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How Business Analytics Drives 
Insights and Makes Business 
Impact Leveraging Big Data 
Michael Li, Jonathan Wu 
Business ...
Business Analytics @ Linkedin 
Jonathan Wu 
Michael Li 
www.linkedin.com/in/limichael www.linkedin.com/in/jiyewu 
• Direct...
313,000,000+ 
Members
25,000,000,000+ 
Page Views
3,000,000,000+ 
Endorsements
3,500,000+ 
Companies
Linkedin for members 
Identity Network Knowledge 
The professional profile 
of record 
Connect all of the 
world’s profess...
Hire Market Sell 
Enable passive 
recruiting at 
massive scale 
Identify and engage 
professionals with 
relevant content ...
LinkedIn’s business model & why analytics is important 
Member growth and engagement 
Critical mass of data 
Relevant and ...
Business Analytics Team Mission 
“Provide the best-in-class end-to-end analytic 
solutions to power internal LinkedIn team...
60+ team members support 4000+ internal employees 
Global 
Sales 
Organization 
Biz Analytics 
Team $ 
Engineering 
Operat...
Business analytics evolution: from data to insights 
Insights 
What is the best 
that could happen? 
Intelligence 
What wi...
The only thing that matters
Results!
Business analytics drives business value thru the EOI Framework leveraging big data 
Core 
Strategic 
Venture 
Empower 
Em...
Business analytics deliver results to business in three progressive ways 
1. Empower 
Empower people to have accesss to 
d...
Talent Flows Help Discover Dynamic Trends on Where 
Companies are Winning Talents from and Losing Talents to
Business analytics deliver results to business in three progressive ways 
2. Optimize 
Optimize marketing campaigns thru 
...
Subscription: one of the most important B2C business LinkedIn offers to consumers 
B2C 
Business to Consumer
Three Major Data Dimensions @ LinkedIn 
Identity Behavior Social
How to leverage analytics to identify future subscribers? 
Social Data 
Identity Data 
Behavioral Data 
Overall Audience T...
Propensity Now Accounts for 56% of Total Marketing Acquisitions 
Monthly subscription marketing acquisition 
Online sourci...
Business analytics deliver results to business in three progressive ways 
3. Innovate 
Level up marketing strategies by 
i...
LinkedIn has a Unique Mix of B2C and B2B Business 
B2C 
Business to Consumer 
Analytics is the key to bridge the gap 
B2B ...
Decision 
Maker 
Decision Makers Play an Important Role in B2B Marketing
We built the Contact Interest Score Based on Decision Maker Scoring and Engagement 
Decision Maker 
Score 
Engagement 
Sco...
Account Score 
Then Aggregate Contact Interest Score to Account Interest Score*
Higher account interest score leads to higher deal win rate and more revenue 
Average +48% 
No Account 
Interest Score 
Hi...
Recap - the EOI framework 
Core 
Strategic 
Venture 
Empower 
Empower business partners to have 
access to the data and in...
True secrets sit under the iceberg
High-level Linkedin data flow 
Voldemort 
Nearline data 
Oracle 
Espresso 
Online data 
Web Logs 
Web logs
High-level Linkedin data flow 
Hadoop 
Teradata 
Offline data 
Voldemort 
Nearline data 
Oracle 
Espresso 
Online data 
We...
High-level Linkedin data flow 
Hadoop 
Teradata 
Offline data 
Voldemort 
Nearline data 
Oracle 
Espresso 
Online data 
We...
Web API 
The technology powers E2E analytics 
Petabytes 
Gigabytes 
Megabytes 
Terabytes 
1 
2 
3 
4 
Data 
Visualization ...
Recap – Make data works: from big to small
Recap – Make data works: from complex to simple
Recap – Make data works: from slow to fast
Comments from Linkedin internal teams 
"Want to shoot you a quick note, w/o our analytics team’s 
work, I would not have t...
“Now, I believe.” 
- A product marketing leader 
“We always believe!” 
- Our CFO
Hire the right people with the right… 
5% 
15% 
100% 
80% 
? 
Skills + IQ & EQ + Passion = Good Analyst Great Analyst? 
0%...
Want to Know the Answer? Please Join LinkedIn! 
We are hiring!
Jonathan Wu 
www.linkedin.com/in/limichael www.linkedin.com/in/jiyewu 
Email: Contact us thru Linkedin  
Twitter: @ 
PART...
How Business Analytics drives business value - Teradata partners conference Nashvile 2014
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How Business Analytics drives business value - Teradata partners conference Nashvile 2014

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Business analytics presentation about LinkedIn's data and the EOI analytics framework to drive business value

Published in: Data & Analytics
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How Business Analytics drives business value - Teradata partners conference Nashvile 2014

  1. 1. How Business Analytics Drives Insights and Makes Business Impact Leveraging Big Data Michael Li, Jonathan Wu Business Analytics, LinkedIn
  2. 2. Business Analytics @ Linkedin Jonathan Wu Michael Li www.linkedin.com/in/limichael www.linkedin.com/in/jiyewu • Director, Business Analytics Data Solutions • Builder of massive scalable analytic platform • Director, Business Analytics • Big data evangelist and practitioner
  3. 3. 313,000,000+ Members
  4. 4. 25,000,000,000+ Page Views
  5. 5. 3,000,000,000+ Endorsements
  6. 6. 3,500,000+ Companies
  7. 7. Linkedin for members Identity Network Knowledge The professional profile of record Connect all of the world’s professionals The definitive professional publishing platform
  8. 8. Hire Market Sell Enable passive recruiting at massive scale Identify and engage professionals with relevant content Transform cold calls into warm prospects Linkedin for customers
  9. 9. LinkedIn’s business model & why analytics is important Member growth and engagement Critical mass of data Relevant and valuable products and services Technology platform
  10. 10. Business Analytics Team Mission “Provide the best-in-class end-to-end analytic solutions to power internal LinkedIn teams to be more productive and successful!”
  11. 11. 60+ team members support 4000+ internal employees Global Sales Organization Biz Analytics Team $ Engineering Operations Sales Ops, Ad Ops, Biz Ops Team $ Product Global Customer Organization Marketing Talent Solutions Marketing Solutions Sales Solutions Premium Subscriptions Consumer Marketing
  12. 12. Business analytics evolution: from data to insights Insights What is the best that could happen? Intelligence What will happen? Information/Knowledge Why did it happen? Data Business ROI What happened?
  13. 13. The only thing that matters
  14. 14. Results!
  15. 15. Business analytics drives business value thru the EOI Framework leveraging big data Core Strategic Venture Empower Empower business partners to have access to the data and insights they need when they need them Optimize Optimize business performance leveraging the powerful & unique LinkedIn data we have Innovate Innovate the way on how analytics can help our business grow leveraging both internal & external data Details: https://www.linkedin.com/pulse/article/20140930145256-16223736-beyond-big-data-introducing-the-eoi-framework-for-analytics-teams-to-drive-business-impact
  16. 16. Business analytics deliver results to business in three progressive ways 1. Empower Empower people to have accesss to data thru interactive tools Talent Flows Dynamic tools to enable discovery on business insights 3. Innovate Level up marketing strategies by innovation on analytics Account Interest Score (B2B) Account-based targeting instead of member-based, capturing/summarizing signals intelligently 2. Optimize Optimize marketing campaigns thru analysis and propensity models Sub Propensity model (B2C) Identify the right segment and offer the right product at right timing
  17. 17. Talent Flows Help Discover Dynamic Trends on Where Companies are Winning Talents from and Losing Talents to
  18. 18. Business analytics deliver results to business in three progressive ways 2. Optimize Optimize marketing campaigns thru analysis and propensity models Sub Propensity model (B2C) Identify the right segment and offer the right product at right timing 1. Empower Empower people to have accesss to data thru interactive tools Talent Flows Dynamic tools to enable discovery on business insights 3. Innovate Level up marketing strategies by innovation on analytics Account Interest Score (B2B) Account-based targeting instead of member-based, capturing/summarizing signals intelligently
  19. 19. Subscription: one of the most important B2C business LinkedIn offers to consumers B2C Business to Consumer
  20. 20. Three Major Data Dimensions @ LinkedIn Identity Behavior Social
  21. 21. How to leverage analytics to identify future subscribers? Social Data Identity Data Behavioral Data Overall Audience Target Audience
  22. 22. Propensity Now Accounts for 56% of Total Marketing Acquisitions Monthly subscription marketing acquisition Online sourcing business Total Prediction Power 56% Propensity Model 34% Signal Based Marketing 1100%% Profile Based Marketing 34% 56% 100%
  23. 23. Business analytics deliver results to business in three progressive ways 3. Innovate Level up marketing strategies by innovation on analytics Account Interest Score (B2B) Account-based targeting instead of member-based, capturing/summarizing signals intelligently 2. Optimize Optimize marketing campaigns thru analysis and propensity models Sub Propensity model (B2C) Identify the right segment and offer the right product at right timing 1. Empower Empower people to have accesss to data thru interactive tools Talent Flows Dynamic tools to enable discovery on business insights
  24. 24. LinkedIn has a Unique Mix of B2C and B2B Business B2C Business to Consumer Analytics is the key to bridge the gap B2B Business to Business
  25. 25. Decision Maker Decision Makers Play an Important Role in B2B Marketing
  26. 26. We built the Contact Interest Score Based on Decision Maker Scoring and Engagement Decision Maker Score Engagement Score Contact Interest Score Model Input Marketing activities Linkedin Usage Profile LI Connect-ions
  27. 27. Account Score Then Aggregate Contact Interest Score to Account Interest Score*
  28. 28. Higher account interest score leads to higher deal win rate and more revenue Average +48% No Account Interest Score High Account Interest Score Low Account Interest Score +35% 21% 31% 42% Deal Win Rate by Account Interest Score bucket
  29. 29. Recap - the EOI framework Core Strategic Venture Empower Empower business partners to have access to the data and insights they need when they need them Optimize Optimize business performance leveraging the powerful & unique LinkedIn data we have Innovate Innovate the way on how analytics can help our business grow leveraging both internal & external data Details: https://www.linkedin.com/pulse/article/20140930145256-16223736-beyond-big-data-introducing-the-eoi-framework-for-analytics-teams-to-drive-business-impact
  30. 30. True secrets sit under the iceberg
  31. 31. High-level Linkedin data flow Voldemort Nearline data Oracle Espresso Online data Web Logs Web logs
  32. 32. High-level Linkedin data flow Hadoop Teradata Offline data Voldemort Nearline data Oracle Espresso Online data Web Logs Web logs Databus KAFKA
  33. 33. High-level Linkedin data flow Hadoop Teradata Offline data Voldemort Nearline data Oracle Espresso Online data Web Logs Web logs Recommendation data Databus KAFKA
  34. 34. Web API The technology powers E2E analytics Petabytes Gigabytes Megabytes Terabytes 1 2 3 4 Data Visualization Data ELT and Aggregation Analytics Portal 5 Kilobytes
  35. 35. Recap – Make data works: from big to small
  36. 36. Recap – Make data works: from complex to simple
  37. 37. Recap – Make data works: from slow to fast
  38. 38. Comments from Linkedin internal teams "Want to shoot you a quick note, w/o our analytics team’s work, I would not have this vacation with my family now!” - A sales rep
  39. 39. “Now, I believe.” - A product marketing leader “We always believe!” - Our CFO
  40. 40. Hire the right people with the right… 5% 15% 100% 80% ? Skills + IQ & EQ + Passion = Good Analyst Great Analyst? 0% +X %
  41. 41. Want to Know the Answer? Please Join LinkedIn! We are hiring!
  42. 42. Jonathan Wu www.linkedin.com/in/limichael www.linkedin.com/in/jiyewu Email: Contact us thru Linkedin  Twitter: @ PARTNERS Mobile App InfoHub Kiosks teradata-partners.com Follow Teradata Twitter.com/teradatanews Linkedin.com/company/teradata Michael Li jiyewu, @li_mike_yue

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