Modoop Marketing Targeting Predictive Engine

Transcription

1 Modoop Marketing Targeting Predictive Engine Shaobo Liu, Anurag Kapoor

2 Shaobo Liu Senior Manager, Business Analytics LinkedIn Corporation Yan Liu Manager, Business Analytics LinkedIn Corporation 2

3 LinkedIn: A Global Pool of Professionals 277m+ Members worldwide +2 new Members per second 184m+ Monthly unique visitors

4 LinkedIn s Business Model & Why Analytics is Important Member growth and engagement Relevant and valuable products and services Technology platform Critical mass of data 4

5 Overview of Business Analytics Team Global Sales Organization Talent Solutions Product Operations Sales Ops, Ad Ops, Biz Ops Marketing Solutions Marketing Biz Analytics Global Customer Organization Premium Subscriptions Engineering Consumer Marketing

6 LinkedIn 20% of member traffic $88M revenue in Q4 with 48% YoY 6

7 2013 LinkedIn Corporation. All Rights Reserved. 300 %

8 More Requests After the WIN WIN PYMK Abook Profile Update Content Reader Content Follower Scalability Personalization

9 Any More? How about segmentation models by GEO/Industry/etc.? Can we deliver personalized message to members? Ad Hoc Can you build predictive models for XYZ as well? Production Can you add this variable to the model? I believe it s important! Can I (non data mining guy) build predictive models by myself?

10 Cadency Matters! 10

11 Model week 1 week 6

12 Modoop: LinkedIn Next Gen Modeling Framework for Marketing Optimization Customer Lifetime Value Cadence Personalization Analytics Feature Engineering Predictive Model Deep Analysis Data Mart for Mining Data Hadoop Data Warehouse 12

13 DM2: Data Mart for Data Mining Identity Data Behavioral Data Multiple data sources, thousands of metrics Weekly/daily snapshots and aggregations Managed by partitioned Hive tables Monitoring dynamic changes Social Data 13

14 Near Real Time Model Refinement Model Refresh vs. Model Re-developing Data Mart Feature Monitoring All features are significant Features become nonsignificant New features become significant New data source available Refresh Model Re-develop Model

15 Personalization Content Reader Score = 0.5 Abook Score = Read more professional content at linked, top 10 articles you may like Emily Score = 0.9 Profile edit Score = 0.1 Content Reader Score = 0.2 Abook Score = Do you know you have 5X more chance of getting contacted by a recruiter if you have more information in your profile Steve Score = 0.9 Profile Edit Score =

16 Comments from LinkedIn Internal Teams "Want to shoot you a quick note, w/o our analytics team s work, I would not have this vacation with my family now! Now, I believe. --From a sales rep -- From a product marketing leader We always believe! --From the LinkedIn CFO 16

17 Questions? 17

18 Thank you! We are hiring! 18