CEO and Founder
Who? Where? Why? Using data to understand your audience.
In developer marketing and developer relations, the question we are often trying to answer is,
“Just what is the problem our target developers are trying to solve?”
Until we know this, how can we can demonstrate to our audience that the product, platform or service we offer is their best choice?
We need to know our target developers well in order to understand the problems they and their users experience. So there’s a range of questions we should be asking before we even get on to that key question (yes, it’s questions all the way down!).
The best way to answer questions is with data, of course. If you base your decisions on valid and trustworthy data, and the insights the data offers, you can naturally be more strategic. You can invest in the right tools, technologies and platforms and work towards answering the problem your developers want to solve, which will make you invaluable to them.
##Introduction to /Data
Data is what we do. We are data scientists as well as developer marketing experts. We run the largest developer research in the world, gathering data in bulk, which we cleanse and analyse using a sophisticated methodology. We offer a range of research services to help our clients dig into their potential developer audience in terms of their motivation, age, geographical location, whether they are professionals or hobbyists, their typical company size, developer team size, preferred programming language and more.
We help answer the who? where? and why? questions. In the presentation, Jo will explain our process and its value to developer relations practitioners – from how we collect the data to how we turn it into actionable insights.
##Step 1: The surveys
The survey – slides with the nitty gritty of how many we run, how they are put together, tools, data collection etc.
##Step 2: The data
This is the meat of the presentation. We will illustrate a range of the data we have available from the most recent pair of surveys, and the kind of insights and conclusions that can be drawn from them. The essence of the presentation is to share data and insight, and not to promote our services. We will, naturally, present what else we have available to give the audience a picture of what we do, but the point is to show what everyone should be thinking about when picturing their community, whether they get the data from us, a competitor, or find a way to capture it for themselves.
The following will be Illustrated with either case studies or graphics/insights from actual reports.
Slides about the personas and profiles — what /Data excel in
How we arrive at them and the methodology we use to create personas for different communities as we segment it for our clients
How dev marketers can use personas when they have them
Practical takeaway: anonymous case study?
In dev marketing, we need to have a good idea of where developers are heading. Developer population forecasts are predictions of the trends – some examples from our reports (e.g. free global population report) or illustration from a client of how they have used them/why they think they are important
###How & Why?
Slides about the analysis we do to show what are developers using and why have they made these choices. We have the State of the Developer Nation as our regular flagship report, which we give to the developer community for free, and can also highlight landscape reports and trackers.
Software development is a worldwide ‘trade’ but the region is just one of the ways you can ‘find’ and audience. Slides to illustrate our knowledge of where they are geographically and where they are hanging out online.
Illustrate with snippets from our How & Where to Find reports
Slides that show our research into what works and what doesn’t for developers using different developer marketing portals. Some of the insights we generate are probably the biggest takeaway for the audience at the conference, so keep it until last to flag up.
For those that are interested, a short high-speed run through what we do with the data we collect from the surveys (high level description to illustrate the complexity, rather than a big detailed overview) and how the analysts take the data and slice and dice it to give different angles for different clients.