O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Modoop - Scaling Machine Learning for Marketing at LinkedIn

699 visualizações

Publicada em

Scalable Machine Learning solution for email targeting

Publicada em: Engenharia
  • Seja o primeiro a comentar

Modoop - Scaling Machine Learning for Marketing at LinkedIn

  1. 1. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics Modoop Scaling Machine Learning for Marketing at LinkedIn Yan Liu TDWI Solution Summit San Diego 2015
  2. 2. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 2 Yan Liu Manager, Business Analytics Data Mining LinkedIn Corporation https://www.linkedin.com/in/yanliu7
  3. 3. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 3 Members 360,000,000 +
  4. 4. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 4 LinkedIn for members The professional profile of record Connect all of the world’s professionals The definitive professional publishing platform Identity Network Knowledge
  5. 5. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 5 LinkedIn for customers Enable passive recruiting at massive scale Identify and engage professionals with relevant content Transform cold calls into warm prospects Hire Market Sell
  6. 6. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 6 Critical mass of dataRelevant and valuable products and services Technology platform Member growth and engagement LinkedIn Business Model & why analytics is important
  7. 7. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 7 Overview of Business Analytics Team Biz Analytics Engineering Global Sales Organization Operations Sales Ops, Ad Ops, Biz Ops Product Global Customer Organization Marketing Talent Solutions Marketing & Sales Solutions Premium Subscriptions Consumer Marketing
  8. 8. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 8 Email Marketing
  9. 9. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 9 Premium Subscriptions
  10. 10. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 10 Identify Potential Subscribers 300M+ Members Qualified Members Potential Subscribers
  11. 11. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 11 Identity Data Social Data Behavioral Data DM2 - Data Mart for Data Mining
  12. 12. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 12 4-6 weeks Propensity Score Ground Truth Model Validation Feature Engineering Features (DM2) Scoring Model Development Data Partition training/validatio n/(test) Model Selection Ground Truth for Testing Feature Engineering Propensity Model Workflow
  13. 13. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics Model week 1 week 6 13 Photo credit: asmfoto Marcell Mizik, photo license with Depositphotos File Purchase Agreement #41549281
  14. 14. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 14 Model Refreshment Initial Model Baseline Model Champion Model Challenger Model Performance A/B Test Winning Model
  15. 15. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 15 Challenger Baseline Champion Time Performance GAIN Performance Gain
  16. 16. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 16 Model Refreshment >> 4-6 weeks Propensity Score Ground Truth Model Validation Feature Engineering Features (DM2) Scoring Model Development Data Partition training/validatio n/(test) Model Selection Ground Truth for Testing Feature Engineering Propensity Model Workflow
  17. 17. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 17 Who will most likely buy Recruiter Lite/Sales Sub/Job Seeker? Who will most likely edit Profile? Can we re-build models to include NEW features? How about segmentation models by GEO/Industry/etc.? Can I (non data mining person) build predictive models by myself? Scale Up Increasing Demands
  18. 18. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics Input Output Input Input Input Input 18 Propensity Score Ground Truth Model Validation Feature Engineering Features (DM2) Scoring Model Development Data Partition training/validation /(test) Model Selection Ground Truth for Testing Feature Engineering Model Refreshment Modoop 2-3 days
  19. 19. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 19 Modoop Hadoop/Spark DM2 (Data Mart for Data Mining) Application 1 Application 2 Application N… … Workflows Workflows Workflows Feature Engineering Libraries Command line, Python ... Machine Learning Libraries Workflow Scheduler & Manager Ground Truth Models Scores Hive Pig Drivers Web UI
  20. 20. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics 20 Personalization Emily Score = 0.9 Steve Score = 0.9 Search Score = 0.5 Connection Score = 0.3 Profile View Score = 0.1 Search Score = 0.2 Connection Score = 0.3 Profile View Score = 0.4 Our premium subscription enables you do advanced searches for better results … ... Do you know you can view unlimited profile up to 3rd degree by purchasing our premium subscription …
  21. 21. ©2015 LinkedIn Corporation. All Rights Reserved. Biz Analytics Summary  Modoop – Model on Hadoop  Member targeting for email marketing  Highlighted features  Easy-to-use web UI  Built-in data mart (DM2) and feature engineering  Powered by the machine learning library  Model refreshment framework  Automatic model deployment  Request minimal user input and machine learning knowledge  Other Use Case 21
  22. 22. Thank you!

×