From Data Science to Business Value - Analytics Applied

May 4, 20126 likes2,232 views

LinkedIn's Director of Business Analytics Simon Zhang's talk from industry event Big Analytics 2012 in San Francisco. http://www.biganalytics2012.com

From Data Science to Business Value
- Analytics Applied

Simon Zhang
Business Analytics
April 2012

1

Overview of Business Analytics @
 Support 70% of total 2100+ internal LinkedIn employees
 Cover 3 major diverse, scalable and growing revenue
streams

Hiring Solutions
Providing passive recruiting at scale and adding
social relevancy to active job searches

Marketing Solutions
Delivering marketers targeted access to one of the most
influential, affluent and educated audiences on the web

Premium Subscriptions
Enabling professionals to be more productive with
premium tools tailored by customer segment

3
Simon Zhang, Business Analytics

Today’s topics

• Insights •Value
• Analytics •Action
• Data •Energy

4
Simon Zhang, Business Analytics

Let’s take a tour to visit the Great Pyramid of Giza

Simon Zhang, Business Analytics 5

Traditional Framework of Analytics
And why it does not work at LinkedIn

Insights

Analytics
Layers Deep
Analysis

Ad-hoc Analysis The BI layer and Ad-
Hoc Analytical layers
Technology are misplaced.
BI & Reporting
Layers

Data Mgmt & Data Quality Mgmt

Tracking

6
Simon Zhang, Business Analytics

Let’s go deeper, and expand the pyramid…
Decision
Decision
6. Value!

Insights 5. “Interesting” is not enough, always ask “so what”.

Deep Analysis
4. Do the actual work…...
BI & Reporting

Ad-hoc Analysis

3. Make sure data is deployed efficiently
Data Mgmt & Data Quality Mgmt
with good quality.
2. Implement tracking to ensure data
Tracking
is useful. 

Products 1. Understand the products first.

7
Simon Zhang, Business Analytics

Why it is still not enough?
Decision

1. Functional layers 2. Bottom layers consume
Insights
could be disconnected! 90% of analysts’ time
Deep Analysis

BI & Reporting

Ad-hoc Analysis

Data Mgmt & Data Quality Mgmt

Tracking

Products

8
Simon Zhang, Business Analytics

Business Analytics Evolution at LinkedIn
Decision

Decision
Insights
and Action
Deep
Analysis

BI & Reporting Easy,
Fast,
& Scalable
Ad-hoc Analysis Solutions

Data Mgmt & Data
Quality Mgmt

Tracking
……
Products

Past Current

9
Simon Zhang, Business Analytics

“Leverage” is our priority

In the past!

Current!

Moving forward…

Simon Zhang, Business Analytics 10

Next play: Unified Analytics
Products

Decision Tracking

Data
Insights
Mgmt

Deep Ad-hoc
Analysis Analysis

BI &
Reporting

11
Simon Zhang, Business Analytics

Hire the right people with the right……

+X%

80%
100% ?

15%
5%
0%
Skills + IQ & EQ + Passion = Good Analyst Great Analyst?

What else makes a great analyst?
Simon Zhang, Business Analytics 12

The power of belief.

Simon Zhang, Business Analytics 13

We are looking for people beyond “Get It Done” mindset!

100%

50%-
100%

0%

Almost Done Get It Done! ABC

What is ‘ABC’?
Simon Zhang, Business Analytics 14

ABC = Always Be Closing!

Simon Zhang, Business Analytics 15

Working as ONE person concept!
Decision

Insights

Deep Analysis

BI & Reporting

Ad-hoc Analysis

Data Mgmt & Data Quality Mgmt

Tracking

Products

The importance of team work!
Simon Zhang, Business Analytics 16

A very useful tool to solve complex analytical problems

• Make an offer no one can refuse!

LinkedIn Me

Team Team

Me
LinkedIn

• If this is your own business, are you going to do it in this way?
• We are not consultants/advisors, we are business owners!
Simon Zhang, Business Analytics 17

The power of LinkedIn’s networking effects
The power of LinkedIn data!
Member growth
and engagement

Relevant and
valuable products Critical mass
Technology of data
& services
platform

Simon Zhang, Business Analytics 18

Some comments from LinkedIn internal teams who are
supported by Business Analytics team……

 To VP of Sales: "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.”

 “We believe!”

 ……

19
LinkedIn Property. Confidential
Simon Zhang, Business Analytics

Next Generation Data Science?

or

Albert Einstein Nikola Tesla
A Great An Amazing
Theoretical Proposer Applied Science Provider

Our job is to provide “energy”, so we go with Tesla
20
Simon Zhang, Business Analytics

Questions?

21
Simon Zhang, Business Analytics

Thank you!
We are hiring!

Simon Zhang, Business Analytics 22

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2. Simon Zhang 1st Director, Business Analytics at LinkedIn San Francisco Bay Area | Internet Brief Introduction Send Message View Profile Simon Zhang, Business Analytics 2

3. Overview of Business Analytics @  Support 70% of total 2100+ internal LinkedIn employees  Cover 3 major diverse, scalable and growing revenue streams Hiring Solutions Providing passive recruiting at scale and adding social relevancy to active job searches Marketing Solutions Delivering marketers targeted access to one of the most influential, affluent and educated audiences on the web Premium Subscriptions Enabling professionals to be more productive with premium tools tailored by customer segment 3 Simon Zhang, Business Analytics

4. Today’s topics • Insights •Value • Analytics •Action • Data •Energy 4 Simon Zhang, Business Analytics

5. Let’s take a tour to visit the Great Pyramid of Giza Simon Zhang, Business Analytics 5

6. Traditional Framework of Analytics And why it does not work at LinkedIn Insights Analytics Layers Deep Analysis Ad-hoc Analysis The BI layer and Ad- Hoc Analytical layers Technology are misplaced. BI & Reporting Layers Data Mgmt & Data Quality Mgmt Tracking 6 Simon Zhang, Business Analytics

7. Let’s go deeper, and expand the pyramid… Decision Decision 6. Value! Insights 5. “Interesting” is not enough, always ask “so what”. Deep Analysis 4. Do the actual work…... BI & Reporting Ad-hoc Analysis 3. Make sure data is deployed efficiently Data Mgmt & Data Quality Mgmt with good quality. 2. Implement tracking to ensure data Tracking is useful.  Products 1. Understand the products first. 7 Simon Zhang, Business Analytics

8. Why it is still not enough? Decision 1. Functional layers 2. Bottom layers consume Insights could be disconnected! 90% of analysts’ time Deep Analysis BI & Reporting Ad-hoc Analysis Data Mgmt & Data Quality Mgmt Tracking Products 8 Simon Zhang, Business Analytics

9. Business Analytics Evolution at LinkedIn Decision Decision Insights and Action Deep Analysis BI & Reporting Easy, Fast, & Scalable Ad-hoc Analysis Solutions Data Mgmt & Data Quality Mgmt Tracking …… Products Past Current 9 Simon Zhang, Business Analytics

10. “Leverage” is our priority In the past! Current! Moving forward… Simon Zhang, Business Analytics 10

11. Next play: Unified Analytics Products Decision Tracking Data Insights Mgmt Deep Ad-hoc Analysis Analysis BI & Reporting 11 Simon Zhang, Business Analytics

12. Hire the right people with the right…… +X% 80% 100% ? 15% 5% 0% Skills + IQ & EQ + Passion = Good Analyst Great Analyst? What else makes a great analyst? Simon Zhang, Business Analytics 12

13. The power of belief. Simon Zhang, Business Analytics 13

14. We are looking for people beyond “Get It Done” mindset! 100% 50%- 100% 0% Almost Done Get It Done! ABC What is ‘ABC’? Simon Zhang, Business Analytics 14

15. ABC = Always Be Closing! Simon Zhang, Business Analytics 15

16. Working as ONE person concept! Decision Insights Deep Analysis BI & Reporting Ad-hoc Analysis Data Mgmt & Data Quality Mgmt Tracking Products The importance of team work! Simon Zhang, Business Analytics 16

17. A very useful tool to solve complex analytical problems • Make an offer no one can refuse! LinkedIn Me Team Team Me LinkedIn • If this is your own business, are you going to do it in this way? • We are not consultants/advisors, we are business owners! Simon Zhang, Business Analytics 17

18. The power of LinkedIn’s networking effects The power of LinkedIn data! Member growth and engagement Relevant and valuable products Critical mass Technology of data & services platform Simon Zhang, Business Analytics 18

19. Some comments from LinkedIn internal teams who are supported by Business Analytics team……  To VP of Sales: "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.”  “We believe!”  …… 19 LinkedIn Property. Confidential Simon Zhang, Business Analytics

20. Next Generation Data Science? or Albert Einstein Nikola Tesla A Great An Amazing Theoretical Proposer Applied Science Provider Our job is to provide “energy”, so we go with Tesla 20 Simon Zhang, Business Analytics

21. Questions? 21 Simon Zhang, Business Analytics

22. Thank you! We are hiring! Simon Zhang, Business Analytics 22

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