Modoop: LinkedIn Next Gen Predictive Engine for Email Marketing

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LinkedIn's Modoop predictive engine uses data from multiple sources to build segmentation models and personalized predictive models for email marketing. It delivers personalized messages to members based on their behavioral, social, and identity scores. The models are refined near real-time and optimized for customer lifetime value, cadence, and personalization.

Technology

Modoop: LinkedIn Email Marketing
Predictive Engine

©2013 LinkedIn Corporation. All Rights Reserved.

Biz Analytics

Email Marketing @LinkedIn

20% of member
traffic

©2013 LinkedIn Corporation. All Rights Reserved.

$88M revenue
in Q4 with 48%
YoY

Biz Analytics

2

%
300
©2013 LinkedIn Corporation. All Rights Reserved.

More Requests After the WIN

WIN

SaleSub

Job
Seeker

Job
Poster

Scalability
©2013 LinkedIn Corporation. All Rights Reserved.

Address
Book

PYMK

…

Personalization
Biz Analytics

Any More?
How about segmentation models by GEO/Industry/etc.?

Can we deliver personalized message to members?

Can you build predictive models for XYZ as well?

Can you add this variable to the model? I believe it’s important!

Can I (non data mining guy) build predictive models by myself?
©2013 LinkedIn Corporation. All Rights Reserved.

Biz Analytics

Any More?
How about segmentation models by GEO/Industry/etc.?

Can we deliver personalized message to members?

Ad Hoc

Production

Can you build predictive models for XYZ as well?

Can you add this variable to the model? I believe it’s important!

Can I (non data mining guy) build predictive models by myself?
©2013 LinkedIn Corporation. All Rights Reserved.

Biz Analytics

Cadency Matters!

©2013 LinkedIn Corporation. All Rights Reserved.

Biz Analytics

7

Model

week 1

©2013 LinkedIn Corporation. All Rights Reserved.

week 6

Biz Analytics

Modoop: LinkedIn Next Gen Predictive Engine
for Email Marketing
Optimization

Analytics

Customer
Lifetime Value

Cadence

Personalization

Feature
Engineering

Predictive
Model

Deep
Analysis

Data Mart for Mining

Data

©2013 LinkedIn Corporation. All Rights Reserved.

Hadoop

Data Warehouse

Biz Analytics

9

DM2: Data Mart for Data Mining

Behavioral
Data

Social
Identity
Data
Data • Multiple data sources, thousands of metrics
• Weekly/daily snapshots and aggregations
• Managed by partitioned Hive tables
• Monitoring dynamic changes
©2013 LinkedIn Corporation. All Rights Reserved.

Biz Analytics

10

Near Real Time Model Refinement
Model Refresh vs. Model Re-developing

©2013 LinkedIn Corporation. All Rights Reserved.

Biz Analytics

Personalization
Behavioral Score = 0.5
Identity Score = 0.3
Emily

Score = 0.9

Social Score = 0.1

Behavioral Score = 0.2
Identity Score = 0.3
Steve

Score = 0.9
©2013 LinkedIn Corporation. All Rights Reserved.

... With premium
account, you get
more search
results and access
to …

... Do you know 5
of you connections
have started to use
premium account
…

Social Score = 0.4

12
Biz Analytics

Thank you!
We are hiring!

©2013 LinkedIn Corporation. All Rights Reserved.

Biz Analytics

13

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Modoop: LinkedIn Next Gen Predictive Engine for Email Marketing

5. Any More? How about segmentation models by GEO/Industry/etc.? Can we deliver personalized message to members? Can you build predictive models for XYZ as well? Can you add this variable to the model? I believe it’s important! Can I (non data mining guy) build predictive models by myself? ©2013 LinkedIn Corporation. All Rights Reserved. Biz Analytics

6. Any More? How about segmentation models by GEO/Industry/etc.? Can we deliver personalized message to members? Ad Hoc Production Can you build predictive models for XYZ as well? Can you add this variable to the model? I believe it’s important! Can I (non data mining guy) build predictive models by myself? ©2013 LinkedIn Corporation. All Rights Reserved. Biz Analytics

9. Modoop: LinkedIn Next Gen Predictive Engine for Email Marketing Optimization Analytics Customer Lifetime Value Cadence Personalization Feature Engineering Predictive Model Deep Analysis Data Mart for Mining Data ©2013 LinkedIn Corporation. All Rights Reserved. Hadoop Data Warehouse Biz Analytics 9

10. DM2: Data Mart for Data Mining Behavioral Data Social Identity Data Data • Multiple data sources, thousands of metrics • Weekly/daily snapshots and aggregations • Managed by partitioned Hive tables • Monitoring dynamic changes ©2013 LinkedIn Corporation. All Rights Reserved. Biz Analytics 10

12. Personalization Behavioral Score = 0.5 Identity Score = 0.3 Emily Score = 0.9 Social Score = 0.1 Behavioral Score = 0.2 Identity Score = 0.3 Steve Score = 0.9 ©2013 LinkedIn Corporation. All Rights Reserved. ... With premium account, you get more search results and access to … ... Do you know 5 of you connections have started to use premium account … Social Score = 0.4 12 Biz Analytics

Modoop: LinkedIn Next Gen Predictive Engine for Email Marketing

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