어려움이 있다”고 지적하며 “시공간 제약 없이 비자 발급 신청 등을 할 수 있도록 온라인 표준화 시스템을 구축해야 한다”고 주장했다. 이어 “이민자 종합지원시스템 전담 조직과 자격요건 심사 및 제도 개선을 담당하는 운영협의 체계를 구축해 업무 효율성을 높일 수 있을 것”이라고 제언했다.
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외국인 근로자 '펌' 직위 채용 회피한 애플, 2,500만 달러 합의금 내야
채용 과정서 피난자·난민 배제한 일론 머스크 '스페이스X'도 덜미 잡혔다
'미국인 차별'도 잡힌다? 임시직 외국인으로 자리 채운 페이스북도 '피소'
애플이 미국 법무부가 제기한 고용 및 채용 차별 혐의에 대해 합의했다. 9일(현지시간) 월스트리트저널(WSJ)은 애플이 미국 법무부가 제기한 '정부 노동 인증 프로그램(펌·PERM)' 관련 고용 차별 혐의를 벗기 위해 2,500만 달러(약 330억1,250만원)에 합의했다고 보도했다. 미국 법무부가 휘두르는 '고용차별 단속' 채찍에 조용히 꼬리를 내린 모양새다.
외국인 근로자 노동 인증 '펌' 회피 혐의
펌은 기업이 미국에서 외국인 근로자를 영구적으로 고용할 수 있도록 지원하는 노동 인증 프로그램이다. 미국에서 일하는 외국인 직원이 특정 요건을 충족할 경우, 고용자는 외국인 직원의 EB-2(취업이민 2순위, 고학력 전문직) 비자를 신청해 근로자의 합법적인 영주권 자격을 후원할 수 있다.
애플은 그동안 펌 채용을 회피하거나, 관련 사항을 안내하지 않았다는 혐의를 받고 있다. 특히 노동부 펌 사이트가 아닌 우편을 통해서만 펌 채용 신청서를 수락했다는 점이 문제로 지목됐다. 전자 문서로 접수된 특정 신청서를 배제했다는 것이다. 미국 법무부는 "애플의 비효율적인 채용 절차로 인해 취업 허가가 유효한 지원자의 펌 직위 지원이 거의 또는 전혀 발생하지 않았다"고 지적했다.
WSJ에 따르면 애플은 민사소송 벌금 675만 달러(약 89억1,337만원), 차별 피해자를 위한 기금 1,825만 달러(약 240억9,912만원)를 납부하게 된다. 또 합의안에 따라 채용 웹사이트에 펌 직위에 대한 안내를 게시하고, 지원서를 디지털 방식으로 접수해 광범위한 펌 직위 채용을 수행할 예정이다. 이와 관련해 애플 측은 "우리가 의도치 않게 법무부 표준을 따르지 않았다는 사실을 깨달았다"며 "문제 상황 해결을 위한 합의안에 동의했고, 미국 근로자를 계속 고용할 것"이라고 밝혔다.
스페이스X도, 메타도 '고용 차별' 피소
이는 비단 애플만의 문제가 아니다. 일론 머스크의 항공우주 장비 제조·생산 기업 '스페이스X' 역시 지난 8월 고용 차별을 이유로 미국 법무부에 피소당한 바 있다. 미 법무부는 스페이스X가 2018년 9월부터 2022년 5월까지 난민 및 피난민을 지원 및 고용하지 않았으며(시민권 상태 기준), 이는 미국 이민·국적법(INA)을 위반하는 행위라고 판단했다.
실제 스페이스X는 채용 과정 전반에서 피난자와 난민을 배제한 것으로 알려졌다. 이후 스페이스X는 미 수출통제법을 이유로 시민 및 영주권자만이 스페이스X에 입사할 수 있다는 주장을 펼쳤으나, 법무부는 이를 받아들이지 않았다. 우주 관련 첨단 기술을 개발하는 스페이스X가 수출통제법상 국제 무기 거래 규정 및 수출 관리 규정 등을 따라야 하는 것은 사실이나, 이 법이 망명자·난민과 미 시민권자·영주권자의 차별 대우를 요구하지는 않는다는 것이다. 미국 법무부는 법원에 "스페이스X에 벌금을 부과하고, 향후 차별 금지 의무를 준수할 수 있도록 회사 정책을 변경하게 해달라”고 요청했다.
반대로 '미국인'을 채용에서 배제해 피소당한 사례도 있다. 지난 2020년 미국 법무부는 페이스북(현 메타)이 외국인 임시직 노동자들을 우선 채용해 미국 노동자들을 차별했다고 주장하며 소송을 제기했다. 2,600명의 인력을 채용하는 과정에서 미국 노동자 고용을 거부하고, 대신에 이들 자리를 H-1B 등 임시 비자를 소지한 저임금 외국인 노동자로 대체했다는 지적이었다.
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매일같이 달라지는 세상과 발을 맞춰 걸어가고 있습니다. 익숙함보다는 새로움에, 관성보다는 호기심에 마음을 쏟는 기자가 되겠습니다.
과제 작업 중에는 보도자료 -> 자체제작기사처럼 작성해주시면 됩니다. 이해를 돕기위해 팔로업 기사까지 추가해드립니다. 내부적으로는 소제목으로 추가되는 꼭지를 2-3개 뽑아드리는 총괄 관리, 편집인 및 인포그래픽 디자인 담당이 있습니다. 본 과제는 꼭지에 맞춘 논지를 끌어나갈 힘이 있는 분인지 판단하기 위한 목적입니다.
기사 작성 가이드
보도자료 요약
ㄴ보도자료 링크: 디즈니플러스 신규 가입자 중 절반이 광고 상품 선택 - ZDNet korea ㄴLead-in: 광고 요금제 쓰는 사람들이 이렇게 많아졌군요. 역시 가격이 떨어지면 그만큼 수요는 늘어날 수밖에 없을텐데, 반대로 가격을 낮추면 수익성이 떨어질 테니 디즈니도 고민이 많겠습니다. 광고로 수익 부족분을 메워야 될텐데, 요즘처럼 데이터 이용해서 광고 타게팅하는 것도 불법된 시대에 광고가 수익성이 나려나요…
자체 Talking point들을 소제목 1개씩으로 뽑아서 원래의 보도자료를 Lead-in과 3-4개의 소제목이 추가된 기사로 만들어주시면 됩니다. 각 소제목 별로 대략 3문단 정도의 논지 전개를 통해 기존 보도자료의 부족한 점을 메워넣으시면 됩니다. 위의 방식이 실제로 일하는 방식입니다.
던져드리는 포인트들을 빠르게 읽고 소화해서 보도자료에 추가 정보를 붙인 고급 기사로 변형시키는 업무를 거의 대부분 못하시는데, 이유가
1.내용을 이해 못하는 경우와
2.기사 형태의 글로 작성하지 못하는 경우
로 구분됩니다. 대부분은 내용을 이해 못해서 기사 자체를 쓰지도 못하고, 시간을 들여 노력해도 이해를 못해서, 빠르게 이해할 수 있는 능력을 점검하기 위해 이런 테스트를 만들었습니다.
더불어 블로그 글을 쓰는 것이 아니라 기사로 만들어야하니까, 기사형 문체를 쓸 수 있는지도 확인 대상입니다.
거의 대부분은 1번에서 문제가 있어서 읽는 사람을 당황스럽게 만드는 경우가 많고, 최근에는 2번에 문제가 있는데도 불구하고 지원하는 사례들도 부쩍 늘었습니다. 저희 언론사들의 기사를 몇 개 정도 읽어보고 2번에 좀 더 신경써서 작업 부탁드립니다.
실제 업무시 진행 속도
실제 업무를 시작하면 처음 적응기에는 3-4시간을 써야 기사 1개를 쓰시던데, 점차 시간이 줄어들어 2시간 이내에 쓰시게 되더라구요. 빠르게 쓰시는 분들은 20~30분에 1개 씩의 기사를 작성하십니다.
시급제로 운영하다가 최근 시스템이 안착되고 난 다음부터는 1건당으로 급여를 책정했습니다. 기본급은 1건 당 25,000원입니다만, 퀄리티가 나오는 기사만 싣고 있어 실질적인 운영은 +5,000원해서 30,000원입니다.
Not the quality of teaching, but the way it operates Easier admission and graduation bar applied to online degrees Studies show that higher quality attracts more passion from students
Although much of the prejudice against online education courses has disappeared during the COVID-19 period, there is still a strong prejudice that online education is of lower quality than offline education. This is what I feel while actually teaching, and although there is no significant difference in the content of the lecture itself between making a video lecture and giving a lecture in the field, there is a gap in communication with students, and unless a new video is created every time, it is difficult to convey past content. It seems like there could be a problem.
On the other hand, I often get the response that it is much better to have videos because they can listen to the lecture content repeatedly. Since the course I teach is an artificial intelligence course based on mathematics and statistics, I heard that students who forget or do not know mathematical terminology and statistical theory often play the video several times and look up related concepts through textbooks or Google searches. There is a strong prejudice that the level of online education is lower, but since it is online and can be played repeatedly, it can be seen as an advantage that advanced concepts can be taught more confidently in class.
Is online inferior to offline?
While running a degree program online, I have been wondering why there is a general prejudice about the gap between offline and online. The conclusion reached based on experience until recently is that although the lecture content is the same, the operating method is different. How on earth is it different?
The biggest difference is that, unlike offline universities, universities that run online degree programs do not establish a fierce competition system and often leave the door to admission widely open. There is a perception that online education is a supplementary course to a degree course, or a course that fills the required credits, but it is extremely rare to run a degree course that is so difficult that it is perceived as a course that requires a difficult challenge as a professional degree.
Another difference is that there is a big difference in the interactions between professors and students, and among students. While pursuing a graduate degree in a major overseas city such as London or Boston, having to spend a lot of time and money to stay there was a disadvantage, but the bond and intimacy with the students studying together during the degree program was built very densely. Such intimacy goes beyond simply knowing faces and becoming friends on social media accounts, as there was the common experience of sharing test questions and difficult content during a degree, and resolving frustrating issues while writing a thesis. You may have come to think that offline education is more valuable.
Domestic Open University and major overseas online universities are also trying to create a common point of contact between students by taking exams on-site instead of online or arranging study groups among students in order to solve the problem of bonding and intimacy between students. It takes a lot of effort.
The final conclusion I came to after looking at these cases was that the difficulty of admission, the difficulty of learning content, the effort to follow the learning progress, and the similar level of understanding among current students were not found in online universities so far, so we can compare offline and online universities. I came to the conclusion that there was a distinction between .
Would making up for the gap with an online degree make a difference?
First of all, I raised the level of education to a level not found in domestic universities. Most of the lecture content was based on what I had heard at prestigious global universities and what my friends around me had heard, and the exam questions were raised to a level that even students at prestigious global universities would find challenging. There were many cases where students from prestigious domestic universities and those with master's or doctoral degrees from domestic universities thought it was a light degree because it was an online university, but ran away in shock. There was even a community post asking if . Once it became known that it was an online university, there was quite a stir in the English-speaking community.
I have definitely gained the experience of realizing that if you raise the difficulty level of education, the aspects that you lightly think of as online largely disappear. So, can there be a significant difference between online and offline in terms of student achievement?
The table above is an excerpt from a study conducted to determine whether the test score gap between students who took classes online and students who took classes offline was significant. In the case of our school, we have never run offline lectures, but a similar conclusion has been drawn from the difference in grades between students who frequently visited offline and asked many questions.
First, in (1) – OLS analysis above, we can see that students who took online classes received grades that were about 4.91 points lower than students who took offline classes. Various conditions must be taken into consideration, such as the student's level may be different, the student may not have studied hard, etc. However, since it is a simple analysis that does not take into account any consideration, the accuracy is very low. In fact, if students who only take classes online do not go to school due to laziness, their lack of passion for learning may be directly reflected in their test scores, but this is an analysis value that is not reasonably reflected.
To solve this problem, in (2) – IV, the distance between the offline classroom and the students' residence was used as an instrumental variable that can eliminate the external factor of students' laziness. This is because the closer the distance is, the easier it will be to take offline classes. Even though external factors were removed using this variable, the test scores of online students were still 2.08 points lower. After looking at this, we can conclude that online education lowers students' academic achievement.
However, a question arose as to whether it would be possible to leverage students' passion for studying beyond simple distance. While looking for various variables, I thought that the number of library visits could be used as an appropriate indicator of passion, as it is expected that passionate students will visit the library more actively. The calculation transformed into (3) - IV showed that students who diligently attended the library received 0.91 points higher scores, and the decline in scores due to online education was reduced to only 0.56 points.
Another question that arises here is how close the library is to the students' residences. Just as the proximity to an offline classroom was used as a major variable, the proximity of the library is likely to have had an effect on the number of library visits.
So (4) – After confirming that students who were assigned a dormitory by random drawing using IV calculations did not have a direct effect on test scores by analyzing the correlation between distance from the classroom and test scores, we determined the frequency of library visits among students in that group. and recalculated the gap in test scores due to taking online courses.
(5) – As shown in IV, with the variable of distance completely removed, visiting the library helped increase the test score by 2.09 points, and taking online courses actually helped increase the test score by 6.09 points.
As can be seen in the above example, the basic simple analysis of (1) leads to a misleading conclusion that online lectures reduce students' academic achievement, while the calculation in (5) after readjusting the problem between variables shows that online lectures reduce students' academic achievement. Students who listened carefully to lectures achieved higher achievement levels.
This is consistent with actual educational experience: students who do not listen to video lectures just once, but take them repeatedly and continuously look up various materials, have higher academic achievement. In particular, students who repeated sections and paused dozens of times during video playback performed more than 1% better than students who watched the lecture mainly by skipping quickly. When removing the effects of variables such as cases where students were in a study group, the average score of fellow students in the study group, score distribution, and basic academic background before entering the degree program, the video lecture attendance pattern is simply at the level of 20 or 5 points. It was not a gap, but a difference large enough to determine pass or fail.
Not because it is online, but because of differences in students’ attitudes and school management
The conclusion that can be confidently drawn based on actual data and various studies is that there is no platform-based reason why online education should be undervalued compared to offline education. The reason for the difference is that universities are operating online education courses as lifelong education centers to make additional money, and because online education has been operated so lightly for the past several decades, students approach it with prejudice.
In fact, by providing high-quality education and organizing the program in a way that it was natural for students to fail if they did not study passionately, the gap with offline programs was greatly reduced, and the student's own passion emerged as the most important factor in determining academic achievement.
Nevertheless, completely non-face-to-face education does not help greatly in increasing the bond between professors and students, and makes it difficult for professors to predict students' academic achievement because they cannot make eye contact with individual students. In particular, in the case of Asian students, they rarely ask questions, so I have experienced that it is not easy to gauge whether students are really following along well when there are no questions.
A supplementary system would likely include periodic quizzes and careful grading of assignment results, and if the online lecture is being held live, calling students by name and asking them questions would also be a good idea.
Can a graduate degree program in artificial intelligence actually help increase wages?
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Asian companies convert degrees into years of work experience Without adding extra values to AI degree, it doesn't help much in salary 'Dummification' in variable change is required to avoid wrong conclusion
In every new group, I hide the fact that I have studied upto PhD, but there comes a moment when I have no choice but to make a professional remark. When I end up revealing that my bag strap is a little longer than others, I always get asked questions. They sense that I am an educated guy only through a brief conversation, but the question is whether the market actually values it more highly.
When asked the same question, it seems that in Asia they are usually sold only for their 'name value', and the western hemisphere, they seem to go through a very thorough evaluation process to see if one has actually studied more and know more, and are therefore more capable of being used in corporate work.
Typical Asian companies
I've met many Asian companies, but hardly had I seen anyone with a reasonable internal validation standard to measure one's ability, except counting years of schooling as years of work experience. Given that for some degrees, it takes way more effort and skillsets than others, you may come to understand that Asian style is too rigid to yield misrepresentation of true ability.
In order for degree education to actually help increase wages, a decent evaluation model is required. Let's assume that we are creating a data-based model to determine whether the AI degree actually helps increase wages. For example, a new company has grown a bit and is now actively trying to recruit highly educated talent to the company. Although there is a vague perception that the salary level should be set at a different level from the personnel it has hired so far, there is actually a certain level of salary. This is a situation worth considering if you only have very superficial figures about whether you should give it.
Asian companies usually end up only looking for comparative information, such as how much salary large corporations in the same industry are paying. Rather than specifically judging what kind of study was done during the degree program and how helpful it is to the company, the 'salary' is determined through simple separation into Ph.D, Masters, or Bachelors. Since most Asian universities have lower standard in grad school, companies separate graduate degrees by US/Europe and Asia. They create a salary table for each group, and place employees into the table. That's how they set salaries.
The annual salary structure of large companies that I have seen in Asia sets the degree program to 2 years for a master's and 5 years for a doctoral degree, and applies the salary table based on the value equivalent to the number of years worked at the company. For example, if a student who entered the integrated master's and doctoral program at Harvard University immediately after graduating from an Asian university and graduated after 6 years of hard work gets a job at an Asian company, the human resources team applies 5 years to the doctoral degree program. The salary range is calculated at the same level as an employee with 5 years of experience. Of course, since you graduated from a prestigious university, you may expect higher salary through various bonuses, etc., but as the 'salary table' structure of Asian companies has remained unchanged for the past several decades, it is difficult to avoid differenciating an employee with 6 years of experience with a PhD holder from a prestigious university.
I get a lot of absurd questions about whether it would be possible to find out by simply gathering 100 people with bachelor, master, and doctoral degree, finding out their salaries, and performing 'artificial intelligence' analysis. If the above case is true, then no matter what calculation method is used, be it highly computer resouce consuming recent calculation method or simple linear regression, as long as salary is calculated based on the annualization, it will not be concluded that a degree program is helpful. There might be some PhD programs that require over 6 years of study, yet your salary in Asian companies will be just like employees with 5 years experience after a bachelor's.
Harmful effects of a simple salary calculation method
Let's imagine that there is a very smart person who knows this situation. If you are a talented person with exceptional capabilities, it is unlikely that you will settle for the salary determined by the salary table, so a situation may arise where you are not interested in the large company. Companies looking for talent with major technological industry capabilities such as artificial intelligence and semiconductors are bound to have deeper concerns about salary. This is because you may experience a personnel failure by hiring people who are not skilled but only have a degree.
In fact, the research lab run by some passionate professors at Seoul National University operates by the western style that students have to write a decent dissertation if to graduate, regardless of how many years it takes. This receives a lot of criticism from students who want to get jobs at Korean companies. You can find various criticisms of the passionate professors on websites such as Dr. Kim's Net, which compiles evaluations of domestic researchers. The simple annualization is preventing the growth of proper researchers.
In the end, due to the salary structure created for convenience due to Asian companies lacking the capacity to make complex decisions, the people they hire are mainly people who have completed a degree program in 2 or 5 years in line with the general perception, ignoring the quality of thesis.
Salary standard model where salary is calculated based on competency
Let's step away from frustrating Asian cases. So you get your degree by competency. Let's build a data analysis in accordance with the western standard, where the degree can be an absolute indicator of competency.
First, you can consider a dummy variable that determines whether or not you have a degree as an explanatory variable. Next, salary growth rate becomes another important variable. This is because salary growth rates may vary depending on the degree. Lastly, to include the correlation between the degree dummy variable and the salary growth rate variable as a variable, a variable that multiplies the two variables is also added. Adding this last variable allows us to distinguish between salary growth without a degree and salary growth with a degree. If you want to distinguish between master's and doctoral degrees, you can set two types of dummy variables and add the salary growth rate as a variable multiplied by the two variables.
What if you want to distinguish between those who have an AI-related degree and those who have not? Just add a dummy variable indicating that you have an AI-related degree, and add an additional variable multiplied by the salary growth rate in the same manner as above. Of course, it does not necessarily have to be limited to AI, and various possibilities can be changed and applied.
One question that arises here is that each school has a different reputation, and the actual abilities of its graduates are probably different, so is there a way to distinguish them? Just like adding the AI-related degree condition above, just add one more new dummy variable. For example, you can create dummy variables for things like whether you graduated from a top 5 university or whether your thesis was published in a high-quality journal.
If you use the ‘artificial intelligence calculation method’, isn’t there a need to create dummy variables?
The biggest reason why the above overseas standard salary model is difficult to apply in Asia is that it is extremely rare for the research methodology of advanced degree courses to actually be applied, and it is also very rare for the value to actually translate into company profits.
In the above example, when data analysis is performed by simply designating a categorical variable without creating a dummy variable, the computer code actually goes through the process of transforming the categories into dummy variables. In the machine learning field, this task is called ‘One-hot-encoding’. However, when 'Bachelor's - Master's - Doctoral' is changed to '1-2-3' or '0-1-2', the weight in calculating the annual salary of a doctoral degree holder is 1.5 times that of a master's degree holder (ratio of 2-3). , or an error occurs when calculating by 2 times (ratio of 1-2). In this case, the master's degree and doctoral degree must be classified as independent variables to separate the effect of each salary increase. If the wrong weight is entered, in the case of '0-1-2', it may be concluded that the salary increase rate for a doctoral degree falls to about half that of a master's degree, and in the case of '1-2-3', the same can be said for a master's degree. , an error is made in evaluating the salary increase rate of a doctoral degree by 50% or 67% lower than the actual effect.
Since 'artificial intelligence calculation methods' are essentially calculations that process statistical regression analysis in a non-linear manner, it is very rare to avoid data preprocessing, which is essential for distinguishing the effects of each variable in regression analysis. Data function sets (library) widely used in basic languages such as Python, which are widely known, do not take all of these cases into consideration and provide conclusions at the level of non-majors according to the situation of each data.
Even if you do not point out specific media articles or the papers they refer to, you may have often seen expressions that a degree program does not significantly help increase salary. After reading such papers, I always go through the process of checking to see if there are any basic errors like the ones above. Unfortunately, it is not easy to find papers in Asia that pay such meticulous attention to variable selection and transformation.
Obtaining incorrect conclusions due to a lack of understanding of variable selection, separation, and purification does not only occur among Korean engineering graduates. While recruiting developers at Amazon, I once heard that the number of string lengths (bytes) of the code posted on Github, one of the platforms where developers often share code, was used as one of the variables. This is a good way to judge competency. Rather than saying it was a variable, I think it could be seen as a measure of how much more care was taken to present it well.
There are many cases where many engineering students claim that they simply copied and pasted code from similar cases they saw through Google searches and analyzed the data. However, there may be cases in the IT industry where there are no major problems if development is carried out in the same way. As in the case above, in areas where data transformation tailored to the research topic is essential, statistical knowledge at least at the undergraduate level is essential, so let's try to avoid cases where advanced data is collected and incorrect data analysis leads to incorrect conclusions.
Did Hongdae's hip culture attract young people? Or did young people create 'Hongdae style'?
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The relationship between a commercial district and the concentration of consumers in a specific generation mostly is not by causal effect Simultaneity oftern requires instrumental variables Real cases also end up with mis-specification due to endogeneity
When working on data science-related projects, causality errors are common issues. There are quite a few cases where the variable thought to be the cause was actually the result, and conversely, the variable thought to be the result was the cause. In data science, this error is called ‘Simultaneity’. The first place where related research began was in econometrics, which is generally referred to as the three major data endogeneity errors along with loss of important data (Omitted Variable) and data inaccuracy (Measurement error).
As a real-life example, let me bring in a SIAI's MBA student's thesis . Based on the judgment that the commercial area in front of Hongik University in Korea would have attracted young people in their 2030s, the student hypothesized that by finding the main variables that attract young people, it would be possible to find the variables that make up the commercial area where young people gather. If the student's assumptions are reasonable, those who analyze commercial districts in the future will be able to easily borrow and use the model, and commercial district analysis can be used not only for those who want to open only small stores, but also for various areas such as promotional marketing of consumer goods companies, street marketing of credit card companies, etc.
Simultaneity error
However, unfortunately, it is not the commercial area in front of Hongdae that attracts young people in their 2030s, but a group of schools such as Hongik University and nearby Yonsei University, Ewha Womans University, and Sogang University that attract young people. In addition, the subway station one of the transportation hubs in Seoul. The commercial area in front of Hongdae, which was thought to be the cause, is actually the result, and young people in their 2030s, who were thought to be the result, may be the cause. In cases of such simultaneity, when using regression analysis or various non-linear regression models that have recently gained popularity (e.g. deep learning, tree models, etc.), it is likely that the simultaneity either exaggerates or under-estimates explanatory variables' influence.
The field of econometrics has long introduced the concept of ‘instrumental variable’ to solve such cases. It can be one of the data pre-processing tasks that removes problematic parts regardless of any of the three major data internal error situations, including parts where causal relationships are complex. Since the field of data science was recently created, it has been borrowing various methodologies from surrounding disciplines, but since its starting point is the economics field, it is an unfamiliar methodology to engineering majors.
In particular, people whose way of thinking is organized through natural science methodologies such as mathematics and statistics that require perfect accuracy are often criticized as 'fake variables', but the data in our reality has various errors and correlations. As such, it is an unavoidable calculation in research using real data.
From data preprocessing to instrumental variables
Returning to the commercial district in front of Hongik University, I asked the student "Can you find a variable that is directly related to the simultaneous variable (Revelance condition) but has no significant relationship (Orthogonality condition) with the other variable among the complex causal relationship between the two? One can find variables that have an impact on the growth of the commercial district in front of Hongdae but have no direct effect on the gathering of young people, or variables that have a direct impact on the gathering of young people but are not directly related to the commercial district in front of Hongdae.
First of all, the existence of nearby universities plays a decisive role in attracting young people in their 2030s. The easiest way to find out whether the existence of these universities was more helpful to the population of young people, but is not directly related to the commercial area in front of Hongdae, is to look at the youth density by removing each school one by one. Unfortunately, it is difficult to separate them individually. Rather, a more reasonable choice of instrumental variable would be to consider how the Hongdae commercial district would have functioned during the COVID-19 period when the number of students visiting the school area while studying non-face-to-face has plummeted.
In addition, it is also a good idea to compare the areas in front of Hongik University and Sinchon Station (one station to east, which is another symbol of hipster town) to distinguish the characteristics of stores that are components of a commercial district, despite having commonalities such as transportation hubs and high student crowds. As the general perception is that the commercial area in front of Hongdae is a place full of unique stores that cannot be found anywhere else, the number of unique stores can be used as a variable to separate complex causal relationships.
How does the actual calculation work?
The most frustrating part from engineers so far has been the calculation methods that involve inserting all the variables and entering all the data with blind faith that ‘artificial intelligence’ will automatically find the answer. Among them, there is a method called 'stepwise regression', which is a calculation method that repeats inserting and subtracting various variables. Despite warnings from the statistical community that it should be used with caution, many engineers without proper statistics education are unable to use it. Too often I have seen this calculation method used haphazardly and without thinking.
As pointed out above, when linear or non-linear series regression analysis is calculated without eliminating the 'error of simultaneity', which contains complex causal relationships, events in which the effects of variables are over/understated are bound to occur. In this case, data preprocessing must first be performed.
Data preprocessing using instrumental variables is called ‘2-Stage Least Square (2SLS)’ in the data science field. In the first step, complex causal relationships are removed and organized into simple causal relationships, and then in the second step, the general linear or non-linear regression analysis we know is performed.
In the first stage of removal, regression analysis is performed on variables used as explanatory variables using one or several instrumental variables selected above. Returning to the example of the commercial district in front of Hongik University above, young people are the explanatory variables we want to use, and variables related to nearby universities, which are likely to be related to young people but are not expected to be directly related to the commercial district in front of Hongik University, are used. will be. If you perform a regression analysis by dividing the relationship between the number of young people and universities before and after the COVID-19 pandemic period as 0 and 1, you can extract only the part of the young people that is explained by universities. If the variables extracted in this way are used, the relationship between the commercial area in front of Hongdae and young peoplecan be identified through a simple causal relationship rather than the complex causal relationship above.
Failure cases of actual companies in the field
Since there is no actual data, it is difficult to make a short-sighted opinion, but looking at the cases of 'error of simultaneity' that we have encountered so far, if all the data were simply inserted without 2SLS work and linear or non-linear regression analysis was calculated, the area in front of Hongdae is because there are many young people. A great deal of weight is placed on the simple conclusion that the commercial district has expanded, and other than for young people, monthly rent in nearby residential and commercial areas, the presence or absence of unique stores, accessibility near subway and bus stops, etc. will be found to be largely insignificant values. This is because the complex interaction between the two took away the explanatory power that should have been assigned to other variables.
There are cases where many engineering students who have not received proper education in Korea claim that it is a 'conclusion found by artificial intelligence' by relying on tree models and deep learning from the perspective of 'step analysis', which inserts multiple variables at intersections, but there is an explanation structure between variables. There is only a difference in whether it is linear or non-linear, and therefore the explanatory power of the variable is partially modified, but the conclusion is still the same.
The above case is actually perfectly consistent with the mistake made when a credit card company and a telecommunications company jointly analyzed the commercial district in the Mapo-gu area. An official who participated in the study used the expression, 'Collecting young people is the answer,' but then as expected, there was no understanding of the need to use 'instrumental variables'. He simply thought data pre-processing as nothing more than dis-regarding missing data.
In fact, the elements that make up not only Hongdae but also major commercial districts in Seoul are very complex. The reason why young people gather is mostly because the complex components of the commercial district have created an attractive result that attracts people, but it is difficult to find the answer through simple ‘artificial intelligence calculations’ like the above. When trying to point out errors in the data analysis work currently being done in the market, I simply chose 'error of simultaneity', but it also included errors caused by missing important variables (Omitted Variable Bias) and inaccuracies in collected variable data (Attenuation bias by measurement error). It requires quite advanced modeling work that requires complex consideration of such factors.
We hope that students who are receiving incorrect machine learning, deep learning, and artificial intelligence education will learn the above concepts and be able to do rational and systematic modeling.
One-variable analysis can lead to big errors, so you must always understand complex relationships between various variables. Data science is a model research project that finds complex relationships between various variables. Obsessing with one variable is a past way of thinking, and you need to improve your way of thinking in line with the era of big data.
When providing data science speeches, when employees come in with wrong conclusions, or when I give external lectures, the point I always emphasize is not to do 'one-variable regression.'
To give the simplest example, from a conclusion with an incorrect causal relationship, such as, "If I buy stocks, things will fall," to a hasty conclusion based on a single cause, such as women getting paid less than men, immigrants are getting paid less than native citizens, etc. The problem is not solved simply by using a calculation method known as 'artificial intelligence', but you must have a rational thinking structure that can distinguish cause and effect to avoid falling into errors.
SNS heavy users end up with lower wage?
Among the most recent examples I've seen, the common belief that using social media a lot causes your salary to decrease continues to bother me. Conversely, if you use SNS well, you can save on promotional costs, so the salaries of professional SNS marketers are likely to be higher, but I cannot understand why they are applying a story that only applies to high school seniors studying intensively to the salaries of ordinary office workers.
Salary is influenced by various factors such as one's own capabilities, the degree to which the company utilizes those capabilities, the added value produced through those capabilities, and the salary situation of similar occupations. If you leave numerous variables alone and do a 'one-variable regression analysis', you will come to a hasty conclusion that you should quit social media if you want to get a high-paying job.
People may think ‘Analyzing with artificial intelligence only leads to wrong conclusions?’
Is it really so? Below is a structured analysis of this illusion.
Problems with one-variable analysis
A total of five regression analyzes were conducted, and one or two more variables listed on the left were added to each. The first variable is whether you are using SNS, the second variable is whether you are a woman and you are using SNS, the third variable is whether you are female, the fourth variable is your age, the fifth variable is the square of your age, and the sixth variable is the number of friends on SNS. all.
The first regression analysis organized as (1) is a representative example of the one-variable regression analysis mentioned above. The conclusion is that using SNS increases salary by 1%. A person who saw the above conclusion and recognized the problem of one-variable regression analysis asked a question about whether women who use SNS are paid less because women use SNS relatively more. In (11.8), we differentiated between those who are female and use SNS and those who are not female and use SNS. The salary of those who are not female and use SNS increased by 1%, and conversely, those who are female and use SNS also increased by 2%. Conversely, wages fell by 18.2%.
Those of you who have read this far may be thinking, 'As expected, discrimination against women is this severe in Korean society.' On the other hand, there may be people who want to separate out whether their salary went down simply because they were women or because they used SNS. .
The corresponding calculation was performed in (3). Those who were not women but used SNS had their salaries increased by 13.8%, and those who were women and used SNS had their salaries increased only by 1.5%, while women's salaries were 13.5% lower. The conclusion is that being a woman and using SNS is a variable that does not have much meaning, while the variable of being given a low salary because of being a woman is a very significant variable.
At this time, a question may arise as to whether age is an important variable, and when age was added in (4), it was concluded that it was not a significant variable. The reason I used the square of age is because people around me who wanted to study ‘artificial intelligence’ raised questions about whether it would make a difference if they used the ‘artificial intelligence’ calculation method, and data such as SNS use and male/female are simply 0/ Because it is 1 data, the result cannot be changed regardless of the model used, while age is not a number divided into 0/1, so it is a variable added to verify whether there is a non-linear relationship between the explanatory variable and the result. This is because ‘artificial intelligence’ calculations are calculations that extract non-linear relationships as much as possible.
Even if we add the non-linear variable called the square of age above, it does not come out as a significant variable. In other words, age does not have a direct effect on salary either linearly or non-linearly.
Finally, when we added more friends in (5), we came to the conclusion that having a large number of friends only had an effect on lowering salary by 5%, and that simply using SNS did not affect salary.
Through the above step-by-step calculation, we can confirm that using SNS does not reduce salary, but that using SNS very hard and focusing more on friendships in the online world has a greater impact on salary reduction. It can also be confirmed that the proportion is only 5% of the total. In fact, the bigger problem is another aspect of the employment relationship expressed by gender.
Numerous one-variable analyzes encountered in everyday life
When I meet a friend in investment banking firms, I sometimes use the expression, ‘The U.S. Federal Reserve raised interest rates, thus stock prices plummeted,’ and when I meet a friend in the VC industry, I use the expression, ‘The VC industry is difficult these days because the number of fund-of-funds has decreased.’
On the one hand, this is true, because it is true that the central bank's interest rate hike and reduction in the supply of policy funds have a significant impact on stock prices and market contraction. However, on the other hand, it is not clear in the conversation how much of an impact it had and whether only the policy variables had a significant impact without other variables having any effect. It may not matter if it simply does not appear in conversations between friends, but if one-variable analysis is used in the same way among those who make policy decisions, it is no longer a simple problem. This is because assuming a simple causal relationship and finding a solution in a situation where numerous other factors must be taken into account, unexpected problems are bound to arise.
U.S. President Truman once said, “I hope someday I will meet a one-armed economist with only one hand.” This is because the economists hired as economic advisors always come up with an interpretation of event A with one hand, while at the same time coming up with an interpretation of way B and necessary policies with the other hand.
From a data science perspective, President Truman requested a one-variable analysis, and consulting economists provided at least a two-variable analysis. And not only does this happen with President Truman of the United States, but conversations with countless non-expert decision makers always involve concerns about delivering the second variable more easily while requesting a first variable solution in the same manner as above. Every time I experience such a reality, I wish the decision maker were smarter and able to take various variables into consideration, and I also think that if I were the decision maker, I would know more and be able to make more rational choices.
Risks of one-variable analysis
It was about two years ago. A new representative from an outsourcing company came and asked me to explain the previously supplied model one more time. The existing model was a graph model based on network theory, a model that explained how multiple words connected to one word were related to each other and how they were intertwined. It is a model that can be useful in understanding public opinion through keyword analysis and helping companies or organizations devise appropriate marketing strategies.
The new person in charge who was listening to the explanation of the model looked very displeased and expressed his dissatisfaction by asking to be informed by a single number whether the evaluation of their main keyword was good or bad. While there are not many words that can clearly capture such likes and dislikes, there are a variety of words that can be used by the person in charge to gauge the phenomenon based on related words, and there is information that can identify the relationship between the words and key keywords, so make use of them. He suggested an alternative.
He insisted until the end and asked me to tell him the number of variable 1, so if I throw away all the related words and look up swear words and praise words in the dictionary and apply them, I will not be able to use even 5% of the total data, and with less than that 5% of data, I explained that assessing likes and dislikes is a very crude calculation.
In fact, at that point, I already thought that this person was looking for an economist with only one hand and was not interested in data-based understanding at all, so I was eager to end the meeting quickly and organize the situation. I was quite shocked when I heard from someone who was with me that he had previously been in charge of data analysis at a very important organization.
Perhaps the work he did for 10 years was to convey to superiors the value of a one-variable organ that creates a simple information value divided into 'positive/negative'. Maybe he understood that the distinction between positive and negative was a crude analysis based on dictionary words, but he was very frustrated when he asked me to come to the same conclusion. In the end, I created a simple pie chart using positive and negative words from the dictionary, but the fact that people who analyze one variable like this have been working as data experts at major organizations for 1 years seems to show the reality in 'AI industry'. It was a painful experience. The world has changed a lot in 1 years, so I hope you can adapt to the changing times.
High accuracy with 'Yes/No' isn't always the best model
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With high variance, 0/1 hardly yields a decent model, let alone with new set of data What is known as 'interpretable' AI is no more than basic statistics 'AI'='Advanced'='Perfect' is nothing more than mis-perception, if not myth
5 years ago. Just not long after an introduction of simple 'artificial intelligence' learning material that uses data related to residential areas in the Boston area to calculate the price of a house or monthly rent using information such as room size and number of rooms was spread through social media. An institution that claims they do hard study in AI together with all kinds of backgrounds in data engineering and data analysis requested me to give a speeach about online targetting ad model with data science.
I was shocked for a moment to learn that such a low-level presentation meeting was being sponsored by a large, well-known company. I saw a SNS post saying that the data was put into various 'artificial intelligence' models, and that the model that fit the best was the 'deep learning' model. That guy showed it off and boasted that they had a group of people with great skills.
I was shocked for a moment to learn that such a low-level presentation meeting was being sponsored by a large, well-known company. I saw a SNS post saying that the data was put into various 'artificial intelligence' models, and that the model that fit the best was the 'deep learning' model. He showed them off and boasted that they had a group of people with great skills.
Back then and now, studies such as putting the models introduced in textbooks into the various calculation libraries provided by Python and finding out which calculation works best are treated as a simple code-run preview task rather than research. I was shocked, but since then, I have seen similar types of papers not only among engineering researchers, but also from medical researchers, and even from researchers in mass communication and sociology. This is one of the things that shows how shockingly the most degree programs in data science are run.
Just because it fits ‘yes/no’ data well doesn’t necessarily mean it’s a good model
The calculation task of matching dichotomous result values classified as 'yes/no' or '0/1' is robustness verification that determines whether the model can repeatedly fit well with similar data rather than the accuracy of the model on the given data. ) must be carried out.
In the field of machine learning, robustness verification as above is performed by separating 'test data' from 'training data'. Although this is not a wrong method, it has the limitation that it is limited to cases where the similarity of the data is continuously repeated. This is a calculation method.
To give an example to make it easier to understand, stock price data is known as data that typically loses similarity. Among the models created by extracting the past year's worth of data and using the data from 1 to 1 months as training data, it is applied to the data from 6 to 7 months. Even if you find the best-fitting model, it is very difficult to obtain the same level of accuracy in the following year or in past data. As a joke among professional researchers, the evaluation of a meaningless calculation is expressed in the following way: “It would be natural to be 12% correct, but it would make sense if the same level of accuracy was 0%.” However, in cases where the similarity is not repeated continuously, ‘ It will help you understand how meaningless a calculation it is to find a model that fits '0/0' well.
Information commonly used as an indicator of data similarity is periodicity, which is used in the analysis of frequency data, etc., and when expressed in high school level mathematics, there are functions such as 'Sine' and 'Cosine'. Unless the data repeats itself periodically in a similar way, you should not expect that you will be able to do it well with new external data just because you are good at distinguishing '0/1' in this verification data.
Such low-repeatability data is called ‘high noise data’ in the field of data science, and instead of using models such as deep learning, known as ‘artificial intelligence’, even at the cost of enormous computer calculation costs, general A linear regression model is used to explain relationships between data. In particular, if the distribution structure of the data is a distribution well known to researchers, such as normal distribution, Poisson distribution, beta distribution, etc., using a linear regression or similar formula-based model can achieve high accuracy without paying computational costs. This is knowledge that has been accepted as common sense in the statistical community since the 1930s, when the concept of regression analysis was established.
Be aware of different appropriate calculation methods for high- and low-variance data
The reason that many engineering researchers in Korea do not know this and mistakenly believe that they can obtain better conclusions by using an 'advanced' calculation method called 'deep learning' is that the data used in the engineering field is 'low-dispersion data' in the form of frequency. This is because, during the degree course, you do not learn how to handle highly distributed data.
In addition, as machine learning models are specialized models for identifying non-linear structures that repeatedly appear in low-variance data, the challenge of generalization beyond '0/1' accuracy is eliminated. For example, among the calculation methods that appear in machine learning textbooks, none of the calculation methods except 'logistic regression' can use the data distribution-based analysis method used for model verification in the statistical community. This is because the variance of the model cannot be calculated in the first place. Academic circles express this as saying that ‘1st moment’ models cannot be used for ‘1nd moment’-based verification. Variance and covariance are commonly known types of ‘second moment’.
Another big problem that arises from such 'first moment'-based calculations is that a reasonable explanation cannot be given for the correlation between each variable.
The above equation is a simple regression equation created to determine how much college GPA (UGPA) is influenced by high school GPA (HGPA), CSAT scores (SAT), and attendance (SK). Putting aside the problems between each variable and assuming that the above equation was calculated reasonably, it can be confirmed that high school GPA influences as much as 41.2% in determining undergraduate GPA, while CSAT scores only influence 15%. there is.
As a result, machine learning calculations based on 'first moment' only focus on how well college grades are matched, and additional model transformation is required to check how much influence each variable has. There are times when you have to give up completely. Even verification of statistics based on 'second moment', which can be performed to verify the accuracy of the calculation, is impossible. If you follow the statistical verification based on the Student-t distribution learned in high school, you can see that 1% and 2% in the above model are both reasonable figures, but machine learning series calculations use similar statistics. Verification is impossible.
Why the expression ‘interpretable artificial intelligence’ appears
You may have seen the expression ‘Interpretable artificial intelligence’ appearing frequently in the media, bookstores, etc. The problem that arises because machine learning models have the blind spot of transmitting only the ‘first moment’ value is that interpretation is impossible. As seen in the above example, it cannot provide reliable answers at the level of existing statistical methodologies to questions such as how deep the relationship between variables is, whether the value of the relationship can be trusted, and whether it appears similarly in new data. Because.
If we go back to a data group supported by a large company that created a website with the title ‘How much Boston house price data have you used?’, if there was even one person among them who knew that models based on machine learning series had the above problems, Could they have confidently said on social media that they have used several models and found 'deep learning' to be the best among them, and sent me an email saying they are experts because they can run the code to that extent?
As we all know, real estate prices are greatly influenced by government policies, as well as the surrounding educational environment and transportation accessibility. Not only is this the case in Korea, but based on my experience living abroad, the situation is not much different in major overseas cities. If I were to be specific, the brand of the apartment seems to be a more influential variable due to its Korean characteristics.
The size of the house, the number of rooms, etc. are meaningful only when other conditions are the same, and other important variables include whether the windows face south, southeast, southwest, plate type, etc. Data on house prices in Boston that were circulating on the Internet at the time were All such core data had disappeared, and it was simply example data that could be used to check whether the code was running well.
If you use artificial intelligence, wouldn't accuracy be 99% or 100% possible?
Another expression I often heard was, “Even if you can’t improve accuracy with statistics, isn’t it possible to achieve 99% or 100% accuracy using artificial intelligence?” Perhaps the ‘artificial intelligence’ that the questioner meant at the time was general. It would have been known as 'deep learning' or 'neural network' models of the same series.
First of all, the model explanatory power of the simple regression analysis above is 45.8%. You can check that the R-squared value above is .458. The question would have been whether this model could be raised to 99% or 100% by using other ‘complex’ and ‘artificial intelligence’ models. The above data is a calculation to determine how much the change in monthly rent in the area near the school is related to population change, change in income per household, and change in the proportion of students. As explained above, knowing that the price of real estate is affected by numerous variables, including government policy, education, and transportation, it is understood that the only surefire way to fit the model with 100% accuracy is to match the monthly rent by monthly rent. It will be. Isn’t finding X by inserting X something that anyone can do?
Other than that, I think there is no need for further explanation as it is common sense that it is impossible to perfectly match the numerous variables that affect monthly rent decisions in a simple way. The area where 99% or 100% accuracy can even be attempted is not social science data, but data that repeatedly produces standardized results in the laboratory, or, to use the expression used above, 'low-variance data'. Typical examples are language data that requires writing sentences that match the grammar, image data that excludes bizarre pictures, and games like Go that require strategies based on rules. Although it is natural that it is impossible to match 99% or 100% of the highly distributed data we encounter in daily life, at one time the basic requirements for all artificial intelligence projects commissioned by the government were 'must use deep learning' and 'must have 100% accuracy.' It was to show '.
Returning to the above equation, we can see that the student population growth rate and the overall population growth rate do not have a significant impact on the monthly rent increase rate, while the income growth rate has a very large impact of up to 50% on the monthly rent increase. In addition, when the overall population growth rate is verified by statistics based on the Student-t distribution learned in high school, the statistic is only about 1.65, so the hypothesis that it is not different from 0 cannot be rejected, so it is a statistically insignificant variable. The conclusion is: Next, the student population growth rate is different from 0, so it can be determined that it is a significant value, but it can be confirmed that it actually has a very small effect of 0.56% on the monthly rent growth rate.
The above computational interpretation is, in principle, impossible using 'artificial intelligence' calculations known as 'deep learning', and a similar analysis requires enormous computational costs and advanced data science research methods. Paying such a large computational cost does not mean that the explanatory power, which was only 45.8%, can be greatly increased. Since the data has already been changed to logarithmic values and only focuses on the rate of change, the non-linear relationship in the data is internalized in a simple regression model. It is done.
Due to a misunderstanding of the model known as 'deep learning', industries made a shameful mistake of paying a very high learning cost and pouring manpower and resources into the wrong research. Based on the simple regression analysis-based example above, ' We hope to recognize the limitations of the computational method known as 'artificial intelligence' and not make the same mistakes as researchers over the past six years.