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Empowering Customer Success at LinkedIn with Advanced Analytics and Great Visualization
Business Analytics@LinkedInOct 2015
Who are we?
www.linkedin.com/in/limichael
Michael Li
• Sr. Director, Business Analytics• Big data evangelist and
practitioner
• Sr. Engineering Manager• Build big data analytics product
and platform
Wendy Shi
www.linkedin.com/in/yurongshi
Cindy Zhou
www.linkedin.com/in/cizhou
• Director, Business Analytics• Analytics leader and big data
enthusiast
Connect the world’s professionals to make them more productive and successful
LinkedIn’s Mission
Create economic opportunity for every member of the global workforce
LinkedIn’s Vision
schoolscompanies knowledgeskillsMembers jobs
The Economic Graph
Member value propositions
CONNECT
with your professional world
STAY INFORMED
through professional news and knowledge
GET HIRED
and build your career
Customer value propositions
HIRE MARKET SELL @WORK
380M+Members
4B+Endorsements
4M+Jobs
7M+Active company profiles
35B+Quarterly page views
LinkedIn’s BIG data
Business Analytics Team Mission
“Provide the best-in-class, end-to-end, scalable analytic solutions to power internal
LinkedIn teams to be more productive and successful!”
Biz Analytics
Team $Engineering
GlobalSales
Organization OperationsSales Ops,
Ad Ops,Biz Ops
Team $Product
GlobalCustomer
OrganizationMarketing
Talent SolutionsMarketing Solutions
70+ team members support 6000+ employees*
SalesSolutionsPremiumSubscriptions
ConsumerMarketing
LDC
Analytics Connects Technology with Business
Technology Analysts
Google Search on the term “Big Data”
Business
The only thing that matters
Results!
Core
Strategic
Venture
Optimize business performance leveraging the powerful & unique LinkedIn data we have
Optimize
InnovateInnovate 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/20150930145256-16223736-beyond-big-data-introducing-the-eoi-framework-for-analytics-teams-to-drive-business-impact
We talked about how we turned big data into sales two years ago
With LinkedIn’s Business Continuing To Grow, Our Focus Has Been Shifting To Building Scalable Analytics Solutions For Customer Success
Churn Guard
Preventing customer churn is critical to sustainable business
Customer Churn
• Revenue leakage
• Reduce company valuation
• Give weapons to your competitors
• Damage company brand & employee morale
… but fighting churn is a tough battle!
It’s usually too late
No one size fits all solution
Churn Guard – a scalable tool empowering every account manager to reduce churn
Right Customer
Right Timing
Right Action
Churn Guard reduce customer churn in 3 steps
Measure
Step Description
Measure and track performance
Predict up-coming risks with machine learning
Prevent churn with prescribed actions
Predict
Prevent
1
2
3
Measure: accurately measure churn at region, segment, team & individual level
Region and segment level churn measurement help leadership understand churn baseline
Rep and manager level view establish accountability
1
23
High
Churn Rate
Medium High
MediumLow
Predicted Churn Risk Level
AverageChurn Rate
3X
Predict: machine learning models predict accounts at risk of churning
2
Churn Guard surface at-risk account information to account managers
Account manager or team level view
Churn Guard surface at-risk account information to account managers
Accounts at risk by amount and renewal date
Account manager or team level view
Churn Guard surface at-risk account information to account managers
Accounts at risk by amount and renewal date
Key risk drivers for each account
Account manager or team level view
Prevent: a narrative is prescribed to mitigate each type of risk3
Churn Guard is driving impact...
• 1400 reps using it
• 300% lift in churn detection accuracy
Web API
E2E Technologies that power Churn Guard
Petabytes
Megabytes
Terabytes
1
2 Gigabytes3
4
Data ETL & Processing Aggregation Analytics Portal
as “One-stop” shop
Data Visualization
Machine Learning
Web API
E2E Technologies that power Churn Guard
Petabytes
Megabytes
Terabytes
1
2Gigabytes3
4
Data ETL & Processing Aggregation Analytics Portal
as “One-stop” shop
Data Visualization
Machine Learning
Web API
E2E Technologies that power Churn Guard
Petabytes
Megabytes
Terabytes
1
2 Gigabytes3
4
Data ETL & Processing Aggregation Analytics Portal
as “One-stop” shop
Data Visualization
Machine Learning
Web API
E2E Technologies that power Churn Guard
Petabytes
Megabytes
Terabytes
1
2Gigabytes3
4
Data ETL & Processing Aggregation Analytics Portal
as “One-stop” shop
Data Visualization
Machine Learning
Web API
E2E Technologies that power Churn Guard
Petabytes
Megabytes
Terabytes
1
2Gigabytes3
4
Data ETL & Processing Aggregation Analytics Portal
as “One-stop” shop
Data Visualization
Machine Learning
Architecture Components
Data Serving
Data Systems
Kafka, Hadoop, Teradata
Visualization PlatformTableau, Highcharts
Web Application FrameworkPhoenix, Microservices
Scalable Easy to use Efficient
Data SystemsData
Sources Applications & Portals
VisualizationSearch
HDFS (Strunctured / Un Structured)
YARN
Map-Reduce SparkPig Hive
Data Storage & Computation
1
DatabusETL & Data Ingestion
,s2
Serving
High R&W, NoSQLE s p r e s s o
Transitional OLTP Read only, NV Store
Text Analytics
Bus Intel & Analytics
OLAP Eng/DBPinot
3
Tableau Highchart
MySQL, Teradata Elastic Search, Voldemort, Espresso, Pinot
Data Visualization Platform
Visualization
Apps / Portal
Data Serving
Churnguard ….Phoenix Web Application Platform
Tableau @LinkedIn
Tableau Architecture
Tableau Usage stats
• 32 cores• 96G memory• 200G hard disk
• 2k+ workbooks, 10k+ worksheets• 4k+ unique viewers• Sales, marketing, product, Finance, Ops
Web Application Framework- PhoenixPhoenix Runtime
API Gateway Service Discovery Li.Container Configuration
Application Framework
Microservices Spring Boot
Restful Services PythonPHP
Zero Downtime Deployment
Failover&Recovery
ScalingContinuous integration
Automated Test
Ops & Infra
Backbone.js
Play
Logging Metrics & MonitoringKafka Cache Security
Put everything together….
Scalable Data Systems, Easy to use Analytics Visualization Platform
Efficient Web Application Framework
Big Data Apps at Speed & Scale
One more thing
“What is the most important thing for a team or a company in the 21st century?”
Talents! We are hiring!
Hire the Right People with the Right …
What else makes a great analyst?
5%15%
100%80%
Skills + IQ & EQ + Passion = Good Analyst Great Analyst?
?
0%
+XXX%
41
Two ways to apply
Search “Business analytics, LinkedIn” on LinkedIn
Contact us on LinkedIn
www.linkedin.com/in/limichael
Michael Li
Wendy Shi
www.linkedin.com/in/yurongshi
Cindy Zhou
www.linkedin.com/in/cizhou
Thank you!43
Questions?