Upload
tin-ho
View
263
Download
1
Tags:
Embed Size (px)
Citation preview
Beyond "Big data": Introducing the EOI
framework for analytics teams to drive
business impact
Jonathan Wu Praveen Neppalli Naga
Chi-Yi Kuan
Michael Li
Business Analytics, LinkedIn
Nov 20, 2014
www.linkedin.com/in/limichael
Michael Li
Business Analytics @ Linkedin
• Director, Business Analytics
• Big data evangelist and practitioner
310M+ Members
3B+ Endorsements
1.5M+ Jobs
3.5M+ Active company profiles
25B+ Quarterly page views
LinkedIn’s BIG data
LinkedIn: A global pool of talent
2M+ INDONESIA
2M+ PHILIPPINES
1M+ MALAYSIA
1M+ SINGAPORE
1M+ SAUDI ARABIA
16M+ BRAZIL
100M+ UNITED STATES
OF AMERICA
9M+ CANADA
24M+ INDIA
5M+ AUSTRALIA
1M+ NEW ZEALAND
3M+ SOUTH AFRICA
1M+ UNITED ARAB EMIRATES
15M+ UNITED KINGDOM
7M+ FRANCE
6M+ ITALY
1M+ BELGIUM
1M+ DENMARK
2M+ TURKEY
4M+ NETHERLANDS
1M+ SWEDEN
5M+ SPAIN
310M+ Members
worldwide
+2 New members per second
186M Monthly unique visitors
4M+ CHINA
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 data Relevant and valuable
products and services
Technology platform
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
Global
Sales
Organization Operations
Sales Ops,
Ad Ops,
Biz Ops
Team $
Product
Global
Customer
Organization
Marketing
Talent
Solutions
Marketing
Solutions
60+ team members support 4000+ internal employees
Sales
Solutions
Premium
Subscriptions
Consumer
Marketing
Insights
What is the best
that could happen?
Intelligence
What will happen?
Information/Knowledge
Why did it happen?
Data
What happened?
Business ROI
Business analytics evolution: from data to insights
Core
Strategic
Venture
Optimize business performance leveraging the powerful & unique LinkedIn data we have
Optimize
Innovate Innovate 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
B2C
Business to Consumer
How to leverage analytics to identify future subscribers?
Social Data
Identity Data
Behavioral Data
Overall Audience Target Audience
Propensity Now Accounts for 56% of Total Marketing Acquisitions
Monthly subscription marketing acquisition Online 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
B2C
Business to Consumer
B2B
Business to Business
Analytics is the key to bridge the gap
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
Profile LI
Connect-ions
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
Innovate Innovate 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
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
Gigabytes
Megabytes
Terabytes
1
2
3
4
Data Visualization
Data ELT and Aggregation
Analytics Portal
Kilobytes 5
Hire the right people with the right…
5%
15%
100% 80%
Skills + IQ & EQ + Passion = Good Analyst Great Analyst?
?
0%
+X %