Qcon SF 2013

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Applied Machine Learning and Data Science Track

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  • Students and recent graduates are the fastest growing segment at Linkedin
  • Princeton’s data
  • Invest in getting good dataset globally
    Members grow into new markets
  • Go after government datasets if you can
  • Be smart – building out your vocabulary could have unexpected effects on your typeahead performance
  • Former NFL players turn realtors
  • Yoga class vs MBA at stanford – degree standardization
  • Qcon SF 2013

    1. 1. Data Science for Higher Ed Gloria Lau Manager, Data Science @ LinkedIn
    2. 2. LinkedIn data. For students*. *prospective students, current students and recent graduates
    3. 3. WHY? We have career outcome data to derive better insights about higher education
    4. 4. Common questions from user studies Prospective students: I want to be a pediatrician. Where should I go to school? I don’t know what I want but I am an A student. So? Current students: Show me the internship / job opportunities. Should I double / change major? Recent graduates: Show me the job opportunities. Should I consider further education?
    5. 5. The Answer for the type A’s Show me the career outcome data per school / field of study / degree
    6. 6. The Answer for the exploratory kind Show me the career outcome data in a form that allows for serendipitous discoveries  build me some data products to help me draw insights from aggregate data  build me some data products that are delightful
    7. 7. OK! Let’s start building some data products for students! type A’s and non type A’s, we have answers for you
    8. 8. Invest in Plumbing
    9. 9. Before your faucets
    10. 10. Data Science for Higher Ed A case study From plumbing to fixture. From standardization to delightful data products.
    11. 11. Standardization • Standardization is about understanding our data, and building the foundational layer that maps <school_name> to <school_id> so that we can build data products on top • Entity resolution • Recognizable entities • Typeahead
    12. 12. Entity Resolution • User types in University of California, Berkeley  easy • User types in UCB  hard / ambiguous
    13. 13. Entity Resolution • Name feature: fuzzy match, edit distance, prefix match, etc • Profile feature: email, groups, etc • Network feature: connections, invitations, etc
    14. 14. Recognizable entities • User types in University of California, Berkeley  easy • User types in UCB  hard / ambiguous / alias not understood • User types in 東京大学  harder / canonical name not understood
    15. 15. Recognizable entities • You don’t know what you don’t know • Your standardization is only as good as your recognized dataset • LinkedIn data is very global
    16. 16. Recognizable entities • IPEDS for US school data • Crowdsourcing for non-US school + government data • • internal and external with schema spec’ed out Alias – bootstrap from member data
    17. 17. Typeahead • Plug the hole from the front(-end) as soon as you can • Invest in a good typeahead early on so that you don’t even need to standardize • Helps standardization rate tremendously • Make sure you have aliases and localized strings in your typeahead
    18. 18. Plumbing? checked Onto building delightful* data products *The level of delightfulness is directly correlated to how good your standardization layer is.
    19. 19. Similar Schools Serendipitous discoveries. Sideways browse. Based on career outcome data + some more.
    20. 20. Similar Schools
    21. 21. Similar schools • Aggregate profile per school based on alumni data • Industry, job title, job function, company, skills, etc • Feature engineering and balancing • Dot-product of 2 aggregate profiles = school similarity
    22. 22. Similar schools – issues • Observation #1: similarity identified between tiny specialized schools and big research institutions • Observation #2: similarity identified between non-US specialized schools and big US research institutions
    23. 23. What’s wrong? Degree bucketization
    24. 24. Similar schools - issues • Observation: no data • New community colleges and non-US schools have very sparse data • Solution: attribute-based similarity • From IPEDS and crowdsourced data Kyoritsu Women's University
    25. 25. Notable Alumni Aspirations. Connecting the dots.
    26. 26. Notable Alumni • Who’s notable? • Wikipedia match • • • School standardization Name mapping Success stories
    27. 27. Who’s notable – Wikipedia stories …
    28. 28. Wikipedia stories • Lightweight school standardization • • Name mapping • • ✓ Name feature ✕ profile feature ✕ network feature Even when you are notable, your name isn’t unique Crowdsourcing for evaluation • Profile from LinkedIn vs profile from Wikipedia
    29. 29. Crowdsourcing for evaluation
    30. 30. Are we done? Do we have notable alumni for all schools? Similar issue like similar schools – data sparseness
    31. 31. Who’s notable - Success stories • Many schools don’t have notable alumni section in Wikipedia • Success stories based on LinkedIn data • Features of success • • • CXO’s at Fortune companies Generalizes to high seniority at top companies But what does it mean to be • • Senior • • A top company An alum They all depend on…
    32. 32. Standardization • Degree standardization - alumni • Company standardization • • IBM vs international brotherhood of magicians Title & seniority standardization • founder of the gloria lau franchise vs founder of LinkedIn • VP in financial sector vs VP in software engineering industry
    33. 33. Evaluation – I know it when I see it
    34. 34. INSIGHTS: unique & standardized data to describe schools. similar schools. notable alumni. to drive STUDENT DECISIONS

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