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From Data Science to Business Value - Analytics Applied
The document by Simon Zhang discusses the role of business analytics at LinkedIn, emphasizing its support for various revenue streams and the need for efficient data management and quality. It highlights the evolution of analytics practices, the importance of teamwork, and the power of leveraging data insights to drive decision-making. Zhang also calls for hiring skilled analysts with the right mindset to effectively utilize analytics in driving business value.
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From Data Science to Business Value - Analytics Applied
- 1. From Data Scienceto Business Value - Analytics Applied Simon Zhang Business Analytics April 2012 1
- 2. Simon Zhang 1st Director, Business Analytics at LinkedIn San Francisco Bay Area | Internet Brief Introduction Send Message View Profile Simon Zhang, Business Analytics 2
- 3. Overview of BusinessAnalytics @ Support 70% of total 2100+ internal LinkedIn employees Cover 3 major diverse, scalable and growing revenue streams Hiring Solutions Providing passive recruiting at scale and adding social relevancy to active job searches Marketing Solutions Delivering marketers targeted access to one of the most influential, affluent and educated audiences on the web Premium Subscriptions Enabling professionals to be more productive with premium tools tailored by customer segment 3 Simon Zhang, Business Analytics
- 4. Today’s topics •Insights •Value • Analytics •Action • Data •Energy 4 Simon Zhang, Business Analytics
- 5. Let’s take atour to visit the Great Pyramid of Giza Simon Zhang, Business Analytics 5
- 6. Traditional Framework ofAnalytics And why it does not work at LinkedIn Insights Analytics Layers Deep Analysis Ad-hoc Analysis The BI layer and Ad- Hoc Analytical layers Technology are misplaced. BI & Reporting Layers Data Mgmt & Data Quality Mgmt Tracking 6 Simon Zhang, Business Analytics
- 7. Let’s go deeper,and expand the pyramid… Decision Decision 6. Value! Insights 5. “Interesting” is not enough, always ask “so what”. Deep Analysis 4. Do the actual work…... BI & Reporting Ad-hoc Analysis 3. Make sure data is deployed efficiently Data Mgmt & Data Quality Mgmt with good quality. 2. Implement tracking to ensure data Tracking is useful. Products 1. Understand the products first. 7 Simon Zhang, Business Analytics
- 8. Why it isstill not enough? Decision 1. Functional layers 2. Bottom layers consume Insights could be disconnected! 90% of analysts’ time Deep Analysis BI & Reporting Ad-hoc Analysis Data Mgmt & Data Quality Mgmt Tracking Products 8 Simon Zhang, Business Analytics
- 9. Business Analytics Evolutionat LinkedIn Decision Decision Insights and Action Deep Analysis BI & Reporting Easy, Fast, & Scalable Ad-hoc Analysis Solutions Data Mgmt & Data Quality Mgmt Tracking …… Products Past Current 9 Simon Zhang, Business Analytics
- 10. “Leverage” is ourpriority In the past! Current! Moving forward… Simon Zhang, Business Analytics 10
- 11. Next play: UnifiedAnalytics Products Decision Tracking Data Insights Mgmt Deep Ad-hoc Analysis Analysis BI & Reporting 11 Simon Zhang, Business Analytics
- 12. Hire the rightpeople with the right…… +X% 80% 100% ? 15% 5% 0% Skills + IQ & EQ + Passion = Good Analyst Great Analyst? What else makes a great analyst? Simon Zhang, Business Analytics 12
- 13. The power of belief. Simon Zhang, Business Analytics 13
- 14. We are lookingfor people beyond “Get It Done” mindset! 100% 50%- 100% 0% Almost Done Get It Done! ABC What is ‘ABC’? Simon Zhang, Business Analytics 14
- 15. ABC = AlwaysBe Closing! Simon Zhang, Business Analytics 15
- 16. Working as ONEperson concept! 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 16
- 17. A very usefultool to solve complex analytical problems • Make an offer no one can refuse! LinkedIn Me Team Team Me 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! Simon Zhang, Business Analytics 17
- 18. The power ofLinkedIn’s networking effects The power of LinkedIn data! Member growth and engagement Relevant and valuable products Critical mass Technology of data & services platform Simon Zhang, Business Analytics 18
- 19. Some comments fromLinkedIn internal teams who are supported by Business Analytics team…… To VP of Sales: "Want to shoot you a quick note, w/o our analytics team’s work, I would not have this vacation with my family now!” “Now, I believe.” “We believe!” …… 19 LinkedIn Property. Confidential Simon Zhang, Business Analytics
- 20. Next Generation DataScience? or Albert Einstein Nikola Tesla A Great An Amazing Theoretical Proposer Applied Science Provider Our job is to provide “energy”, so we go with Tesla 20 Simon Zhang, Business Analytics
- 21. Questions? 21 Simon Zhang, Business Analytics
- 22. Thank you! We arehiring! Simon Zhang, Business Analytics 22