How Business Analytics Drives Insights and Makes Business Impact Leveraging Big DataMichael Li, Jonathan Wu

Business Analytics, LinkedIn

Jonathan Wuwww.linkedin.com/in/jiyewuwww.linkedin.com/in/

limichael

Michael Li

Business Analytics @ Linkedin

• Director, Business Analytics Data Solutions

• Builder of massive scalable analytic platform

• Director, Business Analytics

• Big data evangelist and practitioner

Members313,000,000+

25,000,000,000+Page Views

3,000,000,000+Endorsements

3,500,000+Companies

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 dataRelevant and

valuable products and services

Technologyplatform

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

GlobalSales

OrganizationOperationsSales Ops,

Ad Ops,Biz Ops

Team $Product

GlobalCustomer

OrganizationMarketing

Talent Solutions

Marketing Solutions

60+ team members support 4000+ internal employees

SalesSolutions

PremiumSubscriptions

ConsumerMarketing

InsightsWhat is the best

that could happen?

IntelligenceWhat will happen?

Information/KnowledgeWhy did it happen?

DataWhat

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

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/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

B2CBusiness to Consumer

Three Major Data Dimensions @ LinkedIn

SocialBehaviorIdentity

How to leverage analytics to identify future subscribers?

Social DataIdentity Data

Behavioral Data Overall Audience Target Audience

Propensity Now Accounts for 56% of Total Marketing Acquisitions

Monthly subscription marketing acquisitionOnline 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

B2CBusiness to Consumer

B2BBusiness to Business

Analytics is the key to bridge the gap

Decision Makers Play an Important Role in B2B Marketing

DecisionMaker

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

ProfileLI

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

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

Details: https://www.linkedin.com/pulse/article/20140930145256-16223736-beyond-big-data-introducing-the-eoi-framework-for-analytics-teams-to-drive-business-impact

Recap - the EOI framework

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

GigabytesMegabytes

Terabytes

1

2

3

4

Data Visualization

Data ELT and Aggregation

Analytics Portal

Kilobytes5

Recap – Make data works: from big to small

Recap – Make data works: from complex to simple

Recap – Make data works: from slow to fast

"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

Comments from Linkedin internal teams

“Now, I believe.”

- A product marketing leader

“We always believe!”

- Our CFO

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!

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Jonathan Wuwww.linkedin.com/in/jiyewuwww.linkedin.com/in/

limichael

Michael Li

jiyewu, @li_mike_yue