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Business Analytics Department Presentation to Princeton Data Science February 19, 2015
Data Science at
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1. Introduction 2. About Linkedin. Products and the Data. 3. The Business Analytics Team at Linkedin 4. Tools and skills 5. Example work, including past summer interns 6. The challenge & opportunity with our data 7. Summer internships
Agenda
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Some inspiration. Moneyball Story & Data Science
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Our vision is to create economic opportunity for every member
of the global workforce.
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Jeff Weiner, CEO Linkedin
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Our mission is to connect the world’s professionals to make them more
productive and successful.
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Jeff Weiner CEO Linkin
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Members 347,000,000+
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3,500,000+ Companies
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1,500,000+ Jobs
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Linkedin Company facts ! Silicon Valley Roots
! Founded by Reid Hoffman and 4 cofounders in 2002 ! Site officially launched in 2003. 4,500 members at end of month 1 ! The company is publically held ! Diversified businesses: talent, marketing, sales, premium
subscriptions ! HQ in Mountain View, CA, with offices in 30 cities around the world ! Linkedin is available in 23 languages ! Linkedin has more than 6,000 full time employees
Now: “It’s like a billion dollar startup” Revenue: >$2bil/year All time high stock price just today, Feb 6
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Linkedin Woldwide Membership
! Largest professional network in the world ! Over 347 million members in over 200 countries & territories ! Professionals are signing up at a rate 2 members per second. ! In Q3 2014, 75% of new members came from outside the US. ! Over 39 million students and recent college graduates.
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Linkedin’s free products for members
The professional profile of record
Connect all of the world’s professionals
The definitive professional
publishing platform
Identity Network Knowledge
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Opportunity
Identity Network Knowledge
Company pages, Job postings, your connections
to those companies
Company Pages
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University Pages
Identity Network
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Enable passive recruiting at
massive scale
Identify and engage professionals with relevant content
Transform cold calls into warm
prospects
Hire Market Sell
How do we make money? Linkedin Business Lines for B2B customers
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Critical mass of data Relevant and valuable products and services
Technology platform
Member growth and engagement
LinkedIn’s business model & why analytics is important
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LinkedIn has a Unique Mix of B2C and B2B Business
B2C Business to Consumer
B2BBusiness to Business
Analytics is the key to bridge the gap
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Where is BA in the organization?
Business Analytics
Business Operations & Analytics
CFO
CEO
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“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
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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 6000+ internal employees
SalesSolutions
PremiumSubscriptions
Consumer Marketing
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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
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Playing below the water level
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Our goal is always: Results & Change
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Business Analytics team’s majors at university
Artificial Intelligence Atmospheric & Oceanic Sciences Biomedical Informatics Chemical Engineering Computational Biology Computer Engineering Computer Science Economics Electrical and Electronics Engineering Finance French Human Computer Interaction International Relations
Machine Learning Marketing Materials Engineering Mathematics Mechanical Engineering Medicine Operations Research Philosophy Physics Political Science Psychology Quantitative Finance Quantum Physics Statistics Systems Engineering
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Business Analytics team’s previous job titles
Applied Scientist Assistant Professor BI Consultant Business Analyst Business Systems Analyst Co-Founder CTO Data Scientist Derivatives Trader Economic Analyst Engine engineer Financial Engineer Founder Fraud Specialist Java Architect Lead Singer
Marketing analyst Mechanical engineer Neuro Surgeon Physicist Product Manager Risk Analyst Scrum Master Search Engineer Software Engineer Statistician Teaching Assistant Trader UX Designer Vice President VLSI Design Engineer Web and Product Analyst
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Business models Marketing, Sales, Recruiting Targetting & Attribution Customer experience Communication/interpersonal skills
Statistics Probability Optimization Modeling Simulations Analytics A-B Testing
R, Python, Java, PHP, SPSS, Javascript HTML, Web Tableau, Data Vis Machine Learning APIs, ETL SQL, Hadoop, Hive, Pig, Data products
The Complete Data Scientist
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Three Major Data Dimensions @ LinkedIn
Social Behavior Identity
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Web API
The technology powers E2E analytics
Petabytes
Gigabytes Megabytes
Terabytes
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Data Visualization Data ELT and Aggregation
Analytics Portal
Kilobytes 5
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Machine Learning Techniques Commonly Used by the
Business Analytics Team
• Random Forest • Generalized Boosted Models (GBM) • Logistic Regression • Decision Trees • Stochastic Gradient Descent(SGD) • Clustering • Bayesian Networks • Text Classification & Mining (LDA, NLP)
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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%
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Past Summer Intern Examples
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Past Summer Intern Examples
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Past Summer Intern Examples
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Past Summer Intern Examples
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Past Summer Intern Examples
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Past Summer Intern Examples
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Past Summer Intern Examples
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Past Summer Intern Examples
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Past Summer Intern Examples
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Thought Exercise: What could you build if you had…
Member Name Location Work History 1 • Job title • Start date, End date • Company Name Work History 2 • Job title • Start date, End date • Company Name Skills School & Major
Company A Name Location Industry Employees Employees with Linkedin profiles Job openings
Company B Company Name Location Industry Employees Employees with Linkedin profiles Job openings
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Benefits of a Summer Internship at Linkedin ! San Francisco ! and the Silicon Valley ! ! Company-sponsored Housing and Relocation ! Competitive Wages ! Full Tech Support ! Extensive Health & Wellness program (fitness and meals) ! Social Activities ! Transform yourself, the company, the world
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"I went from our alumni site on Linkedin and looked at the density of data they had on every one of the alum. Then I started digging and digging and digging in LinkedIn and realized, it's not a human resource company, it's a data company.”
! Ann Windblad, January 2015 ! Venture Capitalist, Hummer Winblad Venture Partners ! (funded Napster in 2000)
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Hire the right people with the right…
5% 15%
100% 80%
Skills + IQ & EQ + Passion = Good Analyst Great Analyst?
?
0%
+X %
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We are hiring! Want to Know the Answer? Please Join LinkedIn!
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4 - 2015 Summer Internship Openings in BA