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/

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. Testers? Learn From Marketing?
www.flickr.com/photos/charlesonflickr/365579725

3. Testers? Learn From Marketing?

4. Testers? Learn From Marketing?
www.admedia.com

5. Testers? Learn From Marketing?
Really?
forums.atomickitten.com

6. Are you
?
Actually – No.

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. 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. Marketing do a lot of stuff
that testers do
But with more money

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. 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. 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. 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. Testing Campaign Effectiveness
Segments….
http://www.flickr.com/photos/beta-j/4432637412

15. Testing Campaign Effectiveness
Segments….
…are Testing in Production
http://www.flickr.com/photos/beta-j/4432637412

16. Checking Campaign Delivery
Seeds...
http://www.flickr.com/photos/yimhafiz/5035250840/

17. Checking Campaign Delivery
Seeds...
…are Testing Big Data
http://www.flickr.com/photos/yimhafiz/5035250840/

18. Learning and Improving
Closing the Loop
http://www.flickr.com/photos/mjtmail/3777588474/

19. Learning and Improving
Closing the Loop
http://www.flickr.com/photos/mjtmail/3777588474/

20. Go and Explore

21. Discussions
Any other industries that we can
learn from?
Any that we should stop trying to
copy?

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. 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