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release management for mobile applications

Topic Facets: Release Management for Mobile Applications

July 19, 2018 - Influencer marketing, Marketing, Practitioner Marketing - , ,
By: Turner Sblendorio, Chris Riley, Yolanda Fintschenko

In the brave new world of DevOps tools, something our customers have come to depend on as part of our practitioner content delivery service is the help we give them developing topics for their blogs and longer-form content marketing assets. We certainly encourage you to develop your own topic strategy. However, part of our partnership with our customers involves helping them generate a topic for each piece of practitioner-written content we deliver.

We write the “Topic Facets” series to help our customers and marketing managers look under the hood to discover how we develop topics using SoV and SoC as metrics. We always begin with SoV calculations for specific conversations, and then use that data to inform our topic selection.

Today we are investigating what is driving the conversation on release management for mobile applications. Release management is the process for planning, scheduling, and controlling software builds, testing, and deployment.  Release management is an evolving landscape, because DevOps is obliterating the role of the release manager. With this comes a proliferation of tools designed to ensure that release management doesn’t gum up agile workflows.

June 2018 Release Management for Mobile Applications — Conversation Topic Interest Over Time by Google Trends

A Metrics-First Approach

Our approach to determining topics within this conversation begins and ends with a share of voice (SoV) calculation, which ultimately gives us an idea of a vendor’s share of this conversation (SoC). Our share of voice methodology is described in some detail in a variety of places, but here is a quick summary:

Share of conversation is the percentage of any specific conversation you own. SoC is more precise because it looks at specific conversations within a market versus focusing only on global SoV compared to competitors. While it’s interesting to know how your brand or product is doing in the world of all products, you can make the greatest impact by going local with specific conversations.

Re:each Conversation SoV Results from June 2018 for Release Management for Mobile Applications

Fixate’s Re:each platform has algorithms which derive conversation share of voice across traditional and social media. The phases of calculation are data collection, normalization, and interpretation. We can’t give you the secret sauce, but we can give you an idea of how we do it.

Core Calculations

  1. Identify your place: Identify specific keywords and concepts associated with your brand and product based on those concepts that appear the most in all conversations you participate in.
  2. Determine your conversations: From there, the concepts are applied across a body of sources in order to identify the three conversations which are most relevant to you. For each vendor, there are three types of conversations identified:
  • Market
  • Demand Gen
  • Mindshare/Thought Leadership
  1. Find your competition: Competition is derived by identifying the top 4-9 vendors in each conversation based on their SoV in those conversations.
  2. Determining relevant topics: Topic suggestions are derived from entity/concept extraction of content that was most prevalent in each conversation selected over the set period of time. Those concepts that had the greatest reach in that conversation are weighted and end up as the core elements of a suggestion.

Data is collected from traditional social media sources as well as trusted media sources for each broad market. Weight is put on content based on the source it came from using a proprietary algorithm. Currently, calculations are done at the end of each month for the entire month’s worth of data.

Domain Expertise

The machine learning used in SoV is human-supervised (Human-in-the-Loop). SoV calculations can be fully automated; however, topic suggestions are subject to language challenges, and domain expertise based on raw data collection. Domain experts validate SoV calculations, and reformulate raw entity extraction on top-performing content in each conversation to build coherent topic suggestions.

June 2018 Sources that Influenced Topic Selection and SoC for Release Management for Mobile Applications

High-Impact Industry News

Industry Blogs to Follow

An interesting conversation to follow is the Reddit r/Devops community conversation about who manages releases. The wave of the present: SRE or DevOps engineers.

  • SiliconANGLE
  • Reddit r/Devops community
    • This user-oriented community has many insightful posts pertaining to mobile development. For instance, this thread discusses how various teams determine who specifically manages their releases.
  • Natasha the Robot Blog
    • This blog focuses on iOS development, specifically for applications written in Swift.

Top Social Media Influencers to Follow

  • David Hackro Twitter
    • He’s a mobile developer for Android Applications without many followers (just over 1k), but Hackro frequently discusses release management, among other practices.
  • Android Developers Twitter
    • If you prefer a developer who will interact and respond, we would recommend following David Hackro. However, there is no better source of Android application development news than the source itself.
    • As a heads-up, RedditAMA will be hosting Android Developers on 7/19.

Practitioner Profile

While it’s not difficult to find people related to mobile app dev, it is difficult to find people that are full-stack. Mobile application development for the app itself lives in a silo from its backend, or other applications the organization is building. Where a company focuses on developing mobile apps (such as in game companies), the concepts of release automation are needed, but very foreign. The ideal practitioner will have an understanding of why release automation (and especially automated testing) are key to having a good mobile app. That is why the low-hanging fruit as far as practitioners is going to be quality engineers for mobile applications. The other aspect of mobile application development is that a lot of mobile applications are developed with outsourced services. So the practitioner should work for a company where the mobile application is part of their core business, versus being a utility developed quickly by someone else.


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