Modoop: LinkedIn Next Gen Predictive Engine for Email Marketing

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Modoop is LinkedIn next generation predictive modeling engine for email marketing. The purpose behind Modoop is to replicate 300% lift to all other campaigns. Building a model for our marketing email campaign has never been this easy. With Modoop, anyone without machine learning/data mining background can build a model from scratch with real business impact in hours. Modoop is a self-learning ecosystem. It can automatically learn new signals from members’ behavior to update existing models and keep campaigns always performing great. There are over 100 models have been built from this platform, and those models delivered huge impact on 15 products email campaigns for LinkedIn.

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Modoop: LinkedIn Next Gen Predictive Engine for Email Marketing

  1. 1. Modoop: LinkedIn Email Marketing Predictive Engine ©2013 LinkedIn Corporation. All Rights Reserved. Biz Analytics
  2. 2. Email Marketing @LinkedIn 20% of member traffic ©2013 LinkedIn Corporation. All Rights Reserved. $88M revenue in Q4 with 48% YoY Biz Analytics 2
  3. 3. % 300 ©2013 LinkedIn Corporation. All Rights Reserved.
  4. 4. More Requests After the WIN WIN SaleSub Job Seeker Job Poster Scalability ©2013 LinkedIn Corporation. All Rights Reserved. Address Book PYMK … Personalization Biz Analytics
  5. 5. Any More? How about segmentation models by GEO/Industry/etc.? Can we deliver personalized message to members? Can you build predictive models for XYZ as well? Can you add this variable to the model? I believe it’s important! Can I (non data mining guy) build predictive models by myself? ©2013 LinkedIn Corporation. All Rights Reserved. Biz Analytics
  6. 6. Any More? How about segmentation models by GEO/Industry/etc.? Can we deliver personalized message to members? Ad Hoc Production Can you build predictive models for XYZ as well? Can you add this variable to the model? I believe it’s important! Can I (non data mining guy) build predictive models by myself? ©2013 LinkedIn Corporation. All Rights Reserved. Biz Analytics
  7. 7. Cadency Matters! ©2013 LinkedIn Corporation. All Rights Reserved. Biz Analytics 7
  8. 8. Model week 1 ©2013 LinkedIn Corporation. All Rights Reserved. week 6 Biz Analytics
  9. 9. Modoop: LinkedIn Next Gen Predictive Engine for Email Marketing Optimization Analytics Customer Lifetime Value Cadence Personalization Feature Engineering Predictive Model Deep Analysis Data Mart for Mining Data ©2013 LinkedIn Corporation. All Rights Reserved. Hadoop Data Warehouse Biz Analytics 9
  10. 10. DM2: Data Mart for Data Mining Behavioral Data Social Identity Data Data • Multiple data sources, thousands of metrics • Weekly/daily snapshots and aggregations • Managed by partitioned Hive tables • Monitoring dynamic changes ©2013 LinkedIn Corporation. All Rights Reserved. Biz Analytics 10
  11. 11. Near Real Time Model Refinement Model Refresh vs. Model Re-developing ©2013 LinkedIn Corporation. All Rights Reserved. Biz Analytics
  12. 12. Personalization Behavioral Score = 0.5 Identity Score = 0.3 Emily Score = 0.9 Social Score = 0.1 Behavioral Score = 0.2 Identity Score = 0.3 Steve Score = 0.9 ©2013 LinkedIn Corporation. All Rights Reserved. ... With premium account, you get more search results and access to … ... Do you know 5 of you connections have started to use premium account … Social Score = 0.4 12 Biz Analytics
  13. 13. Thank you! We are hiring! ©2013 LinkedIn Corporation. All Rights Reserved. Biz Analytics 13

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