empower customer success at linkedin with advanced analytics and great visualization

Empowering Customer Success at LinkedIn with Advanced Analytics and Great Visualization

Business Analytics@LinkedInOct 2015

Who are we?

www.linkedin.com/in/limichael

Michael Li

• Sr. Director, Business Analytics• Big data evangelist and

practitioner

• Sr. Engineering Manager• Build big data analytics product

and platform

Wendy Shi

www.linkedin.com/in/yurongshi

Cindy Zhou

www.linkedin.com/in/cizhou

• Director, Business Analytics• Analytics leader and big data

enthusiast

Connect the world’s professionals to make them more productive and successful

LinkedIn’s Mission

Create economic opportunity for every member of the global workforce

LinkedIn’s Vision

schoolscompanies knowledgeskillsMembers jobs

The Economic Graph

Member value propositions

CONNECT

with your professional world

STAY INFORMED

through professional news and knowledge

GET HIRED

and build your career

Customer value propositions

HIRE MARKET SELL @WORK

380M+Members

4B+Endorsements

4M+Jobs

7M+Active company profiles

35B+Quarterly page views

LinkedIn’s BIG data

Business Analytics Team Mission

“Provide the best-in-class, end-to-end, scalable analytic solutions to power internal

LinkedIn teams to be more productive and successful!”

Biz Analytics

Team $Engineering

GlobalSales

Organization OperationsSales Ops,

Ad Ops,Biz Ops

Team $Product

GlobalCustomer

OrganizationMarketing

Talent SolutionsMarketing Solutions

70+ team members support 6000+ employees*

SalesSolutionsPremiumSubscriptions

ConsumerMarketing

LDC

Analytics Connects Technology with Business

Technology Analysts

Google Search on the term “Big Data”

Business

The only thing that matters

Results!

Core

Strategic

Venture

Optimize business performance leveraging the powerful & unique LinkedIn data we have

Optimize

InnovateInnovate 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/20150930145256-16223736-beyond-big-data-introducing-the-eoi-framework-for-analytics-teams-to-drive-business-impact

https://www.linkedin.com/pulse/article/20140930145256-16223736-beyond-big-data-introducing-the-eoi-framework-for-analytics-teams-to-drive-business-impact

https://www.linkedin.com/pulse/article/20140930145256-16223736-beyond-big-data-introducing-the-eoi-framework-for-analytics-teams-to-drive-business-impact

We talked about how we turned big data into sales two years ago

With LinkedIn’s Business Continuing To Grow, Our Focus Has Been Shifting To Building Scalable Analytics Solutions For Customer Success

Churn Guard

Preventing customer churn is critical to sustainable business

Customer Churn

• Revenue leakage

• Reduce company valuation

• Give weapons to your competitors

• Damage company brand & employee morale

… but fighting churn is a tough battle!

It’s usually too late

No one size fits all solution

Churn Guard – a scalable tool empowering every account manager to reduce churn

Right Customer

Right Timing

Right Action

Churn Guard reduce customer churn in 3 steps

Measure

Step Description

Measure and track performance

Predict up-coming risks with machine learning

Prevent churn with prescribed actions

Predict

Prevent

1

2

3

Measure: accurately measure churn at region, segment, team & individual level

Region and segment level churn measurement help leadership understand churn baseline

Rep and manager level view establish accountability

1

23

High

Churn Rate

Medium High

MediumLow

Predicted Churn Risk Level

AverageChurn Rate

3X

Predict: machine learning models predict accounts at risk of churning

2

Churn Guard surface at-risk account information to account managers

Account manager or team level view


Accounts at risk by amount and renewal date



Accounts at risk by amount and renewal date

Key risk drivers for each account


Prevent: a narrative is prescribed to mitigate each type of risk3

Churn Guard is driving impact...

• 1400 reps using it

• 300% lift in churn detection accuracy

Web API

E2E Technologies that power Churn Guard

Petabytes

Megabytes

Terabytes

1

2 Gigabytes3

4

Data ETL & Processing Aggregation Analytics Portal

as “One-stop” shop

Data Visualization

Machine Learning

Web API


Petabytes

Megabytes

Terabytes

1

2Gigabytes3

4



Data Visualization

Machine Learning

Web API


Petabytes

Megabytes

Terabytes

1

2 Gigabytes3

4



Data Visualization

Machine Learning

Web API


Petabytes

Megabytes

Terabytes

1

2Gigabytes3

4



Data Visualization

Machine Learning

Architecture Components

Data Serving

Data Systems

Kafka, Hadoop, Teradata

Visualization PlatformTableau, Highcharts

Web Application FrameworkPhoenix, Microservices

Scalable Easy to use Efficient

Data SystemsData

Sources Applications & Portals

VisualizationSearch

HDFS (Strunctured / Un Structured)

YARN

Map-Reduce SparkPig Hive

Data Storage & Computation

1

DatabusETL & Data Ingestion

,s2

Serving

High R&W, NoSQLE s p r e s s o

Transitional OLTP Read only, NV Store

Text Analytics

Bus Intel & Analytics

OLAP Eng/DBPinot

3

Tableau Highchart

MySQL, Teradata Elastic Search, Voldemort, Espresso, Pinot

Data Visualization Platform

Visualization

Apps / Portal

Data Serving

Churnguard ….Phoenix Web Application Platform

Tableau @LinkedIn

Tableau Architecture

Tableau Usage stats

• 32 cores• 96G memory• 200G hard disk

• 2k+ workbooks, 10k+ worksheets• 4k+ unique viewers• Sales, marketing, product, Finance, Ops

Web Application Framework- PhoenixPhoenix Runtime

API Gateway Service Discovery Li.Container Configuration

Application Framework

Microservices Spring Boot

Restful Services PythonPHP

Zero Downtime Deployment

Failover&Recovery

ScalingContinuous integration

Automated Test

Ops & Infra

Backbone.js

Play

Logging Metrics & MonitoringKafka Cache Security

Put everything together….

Scalable Data Systems, Easy to use Analytics Visualization Platform

Efficient Web Application Framework

Big Data Apps at Speed & Scale

One more thing

“What is the most important thing for a team or a company in the 21st century?”

Talents! We are hiring!

Hire the Right People with the Right …

What else makes a great analyst?

5%15%

100%80%

Skills + IQ & EQ + Passion = Good Analyst Great Analyst?

?

0%

+XXX%

41

Two ways to apply

Search “Business analytics, LinkedIn” on LinkedIn

Contact us on LinkedIn

www.linkedin.com/in/limichael

Michael Li

Wendy Shi

www.linkedin.com/in/yurongshi

Cindy Zhou

www.linkedin.com/in/cizhou

Thank you!43

Questions?

empower customer success at linkedin with advanced analytics and great visualization

Data & Analytics