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

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

3. 313,000,000+
Members

4. 25,000,000,000+
Page Views

5. 3,000,000,000+
Endorsements

6. 3,500,000+
Companies

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?

14. The only thing that matters

15. Results!

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: @
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Michael Li
jiyewu, @li_mike_yue