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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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

3


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.

4


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%

5


Sample MUST be Unbiased

Incentives MUST be unbiased too – no branded products6


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


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

8


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%

9


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

10


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

11

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 Profile Developer

Marketing

2017

12


Demographic Developer Makeup Global

Development

Survey 2017,

Vol. 1

13


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:


• Money and security are not

the primary motivators for

software developers

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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

15Developer Marketing 2017 © 2017 Evans Data Corp


Developers in Purchasing Developer

Marketing

2017

• Over 95% of developers

have some role in

purchasing

16

• Developers in SMBs tend to

spend more individually than

in other company sizes


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.

17


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?


0%

10%

20%

30%

40%

Pe

rce

nt o

f P

rog

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?


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


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?


19


Social Media Uses Developer

Marketing

2017


• Of the top social

media sites, each has

its own strength and

developer appeal

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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

21


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

22


DevRelateDevRelate is a community and academy for Developer Relations Professionals.

Register for free at DevRelate.com!

23


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

24


Thank you!

Evans Data Corporation340 Soquel Ave.Santa Cruz, Calif.

www.evansdata.com@evansdatacorp

25

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