Data Science @ LinkedIn - Predictive Analytics World...Data Science @ LinkedIn : Insights and...
Transcript of Data Science @ LinkedIn - Predictive Analytics World...Data Science @ LinkedIn : Insights and...
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Data Science @ LinkedIn : Insights and Innovation at Scale
Manu Sharma Principal Research Scientist and Group Manager, Product Analytics, LinkedIn
Predictive Analytics World, New York, Oct 19, 2011
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Agenda
• Data Science
• Scale
• Innovation
• Insights
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Agenda
• Data Science
• Scale
• Innovation
• Insights
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www.linkedin.com
Connect the world’s professionals to make them more productive and successful
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LinkedIn at a glance
• Founded in 2003
• #31 site in the US (#34 Worldwide)
• 120MM+ Members
• First million members ~500 days
• Latest million ~ 6 days
• 2 new signups per second
• ~2B people searches performed in 2010
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Who is on LinkedIn?
• Executives from all Fortune 500 companies
• 8.5M+ SMB professionals
• 9M+ recent college grads
• Average Household income $107,000
• 42% are “decision makers”
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We are truly International
• More than 50% members are outside the US
• Over 200 countries & territories are represented
• 26M+ members in Europe
• 11M+ members in India
• Available in 9 languages
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Multiple revenue channels
• Premium Subscriptions
• Self Serve Ads
• Hiring Solutions
• Marketing Solutions
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• Data Science
• Scale
• Innovation
• Insights
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What is Data?
• Factual information (as measurements or statistics) used as a basis for reasoning, discussion, or calculation.
• Information output by a sensing device or organ that includes both useful and irrelevant or redundant information and must be processed to be meaningful
• Information in numerical form that can be digitally transmitted or processed
Source : http://www.merriam-webster.com
da·ta noun pl but singular or pl in constr, often attributive\ˈdā-tə, ˈda- also ˈdä-\
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Or…
Data is the new black -Reid Hoffman
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What is Data?
• Factual information (as measurements or statistics) used as a basis for reasoning, discussion, or calculation.
• Information output by a sensing device or organ that includes both useful and irrelevant or redundant information and must be processed to be meaningful
• Information in numerical form that can be digitally transmitted or processed
Source : http://www.merriam-webster.com
da·ta noun pl but singular or pl in constr, often attributive\ˈdā-tə, ˈda- also ˈdä-\
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In that case...
Web Logs = Data Normalized Data = Information
Parse, Normalize, Standardize
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Information
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Knowledge
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Insights
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Wisdom
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What is Data Science?
Using (multiple) data elements in clever ways to solve iterative or auxiliary data problems that when combined solve a data problem that might otherwise be itractable.
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Data Scientist = Curiosity + Intuition + Data gathering + Standardization + Statistics + Modeling + Visualization
What makes a Data Scientist?
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What Technologies do we use?
Crowdsourcing
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Demand for Data Scientists
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What do we do with Data?
• Build innovative data products
• Draw insights
• Drive the business
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Before we can do that...
• There are a few challenges that we have to overcome
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• Data Science
• Scale
• Innovation
• Insights
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Big Data brings unique challenges
• What do you do when out of the box solutions don’t work?
• You build your own solutions
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What is the scale ���of LinkedIn Data?
• 75TB data crunched daily to produce recommendations
• 10B rows of data processed daily
• Real time (up to the minute) data availability for key events
• Most webtrack events are updated every 15 minutes
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Some of our Homegrown Solutions
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Agenda
• Data Science
• Scale
• Innovation
• Insights
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Using data to build new products
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What data do we start with?
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Before we can leverage the data, we need to make sure it
is clean...
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Standardization - The challenges
We can standardize the title Software Engineer with 6000+ variations including: s.w engineer sw. enginner sofware engineer sw. engineer software enginer - china
We can standardize the company IBM with 8000+ variations including: ibm - ireland ibm research TJ Watson Labs International Buss. Machines
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The easiest data product to build
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Collaborative filtering
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The most important data product we built...
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People You May Know
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Once you have clean data and engagement, begin to leverage the data to benefit the user...
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Data Products on your LinkedIn homepage
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Our Newest Data Product : Skills
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How do we do it?
Extract
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Standardized data is the key to building compelling products
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What Skills do we have?
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What Skills do we have?
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How are we connected?
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How are we connected?
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Agenda
• Data Science
• Scale
• Innovation
• Insights
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Insights
• Reporting
• A/B Testing
• Exposing demographic trends
• Understanding user and usage
• Drive the business
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Using data for insights
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The 2008 Financial Collapse
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How Often do people change jobs?
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What are these jobs?
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CEO Names
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If your name is Chip, you are likely in sales!
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Keep your profile up to date, but...
I am a highly motivated, innovative dynamic professional with extensive experience in analytics, who has a proven track record of being a problem solver and a team player in fast paced entrepreneurial environments
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Keep your profile up to date, but...
I am a highly motivated, innovative dynamic professional with extensive experience in analytics, who has a proven track record of being a problem solver and a team player in fast paced entrepreneurial environments
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How you describe yourself matters
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Wisdom: Using data to drive the business
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Strategic Analyses
• What is the value of an action that a user takes on the site?
• What is the value of a user?
• What early behavior on the site is predictive of future engagement?
• Does mobile usage impact site engagement?
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Ultimately...
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It is all about the people