LinkedIn's Modoop predictive engine uses data from multiple sources to build segmentation models and personalized predictive models for email marketing. It delivers personalized messages to members based on their behavioral, social, and identity scores. The models are refined near real-time and optimized for customer lifetime value, cadence, and personalization.

1. Modoop: LinkedIn Email Marketing
Predictive Engine
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2. Email Marketing @LinkedIn
20% of member
traffic
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$88M revenue
in Q4 with 48%
YoY
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2

3. %
300
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4. More Requests After the WIN
WIN
SaleSub
Job
Seeker
Job
Poster
Scalability
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Address
Book
PYMK
…
Personalization
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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?
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Biz Analytics

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?
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Biz Analytics

7. Cadency Matters!
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8. Model
week 1
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week 6
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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
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Hadoop
Data Warehouse
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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
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11. Near Real Time Model Refinement
Model Refresh vs. Model Re-developing
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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
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Social Score = 0.4
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13. Thank you!
We are hiring!
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