Big data presentation linked in simon zhang 20140714

How LinkedIn Generates Incremental Revenue via Business Analytics and Decision Science!

Innovation is the only path!

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

Recruiting SolutionsRecruiting SolutionsRecruiting Solutions

2

Simon ZhangSenior Director, Business Analytics

©2013 LinkedIn Corporation. All Rights Reserved.Business Analytics

Simon ZhangSenior Director, Business Analytics LinkedIn: http://www.linkedin.com/in/zhangsimon Email: xzhang@linkedin.com

Former Brain Surgeon

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

LinkedIn’s Business Model & Why Analytics is Important

Criticalmassof data

Relevant and valuable

products and services Technology

platform

Member growth and engagement

3©2014 LinkedIn Corporation. All Rights Reserved.

Simon Zhang, Sr. Director, Business Analytics

4

Overview of Business Analytics at LinkedIn70 team members support 4500+ employees

Biz Analytics

Engineering

Sales

OperationsProduct

Customer Services

Marketing

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

Data Analytics

Data Infra

BI

Biz

Analytics

Data Scienc

e

SoftwareDevelopment

Recruiting SolutionsRecruiting SolutionsRecruiting Solutions

LinkedIn Confidential ©2013 All Rights Reserved

Big Data and Big Analytics

5©2014 LinkedIn Corporation. All Rights Reserved.

Simon Zhang, Sr. Director, Business Analytics

What does “big data” mean at LinkedIn?

ERP data…

Social Data…

CRM data…

Web data…

+∞

+∞

Data Volume

Analytical Challenge & Complexity0

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

6

3 major data dimensions at LinkedIn

IdentityData

SocialData

Behavioral Data

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

7

ContentData

The definition of analytics:“Understand Past” vs. “Predict Future”

What will happen?

What happened?

Why it happened?

What is happening?

High

High

Business Value

Analytical Challenge & Complexity0

Can we make it better?

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

8

The only thing that matters:

9

result!

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

10

Core strategy of big data analytics

Phase 1 Phase 2 Phase 3 Phase 4

Create Matrix of

Connections &

Collaborations

Develop Analytics Products

Scale

Analytics

Build

the foundation

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

Decision

Insights

Deep Analysis

BI & Reporting

Ad-hoc Analysis

Data Mgmt & Data Quality Mgmt

Tracking

Products

Decision

Insights

Deep Analysis

BI & Reporting

Ad-hoc Analysis

Data Mgmt & Data Quality Mgmt

Tracking

Products

Phase I: Build the analytics “pyramid”!

Decision

Insights

Deep Analysis

BI & Reporting

Ad-hoc Analysis

Data Mgmt & Data Quality Mgmt

Tracking

Products

Decision

Insights

Deep Analysis

BI & Reporting

Ad-hoc Analysis

Data Mgmt & Data Quality Mgmt

Tracking

Customers, Products, Marketing, Sales, Operations, CS…

1. Understand the products first.

2. Implement tracking to ensure data is useful.

6. Value!

3. Make sure data is deployed efficiently with good quality.

5. “Interesting” is not enough, always ask “so what”.

4. Do the actual work…...

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

11

Decision

Insights

Deep Analysis

BI & Reporting

Ad-hoc Analysis

Data Mgmt & Data Quality Mgmt

Tracking

Customers, Products, Marketing, Sales, Operations, CS…

Before After

Phase II: Transform “pyramid” to “diamond”

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

12

13

500Why？

Scalability is the king！

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

14

Phase III: Data insights products for ALL LinkedIn members!

Products

Tracking

Data Mgmt

Ad-hoc Analysis

BI & Reporting

Deep Analysis

Insights

Decision

Before After

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

Products

Tracking

Data Mgmt

Ad-hoc Analysis

BI & Reporting

Deep Analysis

Insights

Decision

15

Phase IV： Build analytics product matrix and connectivity

Data product

Data product

Data product

Data product

Data product

Data product

Data product

Data product

Data product

Before After

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

Recruiting SolutionsRecruiting SolutionsRecruiting Solutions

LinkedIn Confidential ©2013 All Rights Reserved

Monetization Via Analytics

16

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

Which company?

Who to contact?

How to reach out?

What is the story?

A data driven story for B2B sales & marketing teams!

Which Sales Person?

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

17

Web API

The technology recipe: Merlin (B2B sales insights system)

Data Visualization

Data ELT and Aggregation

Petabytes

Gigabytes

Megabytes

Terabytes

1

2

3

4

Analytics Portal

d3

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

18

Kilobytes5

How to leverage analytics to identify future subscribers?

Identity DataSocial Data

Behavioral Data

Overall Audience

Target Audience

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

19

The technology recipe: MADOOP -- Predictive Modeling Ecosystem

20

Feature Engineering

Model Development & Evaluation

Model Comparison & Validation

Model Deployment

Model Refinement

©2014 LinkedIn Corporation. All Rights Reserved.Shaobo Liu & Simon Zhang, Sr. Director, Business Analytics

Use A/B testing to improve business day by day!

Small improvements on regular bases can make big changes!

(101%) = ?

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

21

365

(102%) = ?

(103%) = ?

365

365

3,778%

137,741%

4,848,272%

Experimental Design

Experimental Platform

Metrics Center

Optimization Engine

Product/Marketing

Ideas Test

measure

Plan

The technology recipe: XLNT – A near line A/B Testing System

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

22

1. 2000+ active online tests

2. 500+ metrics/KPIs

3. 2M+ statistics significances

4. Traffic optimizers for tests

…….

23

Customer Care Tickets

Apps Reviews

GroupDiscussions

Twitter feeds, Etc……

NPS Survey

How to measure our customers’ happiness?

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

Building Platform

Collecting data

Analyzing

insights

Findings

Making changes

A text mining analytics solution to understand customer feedbacks

©2014 LinkedIn Corporation. All Rights Reserved.Lutz Finger, Director Biz Analytics Simon Zhang, Sr. Director, Business Analytics 24

The technology recipe Making customer voices be heard by LinkedIn employees!

25©2014 LinkedIn Corporation. All Rights Reserved.

Simon Zhang, Sr. Director, Business Analytics, George Zhang, Analytics Architect

Recruiting SolutionsRecruiting SolutionsRecruiting Solutions

LinkedIn Confidential ©2013 All Rights Reserved

Analytics is not about data or business.It is about people!

26

Hire the right people with the right……

27

What else makes a great analyst?

5%

15%

100%80%

Skills + IQ & EQ + Passion = Good Analyst Great Analyst?

?

0%

+X%

Simon Zhang, Business Analytics

The power of belief.

28Simon Zhang, Business Analytics

360-339-7320. 360-339-7320.

Simon Zhang, Business Analytics 29

Analytical mindset evolution

Think

Do

Share

Think

Do

Share

Think

Do

Share

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 400

0.2

0.4

0.6

0.8

1

1.2

1.4

Speed

Adop

tion

Rate

30

Speed matters: Three-Second Rule

High

Low

FastSlow

Simon Zhang, Business Analytics

We expect analysts beyond “Get It Done” mindset!

31

100%

Almost Done

Get It Done! ABC

-XX%

What is ‘ABC’?

50%

100%

Simon Zhang, Business Analytics

ABC = Always Be Closing!

32Simon Zhang, Business Analytics

Working as ONE person concept!

33

Decision

Insights

Deep Analysis

BI & Reporting

Ad-hoc Analysis

Data Mgmt & Data Quality Mgmt

Tracking

Products

The importance of team work!Simon Zhang, Business Analytics

A very useful tool to solve complex analytical problems

34

LinkedIn

Team

Me

Me

Team

LinkedIn

• If this is your own business, are you going to do it in this way?• We are not consultants/advisors, we are business owners!

• Make an offer no one can refuse!

Simon Zhang, Business Analytics

Recruiting SolutionsRecruiting SolutionsRecruiting Solutions

LinkedIn Confidential ©2013 All Rights Reserved

Data Science?

Data Art?

Philosophy?

Or Imaginations?

35

The connections among universe, brain and social network!

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

36

Inspired by

37

A brilliant scientist changed the world!

Nikola Tesla

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

Thank you!38

©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics

Questions?