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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?

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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