Beyond “Discovery”—Understanding The True Potential Of An Insight-oriented Publishing...
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Transcript of Beyond “Discovery”—Understanding The True Potential Of An Insight-oriented Publishing...
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Beyond “Discovery”
Toward an insight-oriented publishing environment
Kristen McLean Kelly Gallagher
February 15th, 2012
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Who we are
Kelly Gallagher
Vice President
Bowker Market Research
@BookBuyrInsight
Kristen McLean
Founder & CEO
Bookigee, Inc.
@BKGKristen
Market Research
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What is Discovery?What is Data?
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Insanity: doing the same thing over and over again and
expecting different results. Albert Einstein
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At the end of the day… We all want to be discovered
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1.0 Model of Data and Information
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The quest for data and information continuesOur thirst for data continiues!
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Data and Information Balancing Act
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ARE WE ANY BETTER OFF?? IS THE DATA WE DO HAVE BEING USED? AM I A NECESSARY INTERPRETOR? IS OUR CURRENT APPROACH TO DATA GROWING THE INDUSTRY? WILL THIS APPROACH KEEP PACE WITH THE CHANGING FACE OF
PUBLISHING?
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DATA AND DATA AND INFORMATION INFORMATION -VERSION .5VERSION .5
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DATA AND DATA AND INFORMATION INFORMATION -VERSION 1.0VERSION 1.0
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Data and info 2.0
656,233 eBooks sold last month.
We approach and sell B&N these books based on this data
We know that men and boys are the biggest consumers at B&N of these books
We have a 15% market share
2.0
1.0
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Questions Posed in a D&I 1.0 World Access
- Should access to data sources be considered a competitive advantage?
Sources
- Are the D&I tools we have today too limited in their view of the different data types?
Tools
- Have we really developed intuitive tool sets that bring answers to the user?
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D&I 1.0 – Access Defining what constitutes competitive advantage
The use of hoarding data as a competitive advantage.- As a leverage (both internal and external)- Selling data for profit instead of using it to drive
profits - Creating exclusive partnerships that benefit few
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So are we ready for D&I 2.0?
If so, what does it look like?
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D&I 2.0Better access to information
Expanding the data sources- Using connective sources to create a strategy that affects the outcome
Using technology to drive decisions- Integrating a common tool set to access the data- Employing new technologies to validate assumptions
Changing the thought process to data holdings- Letting intelligence define the competition not hoarding
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Company Confidential – For internal review only.
Turning information into wisdom Turning information into wisdom
Cookbooks 2010 = 3,326 new cook books published… BookScan sales numbers show a flat to
declining market over past 6 quarters
Question: Does the world need another cookbook?
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Moving Beyond the InformationQuarterly Sales of Cook Books By Generation
0%5%
10%15%20%25%30%35%40%45%50%
Q1 '07 Q2 '07 Q3 '07 Q4 '07 Q1 '08 Q2 '08 Q3 '08 Q4 '08
Gen X Boomers Matures
Q1 ’09 Q2 ’09 Q3 ‘09 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 Q4 ’10
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Bookigee Case Study
Core Question:
What kinds of insights will help these guys
connect?
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WriterCube
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Kristen’s case study 3
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Bookigee Case Study
Biggest Challenge: Sales Data
• Not comprehensive
• Disorganized
• Prohibitively expensive
• “What happened but not why”
• Following data
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Company Confidential – For internal review only.
Engaging with your customers in real-time
Community Manager – Connecting common communities together with content creators.
Product Development & Testing -
- Manuscript Review
- Marketing
- Sales Awareness
- New Apps & Technology
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Custom Research Tools
Use of unique consumer research tools adapted for use in the book publishing market.
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Company Confidential – For internal review only.
Image Testing - Mobile Device Reaction Comparison
strong like
strong dislike
neutral
Reaction is more cleanly positive for Design 1. The body of the design has essentially intense red – no strong dislikes – apply. However, the toolbar for that design does show strong negatives, with design 2 a better option for that area.Design 3 shows dislike of the toolbar area, and mixed reactions to the body of the design.
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Where does innovation and collaboration fit in?
What do we do when we hit roadblocks Entrepreneurial spirit & innovation
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Publisher Provided eBook Invoice Data
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Publisher Provided eBook Invoice Data
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Balancing the Arts and Science of Publishing
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Striking a Balance Between Man and Machine
- The publishing industry does differs from other industries—
- Managing intellectual property requires significant human intervention - The good
- The bad
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Thanks!
Kelly Gallagher
Bowker Market Research
@BookBuyrInsight
Kristen McLean
Bookigee, Inc.
@BKGKristen
Market Research