Beyond "Big data": Introducing the EOI

framework for analytics teams to drive

business impact

Jonathan Wu Praveen Neppalli Naga

Chi-Yi Kuan

Michael Li

Business Analytics, LinkedIn

Nov 20, 2014

www.linkedin.com/in/limichael

Michael Li

Business Analytics @ Linkedin

• Director, Business Analytics

• Big data evangelist and practitioner

310M+ Members

3B+ Endorsements

1.5M+ Jobs

3.5M+ Active company profiles

25B+ Quarterly page views

LinkedIn’s BIG data

LinkedIn: A global pool of talent

2M+ INDONESIA

2M+ PHILIPPINES

1M+ MALAYSIA

1M+ SINGAPORE

1M+ SAUDI ARABIA

16M+ BRAZIL

100M+ UNITED STATES

OF AMERICA

9M+ CANADA

24M+ INDIA

5M+ AUSTRALIA

1M+ NEW ZEALAND

3M+ SOUTH AFRICA

1M+ UNITED ARAB EMIRATES

15M+ UNITED KINGDOM

7M+ FRANCE

6M+ ITALY

1M+ BELGIUM

1M+ DENMARK

2M+ TURKEY

4M+ NETHERLANDS

1M+ SWEDEN

5M+ SPAIN

310M+ Members

worldwide

+2 New members per second

186M Monthly unique visitors

4M+ CHINA

Linkedin for members

The professional profile

of record

Connect all of the

world’s professionals

The definitive

professional

publishing platform

Identity Network Knowledge

Enable passive

recruiting at

massive scale

Identify and engage

professionals with

relevant content

Transform cold

calls into warm

prospects

Hire Market Sell

Linkedin for customers

Critical mass of data Relevant and valuable

products and services

Technology platform

Member growth and engagement

LinkedIn’s business model & why analytics is important

“Provide the best-in-class end-to-end analytic solutions to power internal LinkedIn teams to

be more productive and successful!”

Business Analytics Team Mission

Biz Analytics

Team $

Engineering

Global

Sales

Organization Operations

Sales Ops,

Ad Ops,

Biz Ops

Team $

Product

Global

Customer

Organization

Marketing

Talent

Solutions

Marketing

Solutions

60+ team members support 4000+ internal employees

Sales

Solutions

Premium

Subscriptions

Consumer

Marketing

Insights

What is the best

that could happen?

Intelligence

What will happen?

Information/Knowledge

Why did it happen?

Data

What happened?

Business ROI

Business analytics evolution: from data to insights

The only thing that matters

Results!

Core

Strategic

Venture

Optimize business performance leveraging the powerful & unique LinkedIn data we have

Optimize

Innovate Innovate the way on how analytics can help our business grow leveraging both internal & external data

Empower business partners to have access to the data and insights they need when they need them

Empower

Business analytics drives business value thru the EOI Framework leveraging big 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

Talent Flows

1. Empower

Dynamic tools to enable discovery

on business insights

Empower people to have accesss to

data thru interactive tools

Account Interest Score (B2B)

Account-based targeting instead of

member-based,

capturing/summarizing signals

intelligently

Level up marketing strategies by

innovation on analytics

3. Innovate

Identify the right segment and offer

the right product at right timing

Optimize marketing campaigns thru

analysis and propensity models

Sub Propensity model (B2C)

2. Optimize

Talent Flows Help Discover Dynamic Trends on Where Companies are Winning Talents from and Losing Talents to

Identify the right segment and offer

the right product at right timing

Optimize marketing campaigns thru

analysis and propensity models

Sub Propensity model (B2C)

2. Optimize

Talent Flows

1. Empower

Dynamic tools to enable discovery

on business insights

Empower people to have accesss to

data thru interactive tools

Account Interest Score (B2B)

Account-based targeting instead of

member-based,

capturing/summarizing signals

intelligently

Level up marketing strategies by

innovation on analytics

3. Innovate

Business analytics deliver results to business in three progressive ways

Subscription: one of the most important B2C business LinkedIn offers to consumers

B2C

Business to Consumer

Three Major Data Dimensions @ LinkedIn

Social Behavior Identity

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

Propensity

Model

56%

Signal Based

Marketing

34%

Profile Based

Marketing

10% 10%

34%

56%

100%

Account Interest Score (B2B)

Account-based targeting instead of

member-based,

capturing/summarizing signals

intelligently

Level up marketing strategies by

innovation on analytics

3. Innovate

Identify the right segment and offer

the right product at right timing

Optimize marketing campaigns thru

analysis and propensity models

Sub Propensity model (B2C)

2. Optimize

Talent Flows

1. Empower

Dynamic tools to enable discovery

on business insights

Empower people to have accesss to

data thru interactive tools

Business analytics deliver results to business in three progressive ways

LinkedIn has a Unique Mix of B2C and B2B Business

B2C

Business to Consumer

B2B

Business to Business

Analytics is the key to bridge the gap

Decision Makers Play an Important Role in B2B Marketing

Decision

Maker

Decision Maker

Score

Engagement

Score

Contact Interest Score

We built the Contact Interest Score Based on Decision Maker Scoring and Engagement

Model Input

Marketing activities

Linkedin Usage

Profile LI

Connect-ions

Then Aggregate Contact Interest Score to Account Interest Score*

Account Score

Higher account interest score leads to higher deal win rate and more revenue

No Account

Interest Score

High Account

Interest Score

Low Account

Interest Score

Average +48%

+35%

21%

31%

42%

Deal Win Rate by Account Interest Score bucket

Core

Strategic

Venture

Optimize business performance leveraging the powerful & unique LinkedIn data we have

Optimize

Innovate Innovate the way on how analytics can help our business grow leveraging both internal & external data

Empower business partners to have access to the data and insights they need when they need them

Empower

Business analytics drives business value thru the EOI Framework leveraging big 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

Oracle

Espresso

Online data

Web Logs

Web logs

Voldemort

Nearline data

High-level Linkedin data flow

Hadoop

Teradata

Offline data

Oracle

Espresso

Online data

Web Logs

Web logs

Voldemort

Nearline data

KAFKA

Databus

High-level Linkedin data flow

Hadoop

Teradata

Offline data

Oracle

Espresso

Online data

Web Logs

Web logs

Voldemort

Nearline data

Recommendation data

KAFKA

Databus

Web API

The technology powers E2E analytics

Petabytes

Gigabytes

Megabytes

Terabytes

1

2

3

4

Data Visualization

Data ELT and Aggregation

Analytics Portal

Kilobytes 5

Recap – Make data works: from big to small

Recap – Make data works: from complex to simple

Recap – Make data works: from slow to fast

Hire the right people with the right…

5%

15%

100% 80%

Skills + IQ & EQ + Passion = Good Analyst Great Analyst?

?

0%

+X %

We are hiring! Want to Know the Answer? Please Join LinkedIn!

www.linkedin.com/in/limichael

Michael Li