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What Software Testing can Learn from Marketing

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Marketers have a mature and well defined set of techniques used in campaign management for identifying targets, verifying delivery and assessing effectiveness of campaigns. I'll take a look at some of these techniques from a perspective of what software testers might be able to adapt from them to help in our work - particularly in emergent Testing Activities such as Testing in Production, Testing Big Data and Model Based Stochastic Test Generation

A write up of the talk will be available on my blog at www.a-sisyphean-task.com shortly

Presented at Birmingham Tester Meetup 6th March 2014
http://www.meetup.com/SoftwareTestingClub/events/165022162/

Published in: Technology
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What Software Testing can Learn from Marketing

  1. 1. Adam Knight Twitter: @adampknight Blog: www.a-sisyphean-task.com http://www.flickr.com/photos/x1brett/5054129673 Modified What Can Testers Learn From Marketing?
  2. 2. Testers? Learn From Marketing? www.flickr.com/photos/charlesonflickr/365579725
  3. 3. Testers? Learn From Marketing?
  4. 4. Testers? Learn From Marketing? www.admedia.com
  5. 5. Testers? Learn From Marketing? Really? forums.atomickitten.com
  6. 6. Are you ? Actually – No.
  7. 7. 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
  8. 8. 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
  9. 9. Marketing do a lot of stuff that testers do But with more money
  10. 10. Exploring Markets 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
  11. 11. 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 Analysing Data Step 4 – Analyze the data or information Step 5 – Present or disseminate the findings Step 6 – Use the findings to make the decision
  12. 12. 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 Informing Decisions
  13. 13. 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 Accepting Decisions
  14. 14. Testing Campaign Effectiveness Segments…. http://www.flickr.com/photos/beta-j/4432637412
  15. 15. Testing Campaign Effectiveness Segments…. …are Testing in Production http://www.flickr.com/photos/beta-j/4432637412
  16. 16. Checking Campaign Delivery Seeds... http://www.flickr.com/photos/yimhafiz/5035250840/
  17. 17. Checking Campaign Delivery Seeds... …are Testing Big Data http://www.flickr.com/photos/yimhafiz/5035250840/
  18. 18. Learning and Improving Closing the Loop http://www.flickr.com/photos/mjtmail/3777588474/
  19. 19. Learning and Improving Closing the Loop http://www.flickr.com/photos/mjtmail/3777588474/
  20. 20. Go and Explore
  21. 21. Discussions Any other industries that we can learn from? Any that we should stop trying to copy?
  22. 22. 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
  23. 23. 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.palgravejournals.com/jt/journal/v15/n2/full/5750036a.html • https://www.iacquire.com/blog/quantitative-data-analysistechniques-for-data-driven-marketing-2

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