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LinkedIn Member Segmentation & Targeting Platform Big Data Innovation, Las Vegas 2014 Hien Luu ©2013 LinkedIn Corporation. All Rights Reserved.
LinkedIn Member Segmentation &
Targeting Platform
Big Data Innovation, Las Vegas 2014
Hien Luu
©2013 LinkedIn Corporation. All Rights Reserved.
About Me
*
Hien Luu
Agenda
Little bit about LinkedIn
Segmentation & Targeting Problem
LinkedIn Segmentation & Targeting Platform
Q&A
©2013 LinkedIn Corporation. All Rights Reserved.
Our MissionConnect the world’s professionals to make them
more productive and successful.
Our VisionCreate economic opportunity for every
professional in the world.
Members First!
©2013 LinkedIn Corporation. All Rights Reserved.
The world’s largest professional network
Over 65% of members are now international
Company Pages
>3M
Languages
>30M
>90%Fortune 100 Companies
use LinkedIn Talent Soln to hire
Professional searches in 2012
>5.7B
19
Other Company Facts
*
• Headquartered in Mountain View, Calif., with offices around the world!
• LinkedIn has ~4200 full-time employees located around the world
Source :
http://press.linkedin.com/about
©2013 LinkedIn Corporation. All Rights Reserved.
Segmentation & Targeting
Segmentation & Targeting
Segmentation & Targeting
Identity Data Behavior Data Social Data
Segmentation & Targeting
LinkedIn Confidential ©2013 All Rights Reserved 10
1. Create attributes
Name
State
Occupation
Etc.
2. Attributes Added to Table
Name Email State Occupation …
John Smith [email protected] California Engineer
Jane Smith [email protected] Nevada HR Manager
3. Create Target Segment:
California, Engineer
Name Email State Occupation
John Smith [email protected] California Engineer
Jane Doe [email protected] California Engineer
4. Export List & Send Vendor
Jane Doe [email protected] California Engineer
Segmentation & Targeting
Business definition
– Launch new campaigns often
– Specify targeting criteria using arbitrary set of
attributes
– Attributes need to be computed to fulfill the
targeting criteria
– The attribute data resides on Hadoop or TD
– Business is most comfortable with SQL-like
language
©2013 LinkedIn Corporation. All Rights Reserved.
Segmentation & Targeting
©2013 LinkedIn Corporation. All Rights Reserved.
Attribute
Computation
Engine
Attribute
Serving
Engine
Segmentation & Targeting
©2013 LinkedIn Corporation. All Rights Reserved.
Attribute
Computation
Engine
Self-service
Support various
data sources
Attribute
consolidation
Attribute
availability
Segmentation & Targeting
©2013 LinkedIn Corporation. All Rights Reserved.
Attribute computation
~259M
PB
TB
TB
~550
Segmentation & Targeting
©2013 LinkedIn Corporation. All Rights Reserved.
Attribute Portal Web Application
Attribute & Definition
Metadata
Segmentation & Targeting
©2013 LinkedIn Corporation. All Rights Reserved.
Attribute &
Definition
Metadata
TD Executor
Hive Executor
Pig Executor
REST
REST
REST
Segmentation & Targeting
©2013 LinkedIn Corporation. All Rights Reserved.
M/R
Stitcher
/path/dataset1
/path/dataset2
/path/dataset3
/path/dataset4
/path/member_attributes
Data
Loader
Attribute consolidation & availability
Segmentation & Targeting
©2013 LinkedIn Corporation. All Rights Reserved.
The most sought after data set
Segmentation
Propensity
Model
Ad hoc analysis
Member attribute
table
Segmentation & Targeting
©2013 LinkedIn Corporation. All Rights Reserved.
Attribute
Serving
Engine
Self-service
Attribute predicate
expression
Build
segments
Build lists
Segmentation & Targeting
©2013 LinkedIn Corporation. All Rights Reserved.
Serving Engine
$
count filter sumcomplex
expressions
Σ1234
Member attribute table
~259M
~550
LinkedIn Segmentation & Targeting Platform
©2013 LinkedIn Corporation. All Rights Reserved.
Inverted
Index
Inverted
Index
Inverted
Index
M/R
Indexer
Member attribute
table
Attribute &
Definition
Metadata
LinkedIn Segmentation & Targeting Platform
©2013 LinkedIn Corporation. All Rights Reserved.
Who are north American recruiters that
don’t work for a competitor?
Who are the LinkedIn Talent Solution prospects
in Europe?
Who are the job seekers?
LinkedIn Segmentation & Targeting Platform
©2013 LinkedIn Corporation. All Rights Reserved.
Complex tree-like attribute predicate expressions
Conclusion
©2013 LinkedIn Corporation. All Rights Reserved.
Move at business speed and scale at LinkedIn scale
Segmentation & Targeting Platform
– Self-service
– Multiple data sources & massive data volume
– Support complex expression evaluation in seconds
– Attribute availability at business speed
Questions?
More info: data.linkedin.com
©2013 LinkedIn Corporation. All Rights Reserved.
