A system, a machine-readable storage medium storing instructions, and a computer-implemented method are described herein are directed to a Key Feature Engine receives a request for a desired number of key features to be identified from a data set in at least a portion of a database. The Key Feature Engine executes instances of multiple types of machine learning data models on the data set to calculate respective regression coefficients, in each machine learning data model instance, for each feature in a plurality of features defined by a plurality of data categories of a social network service. The Key Feature Engine identifies at least one key feature, of one or more instances of the multiple types of machine learning data models, based on a value of a corresponding regression coefficient.