Return on Developer Investment
Return on Developer Investment.
You would think that with billions of dollars spent every year on building tools for developers, running hackathons, loyalty programs, tutorials and how-to’s, evangelist and MVP programs – the platform leaders would have figured it all out. Yet, with so much money being spent on developer tools and marketing there is no standard for measuring the Return on Developer Investment.
Most companies represented at the Future Developer Summit shared how they measure success. At their inception, developer-facing orgs measure success by number of developers touched – but that’s a meaningless metric, a dinosaur from the age of print marketing.
Some platforms are using NPS (net promoter score), polling their active developers once a year for how likely they are to recommend the platform. Many are informing product decisions based on developer comments (“will you ever fix that”?) – you’ll be surprised how many decisions are taken based on “the devs that I spoke to said..”. Other developer relations teams are measuring success through the number of apps in the store, and the number of apps using signature APIs.
In the case of open source projects, a popular metric is GitHub stars, forks and commits over time. The more sophisticated platforms track the Return on Developer Investment funnel from SDK downloads to app download and use. But there isn’t a consistent way to measure how the investments in hackathons, tutorials, how-tos, loaner devices, evangelism programs and some many more developer-facing activities are paying off for the likes of Google, Amazon and Facebook.
Quality of apps, not quantity
Another theme of the Future Developer Summit was the need for quality, not quantity of applications at the start of an ecosystem. B2B ecosystems like Slack and Intuit prioritise quality; Poorly written messaging apps can damage not just the perception of Slack, but also the perception of chatbots in general.
To improve quality for bots, Slack has pioneered a “Botness” program, bringing together bot platforms and leading bot developers; the aim is to “make bots suck less” i.e. improve the bot user experience and avert a long-term damage to the reputation of chat bots. There are already 250 members signed up and the next event is on November 4 in NYC .
Similarly, a poorly written app for the QuickBooks platform can wreak havoc to sensitive financial data for thousands of small businesses. As a result both Slack and Intuit have very stringent app review processes, including weeks of testing, usability and security reviews.
The need to build a base of high quality applications as the foundation of an ecosystem can mean that it takes a very long time to see return on the investment. Even then, it may be difficult to measure. This highlights value of events like Future Developer Summit, where insight can be shared and discussed.
The next Future Developer Summit will focus on best practices for developer relations. If you ‘d like to be part of the invite-only audience of platform leaders, register your interest at www.futuredeveloper.io