eBook Analytics: A Data Driven Approach to Publishing
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A presentation I gave at the 'Leading Digital Change' conference in Dublin in 2012 on using data to drive publishing commissioning and marketing decisions.
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eBook Analytics: A Data Driven Approach to Publishing
- 1. eBook Marketing Analytics A new approach to book Marketing
- 2. 1. Your customer has moved 2. Analytics: Where is your customer? 3. Proposed Action Plan eBook Marketing Analytics
- 3. 3 Of adults use the Internet.
- 4. SOURCE: COMSCORE, AUGUST 2010 searches are conducted every month on Google.
- 5. of Internet users conduct product research online.
- 6. 6 SOURCE: THE MEDIA AUDIT, OCTOBER 2010 consumers spend three or more hours online every day. 1/3
- 7. SOURCE: NIELSEN SOCIAL NETWORKS/BLOGS ONLINE GAMES EMAIL PORTALS VIDEOS/MOVIES = 1 MINUTE Internet users spend 3x more minutes on blogs & social networks than on other online platforms
- 8. Amazon is selling more Kindle ebooks than print books. It sells 114 eBooks for every 100 print books. The average Kindle owner bought up to four times more books than they did before owning the device. HarperCollins UK CEO Victoria Barnsley has predicted that half her company’s fiction revenue will come from digital sales within the next 18 months. Ebook sales in HC have grown 250% year on year. “
- 9. Random House 2011 Annual Report: • 40,000 titles available as eBooks worldwide • Revenues down, profit up, partially due to increased e-book sales Penguin 2011 Annual Report: • Sales flat, profit up 5%, due in part to e-book sales • Ebook 12% of revenues worldwide and more than 20% in the US Simon & Schuster 2011 Annual Report: • Revenues down by 1%, profits up • “reflecting lower direct operating costs” due in part to “the decline in expenses resulting from an increase in more profitable digital sales as a percentage of total revenues.”
- 10. UK 2012: Half-year figures released by Nielsen/P.A. •Print sales for first half of 2012 were at a 10-year low •Digital accounting for 10%–12% of sales on average •Amazon reported selling 4 million eReaders over Christmas 2011 •January experienced a year-on-year drop in print of 12.2%, and February was down 13.1% “
- 11. • eBooks will be 50% of US Book Market by 2016 • UK on similar trajectory, but lagging behind
- 13. 1. Your customer has moved 2. Analytics: Where is your customer? 3. Proposed Action Plan eBook Marketing Analytics
- 14. • Need for visibility and real performance data • Tools to facilitate smarter data based marketing decisions in order to drive sales • Track against KPI’s and industry specific benchmarks • The package provides increased visibility of: o Sales data o The effects of marketing campaigns and/or external forces o Industry trends and comparisons
- 17. C
- 21. Pricing: UK, US and ePubDirect BISAC ePD US UK Fiction : General (FIC000000) $8.94 $5.54 $4.51 Bus & Economics : General (BUS000000) $7.22 $10.77 $6.23 History: General (HIS000000) $10.44 $8.85 $5.82 Juv Non-Fiction: General (JNF000000) $5.87 $6.87 $4.87 Biog & Autobiog : General (BIO000000) $10.97 $10.24 $3.59 Religon: General (REL000000) $9.17 $8.36 $3.72 Self-Help: General (SEL000000) $5.26 $10.72 $8.53 Sports & Rec : General (SPO000000) $12.41 $11.14 $7.47 Political Science: General (POL000000) $11.33 $12.90 $6.82 Total Average $9.07 $9.49 $5.73 (ePD 4% less than .com and 58% more than .co.uk)
- 22. Pricing: UK vs US 34% 64% 55%
- 23. Most Effective Price Points
- 24. 2 Average number of metadata updates per month 1. Test your pricing. See what works. This is a fantastic digital opportunity that traditional publishing cannot provide. 2. Basic method of setting price: External Method 3. Look at your competition. Price accordingly. 4. Test.
- 25. 1. Your customer has moved 2. Analytics: Where is your customer? 3. Proposed Action Plan eBook Marketing Analytics
- 26. The bad news: We are behind & lots to do. The good news: Opportunity is vast & choices are clear
- 27. Be generous.1 • THE MORE WE GIVE, THE MORE WE’LL GET • INCREASE METADATA QUALITY • BUILD TRUST, CREDIBILITY, & GOOD WILL
- 28. Focus on keywords.2 • SEO IS KEY • DON’T GUESS – ANALYSE • MAXIMISE DISCOVERABILITY • IT’S FREE!!
- 29. • LINK TITLES TO EACH OTHER (UPSELL) • CLEAR CALLS TO ACTION • COMPELLING OFFERS • COMMUNITY ENGAGEMENT 3 Give great directions.
- 30. Invest wisely.4 “IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”
Notas del editor
- Come from publishing background – plan for print, doesn’t always work out. And when it does – why did it? What influenced sales?
- http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx Image http://www.flickr.com/photos/pimboula/
- Image: http://www.flickr.com/photos/st3f4n/ http://www.comscore.com/Press_Events/Press_Releases/2010/9/comScore_Releases_August_2010_U.S._Search_Engine_Rankings
- http://pewinternet.org/Static-Pages/Trend-Data/Online-Activites-Total.aspx http://www.flickr.com/photos/mezdeathhead/
- Image http://www.flickr.com/photos/nicholasjon/10039285/sizes/o/ http://totalaccess.emarketer.com/Chart.aspx?R=105978&dsNav=Ro:8,N:1064
- http://totalaccess.emarketer.com/Chart.aspx?R=105504&dsNav=Ro:9,N:1064
- Evolving
- Frustrated? While eBook production does save in some areas, some new expenses are incurred, Some significant expenses remain, 1) cost of sales, 2) overheads, 3) royalties, 4) marketing. Glad to see back of SOR! Progressive Publishers are taking a very aggressive approach in addressing the cost issues within their business, in staying close to their customer base, identifying the aspects of business to invest in, eliminating waste and in focusing on growth.
- The future of publishing is currently a ‘mixed economy of print and digital, with both co-existing side by side.
- Dominant force – where is your business going to be in 2/3/4 years time? Customers are still there, they still want your books, they have just moved online. They want your info, your books, your marketing… its just that they are no longer in bookshops.
- eBook marketing has not moved in tandem with eBook publishing. We believe publishers can dramatically improve their marketing return on investment through analytical analysis of marketing campaigns. Our analytic platform captures all available sales information, from monthly reports to daily flash reports, and combines it with promotional information provided by the publisher, to builds a picture of the variations in performance of your list.
- Accurate and timely business intelligence across your entire list allowing you to maximize productivity and identify key issues (KPIs) to show key variances and period-on-period trends Drill down options from summary to detail Detailed Title/Retailer/Annual Breakdown report, allowing detailed analysis for publishers, from summary level all the way down to the underlying evidence
- 2 conclusions: 1) US less price sensitive and 2) publishers pricing too high in many cases, and sales could be improved by better pricing strategies
- http://www.flickr.com/photos/eflon/3261104775/sizes/l/ by eflon
- Age of discovery! Good covers: Your cover MUST appeal to the digital consumer. Unfortunately a replication of the print version is often not enough. Angry robot
- http://www.flickr.com/photos/feiticeira_org/4602643846/sizes/o/ by feiticeira_org
- Image: http://www.flickr.com/photos/st3f4n/
- Image: http://www.flickr.com/photos/st3f4n/