A Gentle Introduction to Developer Personas and Segmentation · • Relies on current research on a...

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Developer Relations “Secret Sauce” 1 A Gentle Introduction to Developer Personas and Segmentation Evans Data Corporation 340 Soquel Ave. Santa Cruz, Calif. www.evansdata.com @evansdatacorp

Transcript of A Gentle Introduction to Developer Personas and Segmentation · • Relies on current research on a...

Page 1: A Gentle Introduction to Developer Personas and Segmentation · • Relies on current research on a specific market segment • Approach uses statistically significant metrics to

Developer Relations “Secret Sauce” 1

A Gentle Introduction toDeveloper Personas

and Segmentation

Evans Data Corporation340 Soquel Ave.Santa Cruz, Calif.

www.evansdata.com@evansdatacorp

Page 2: A Gentle Introduction to Developer Personas and Segmentation · • Relies on current research on a specific market segment • Approach uses statistically significant metrics to

DevRelate April 2018 – Developer Personas and Segmentation

Presenters

David Intersimone “David I”

VP of Developer Communities

https://www.linkedin.com/in/davidi99/

@davidi99

Michael Rasalan

Director of Research

https://www.linkedin.com/in/michaelrasalan/

@eatabagel

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https://www.devrelate.com/intropersonas-infolinks/

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DevRelate April 2018 – Developer Personas and Segmentation

Agenda

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https://www.devrelate.com/intropersonas-infolinks/

• Introduction

• Why create personas?

• Identifying elements

• A simple example

• After the personas, what’s next?

• Q&A

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DevRelate April 2018 – Developer Personas and Segmentation

• What this webinar covers• Overview of personas and segmentation

• Start you thinking about personas and segmentation

• Next steps beyond this webinar• Think about the makeup of your developer community

• We’ll help you build a persona and segmentation plan

Introduction

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DevRelate April 2018 – Developer Personas and Segmentation

There is no one-size-fits-

all approach for reaching

developers

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DevRelate April 2018 – Developer Personas and Segmentation

• Start up and you have persona ideas, validating is a good thing

• Large existing developer community – are you missing key developer types

• Expanding to a new region – developer differences

• Looking for new use cases and developers for existing and new products

How you can benefit with persona work

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DevRelate April 2018 – Developer Personas and Segmentation

Predetermined personas vs. Natural personas

Predetermined Personas

• Presupposes the types of developers in a market

• Developer characteristics are heavily typified by broad assumptions

• Persona generation may privilege particular stereotypes or needs that are driven by marketing hypotheses

Natural Personas

• Relies on current research on a specific market segment

• Approach uses statistically significant metrics to characterize developers within a group

• Persona generation is created to fit real-world data using cluster analysis

• Bottom-up approach to creating persona

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DevRelate April 2018 – Developer Personas and Segmentation

Predetermined/Natural personas

We use survey-based approach

• Solid base of statistically significant information to create personas

• Survey approaches allow us to limit persona creation to specific markets without being overbroad with our definitions

• Survey approaches allow us to use special data-scientific methods to create personas

• Survey approaches allow us to collect more contextual information

• Survey approaches allow us to collect more actionable information

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DevRelate April 2018 – Developer Personas and Segmentation

Identifying elements

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DevRelate April 2018 – Developer Personas and Segmentation

What elements do we use?

Hypothesis: There are distinct personas in the market for a particular tool that are identified by their engagement with technologies– hobbyist vs. professionals

Elements:

• Developer age

• Developer experience

• Company age

• Company size

• Revenue generation

• Influence of developer within organizations

• Job role

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Simple Example: Setting Survey Objectives

Do we believe that there are already distinct personas in the

market for a particular tool? Or do we have a blank slate?

Enterprise

Mobile

Developer?

Hobbyist

Mobile

Developer?

Jack – of– all –

trades?

Define the boundaries of your research.

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DevRelate April 2018 – Developer Personas and Segmentation

Simple Example: Survey Creation

Possible elements?• Developer age

• Developer experience

• Company age

• Company size

• Revenue generation

• Influence of developer within organizations

• Job role

12@evansdatacorp

www.evansdata.com

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DevRelate April 2018 – Developer Personas and Segmentation

Simple Example: Analysis (natural)

Hierarchical Cluster Analysis• Agglomerative (or bottom up) method

• Minimize the distance between means to determine membership within a cluster

Company Size

13.9%

49.3%

18.9%

32.8%

57.4%

31.2%

32.4%14.9%

28.7%19.6%

48.6% 52.2%

0%

20%

40%

60%

80%

100%

Cluster 1 Cluster 2 Cluster 3 Cluster 4

1-100 101-1,000 Over 1,000

Simulated Data © 2017 Evans Data Corp.

Company Age

5.2%

37.7%43.5%

34.8%

12.8%

19.1%

16.7%

18.2%

28.7%

37.8%

56.7%

27.7%

43.3%

10.9%0%

20%

40%

60%

80%

100%

Cluster 1 Cluster 2 Cluster 3 Cluster 4

2 or fewer 3 through 5 6 throuh 10 11 through 15 16 through 25 Over 25

Simulated Data © 2017 Evans Data Corp.

Individual Annual Tools Expenditures

15.2%

32.8%

71.0% 40.3%

10.9%

5.4%

26.9%

73.0%

17.6%

36.5%

61.7%

0%

20%

40%

60%

80%

100%

Cluster 1 Cluster 2 Cluster 3 Cluster 4

None $1-500 $501-1,000 $1,001-5,000 $5,001-10,000 $10,001-$50,000 Over $50,000

Simulated Data © 2017 Evans Data Corp.

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Simple Example: Personas are created

Cluster 1 Cluster 2

Company Size Mostly in midsized Mostly small

Company Age 6-10 years 1-5 years

Influence in Purchasing Large personal budgets (over 10k) Very small personal budgets

Age Older than cluster 2 Youngest developers

Experience More experienced than cluster 2 Least experienced

Developer Segment Commercial

Technologies Used Cloud / mobile Cloud / mobile

Reason for Using New Tech New capabilities New capabilities, Flash and buzz

Cluster 3 Cluster 4

Company Size Mostly large Mostly large

Company Age Getting old Older established companies

Influence in Purchasing < 5k in budget Very small budgets

Age Younger than cluster 4 Oldest developers

Experience Less experienced than cluster 4 Most experienced

Developer Segment Custom + Enterprise Purely Enterprise

Technologies Used 35% PC / 65% mobile Legacy/PC/Desktop, some mobile

Reason for Using New Tech Project requirements Project requirements

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DevRelate April 2018 – Developer Personas and Segmentation

Simple Example: Personas are createdCluster 2 Cluster 1 Cluster 3 Cluster 4

Company Size Mostly small Mostly in midsized Mostly large Mostly large

Company Age 1-5 years 6-10 years Getting old Older established companies

Influence in Purchasing Very small personal budgets Large personal budgets (over 10k) < 5k in budget Very small budgets

Age Youngest developers Older than cluster 2 Younger than cluster 4 Oldest developers

Experience Least experienced More experienced than cluster 2 Less experienced than cluster 4 Most experienced

Developer Segment Commercial Custom + Enterprise Purely Enterprise

Technologies Used Cloud / mobile Cloud / mobile 35% PC / 65% mobile Legacy/PC/Desktop, some mobile

Reason for Using New Tech New capabilities, Flash and buzz New capabilities Project requirements Project requirements

Startups Newly Established Modern Enterprise Legacy Enterprise

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After the persona work…

• Know more about the developers who use your products

• Employ personas to segment survey results in order to achieve narrower goals

• Use motivation information to optimize marketing around specific product offerings that meet those drivers

• Use outreach information about specific personas by targeting specific channels for marketing campaigns

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Tailor your outreach strategy to reach

different types of developers.

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DevRelate April 2018 – Developer Personas and Segmentation

Summary

• Forced personas showed that there were indeed developers that fit predefined types

• Able to highlight outreach strategies for forced personas

• Natural personas showed that while initial assumptions were correct, market is more complex

• Able to highlight different outreach strategies for natural personas

• Able to suggest new strategies to address new understanding

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DevRelate April 2018 – Developer Personas and Segmentation

Discovering Personas Specific to Your Technology

• Evans Data can help you with your next steps

• Create a custom persona and segmentation study

• We’ll help you• Identify district characteristics for targeted appeals

• Communicate more clearly

• Provide the level and type of support

• Provide the tools and tech each persona uses

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Not sure where to start?• Contact us today for a free consultation

• Phone: 800.831.3080

• Email: [email protected]

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DevRelate April 2018 – Developer Personas and Segmentation

Developer Program Advisory Services

We offer workshops, training sessions, content analysis, mentoring, onboarding audits, and consultation tailored to your business needs

Workshops• 1-4 day tailored developer strategy and tactical

workshops for managers & stakeholders

• Customized for various roles within your organization

Not sure where to start?• Contact us today for a free consultation

• Phone: [email protected]

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Reduced devrel costs and increased program scalability

Improved developer experiences on

your community site

Enhanced content and digital assets for

happier developers

Creating a Win/Win strategy for developers and your company

Developer community growth with

the right members

A few examples of how we can help

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Developer Marketing Summit 2018

• Insightful keynotes from top developer marketing executives

• Expert Marketing Panels

• Hands-on workshops

• In-depth developer research data

• Luncheons, breaks and Cocktail Reception to network with your colleagues

• Interactive sessions and stimulating talks

Save the Date!

September 17 and 18, 2018

Silicon Valley

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DevRelate April 2018 – Developer Personas and Segmentation

Q&ADavid Intersimone “David I”

[email protected]

Community: https://www.devrelate.com/

Blog: https://www.devrelate.com/blog/

Skype: davidi99

Twitter: @davidi99

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https://www.devrelate.com/intropersonas-infolinks/