Beyond "Big data": Introducing the EOI framework for analytics teams to drive business impact
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1 Beyond "Big data": Introducing the EOI framework for analytics teams to drive business impact Michael Li Business Analytics, LinkedIn Nov 20, 2014 J onathan Wu raveen Neppalli Naga P Chi-Yi Kuan
2 Business Linkedin Michael Li Director, Business Analytics Big data evangelist and practitioner
3 LinkedIn s BIG data 310M+ Members 25B+ 3.5M+ 3B+ Quarterly page views Active company profiles Endorsements 1.5M+ Jobs
4 LinkedIn: A global pool of talent 9M+ CANADA 100M+ UNITED STATES OF AMERICA 16M+ BRAZIL 3M+ SOUTH AFRICA 15M+ UNITED KINGDOM 7M+ FRANCE 6M+ ITALY 1M+ SAUDI ARABIA 1M+ UNITED ARAB EMIRATES 4M+ NETHERLANDS 5M+ SPAIN 1M+ SWEDEN 24M+ INDIA 5M+ AUSTRALIA 1M+ NEW ZEALAND 1M+ BELGIUM 2M+ TURKEY 1M+ DENMARK 2M+ INDONESIA 1M+ MALAYSIA 4M+ CHINA 2M+ PHILIPPINES 1M+ SINGAPORE 310M+ Members worldwide M New members per second Monthly unique visitors
5 Linkedin for members Identity Network Knowledge The professional profile of record Connect all of the world s professionals The definitive professional publishing platform
6 Linkedin for customers Hire Market Sell Enable passive recruiting at massive scale Identify and engage professionals with relevant content Transform cold calls into warm prospects
7 LinkedIn s business model & why analytics is important Member growth and engagement Relevant and valuable products and services Technology platform Critical mass of data
8 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!
9 60+ team members support internal employees Team $ Product Global Sales Organization Biz Analytics Operations Sales Ops, Ad Ops, Biz Ops Talent Solutions Marketing Solutions Sales Solutions Marketing Team $ Engineering Global Customer Organization Premium Subscriptions Consumer Marketing
10 Business analytics evolution: from data to insights Business ROI Insights What is the best that could happen? Intelligence What will happen? Information/Knowledge Why did it happen? Data What happened?
11 The only thing that matters
12 Results!
13 Business analytics drives business value thru the EOI Framework leveraging big data 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 Core Strategic Venture Details:
14 Business analytics deliver results to business in three progressive ways 1. Empower 2. Optimize 3. Innovate Empower people to have accesss to data thru interactive tools Optimize marketing campaigns thru analysis and propensity models Level up marketing strategies by innovation on analytics Talent Flows Dynamic tools to enable discovery on business insights Sub Propensity model (B2C) Identify the right segment and offer the right product at right timing Account Interest Score (B2B) Account-based targeting instead of member-based, capturing/summarizing signals intelligently
15 Talent Flows Help Discover Dynamic Trends on Where Companies are Winning Talents from and Losing Talents to
16 Business analytics deliver results to business in three progressive ways 1. Empower 2. Optimize 3. Innovate Empower people to have accesss to data thru interactive tools Optimize marketing campaigns thru analysis and propensity models Level up marketing strategies by innovation on analytics Talent Flows Dynamic tools to enable discovery on business insights Sub Propensity model (B2C) Identify the right segment and offer the right product at right timing Account Interest Score (B2B) Account-based targeting instead of member-based, capturing/summarizing signals intelligently
17 Subscription: one of the most important B2C business LinkedIn offers to consumers B2C Business to Consumer
18 Three Major Data LinkedIn Identity Behavior Social
19 How to leverage analytics to identify future subscribers? Overall Audience Social Data Identity Data Behavioral Data Target Audience
20 Propensity Now Accounts for 56% of Total Marketing Acquisitions Monthly subscription marketing acquisition Online sourcing business 56% 56% 100% 34% 34% 10% Profile Based Marketing Signal Based Marketing Propensity Model Total Prediction Power
21 Business analytics deliver results to business in three progressive ways 1. Empower 2. Optimize 3. Innovate Empower people to have accesss to data thru interactive tools Optimize marketing campaigns thru analysis and propensity models Level up marketing strategies by innovation on analytics Talent Flows Dynamic tools to enable discovery on business insights Sub Propensity model (B2C) Identify the right segment and offer the right product at right timing Account Interest Score (B2B) Account-based targeting instead of member-based, capturing/summarizing signals intelligently
22 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
23 Decision Maker Decision Makers Play an Important Role in B2B Marketing
24 We built the Contact Interest Score Based on Decision Maker Scoring and Engagement Decision Maker Score Marketing activities Linkedin Usage Contact Interest Score Profile LI Connections Engagement Score Model Input
25 Account Score Then Aggregate Contact Interest Score to Account Interest Score*
26 Higher account interest score leads to higher deal win rate and more revenue 42% 31% +35% Average +48% 21% No Account Interest Score Low Account Interest Score High Account Interest Score Deal Win Rate by Account Interest Score bucket
27 Business analytics drives business value thru the EOI Framework leveraging big data 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 Core Strategic Venture Details:
28 True secrets sit under the iceberg
29 High-level Linkedin data flow Voldemort Nearline data Oracle Espresso Online data Web Logs Web logs
30 High-level Linkedin data flow Voldemort Nearline data Oracle Espresso Databus Hadoop Teradata Online data Offline data Web Logs KAFKA Web logs
31 High-level Linkedin data flow Voldemort Recommendation data Nearline data Oracle Espresso Databus Hadoop Teradata Online data Offline data Web Logs KAFKA Web logs
32 The technology powers E2E analytics Web API Data ELT and Aggregation Data Visualization Analytics Portal 2 Terabytes 3 Gigabytes 4 Megabytes 5 Kilobytes 1 Petabytes
33 Recap Make data works: from big to small
34 Recap Make data works: from complex to simple
35 Recap Make data works: from slow to fast
36 Hire the right people with the right +X % 80% 100%? 0% 5% 15% Skills + IQ & EQ + Passion = Good Analyst Great Analyst?
37 Michael Li Want to Know the Answer? Please Join LinkedIn! We are hiring!
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