Big data presentation linked in simon zhang 20140714

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Simon Zhang shared LinkedIn big data strategy which generating hundreds percentage revenue lift via scalable analytics and data products.

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Big data presentation linked in simon zhang 20140714

  1. 1. 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
  2. 2. Recruiting SolutionsRecruiting SolutionsRecruiting Solutions 2 Simon Zhang Senior Director, Business Analytics ©2013 LinkedIn Corporation. All Rights Reserved. Business Analytics Simon Zhang Senior Director, Business Analytics LinkedIn: http://www.linkedin.com/in/zhangsimon Email: xzhang@linkedin.com Former Brain Surgeon ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics
  3. 3. LinkedIn’s Business Model & Why Analytics is Important Critical mass of 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
  4. 4. 4 Overview of Business Analytics at LinkedIn 70 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 Software Development
  5. 5. Recruiting SolutionsRecruiting SolutionsRecruiting Solutions LinkedIn Confidential ©2013 All Rights Reserved Big Data and Big Analytics 5 ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics
  6. 6. What does “big data” mean at LinkedIn? ERP data… Social Data… CRM data… Web data… +∞ +∞ Data Volume Analytical Challenge & Complexity 0 ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics 6
  7. 7. 3 major data dimensions at LinkedIn Identity Data Social Data Behavioral Data ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics 7 Content Data
  8. 8. 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 & Complexity 0 Can we make it better? ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics 8
  9. 9. The only thing that matters: 9 result! ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics
  10. 10. 10 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
  11. 11. 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 11
  12. 12. 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 12
  13. 13. 13 500Why? Scalability is the king! ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics
  14. 14. 14 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
  15. 15. Products Tracking Data Mgmt Ad-hoc Analysis BI & Reporting Deep Analysis Insights Decision 15 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
  16. 16. Recruiting SolutionsRecruiting SolutionsRecruiting Solutions LinkedIn Confidential ©2013 All Rights Reserved Monetization Via Analytics 1 6 ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics
  17. 17. 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 17
  18. 18. 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 18 Kilobytes5
  19. 19. How to leverage analytics to identify future subscribers? Identity Data Social Data Behavioral Data Overall Audience Target Audience ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics 19
  20. 20. The technology recipe: MADOOP -- Predictive Modeling Ecosystem 20 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
  21. 21. 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 21 365 (102%) = ? (103%) = ? 365 365 3,778% 137,741% 4,848,272%
  22. 22. 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 22 1. 2000+ active online tests 2. 500+ metrics/KPIs 3. 2M+ statistics significances 4. Traffic optimizers for tests …….
  23. 23. 23 Customer Care Tickets Apps Reviews Group Discussions Twitter feeds, Etc…… NPS Survey How to measure our customers’ happiness? ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics
  24. 24. 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
  25. 25. 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
  26. 26. Recruiting SolutionsRecruiting SolutionsRecruiting Solutions LinkedIn Confidential ©2013 All Rights Reserved Analytics is not about data or business. It is about people! 2 6
  27. 27. Hire the right people with the right…… 27 What else makes a great analyst? 5% 15% 100% 80% Skills + IQ & EQ + Passion = Good Analyst Great Analyst? ? 0% +X% Simon Zhang, Business Analytics
  28. 28. The power of belief. 28Simon Zhang, Business Analytics 360-339-7320.360-339-7320.
  29. 29. Simon Zhang, Business Analytics 29 Analytical mindset evolution Think Do Share Think Do Share Think Do Share
  30. 30. 0 0.2 0.4 0.6 0.8 1 1.2 1.4 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 40 AdoptionRate Speed 30 Speed matters: Three-Second Rule High Low FastSlow Simon Zhang, Business Analytics
  31. 31. We expect analysts beyond “Get It Done” mindset! 31 100% Almost Done Get It Done! ABC -XX% What is ‘ABC’? 50% 100% Simon Zhang, Business Analytics
  32. 32. ABC = Always Be Closing! 32Simon Zhang, Business Analytics
  33. 33. 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
  34. 34. A very useful tool to solve complex analytical problems 34 LinkedIn Team Me Me Team LinkedIn • 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
  35. 35. Recruiting SolutionsRecruiting SolutionsRecruiting Solutions LinkedIn Confidential ©2013 All Rights Reserved Data Science? Data Art? Philosophy? Or Imaginations? 3 5
  36. 36. The connections among universe, brain and social network! ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics 3 6
  37. 37. Inspired by 37 A brilliant scientist changed the world! Nikola Tesla ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics
  38. 38. Thank you! 38 ©2014 LinkedIn Corporation. All Rights Reserved. Simon Zhang, Sr. Director, Business Analytics Questions?

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