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
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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: [email protected]
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
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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
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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
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3 major data dimensions at LinkedIn
IdentityData
SocialData
Behavioral Data
©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics
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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
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The only thing that matters:
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result!
©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics
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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
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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
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13
500Why?
Scalability is the king!
©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics
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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
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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
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LinkedIn Confidential ©2013 All Rights Reserved
Monetization Via Analytics
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©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
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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
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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
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The technology recipe: MADOOP -- Predictive Modeling Ecosystem
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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
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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
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1. 2000+ active online tests
2. 500+ metrics/KPIs
3. 2M+ statistics significances
4. Traffic optimizers for tests
…….
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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
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LinkedIn Confidential ©2013 All Rights Reserved
Analytics is not about data or business.It is about people!
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Hire the right people with the right……
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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
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Speed matters: Three-Second Rule
High
Low
FastSlow
Simon Zhang, Business Analytics
We expect analysts beyond “Get It Done” mindset!
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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
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Team
Me
Me
Team
• 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
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LinkedIn Confidential ©2013 All Rights Reserved
Data Science?
Data Art?
Philosophy?
Or Imaginations?
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The connections among universe, brain and social network!
©2014 LinkedIn Corporation. All Rights Reserved.Simon Zhang, Sr. Director, Business Analytics
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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?
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