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© 2015, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Adam FitzGerald Head, Worldwide Developer Marketing Amazon Web Services Which Metrics Matter in DevRel? Subjectivity Applied to Objectivity @DevRelChap

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Page 1: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

© 2015, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

Adam FitzGerald

Head, Worldwide Developer Marketing Amazon Web Services

Which Metrics Matter in DevRel?

Subjectivity Applied to Objectivity

@DevRelChap

Page 2: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population
Page 3: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population
Page 4: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Largest Number Of Start-up Customers

Page 5: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Largest Number Of Enterprise Customers

Page 6: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Largest Number Of Public Sector Customers

Page 7: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

What Metrics Matter in Developer Relations?

Page 8: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

« If you can’t measure it,

you can’t improve it »-Peter Drucker

Management Guru

Page 9: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

« If you can’t measure it,

you can’t improve it »-Lord KelvinWilliam Thomson

Page 10: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

« How do I know what

you are doing is making

a difference? »-Your Manager

Page 11: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population
Page 12: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Users:

DAU/WAU/MAU

Page 13: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

2009 2010 2011 2012 2013 2014 20162015

“Active customer” is defined as a non-Amazon customer with AWS account usage activity in the past month, including the free tier

Over 2 Million Active AWS Customers

Page 14: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population
Page 15: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population
Page 16: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Calculating DAU: Amplitude blog

Page 17: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Perils of DAU/WAU/MAU

1. Externalities

2. Masking Churn

3. Wrong Event Source

Page 18: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Love

GitHub Stars

Page 19: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population
Page 20: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

OSS: Users vs Contributors vs Committers

Page 21: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Spring Community Population (Open Source)

User base: 2,500,000

Key RatiosCore:Expert 20:1

Forum:Registered 10:1

Registered:Global 20:1

Global Population

Registered

Forum

Experts

Core

Active: 12,000

Committers: 20

Population

20x

30x

20x

Subscribers: 125,000

Answers: 400

10x

User base: 2,500,000

Page 22: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Volume

Unique PageViews

Impressions

Page 23: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Impressions, Pageviews, Followers

Page 24: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

What is your Unit of Measure?

Page 25: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population
Page 26: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Money

Conversion

to Paid

Page 27: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

What is your conversion event?

Page 28: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Conversion

Event

Page 29: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Conversion

Event

CLV

Page 30: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Natural Search

Conversion

Event

CLV

Page 31: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Natural Search

Paid Search

Conversion

Event

CLV

Page 32: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Natural Search

Paid Search

Webinar

Conversion

Event

CLV

Page 33: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Natural Search

Paid Search

Webinar

Social Media

Conversion

Event

CLV

Page 34: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Natural Search

Paid Search

Webinar

Email

Social Media

Conversion

Event

CLV

Page 35: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Natural Search

Paid Search

Webinar

Twitch

Email

Social Media

Conversion

Event

CLV

Page 36: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Natural Search

Paid Search

Webinar

Twitch

Email

Social Media

Conversion

Event

CLV

Page 37: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Natural Search

Paid Search

Webinar

Twitch

Email

Social Media

Conversion

Event

CLV

Page 38: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Natural Search

Paid Search

Webinar

Twitch

Email

Social Media

Conversion

Event

CLV

Page 39: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Natural Search

Paid Search

Webinar

Twitch

Email

Social Media

Conversion

Event

CLV

Page 40: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Multi-touch Attribution Model

Page 41: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population
Page 42: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

What Metrics Matter in Developer Relations?

Page 43: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

All of them!

Page 44: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population
Page 45: Which Metrics Matter in DevRel? · Spring Community Population (Open Source) User base: 2,500,000 Key Ratios Core:Expert 20:1 Forum:Registered 10:1 Registered:Global 20:1 Global Population

Thank you!

Adam FitzGerald @DevRelChap