CCT355f10class8

roomagitatedInternet and Web Development

Dec 8, 2013 (3 years and 10 months ago)

65 views

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

1

CCT 355

CCT’s The Real World

(Guest Speaker)

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

2

Guest Speaker

1.
Who am I?

2.
What’s a Business Analyst?

3.
What’s my company (and


others like it) like?

4.
What’s the Development Process?


Case Studies

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

3

Guest Speaker

5.
What is the Business Analysis Process?

6.
What should I pay attention to?

7.
Reading the Tea Leaves

8.
Bonus: I
wanna

do that too.

Who am I?

What am I doing here?

Keith MacDonald

Consumer Insight Analyst,


Torstar Digital

keith.macdonald@gmail.com

www.linkedin.com/in/keithmacd

@keithmacd

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

4

Who am I?

A Brief History:


Highschool


University


Retail


How to Sell


Excellence in customer


service


Adapt rapidly to change


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

5

Who am I?

A Brief History:


Customer Service


IT Support (SME)


Analysis


how to fit the customer’s stated needs into
context and develop a plan


Business


Project Management


Communication


how to talk to any audience at their
level



2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

6

Who am I?


Consumer Insight Analyst


Site Optimization


Marketing Campaigns Measurement


Business Analysis (Product Development)


Core areas for WAA Certification,
www.webanalyticsassociation.org/?page=certification

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

7

What’s a Business Analyst?

“The business analyst is a key facilitator within an
organization, acting as a bridge between the
business unit affected, organizational
stakeholders and the solution team.”


BABOK, Release 1.4,
www.theiiba.org


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

8

What’s a Business Analyst?


Monitor and report on business key
performance indicators (KPIs)


Research


web usability, tools & technology,
industry developments & opportunities,
national & local competitors (SWOT analysis)


Support internal clients using KPIs


executives,
sales, marketing, advertising operations


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

9

What’s a Business Analyst?


Plan and help deliver ongoing development and
new projects


Ensure development meets stated goals and
expectations


Very broad terms: I help figure out how to
make money, or how to make more money


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

10

What’s Consumer Insight?


Pay attention to how customers are using the
product


Does what you observe match what you expect?


Explain the story behind the numbers


Provide description of why observed behaviour
(the
numbers)

is what it is


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

11

What’s a Big Media™

company like?

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

12




We deliver
audiences to
advertisers.

http://www.cbc.ca/arts/tv/story/2009/06/10/f
-
pierre
-
karl
-
peladeau
-
quebecor
-
canadian
-
content.html

Media Convergence!


Many different brands, media and properties


what are the key technologies?


Journalists at local properties pool content on
centralised Digital Asset Management System
(DAMS); newswires (CP, AP, AFP, Reuters); partners
(other websites, blogs)


EDI


Electronic Data Import (RSS, XML)


CMS


Content Management System


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

13

What’s a Big Media™

company like?

Multiple Business Models


“Standard”


consumption & frequency


“Would you like fries with that?” &


“Y’all come back now,
y’hear
?”


E
-
business


digital media sales


Online classifieds & business directories


Content aggregation


Deliver a large loyal and/or targeted (subscriber) base


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

14

What’s a Big Media™

company like?

What’s a
stakeholder?

“A corporate

stakeholder

is a party that can affect or be affected by the actions
of the business as a whole.”
Wikipedia

What stakeholders do I work with?

1.
Business Side

2.
Development Side

3.
Content Side

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

15

What’s a Big Media™

company like?

1.
Business Side


Executive


Product Manager


Executive, Product Manager and Business Analyst comprise
“the business” or “product team”


Search Engine Optimization (SEO) / Search Engine
Marketing (SEM)


Marketing


Research


Marketing


Communications


Advertising Operations (
AdOps
)

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

16

What’s a Big Media™

company like?

2.
Development Side


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

17


Architecture


Infrastructure


Functional Analyst


Developers


Design





Information Architect


Usability Specialist


Quality Assurance


Project Manager

What’s a Big Media™

company like?

3.
Content Side


Editorial


Video


Social Media

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

18

What’s a Big Media™

company like?

Whoa. With so many people involved, how do we
get anything done?

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

19

What’s the Development

Process?

Two major development frameworks:

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

20

What’s the Development

Process?


Waterfall


Agile

Waterfall Development


each stage of analysis
and development is handled in sequence


Analysis and requirements are fixed and formalised
before development begins


Every facet of the project is very well documented


Development is complete before user acceptance
testing


Requires large investment at the outset of the project


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

21

What’s the Development

Process?

Waterfall Development
-

Benefits


Client receives all functionality requested at once


Business Analyst is heavily implicated at the start of
the project and is more or less freed until user
acceptance testing (end of project)


Well suited to large enterprise
-
scale projects or
projects dealing with legacy systems (ex. mainframes)


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

22

What’s the Development

Process?

Waterfall Development
-

Hazards


Problems and situations not accounted for in analysis
aren’t recognised until well into the project


Changes in requirements are difficult or impossible
while project is on the go


Potential for scope
-
creep, exploding budget and
missed deadlines

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

23

What’s the Development

Process?

Agile Development


large projects are divided
into small bits of specific functionality, each of
which delivers business value


Fully functional bits are delivered sequentially


Development team (Business Analyst, Developers,
Design etc.) is implicated throughout the duration of
the project


Lean on documentation


only enough to begin
development


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

24

What’s the Development

Process?

Agile Development
-

Benefits


Project begins returning on investment immediately,
even as development continues


Problems and situations not accounted for in analysis
are recognised and corrected immediately


Very adaptable to change!


More collaborative approach


requirements are
fleshed out by the group


Smaller project pieces are much easier to deliver on
time, on budget and on scope


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

25

What’s the Development

Process?

Agile Development


Hazards


Lean documentation can lead to imprecise
requirements, confusion and development that
doesn’t meet the business need


“Project is never finished”


development can
continue indefinitely


Ill
-
suited to larger projects especially those
involving
dependencies

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

26

What’s the Development

Process?

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

27

What’s the Development

Process?

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

28

Development Process

Redesign Case Study

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

29

Development Process

Data Project Case Study

What is the Business Analysis
Process?

2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

30

What is the Business Analysis
Process?

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

31

Enterprise & Market
Analysis

Business Case

Requirements
Definition & Sign
-
Off

Development

Quality Assurance

Deployment

Solution Validation

What should I pay attention to?


Bonus points for anyone who answered:







The rest of this presentation.

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

32

What should I pay attention to?

1.
Online Reputation


Your brand reputation is a factor


Search engines are getting better at indexing all kinds
of content (
Facebook
, Twitter)


“Everything you do online can be tracked and
monitored.” (
Lyris
)

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

33

What should I pay attention to?

1.
Online Reputation


Be proactive:


Write a blog!


Participate on Twitter


Sign up for LinkedIn (it’s your business suit)


Research and publish samples of your work


demonstrate that you “get it”


Register your own domain name and build a website

“Your domain is the epicentre of your brand.”


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

34

What should I pay attention to?

2.
Privacy


Behavioural ad targeting is in demand and proposes
benefits to both advertisers and consumers


“Behavioural” implies collecting data about what you
do online (how you behave) which could (and likely
does) uniquely identify you


Relevant
advertising is news.
Irrelevant
advertising is
spam.


What are the trade
-
offs for consumers? What are the
trade
-
offs for advertisers?

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

35

What should I pay attention to?

2.
Privacy

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

36

http://www.readwriteweb.com/archives/facebooks_zuckerberg_says_the_age_of_privacy_is_ov.php

What should I pay attention to?

“The medium is no longer the message…you are.”

http://techcrunch.com/2009/12/12/social
-
media
-
message/


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

37

What should I pay attention to?

3.
User Engagement


Users are increasingly pulled in many directions


many sources for the same content, a thousand voices
all talking at once saying the same thing


User engagement (not just total number of eyeballs) is
what’s becoming important


the ability of an
advertiser to deliver their message to the audience

“Integrate the experience of your customer to your
brand.” Be consistent.


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

38

What should I pay attention to?

4.
Mobile & Portable Technology


Development for mobile devices is back
-
flowing into
web development


Everyone has a computer in their pocket!


Specs of my first computer:


1024 kb RAM (that’s 1 whole mb!)


12 mhz Intel 286 processor


40 mb HDD


VGA monitor (640 x 480 px, 256 colours)


2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

39

What should I pay attention to?

4.
Mobile & Portable Technology


Article: 8 Things Your Phone
Will (Probably) Replace

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

40


Satellite Navigation


Alarm Clock


Remote Controls


Payment Terminals




Wallet


Car Keys


Portable Data Storage


Video Conferencing /
Projectors


http://thenextweb.com/mobile/2010/03/01/10
-
gadgets
-
smartphone
-
replace/

What should I pay attention to?


We are in the early stages of a Great Revolution:


Neolithic Revolution


10,000 B.C.


5,300 B.C.


Transition from hunter
-
gatherer societies to settlement and
agricultural societies


Agricultural Revolution


1600’s


1800’s


Massive increase in agricultural output, supporting
unprecedented population growth, due largely to
mechanization


Industrial Revolution


1700’s


1900’s


Advent of the steam engine and other scientific
advancements


chemical, electrical, petroleum and steel
industries

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

41

What should I pay attention to?


We are in the early stages of a Great Revolution:


Green Revolution


1950’s


1980’s


Further advances in agriculture, primarily fertilizer and
irrigation


Digital Revolution


began 1980’s


Shift from analog and mechanical technology to electric and
digital technology

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

42

What should I pay attention to?

5.
Real
-
time Web

"It's always on, and glued to my body," says Wilson, a 26
-
year
-
old media buyer
in

San Francisco

who has not had a land line since college.



What distinguishes Real
-
time Web?


Obsessive use of PCs or cell phones


Quick interactions and dips into online


Hyper
-
connectedness fueled by the rise in social media


Quick, short communication


An increasing absence of privacy

http://www.usatoday.com/tech/news/2009
-
09
-
22
-
social
-
networking
-
real
-
time
-
web_N.htm

http://www.synovate.com/news/article/2009/11/global
-
survey
-
shows
-
seven
-
in
-
ten
-
people
-
in
-
full
-
throes
-
of
-
digital
-
dependency.html

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

43

What should I pay attention to?

6.
Language & Semantic Web


Adding context, being able to connect thought
(instead of keyword)


Expansion of ICANN to include non
-
roman
alphabets!


What does that mean for brand reputation? Copyright
protections?


2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

44

Reading the Tea Leaves


Predicting the future: Where will the web be in
five years?

1.
Micro
-
payments for quality content

2.
Collaborative & real
-
time content

3.
Augmented reality mobile applications

4.
More High
-
quality online “TV”

5.
Customised user interfaces

6.
Web will be the centre for information & content distribution


http://www.noupe.com/trends/the
-
future
-
of
-
the
-
web
-
where
-
will
-
we
-
be
-
in
-
five
-
years.html

http://www.readwriteweb.com/archives/google_web_in_five_years.php





2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

45

Reading the Tea Leaves


Predicting the future:


Move towards the web as “computing architecture”


already happening (cloud computing, Web Oriented
Architecture)


Browser replaces the operating system


already
happening (Google Chrome OS) + web
-
based widgets


Move away from the model of worker
-
sitting
-
at
-
terminal and toward mobile computing


integrated
with daily life


2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

46

Reading the Tea Leaves

2010
-
01
-
01

CCT355f10
-

Guest
-

Keith MacDonald

47

http://fury.com/2010/02/jesse
-
shells
-
mindblowing
-
talk
-
on
-
the
-
future
-
of
-
games
-
dice
-
2010/

fin.

2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

48

Awesome. I wanna do that too.


My words of wisdom:

1.
Pay Attention


Look around you


the lessons are there


Ask questions


experts usually like to be asked!


Look for patterns and trends


Ask yourself why and how


Why is this important? Why
is this true or accurate? How does this intersect with
what’s already going on?



2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

49

Awesome. I wanna do that too.


My words of wisdom:

2.
Be a Cowboy!


Speak up


let your opinions
be known (where
appropriate)


Don’t wait for someone to ask
you. They won’t. Go ahead
and do what’s right and do
what you know is right.


Knock on doors. Don’t be
intimidated.

2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

50

Awesome. I wanna do that too.


Follow your passions, find
others who share those
passions


Arrive in the office early


Look for Twitter, social
media and published
resources


there is now
more access to “thought
leaders” than ever before


Be social


go for beer or
coffee or lunch


Pay attention to “back
channel” communications!

2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

51


My words of wisdom:

3.
Connect

Awesome. I wanna do that too.


My words of wisdom:

4.
Organise Yourself


Keep track of the bits & pieces
you stumble across


they start
to make sense when you’re
able to connect them together


2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

52


My words of wisdom:

5.
Be Consistent and Deliver


Do what you say you’ll do


Do it when you say you’ll do it


Be predictable = be someone that
can be counted on


2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

53

Awesome. I wanna do that too.


My words of wisdom:

6.
Learn Another Language


People like to communicate in
their own language and will
naturally group together


Makes you more employable,
especially as the Internet expands
beyond the west!

2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

54

Awesome. I wanna do that too.

Questions?

2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

55

Good night, and good luck.

2010
-
03
-
16

CCT260H
-

Guest
-

Keith MacDonald

56

Keith MacDonald

Business Analyst, Sun Media

keith.macdonald@gmail.com

www.linkedin.com/in/keithmacd

@keithmacd