yogi, gardener, foodie, politico, and dog lover ! Passionate about #marketing, #edtech, and #design About me who am i? who is ThoughtWorks? why am i here? 2 @adammonago SearchLove San Diego 2014
5 Anyone use Company XYZ? What’s it like? Does their blog make them look smart? Is there a demo video from an actual user? Search “Reviews for Company XYZ” Do they have a mobile app? Do I know anyone who works there?
Building and Testing in Small Chunks Team = Content + Development Regular Releases - Frequent Improvements Team Ownership Agile and Continuous Delivery Experimentation Customer Focus
practices to reduce the cost, time, and risk of delivering incremental changes to users Jez Humble, author of Continuous Delivery 15 Incorporating the continuous delivery mindset
18 18 Puts business in control of release timing Assumes learning and improvement happens continuously Focuses the development activities around the valuable “feature” and not the time period (iteration).
to ship it! 19 19 Feature 1 Feature 2 Feature 3 Release! Release! Release! Lead Time (1 month) Lead Time (1 month) Lead Time (1 month) Feedback Feedback
illustrate with examples to compare and contrast the approach. Imagine you are brainstorming a feature to allow users to sign up for an online magazine subscription. The scope includes these parts: ! ! ! ! ! ! ! - Jenny Wong “Continuous Delivery Cannot Succeed Without Business Analysts” 21 Send weekly- aggregated content to subscribers Send monthly digest to subscribers Get subscriber contact and payment information Confirm order via email Analytics Feature: Allow subscribers to sign up for a Weekly or Monthly Subscription
Send monthly digest to subscribers Send weekly-aggregated content to subscribers Get subscriber contact and payment information Confirm order via email Gather analytics to see which one sells better Editor tool to curate monthly digest Allow users to choose weekly or monthly Release 2
Send weekly-aggregated content to subscribers Show a teaser page to allow subscribers to choose whether they are interested in the weekly or monthly option, or no interest at all Analytics: Build internal page to tally up the volume within a time-box Release 2 Get subscriber contact information when they express interest Get subscriber payment information Confirm order via email Remove internal analytics on monthly digest, continue to watch volume for weekly subscriptions
“That allows them to bring in experience and learnings and inject them back into the process and iterate faster, because they are not having to rehash and rebuild.” Jonathan Elliott, manager digital analytics at Seek
Marketing Manager Product Manager Analytics • Business owns prioritization of the work • Developers and Marketers have shared understanding of the business goals • Shared team visibility into tasks and obstacles Content Strategist
is happening? 29 Frequent feedback on the effect of team actions on the overall business goals Shared business relevant KPI’s: • Subscriptions • Product Trials • Sales Inquiries Working in small batches • Number of campaigns we are working on at the same time • Lead time • Number of experiments run Continually adjusting and correcting the approach based on accumulated learning. • Team Retrospectives • Improvement of key KPI’s • Customer Surveys
First Delivery = Content + Code Marketers Need Developers Responsive Delivery Build feedback in to build the right thing Encourage collaboration between Marketers and Developers Collective team ownership - Teams that own results deliver results Use automation to make your team more effective 37
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