What Can Testers Learn From

Marketing?

Adam Knight

Twitter: @adampknight

Blog: www.a-sisyphean-task.com

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Testers? Learn From Marketing?

www.flickr.com/photos/charlesonflickr/365579725

Testers? Learn From Marketing?

www.admedia.com

Testers? Learn From Marketing?

Really? forums.atomickitten.com

Testers? Learn From Marketing?

Are you

? Actually – No.

Marketing do a lot of stuff

that testers do

• Marketing is the link between a society’s material

requirements and its economic patterns of response

• Marketing can be looked at as an organizational

function and a set of processes for creating, delivering

and communicating value to customers

Marketing do a lot of stuff

that testers do

• Explore markets and opportunities

• Inform Decisions

• Test campaign change effectiveness

• Check campaign activity

• Learn and improve campaign targeting

Marketing do a lot of stuff

that testers do

But with more money

Exploring Markets

Step 1 - Articulate

the research problem

and objectives

Step 2 - Develop the

overall research

plan

Step 3 – Collect the

data or information

Step 4 – Analyze the

data or information

Step 5 – Present or disseminate the findings

Step 6 – Use the

findings to make the decision

The Market Research Process

Analysing Data

Step 1 - Articulate

the research problem

and objectives

Step 2 - Develop the

overall research

plan

Step 3 – Collect the

data or information

Step 4 – Analyze the

data or information

Step 5 – Present or disseminate the findings

Step 6 – Use the

findings to make the decision

The Market Research Process

Step 1 - Articulate

the research problem

and objectives

Step 2 - Develop the

overall research

plan

Step 3 – Collect the

data or information

Step 4 – Analyze the

data or information

Step 5 – Present or disseminate the findings

Step 6 – Use the

findings to make the decision

The Market Research Process

Informing Decisions

Step 1 - Articulate

the research problem

and objectives

Step 2 - Develop the

overall research

plan

Step 3 – Collect the

data or information

Step 4 – Analyze the

data or information

Step 5 – Present or disseminate the findings

Step 6 – Use the

findings to make the decision

The Market Research Process

Accepting Decisions

Testing Campaign Effectiveness

Segments….

http://www.flickr.com/photos/beta-j/4432637412

Testing Campaign Effectiveness

Segments….

http://www.flickr.com/photos/beta-j/4432637412

…are Testing in Production

Checking Campaign Delivery

http://www.flickr.com/photos/yimhafiz/5035250840/

Seeds...

Checking Campaign Delivery

http://www.flickr.com/photos/yimhafiz/5035250840/

…are Testing Big Data

Seeds...

Learning and Improving

http://www.flickr.com/photos/mjtmail/3777588474/

Closing the Loop

Learning and Improving

http://www.flickr.com/photos/mjtmail/3777588474/

Closing the Loop

Go and Explore

Discussions

Any other industries that we can

learn from?

Any that we should stop trying to

copy?

Thanks

• Email: adampknight@a-sisyphean-task.com

• Twitter: @adampknight

• Blog: http://www.a-sisyphean-task.com

• Email: adam.knight@rainstor.com

• WebSite: http://www.rainstor.com

References Further Reading

• http://marketresearch.about.com/od/Market_Research_Basics

• http://www.mymarketresearch.com

• http://www.marketingprofs.com/Tutorials/Forecast/index.asp

• http://www.palgrave-

journals.com/jt/journal/v15/n2/full/5750036a.html

• https://www.iacquire.com/blog/quantitative-data-analysis-

techniques-for-data-driven-marketing-2