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

1. From Data Science to Business Value
- Analytics Applied
Simon Zhang
Business Analytics
April 2012
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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
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4. Today’s topics
• Insights •Value
• Analytics •Action
• Data •Energy
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5. Let’s take a tour to visit the Great Pyramid of Giza
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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
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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.
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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
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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
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10. “Leverage” is our priority
In the past!
Current!
Moving forward…
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11. Next play: Unified Analytics
Products
Decision Tracking
Data
Insights
Mgmt
Deep Ad-hoc
Analysis Analysis
BI &
Reporting
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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?
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13. The power of belief.
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14. We are looking for people beyond “Get It Done” mindset!
100%
50%-
100%
0%
Almost Done Get It Done! ABC
What is ‘ABC’?
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15. ABC = Always Be Closing!
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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!
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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!
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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
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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!”
 ……
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LinkedIn Property. Confidential
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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
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21. Questions?
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22. Thank you!
We are hiring!
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