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Data Science @ LinkedIn : Insights and Innovation at Scale
Manu Sharma Principal Research Scientist and Group Manager, Product Analytics, LinkedIn
Predictive Analytics World, New York, Oct 19, 2011
Agenda
• Data Science
• Scale
• Innovation
• Insights
Agenda
• Data Science
• Scale
• Innovation
• Insights
www.linkedin.com
Connect the world’s professionals to make them more productive and successful
LinkedIn at a glance
• Founded in 2003
• #31 site in the US (#34 Worldwide)
• 120MM+ Members
• First million members ~500 days
• Latest million ~ 6 days
• 2 new signups per second
• ~2B people searches performed in 2010
Who is on LinkedIn?
• Executives from all Fortune 500 companies
• 8.5M+ SMB professionals
• 9M+ recent college grads
• Average Household income $107,000
• 42% are “decision makers”
We are truly International
• More than 50% members are outside the US
• Over 200 countries & territories are represented
• 26M+ members in Europe
• 11M+ members in India
• Available in 9 languages
Multiple revenue channels
• Premium Subscriptions
• Self Serve Ads
• Hiring Solutions
• Marketing Solutions
• Data Science
• Scale
• Innovation
• Insights
What is Data?
• Factual information (as measurements or statistics) used as a basis for reasoning, discussion, or calculation.
• Information output by a sensing device or organ that includes both useful and irrelevant or redundant information and must be processed to be meaningful
• Information in numerical form that can be digitally transmitted or processed
Source : http://www.merriam-webster.com
da·ta noun pl but singular or pl in constr, often attributive\ˈdā-tə, ˈda- also ˈdä-\
Or…
Data is the new black -Reid Hoffman
What is Data?
• Factual information (as measurements or statistics) used as a basis for reasoning, discussion, or calculation.
• Information output by a sensing device or organ that includes both useful and irrelevant or redundant information and must be processed to be meaningful
• Information in numerical form that can be digitally transmitted or processed
Source : http://www.merriam-webster.com
da·ta noun pl but singular or pl in constr, often attributive\ˈdā-tə, ˈda- also ˈdä-\
In that case...
Web Logs = Data Normalized Data = Information
Parse, Normalize, Standardize
Information
Knowledge
Insights
Wisdom
What is Data Science?
Using (multiple) data elements in clever ways to solve iterative or auxiliary data problems that when combined solve a data problem that might otherwise be itractable.
Data Scientist = Curiosity + Intuition + Data gathering + Standardization + Statistics + Modeling + Visualization
What makes a Data Scientist?
What Technologies do we use?
Crowdsourcing
Demand for Data Scientists
What do we do with Data?
• Build innovative data products
• Draw insights
• Drive the business
Before we can do that...
• There are a few challenges that we have to overcome
• Data Science
• Scale
• Innovation
• Insights
Big Data brings unique challenges
• What do you do when out of the box solutions don’t work?
• You build your own solutions
What is the scale ���of LinkedIn Data?
• 75TB data crunched daily to produce recommendations
• 10B rows of data processed daily
• Real time (up to the minute) data availability for key events
• Most webtrack events are updated every 15 minutes
Some of our Homegrown Solutions
Agenda
• Data Science
• Scale
• Innovation
• Insights
Using data to build new products
What data do we start with?
Before we can leverage the data, we need to make sure it
is clean...
Standardization - The challenges
We can standardize the title Software Engineer with 6000+ variations including: s.w engineer sw. enginner sofware engineer sw. engineer software enginer - china
We can standardize the company IBM with 8000+ variations including: ibm - ireland ibm research TJ Watson Labs International Buss. Machines
The easiest data product to build
Collaborative filtering
The most important data product we built...
People You May Know
Once you have clean data and engagement, begin to leverage the data to benefit the user...
Data Products on your LinkedIn homepage
Our Newest Data Product : Skills
How do we do it?
Extract
Standardized data is the key to building compelling products
What Skills do we have?
What Skills do we have?
How are we connected?
How are we connected?
Agenda
• Data Science
• Scale
• Innovation
• Insights
Insights
• Reporting
• A/B Testing
• Exposing demographic trends
• Understanding user and usage
• Drive the business
Using data for insights
The 2008 Financial Collapse
How Often do people change jobs?
What are these jobs?
CEO Names
If your name is Chip, you are likely in sales!
Keep your profile up to date, but...
I am a highly motivated, innovative dynamic professional with extensive experience in analytics, who has a proven track record of being a problem solver and a team player in fast paced entrepreneurial environments
Keep your profile up to date, but...
I am a highly motivated, innovative dynamic professional with extensive experience in analytics, who has a proven track record of being a problem solver and a team player in fast paced entrepreneurial environments
How you describe yourself matters
Wisdom: Using data to drive the business
Strategic Analyses
• What is the value of an action that a user takes on the site?
• What is the value of a user?
• What early behavior on the site is predictive of future engagement?
• Does mobile usage impact site engagement?
Ultimately...
It is all about the people
We’re Hiring
msharma@linkedin.com
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