tdwi Exec 16 Case Study: LinkedIn Voices of the Member – A Scalable Analytics Platform to Create...
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Case Study: LinkedIn Voices of the Member – A Scalable Analytics Platform to Create a
Customer-First Environment
Feb 2, 2016
Weidong ZhangManager of Data & Analytics
Chi-Yi KuanDirector of Business Analytics
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Agenda
§ Introduction of LinkedIn business § Introduction of Voices: a home-grown advanced analytics
platform to listen to our members § Overview of end-to-end technologies that power Voices
platform § Case Study: how we build a member first environment &
what we are working towards
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Who are we?
www.linkedin.com/in/chiyikuan
Chi-Yi Kuan
• Director, Business Analytics & Data Mining • Big data evangelist and practitioner
www.linkedin.com/in/weidongzhang1
Weidong Zhang
• Manager, Data & Analytics • Build big data and analytics products
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Create economic opportunity for every member of the
global workforce
Our vision
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Create economic opportunity
Realize your dream job
Find work Be great at what you do
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LinkedIn’s BIG data
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Customer Care Tickets 2015-05-30
NPS – feedback 2015-06-03
In-app review 2015-06-03
App store review 2015-06-06
WHAT ARE PEOPLE SAYING? 380+ million members = a lot of data
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The impact of our Voices analytics platform
Developed game-changing solutions to drive Voice of Member impact
Improved analytics efficiency with unstructured data by 20X
Drove end-to-end technological integration on big data and embedding NLP solutions
Piloting operational solutions to scale advanced analytics impact for broader organization
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Voices - A tool to listen to our members on what they are talking about LinkedIn and our products
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Member “Voices” Internal & External
VOMC Transform Member Experiences
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How does Voices alleviate data wrangling pain points?
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Member info
• Identity • Behavior • Social
Social data
Customer feedback
• Customer service • Group updates • Network updates
Survey results
Relevance solution
Topic mining
Classification engine
What’s trending
Products
Sentiments
Value Propositions
PYMK Group
Home Page Mobile Inbox
Identity Network
Hire Market Sell
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Trending Insights
§ Multi-channel, automatic intelligent solutions to provide trending information and help drive business actions
Machine Generated
Topics
Influencer/Top Executive Posts
Product Launch/ PR Events, etc.
What’s trending
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LinkedIn Hadoop Ecosystem
HDFS
Map-Reduce Spark Tez
Pig Hive Scalding
YARN AZK
AB
AN
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3 Major Design Principles for Voices Platform
Scalability Availability Easy to Use
Process Platform
Data Systems
Application Framework
Kafka, Hadoop, Spark Gobblin
Elasticsearch, NoSql Phoenix, Elasticsearch, Highcharts
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E2E Technologies that power Voices platform to achieve game-changing solutions
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Case Study: LinkedIn’s customer support has evolved into an intelligence platform…
Scaling to have a broader impact across LinkedIn
▪ GCO cases ▪ Issue resolution ▪ Support focused
▪ Internal data (GCO, surveys, site feedback)
▪ App review ▪ LI.com ▪ Social data
▪ Product insight ▪ Member insight ▪ Launch tracking
▪ Social sentiment ▪ Brand tracking ▪ Viral mentions
Reactive Multi-channel Intelligent Predictive
Support Feedback Insights Anticipation
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…breaks down into sentiment and drivers…
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(For LI data ) deep dive into MLC segmentation…
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…geographic locations…
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…and audience segmentation…
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…generates automatic reporting, alerts and escalations…
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…and close the feedback loop with support and PR solutions
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This is what the future could look like From the first time we pick up an isolated comment…
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Machine determines if there is significant reach…
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…and whether it is a trending topic…
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