Empower customer success at LinkedIn with advanced analytics and great visualization
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At LinkedIn, customer success is always our top priority. In this presentation, we will talk about how we use advanced analytics, plus great visualizations, to empower our sales teams to take timely actions to improve customer relationship and minimize churn.
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Empower customer success at LinkedIn with advanced analytics and great visualization
- 2. Empowering Customer Success at LinkedIn with Advanced Analytics and Great Visualization
- 3. 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
- 4. Connect the world’s professionals to make them more productive and successful LinkedIn’s Mission
- 5. Create economic opportunity for every member of the global workforce LinkedIn’s Vision
- 6. schoolscompanies knowledgeskillsMembers jobs The Economic Graph
- 7. Member value propositions CONNECT with your professional world STAY INFORMED through professional news and knowledge GET HIRED and build your career
- 8. Customer value propositions HIRE MARKET SELL @WORK
- 9. 380M+Members 4B+ Endorsements 4M+Jobs 7M+ Active company profiles 35B+ Quarterly page views LinkedIn’s BIG data
- 10. 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!”
- 11. Biz Analytics Team $ Engineering Global Sales Organization Operations Sales Ops, Ad Ops, Biz Ops Team $ Product Global Customer Organization Marketing Talent Solutions Marketing Solutions 70+ team members support 6000+ employees* Sales Solutions Premium Subscriptions Consumer Marketing LDC
- 12. Analytics Connects Technology with Business Technology Analysts Google Search on the term “Big Data” Business
- 13. The only thing that matters
- 14. Results!
- 15. Core Strategic Venture Optimize business performance leveraging the powerful & unique LinkedIn data we have Optimize Innovate Innovate 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
- 16. We talked about how we turned big data into sales two years ago
- 17. With LinkedIn’s Business Continuing To Grow, Our Focus Has Been Shifting To Building Scalable Analytics Solutions For Customer Success Churn Guard
- 18. 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
- 19. … but fighting churn is a tough battle! It’s usually too late No one size fits all solution
- 20. Churn Guard – a scalable tool empowering every account manager to reduce churn Right Customer Right Timing Right Action
- 21. 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
- 22. 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. 23 High Churn Rate Medium High MediumLow Predicted Churn Risk Level Average Churn Rate 3X Predict: machine learning models predict accounts at risk of churning 2
- 24. Churn Guard surface at-risk account information to account managers Account manager or team level view
- 25. Churn Guard surface at-risk account information to account managers Accounts at risk by amount and renewal date Account manager or team level view
- 26. Churn Guard surface at-risk account information to account managers Accounts at risk by amount and renewal date Key risk drivers for each account Account manager or team level view
- 27. Prevent: a narrative is prescribed to mitigate each type of risk3
- 28. Churn Guard is driving impact... • 1400 reps using it • 300% lift in churn detection accuracy
- 29. 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
- 30. 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
- 31. Web API E2E Technologies that power Churn Guard Petabytes Megabytes Terabytes 1 2 Gigabytes3 4 Analytics Portal as “One-stop” shop Data Visualization Machine Learning
- 32. 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
- 33. Web API E2E Technologies that power Churn Guard Petabytes Megabytes Terabytes 1 2 Gigabytes3 4 Data ETL & Processing Aggregation Data Visualization Machine Learning
- 34. Architecture Components Data Serving Data Systems Kafka, Hadoop, Teradata Visualization Platform Tableau, Highcharts Web Application Framework Phoenix, Microservices Scalable Easy to use Efficient
- 35. Data Systems Data Sources Applications & Portals VisualizationSearch HDFS (Strunctured / Un Structured) Y A R N Map-Reduce Spark Pig Hive Data Storage & Computation 1 Databus ETL & Data Ingestion ,s 2 Serving High R&W, NoSQL Espresso Transitional OLTP Read only, NV Store Text Analytics Bus Intel & Analytics OLAP Eng/DB Pinot 3
- 36. Tableau Highchart MySQL, Teradata Elastic Search, Voldemort, Espresso, Pinot Data Visualization Platform Visualization Apps / Portal Data Serving Churnguard …. Phoenix Web Application Platform
- 37. 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
- 38. Web Application Framework- Phoenix Phoenix Runtime API Gateway Service Discovery Li.Container Configuration Application Framework Microservices Spring Boot Restful Services PythonPHP Zero Downtime Deployment Failover& Recovery Scaling Continuous integration Automated Test Ops & Infra Backbone.js Play Logging Metrics & MonitoringKafka Cache Security
- 39. Put everything together…. Scalable Data Systems, Easy to use Analytics Visualization Platform Efficient Web Application Framework Big Data Apps at Speed & Scale
- 40. One more thing “What is the most important thing for a team or a company in the 21st century?” Talents! We are hiring!
- 41. 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
- 42. 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