tdwi exec 16 case study: linkedin voices of the member – a scalable analytics platform to create...

Case Study: LinkedIn Voices of the Member – A Scalable Analytics Platform to Create a

Customer-First Environment

Feb 2, 2016

Weidong ZhangManager of Data & Analytics

LinkedIn

Chi-Yi KuanDirector of Business Analytics

LinkedIn

Agenda

§  Introduction of LinkedIn business §  Introduction of Voices: a home-grown advanced analytics

platform to listen to our members §  Overview of end-to-end technologies that power Voices

platform §  Case Study: how we build a member first environment &

what we are working towards

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Who are we?

www.linkedin.com/in/chiyikuan

Chi-Yi Kuan

•  Director, Business Analytics & Data Mining •  Big data evangelist and practitioner

www.linkedin.com/in/weidongzhang1

Weidong Zhang

•  Manager, Data & Analytics •  Build big data and analytics products

Create economic opportunity for every member of the

global workforce

Our vision

Create economic opportunity

Realize your dream job

Find work Be great at what you do

LinkedIn’s BIG data

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Customer Care Tickets 2015-05-30

NPS – feedback 2015-06-03

In-app review 2015-06-03

App store review 2015-06-06

WHAT ARE PEOPLE SAYING? 380+ million members = a lot of data

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The impact of our Voices analytics platform

Developed game-changing solutions to drive Voice of Member impact

Improved analytics efficiency with unstructured data by 20X

Drove end-to-end technological integration on big data and embedding NLP solutions

Piloting operational solutions to scale advanced analytics impact for broader organization

Voices - A tool to listen to our members on what they are talking about LinkedIn and our products

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Member “Voices” Internal & External

VOMC Transform Member Experiences

How does Voices alleviate data wrangling pain points?

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Member info

•  Identity •  Behavior •  Social

Social data

Customer feedback

•  Customer service •  Group updates •  Network updates

Survey results

Relevance solution

Topic mining

Classification engine

What’s trending

Products

Sentiments

Value Propositions

PYMK Group

Home Page Mobile Inbox

Identity Network

Hire Market Sell

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Trending Insights

§  Multi-channel, automatic intelligent solutions to provide trending information and help drive business actions

Machine Generated

Topics

Influencer/Top Executive Posts

Product Launch/ PR Events, etc.

What’s trending

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LinkedIn Hadoop Ecosystem

HDFS

Map-Reduce Spark Tez

Pig Hive Scalding

YARN AZK

AB

AN

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3 Major Design Principles for Voices Platform

Scalability Availability Easy to Use

Process Platform

Data Systems

Application Framework

Kafka, Hadoop, Spark Gobblin

Elasticsearch, NoSql Phoenix, Elasticsearch, Highcharts

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E2E Technologies that power Voices platform to achieve game-changing solutions

Case Study: LinkedIn’s customer support has evolved into an intelligence platform…

Scaling to have a broader impact across LinkedIn

▪  GCO cases ▪  Issue resolution ▪  Support focused

▪  Internal data (GCO, surveys, site feedback)

▪  App review ▪  LI.com ▪  Social data

▪  Product insight ▪  Member insight ▪  Launch tracking

▪  Social sentiment ▪  Brand tracking ▪  Viral mentions

Reactive Multi-channel Intelligent Predictive

Support Feedback Insights Anticipation

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…breaks down into sentiment and drivers…

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(For LI data ) deep dive into MLC segmentation…

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…geographic locations…

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…and audience segmentation…

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…generates automatic reporting, alerts and escalations…

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…and close the feedback loop with support and PR solutions

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This is what the future could look like From the first time we pick up an isolated comment…

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Machine determines if there is significant reach…

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…and whether it is a trending topic…

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