1. FINDING
THE CLONES
Upgrading our coverage with GDB

2. Agenda.
01.
Fiverr in a nutshell
02.
Clones motivation
03.
Why do we need GDB
04.
Clone model logic
05.
The process
06.
Summary

3. • Data analyst TL in Fiverr
• Exploring data for 12 years
• Blooming in the Summer
• Only warm Hummus, Please
Oren
Weinberger

4. meet
Fiverr is a global marketplace
that connects freelancers and
businesses for digital services.
We change how the world
works together.

5. • Tel Aviv Headquarters
• Founded at March 2010
• NYSE IPO on June 2019
• 1,200 employees
• 300+ Sub-categories
• 4.2M+ Active-buyers
Fiverr is an
Israeli Company

6. Our two-sided
marketplace
creates powerful
flywheel effects.

7. What is
A Clone?
“User who has more
than one identity in the
marketplace”

8. Clone, what is it
good for?
Feedback
Boosting
Greater exposure
in the market
Returning after
being blocked
Money
Laundering

9. Where does it hurt Fiverr?
Poor quality of service
Dirty data for analysis
Customer Support resource
Reducing trust in the market

10. Why Graph? Time & coverage
Relational database
Graph database
{Payment method}
{Payment method} {Location} {Device}
Mediator Mediator
{Location }

11. Today
Before
Based on strong relation
Payment method
Device
Direct Relation
Based on graph model relationships
Direct / Indirect relation
Soft relation (similarities)

12. Relationship logic,
How does it work?
Mapping
business relation
between users
Adding attributes of
similarity of users
Adding score of
relation by it
strength and the tier
distance

13. Graph
modeling
Order Flow - Example

14. Validation
Manual examination
by the MI/Risk team
Determines the sweet
spot according to the
false positive

15. Relationship
visualization
with Bloom

16. Pattern
Example Mediator User 1 Mediator User 2
User 2
User 1
No direct connection
between User 1 & User 2,
Each user attempted
verification from the same
phone number as Mediator
user 1 and mediator 2.
Therefore User 1 = User 2

17. Result.
High Increase in the coverage
Low false positive
Top metric - strengthening our marketplace

18. Summary
01. Where there is money
there are clones
02.
GDB shows the relation but you
need first to understand which
relationships are important to you
03. Before going to production
you must validate
04. Cross company
collaboration is a must
05. Good luck!

19. THANK YOU.