A Gentle Introduction to Developer Personas and Segmentation · • Relies on current research on a...
Transcript of A Gentle Introduction to Developer Personas and Segmentation · • Relies on current research on a...
Developer Relations “Secret Sauce” 1
A Gentle Introduction toDeveloper Personas
and Segmentation
Evans Data Corporation340 Soquel Ave.Santa Cruz, Calif.
www.evansdata.com@evansdatacorp
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/
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
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
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
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
DevRelate April 2018 – Developer Personas and Segmentation
Identifying elements
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
DevRelate April 2018 – Developer Personas and Segmentation
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.
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
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.
DevRelate April 2018 – Developer Personas and Segmentation
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
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
DevRelate April 2018 – Developer Personas and Segmentation
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
Tailor your outreach strategy to reach
different types of developers.
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
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]
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
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”
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/