2010-01-01 cct355f10 - guest - keith macdonald 1 cct 355 cct’s the real world (guest speaker)

2010-01-01CCT355f10 - Guest - Keith

MacDonald 1

CCT 355CCT 355

CCT’s The Real CCT’s The Real

WorldWorld

(Guest Speaker)(Guest Speaker)

2010-01-012010-01-01CCT355f10 - Guest - Keith CCT355f10 - Guest - Keith

MacDonaldMacDonald 22

Guest SpeakerGuest Speaker

1.1. Who am I?Who am I?

2.2. What’s a Business Analyst?What’s a Business Analyst?

3.3. What’s my company (andWhat’s my company (and

others like it) like?others like it) like?

4.4. What’s the Development Process?What’s the Development Process?• Case StudiesCase Studies



Guest SpeakerGuest Speaker

5.5. What is the Business Analysis Process?What is the Business Analysis Process?

6.6. What should I pay attention to?What should I pay attention to?

7.7. Reading the Tea LeavesReading the Tea Leaves

8.8. Bonus: I wanna do that too.Bonus: I wanna do that too.

Who am I?Who am I?What am I doing here?What am I doing here?

Keith MacDonaldKeith MacDonald

Consumer Insight Analyst,Consumer Insight Analyst,

Torstar DigitalTorstar Digital

[email protected]

www.linkedin.com/in/keithmacd

@keithmacd@keithmacd



Who am I?Who am I?

A Brief History:A Brief History:

HighschoolHighschool

UniversityUniversity

RetailRetail• How to SellHow to Sell• Excellence in customerExcellence in customer

serviceservice• Adapt rapidly to changeAdapt rapidly to change



Who am I?Who am I?

A Brief History:A Brief History:

Customer ServiceCustomer Service

IT Support (SME)IT Support (SME)• Analysis – how to fit the customer’s stated Analysis – how to fit the customer’s stated

needs into context and develop a planneeds into context and develop a plan• BusinessBusiness• Project ManagementProject Management• Communication – how to talk to any audience Communication – how to talk to any audience

at their levelat their level



Who am I?Who am I?

Consumer Insight AnalystConsumer Insight Analyst• Site OptimizationSite Optimization• Marketing Campaigns MeasurementMarketing Campaigns Measurement• Business Analysis (Product Development)Business Analysis (Product Development)

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



What’s a Business Analyst?What’s a Business Analyst?

““The business analyst is a key facilitator The business analyst is a key facilitator

within an organization, acting as a bridge within an organization, acting as a bridge

between the business unit affected, between the business unit affected,

organizational stakeholders and the organizational stakeholders and the

solution team.”solution team.”• BABOK, Release 1.4, BABOK, Release 1.4, www.theiiba.orgwww.theiiba.org




Monitor and report on business key Monitor and report on business key

performance indicators (KPIs)performance indicators (KPIs)

Research – web usability, tools & technology, Research – web usability, tools & technology,

industry developments & opportunities, industry developments & opportunities,

national & local competitors (SWOT analysis)national & local competitors (SWOT analysis)

Support internal clients using KPIs – Support internal clients using KPIs –

executives, sales, marketing, advertising executives, sales, marketing, advertising

operationsoperations




Plan and help deliver ongoing Plan and help deliver ongoing

development and new projectsdevelopment and new projects

Ensure development meets stated goals Ensure development meets stated goals

and expectationsand expectations

Very broad terms: I help figure out how Very broad terms: I help figure out how

to make money, or how to make more to make money, or how to make more

moneymoney



What’s Consumer Insight?What’s Consumer Insight?

Pay attention to how customers are using Pay attention to how customers are using

the productthe product• Does what you observe match what you Does what you observe match what you

expect?expect?

Explain the story behind the numbersExplain the story behind the numbers• Provide description of why observed behaviour Provide description of why observed behaviour

(the numbers)(the numbers) is what it is is what it is



What’s a Big Media™What’s a Big Media™company like?company like?

2010-01-012010-01-01CCT355f10- Guest - Keith CCT355f10- Guest - Keith


We deliver We deliver

audiences audiences

to to

advertisers.advertisers.

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

Media Convergence!Media Convergence!

Many different brands, media and Many different brands, media and

properties – what are the key technologies?properties – what are the key technologies?• Journalists at local properties pool content on Journalists at local properties pool content on

centralised Digital Asset Management System centralised Digital Asset Management System (DAMS); newswires (CP, AP, AFP, Reuters); (DAMS); newswires (CP, AP, AFP, Reuters); partners (other websites, blogs)partners (other websites, blogs)

• EDI – Electronic Data Import (RSS, XML)EDI – Electronic Data Import (RSS, XML)• CMS – Content Management SystemCMS – Content Management System




Multiple Business ModelsMultiple Business Models

““Standard” – consumption & frequencyStandard” – consumption & frequency• ““Would you like fries with that?” &Would you like fries with that?” &• ““Y’all come back now, y’hear?”Y’all come back now, y’hear?”

E-business – digital media salesE-business – digital media sales• Online classifieds & business directoriesOnline classifieds & business directories

Content aggregationContent aggregation• Deliver a large loyal and/or targeted Deliver a large loyal and/or targeted

(subscriber) base(subscriber) base




What’s a What’s a stakeholder?stakeholder?““A corporate stakeholder is a party that can affect or be affected by A corporate stakeholder is a party that can affect or be affected by

the actions of the business as a whole.” the actions of the business as a whole.” WikipediaWikipedia

What stakeholders do I work with?What stakeholders do I work with?

1.1. Business SideBusiness Side

2.2. Development SideDevelopment Side

3.3. Content SideContent Side




1.1. Business SideBusiness Side• ExecutiveExecutive• Product ManagerProduct Manager

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

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

• Marketing – ResearchMarketing – Research• Marketing – CommunicationsMarketing – Communications• Advertising Operations (AdOps)Advertising Operations (AdOps)




2.2. Development SideDevelopment Side




3.3. Content SideContent Side• EditorialEditorial• VideoVideo• Social MediaSocial Media




Whoa. With so many people involved, how Whoa. With so many people involved, how

do we get anything done?do we get anything done?



What’s the DevelopmentWhat’s the DevelopmentProcess?Process?

Two major development frameworks:Two major development frameworks:




WaterfallWaterfall AgileAgile

Waterfall Development – each stage of analysis Waterfall Development – each stage of analysis

and development is handled in sequenceand development is handled in sequence• Analysis and requirements are fixed and Analysis and requirements are fixed and

formalised before development beginsformalised before development begins• Every facet of the project is very well Every facet of the project is very well

documenteddocumented• Development is complete before user acceptance Development is complete before user acceptance

testingtesting• Requires large investment at the outset of the Requires large investment at the outset of the

projectproject




Waterfall Development - BenefitsWaterfall Development - Benefits• Client receives all functionality requested at Client receives all functionality requested at

onceonce• Business Analyst is heavily implicated at the Business Analyst is heavily implicated at the

start of the project and is more or less freed start of the project and is more or less freed until user acceptance testing (end of project)until user acceptance testing (end of project)

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




Waterfall Development - HazardsWaterfall Development - Hazards• Problems and situations not accounted for in Problems and situations not accounted for in

analysis aren’t recognised until well into the analysis aren’t recognised until well into the projectproject

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

• Potential for scope-creep, exploding budget Potential for scope-creep, exploding budget and missed deadlinesand missed deadlines




Agile Development – large projects are Agile Development – large projects are

divided into small bits of specific divided into small bits of specific

functionality, each of which delivers functionality, each of which delivers

business valuebusiness value• Fully functional bits are delivered sequentiallyFully functional bits are delivered sequentially• Development team (Business Analyst, Development team (Business Analyst,

Developers, Design etc.) is implicated Developers, Design etc.) is implicated throughout the duration of the projectthroughout the duration of the project

• Lean on documentation – only enough to begin Lean on documentation – only enough to begin developmentdevelopment




Agile Development - BenefitsAgile Development - Benefits• Project begins returning on investment Project begins returning on investment

immediately, even as development continuesimmediately, even as development continues• Problems and situations not accounted for in Problems and situations not accounted for in

analysis are recognised and corrected analysis are recognised and corrected immediatelyimmediately

• Very adaptable to change!Very adaptable to change!• More collaborative approach – requirements are More collaborative approach – requirements are

fleshed out by the groupfleshed out by the group• Smaller project pieces are much easier to Smaller project pieces are much easier to

deliver on time, on budget and on scopedeliver on time, on budget and on scope




Agile Development – HazardsAgile Development – Hazards• Lean documentation can lead to imprecise Lean documentation can lead to imprecise

requirements, confusion and development that requirements, confusion and development that doesn’t meet the business needdoesn’t meet the business need

• ““Project is never finished” – development can Project is never finished” – development can continue indefinitelycontinue indefinitely

• Ill-suited to larger projects especially those Ill-suited to larger projects especially those involving dependenciesinvolving dependencies






Development ProcessDevelopment ProcessRedesign Case StudyRedesign Case Study



Development ProcessDevelopment ProcessData Project Case StudyData Project Case Study

What is the Business What is the Business Analysis Process? Analysis Process?

2010-03-162010-03-16CCT260H - Guest - Keith CCT260H - Guest - Keith


What is the Business What is the Business Analysis Process?Analysis Process?



What should I pay attention What should I pay attention to?to?

Bonus points for anyone who answered:Bonus points for anyone who answered:

The rest of this presentation.The rest of this presentation.




1.1. Online ReputationOnline Reputation• Your brand reputation is a factorYour brand reputation is a factor• Search engines are getting better at indexing Search engines are getting better at indexing

all kinds of content (Facebook, Twitter)all kinds of content (Facebook, Twitter)

““Everything you do online can be tracked Everything you do online can be tracked

and monitored.” (Lyris)and monitored.” (Lyris)




1.1. Online ReputationOnline Reputation

Be proactive:Be proactive:• Write a blog!Write a blog!• Participate on TwitterParticipate on Twitter• Sign up for LinkedIn (it’s your business suit)Sign up for LinkedIn (it’s your business suit)• Research and publish samples of your work – Research and publish samples of your work –

demonstrate that you “get it”demonstrate that you “get it”• Register your own domain name and build a Register your own domain name and build a

websitewebsite

““Your domain is the epicentre of your brand.”Your domain is the epicentre of your brand.”2010-01-012010-01-01

CCT355f10 - Guest - Keith CCT355f10 - Guest - Keith MacDonaldMacDonald 3434


2.2. PrivacyPrivacy• Behavioural ad targeting is in demand and Behavioural ad targeting is in demand and

proposes benefits to both advertisers and proposes benefits to both advertisers and consumersconsumers

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

• Relevant Relevant advertising is news. advertising is news. Irrelevant Irrelevant advertising is spam.advertising is spam.

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




2.2. PrivacyPrivacy



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


““The medium is no longer the message…you The medium is no longer the message…you

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




3.3. User EngagementUser Engagement• Users are increasingly pulled in many directions Users are increasingly pulled in many directions

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

• User engagement (not just total number of User engagement (not just total number of eyeballs) is what’s becoming important – the eyeballs) is what’s becoming important – the ability of an advertiser to deliver their message ability of an advertiser to deliver their message to the audienceto the audience

““Integrate the experience of your customer to Integrate the experience of your customer to

your brand.” Be consistent.your brand.” Be consistent.




4.4. Mobile & Portable TechnologyMobile & Portable Technology• Development for mobile devices is back-Development for mobile devices is back-

flowing into web developmentflowing into web development• Everyone has a computer in their pocket!Everyone has a computer in their pocket!• Specs of my first computer:Specs of my first computer:

1024 kb RAM (that’s 1 whole mb!)1024 kb RAM (that’s 1 whole mb!) 12 mhz Intel 286 processor12 mhz Intel 286 processor 40 mb HDD40 mb HDD VGA monitor (640 x 480 px, 256 colours)VGA monitor (640 x 480 px, 256 colours)




4.4. Mobile & Portable Mobile & Portable

TechnologyTechnology• Article: 8 Things Your Phone Article: 8 Things Your Phone

Will (Probably) ReplaceWill (Probably) Replace



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


We are in the early stages of a Great We are in the early stages of a Great

Revolution:Revolution:• Neolithic Revolution – 10,000 B.C. – 5,300 B.C.Neolithic Revolution – 10,000 B.C. – 5,300 B.C.

Transition from hunter-gatherer societies to settlement and Transition from hunter-gatherer societies to settlement and agricultural societiesagricultural societies

• Agricultural Revolution – 1600’s – 1800’sAgricultural Revolution – 1600’s – 1800’s Massive increase in agricultural output, supporting Massive increase in agricultural output, supporting

unprecedented population growth, due largely to unprecedented population growth, due largely to mechanizationmechanization

• Industrial Revolution – 1700’s – 1900’sIndustrial Revolution – 1700’s – 1900’s Advent of the steam engine and other scientific Advent of the steam engine and other scientific

advancements – chemical, electrical, petroleum and steel advancements – chemical, electrical, petroleum and steel industriesindustries




We are in the early stages of a Great We are in the early stages of a Great

Revolution:Revolution:• Green Revolution – 1950’s – 1980’sGreen Revolution – 1950’s – 1980’s

Further advances in agriculture, primarily fertilizer Further advances in agriculture, primarily fertilizer and irrigationand irrigation

• Digital Revolution – began 1980’sDigital Revolution – began 1980’s Shift from analog and mechanical technology to Shift from analog and mechanical technology to

electric and digital technologyelectric and digital technology




5.5. Real-time WebReal-time Web"It's always on, and glued to my body," says Wilson, a 26-year-old media "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.buyer in San Francisco who has not had a land line since college. • What distinguishes Real-time Web?What distinguishes Real-time Web?

Obsessive use of PCs or cell phonesObsessive use of PCs or cell phones Quick interactions and dips into onlineQuick interactions and dips into online Hyper-connectedness fueled by the rise in social mediaHyper-connectedness fueled by the rise in social media

• Quick, short communicationQuick, short communication• An increasing absence of privacyAn increasing absence of privacy

http://www.usatoday.com/tech/news/2009-09-22-social-networking-real-time-web_N.htmhttp://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-http://www.synovate.com/news/article/2009/11/global-survey-shows-seven-in-ten-people-in-full-throes-of-

digital-dependency.htmldigital-dependency.html




6.6. Language & Semantic WebLanguage & Semantic Web• Adding context, being able to connect Adding context, being able to connect

thought (instead of keyword)thought (instead of keyword)• Expansion of ICANN to include non-roman Expansion of ICANN to include non-roman

alphabets!alphabets! What does that mean for brand reputation? What does that mean for brand reputation?

Copyright protections?Copyright protections?



Reading the Tea LeavesReading the Tea Leaves

Predicting the future: Where will the web Predicting the future: Where will the web

be in five years?be in five years?1.1. Micro-payments for quality contentMicro-payments for quality content

2.2. Collaborative & real-time contentCollaborative & real-time content

3.3. Augmented reality mobile applicationsAugmented reality mobile applications

4.4. More High-quality online “TV”More High-quality online “TV”

5.5. Customised user interfacesCustomised user interfaces

6.6. Web will be the centre for information & content distributionWeb 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.htmlhttp://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.phphttp://www.readwriteweb.com/archives/google_web_in_five_years.php




Predicting the future:Predicting the future:• Move towards the web as “computing Move towards the web as “computing

architecture” – already happening (cloud architecture” – already happening (cloud computing, Web Oriented Architecture)computing, Web Oriented Architecture)

• Browser replaces the operating system – Browser replaces the operating system – already happening (Google Chrome OS) + already happening (Google Chrome OS) + web-based widgetsweb-based widgets

• Move away from the model of worker-sitting-Move away from the model of worker-sitting-at-terminal and toward mobile computing – at-terminal and toward mobile computing – integrated with daily lifeintegrated with daily life






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

fin.fin.



Awesome. I wanna do that Awesome. I wanna do that too. too.

My words of wisdom:My words of wisdom:

1.1. Pay AttentionPay Attention Look around you – the lessons are thereLook around you – the lessons are there Ask questions – experts usually like to be asked!Ask questions – experts usually like to be asked! Look for patterns and trendsLook for patterns and trends Ask yourself why and how – Why is this important? Ask yourself why and how – Why is this important?

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





2.2. Be a Cowboy!Be a Cowboy! Speak up – let your Speak up – let your

opinions be known opinions be known (where appropriate)(where appropriate)

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

Knock on doors. Don’t be Knock on doors. Don’t be intimidated.intimidated.




Follow your passions, find Follow your passions, find others who share those others who share those passionspassions

Arrive in the office earlyArrive in the office early Look for Twitter, social Look for Twitter, social

media and published media and published resources – there is now resources – there is now more access to “thought more access to “thought leaders” than ever beforeleaders” than ever before

Be social – go for beer or Be social – go for beer or coffee or lunchcoffee or lunch

Pay attention to “back Pay attention to “back channel” channel” communications!communications!




3.3. ConnectConnect

Awesome. I wanna do that Awesome. I wanna do that too.too.


4.4. Organise YourselfOrganise Yourself Keep track of the bits & Keep track of the bits &

pieces you stumble across pieces you stumble across – they start to make sense – they start to make sense when you’re able to when you’re able to connect them togetherconnect them together




5.5. Be Consistent and Be Consistent and

DeliverDeliver Do what you say you’ll doDo what you say you’ll do Do it when you say you’ll do Do it when you say you’ll do

itit Be predictable = be someone Be predictable = be someone

that can be counted onthat can be counted on





6.6. Learn Another Learn Another

LanguageLanguage People like to communicate People like to communicate

in their own language and in their own language and will naturally group togetherwill naturally group together

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




Questions?Questions?



Good night, and good luck.Good night, and good luck.



Keith MacDonaldKeith MacDonald

Business Analyst, Sun MediaBusiness Analyst, Sun Media

[email protected]@gmail.com

www.linkedin.com/in/keithmacdwww.linkedin.com/in/keithmacd

@keithmacd@keithmacd

2010-01-01 cct355f10 - guest - keith macdonald 1 cct 355 cct’s the real world (guest speaker)

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