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How Business Analytics Drives 
Insights and Makes Business 
Impact Leveraging Big Data 
Michael Li, Jonathan Wu 
Business Analytics, LinkedIn
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
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 professionals 
The definitive 
professional 
publishing platform
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
LinkedIn’s business model & why analytics is important 
Member growth and engagement 
Critical mass of data 
Relevant and valuable 
products and services 
Technology 
platform
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!”
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
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?
The only thing that matters
Results!
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
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
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 
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
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 Target Audience
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%
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
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
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 
Score 
Contact Interest Score 
Model Input 
Marketing 
activities 
Linkedin 
Usage 
Profile 
LI 
Connect-ions
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 
High Account 
Interest Score 
Low Account 
Interest Score 
+35% 
21% 
31% 
42% 
Deal Win Rate by Account Interest Score bucket
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
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 
Web Logs 
Web logs 
Databus 
KAFKA
High-level Linkedin data flow 
Hadoop 
Teradata 
Offline data 
Voldemort 
Nearline data 
Oracle 
Espresso 
Online data 
Web Logs 
Web logs 
Recommendation data 
Databus 
KAFKA
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
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 this vacation with my family now!” 
- A sales rep
“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% 
+X %
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: @ 
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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How Business Analytics at LinkedIn Drives Insights and Business Impact

  • 1. How Business Analytics Drives Insights and Makes Business Impact Leveraging Big Data Michael Li, Jonathan Wu Business Analytics, LinkedIn
  • 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
  • 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. 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. 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. 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. 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. 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.
  • 14. The only thing that matters
  • 16. 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
  • 17. 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
  • 18. Talent Flows Help Discover Dynamic Trends on Where Companies are Winning Talents from and Losing Talents to
  • 19. 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
  • 20. Subscription: one of the most important B2C business LinkedIn offers to consumers B2C Business to Consumer
  • 21. Three Major Data Dimensions @ LinkedIn Identity Behavior Social
  • 22. How to leverage analytics to identify future subscribers? Social Data Identity Data Behavioral Data Overall Audience Target Audience
  • 23. 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%
  • 24. 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
  • 25. 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
  • 26. Decision Maker Decision Makers Play an Important Role in B2B Marketing
  • 27. 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
  • 28. Account Score Then Aggregate Contact Interest Score to Account Interest Score*
  • 29. 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
  • 30. 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
  • 31. True secrets sit under the iceberg
  • 32. High-level Linkedin data flow Voldemort Nearline data Oracle Espresso Online data Web Logs Web logs
  • 33. High-level Linkedin data flow Hadoop Teradata Offline data Voldemort Nearline data Oracle Espresso Online data Web Logs Web logs Databus KAFKA
  • 34. High-level Linkedin data flow Hadoop Teradata Offline data Voldemort Nearline data Oracle Espresso Online data Web Logs Web logs Recommendation data Databus KAFKA
  • 35. 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
  • 36. Recap – Make data works: from big to small
  • 37. Recap – Make data works: from complex to simple
  • 38. Recap – Make data works: from slow to fast
  • 39. 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
  • 40. “Now, I believe.” - A product marketing leader “We always believe!” - Our CFO
  • 41. Hire the right people with the right… 5% 15% 100% 80% ? Skills + IQ & EQ + Passion = Good Analyst Great Analyst? 0% +X %
  • 42. Want to Know the Answer? Please Join LinkedIn! We are hiring!
  • 43. 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