Developer Marketing Summit€¦ · • Developer Segmentation and Personae • Developer Journey...
Transcript of Developer Marketing Summit€¦ · • Developer Segmentation and Personae • Developer Journey...
Developer Marketing Summit 2017 Confidential and proprietary 1
Evans Data Corporation340 Soquel Ave.Santa Cruz, Calif.
www.evansdata.com@evansdatacorp
Evans Data CorporationDeveloper Marketing Summit 2017
Developer Marketing Summit 2017 Confidential and proprietary
Focused Exclusively on Developers Since 1998
• Syndicated Research Subscriptions
• Five Strategic Surveys conducted each conducted twice a year
• Global Development Survey
• Mobile Development Survey
• AI, ML and Big Data Survey
• Cloud Development Survey
• Internet of Things Survey
• Two Tactical Surveys conducted once a year
• Developer Marketing
• Developer Relations Programs
• Global Developer Population Study
12 different
syndicated
surveys
conducted every year
for FRESH and
focused data
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Developer Marketing Summit 2017 Confidential and proprietary
Custom Private Research
• Private Research and Competitive Analysis
• Global Reach, Regional Drill Down
• Advanced Analytics
• Snapshot Insights or Recurring• Benchmarking Programs or Products
• NPS
• Awareness
• Share of Voice
• Developer Segmentation and Personae
• Developer Journey
• User Satisfaction
• Unbiased, Statistically Significant
• Projectable Results
• Actionable Insights
• Quick and Reliable
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Developer Marketing Summit 2017 Confidential and proprietary
Competitive Benchmarking
Competitive Intelligence
• Blind survey eliminates bias
• Dynamic questions quiz developers on
programs they know
• Developers rank features on four point
scale then converted to measurable
value
Client selects:
• Companies, programs or products to
compare
• Features
• Geographic focus
• Level of accuracy / frequency of
reiterations
Company A Company B Company C Company D Company E Company F
Overall Index 680.00 640.00 623.50 523.00 480.00 460.00
Marketing and Business Support 50.54 67.00 33.00 125.00 33.00 48.00
Co-op Marketing Support 165.20 254.00 136.00 198.00 122.00 99.00
Investment Funding 158.00 136.00 141.00 99.00 65.00 22.00
App Monetization Models 211.00 188.00 99.00 37.00 29.00 76.00
Analyst Relations 50.54 67.00 33.00 125.00 -24.95 -69.83
Revenue Share 115.00 102.00 33.00 77.00 54.00 73.00
App Directory 250.00 188.00 13.00 37.00 29.00 76.00
Community Outreach 300.00 100.00 87.00 65.00 92.00 17.00
Use Cases 50.54 67.00 33.00 125.00 33.00 48.00
Hackathons 165.20 254.00 136.00 198.00 122.00 99.00
Contests 158.00 136.00 141.00 99.00 65.00 22.00
Conferences 211.00 188.00 99.00 37.00 29.00 76.00
Webinars 50.54 67.00 33.00 125.00 -24.95 -69.83
Newsletters 250.00 188.00 13.00 37.00 29.00 76.00
Evangelism 44.00 68.00 72.00 88.00 24.00 89.00
Social media 103.00 55.00 94.00 99.00 102.00 111.00
Technical 198.00 176.00 154.00 162.00 71.00 61.00
Hands on labs 50.54 67.00 33.00 125.00 33.00 48.00
Code samples 165.20 254.00 136.00 198.00 122.00 99.00
Forums 158.00 136.00 141.00 99.00 65.00 22.00
Videos 50.54 67.00 33.00 125.00 33.00 48.00
Blogs 165.20 254.00 136.00 198.00 122.00 99.00
SDKs 158.00 136.00 141.00 99.00 65.00 22.00
Tutorials 211.00 188.00 99.00 37.00 29.00 76.00
Cloud Platform as a Service 50.54 67.00 33.00 125.00 -24.95 -69.83
Technical support 250.00 188.00 13.00 37.00 29.00 76.00
Development tools 44.00 68.00 72.00 88.00 24.00 89.00
APIs 66.00 105.00 103.00 36.00 150.00 22.00
Access to Experts -72.08 31.98 -25.56 -73.22 -32.37
Number of Respondents 1285 1340 980 1244 674 892
Total Sample 1580 1580 1580 1580 1580 1580
Benchmarking Research Developer Program Sample Template© 2015, Evans Data Corp.
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Developer Marketing Summit 2017 Confidential and proprietary
Margin of Error
• Global Development Survey Margin of Error at Aggregate (1,500) = 2.5%
extremely credible and reliable
Margin of Error: 2.4
Sample Size: 1,500
• Focused surveys such as
Cloud, Mobile, Big Data,
etc. have industry standard
margin of error of +/- 4.5%
or better
• After about 1500
respondents – diminishing
returns. Difference
between 2000 and 10,000
is less than 1%
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Developer Marketing Summit 2017 Confidential and proprietary
Sample MUST be Unbiased
Incentives MUST be unbiased too – no branded products6
Developer Marketing Summit 2017 Confidential and proprietary
Global Developer Population and Demographic Study Combining Secondary and Primary ResearchA few of the facts checked
• Growth in tertiary education
• Number of internet hosts
• per 1,000 people
• Population growth
• Number of PCs per 1,000
people
• Number of smartphones per
1,000 people
• Growth in secondary
Education
• Growth in GDP per capita
CIA World
Factbook
US
Census
Other
regional
sources
University
enrollment
statistics
National
Bureau of
Economic
Research
Intl.
Monetary
Fund
World
Bank
Population estimates updated every year since 20067
Developer Marketing Summit 2017 Confidential and proprietary
Global Developer Population 2017
APAC
8,040,500
EMEA
7,485,900
Latin America
1,991,300
North America
4,500,700
Over 22 million professional developers are distributed
around the globe in 2017
Developer
Population and
Demographics
Study 2017, V1
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Developer Marketing Summit 2017 Confidential and proprietary
Global Developer Population 2022
The population will grow to over 26.2M by 2022
Developer
Population and
Demographics
Study 2017, V1
North America
4,923,000
9%
Latin America
2,373.900
18%
EMEA
8,707,400
APAC
10,160,000
15%
24%
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Developer Marketing Summit 2017 Confidential and proprietary
Host Operating System Global
Development
Survey 2017,
Vol. 1
• Windows is still the primary OS used on the development desktop
• Most developers -87% - also use a secondary OS
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Developer Marketing Summit 2017 Confidential and proprietary
Languages Global
Development
Survey 2017,
Vol. 1
0%
10%
20%
30%
40%
Pe
rce
nt o
f P
rog
ram
me
rs
1 - 9%
10 - 19%
20 - 29%
30 - 39%
40 - 49%
50 - 59%
60 - 69%
70 - 79%
80 - 89%
90 - 99%
100%
Java Usage Today
Global Development Survey: Vol. 1, © 2017 Evans Data Corp.
• Developers use multiple languages and very few use any one language more than 50% of the time
• Increasing use of all three of these languages indicates increasing diversity in language use
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Language Use (Trend)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Spring
2005
Spring
2006
Spring
2007
Spring
2008
Spring
2009
Spring
2010
Spring
2011
Spring
2012
Spring
2013
Spring
2014
Spring
2015
Spring
2016
Spring
2017
Perc
ent
of
Pro
gra
mm
ers
C/C++
C#
Java
Global Development Series: Vol. 1, © 2017 Evans Data Corp.
Developer Marketing Summit 2017 Confidential and proprietary
Developer Profile Developer
Marketing
2017
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Developer Marketing Summit 2017 Confidential and proprietary
Demographic Developer Makeup Global
Development
Survey 2017,
Vol. 1
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Developer Marketing Summit 2017 Confidential and proprietary
Developer Psychographics - Career Motivations
Developer
Marketing
2017
0%
5%
10%
15%
20%
25%
30%
Pe
rce
nt o
f P
rog
ram
me
rs
The Money 2 3 4 5 6 7 8 9 Something
other than
money
When thinking about WHY you chose software development as a career,
where would place yourself on the following scale:
Developer M arketing 2017, © 2017 Evans Data Corp.
0%
20%
40%
60%
80%
100%
Perc
ent of P
rogra
mm
ers
25 and
under
26-30 31-35 36-40 41-45 46-50 51-55 56-60 Over 60
Something
other than money9
8
7
6
5
4
3
2
The Money
Microsoft Startups Research 2011, © 2011 Evans Data Corp
When thinking about WHY you chose software development as a career, where
would place yourself on the following scale:
Developer M arketing 2017, © 2017 Evans Data Corp.
• Money and security are not
the primary motivators for
software developers
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Developer Marketing Summit 2017 Confidential and proprietary
Developer Psychographics – Charitable Inclinations
Developer
Marketing
2017• Younger developers are
more inclined to donate
their time than older ones
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Percent of Cases
Other
Scientific projects
Political projects
Wildlife studies
Climate research
Medical research projects
Green projects/ alternative energy
Aid to poor countries
Educational projects for children
Developer Marketing 2017, © 2017 Evans Data Corp.
Top Causes to Donate Time to
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Developer Marketing Summit 2017 Confidential and proprietary
Developers in Purchasing Developer
Marketing
2017
• Over 95% of developers
have some role in
purchasing
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• Developers in SMBs tend to
spend more individually than
in other company sizes
Developer Marketing Summit 2017 Confidential and proprietary
Most Credible Sources of Information Developer
Marketing
2017
• Complexity, novelty and rapid change have made technology vendors
themselves the most credible source for emerging technologies.
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Developer Marketing Summit 2017 Confidential and proprietary
Advertising Developer
Marketing
2017
0%
10%
20%
30%
40%
Pe
rce
nt o
f P
rog
ram
me
rs
Video Ads Static Banner
Ads
Text Ads Social
Ads
Cinemagraphic
Ads
Pop-up
Ads
Which of the following types of web browser ads are you most likely to pay attention to?
Developer M arketing 2017, © 2017 Evans Data Corp.
0%
10%
20%
30%
40%
Pe
rce
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f P
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ram
me
rs
Vendor w
eb site
Social m
edia site
Media w
eb site
Video w
eb site
In print magazine
Other
Direct m
ail flyer
TV
Where did you last see an advertisement targeting you as a developer?
Developer M arketing 2017, © 2017 Evans Data Corp.
18Developer Marketing 2017,© 2017 Evans Data Corp
• Social media ads are almost as
prevalent as ads on vendor
web sites
• Video ads are most
compelling
Developer Marketing Summit 2017 Confidential and proprietary
Frequency of Social Media Visits Developer
Marketing
2017
• Social media is an effective
vehicle for developer
marketing
• There is a direct correlation
between developer age and
use of social media for
development purposes
0%
5%
10%
15%
20%
25%
30%
35%
40%
Throughoutthe day
Daily Severaltimes per
week
Weekly Everycouple of
weeks
Rarely ornever
Pe
rce
nt o
f P
rog
ram
me
rs
How often do you visit social media sites for development purposes?
Developer Marketing 2017, © 2017 Evans Data Corp.
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Developer Marketing Summit 2017 Confidential and proprietary
Social Media Uses Developer
Marketing
2017
Developer Marketing 2017, © 2017 Evans Data Corp.
• Of the top social
media sites, each has
its own strength and
developer appeal
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Developer Marketing Summit 2017 Confidential and proprietary
Putting it Together
• Knowing your target developers
• Understanding their aims and concerns
• Knowing how to reach them
• Knowing how to convince them to try
• Getting feedback
• Measuring success
• Creating a loyal community
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Developer Marketing Summit 2017 Confidential and proprietary
DevMetric
• Rating and Review Site for Development Tools
List Your Product
Read Your Product Reviews
Review Your Favorite Tools
Find Out What Developers Think
about Specific Tools
www.DevMetric.com
Special Summit
Promotion
Free Banner and
Listings
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Developer Marketing Summit 2017 Confidential and proprietary
DevRelateDevRelate is a community and academy for Developer Relations Professionals.
Register for free at DevRelate.com!
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Developer Marketing Summit 2017 Confidential and proprietary
Evans Data Developer Relations Conference
Coming Next Spring – March 25-27, 2018 – Silicon Valley
• Exciting Keynotes
• Expert Sessions
• More
• New Features
• Great Prizes
Focused on Developer Programs
Program KPIs
Showing Program ROI
Maintaining a Community
Providing Training
Tech Support
Development Tools
APIs and API Management
Marketing Elements and Outreach
14th Annual
Conference
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Developer Marketing Summit 2017 Confidential and proprietary
Thank you!
Evans Data Corporation340 Soquel Ave.Santa Cruz, Calif.
www.evansdata.com@evansdatacorp
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