Kobo: Data For Breakfast - Analysis and Sales-Driven Culture (Michael Tamblyn, Digital Book World 2011)

Data for breakfast: Analysis and Sales-Driven Culture at Kobo Michael Tamblyn | @mtamblyn EVP Content, Sales & Merchandising @kobo

what we look at

What publishers look at

What they could be looking at

building a data-driven culture at Kobo

5:11 am

9:30 am

Monday noon

5:11 am

5:11 am Kobo data breakfast

downloads traffic registrations sales margin top titles free vs. paid price points

platform device geography “powered by Kobo” partner

comp’d vs.

30 day trend comp vs. previous 4 months

not fancy

9:30 am

9:30 am Daily Sales Meeting

(Dramatic Re- enactment )

Ben Dugas as Michael Tamblyn

Merchandising Direct Marketing Social Marketing SEM/Affiliate Mktg PR Business Intelligence Customer Service Partner Mgmt IT/Development

Yesterday: Marketing and Promo: What worked, what didn’t Title Mix, Merchandising Performance Customer Service Volumes Downloads Partner Performance (Retailers, OEMs) Platform Performance Territory Performance Sales vs. Plan Other Impacts

Today: Marketing Mix (Direct, SEM, Social, PR, Affiliate) Merchandising Mix: Key titles by market Partners: Who is doing what? Development: Releases, Enhancements What do we need to change?

30 minutes

downloads traffic registrations sales margin

platform device geography “powered by Kobo” partner

comp’d vs.

previous hour same hour yesterday same hour last week

looking for:

Tactical marketing impact: email marketing promotions media / PR

Software change impact: new feature new release

Delivered via email

but also displayed everywhere

Monday noon

Monday noon Publisher reporting

POS (daily/weekly/monthly)

Performance analysis: top titles sales vs. prev. week sales vs. average BISAC breakdown

Coming soon: Price points More trending

15 th Customer analysis

downloads traffic registrations sales margin top titles free vs. paid price points by… platform device geography “powered by Kobo” partner

customer age customer source buying preferences (Customer Lifetime Value)

purchase frequency buying behaviours by platform

Value per customer (devices): 1. eInk 2. iPad 3. Android 4. iPhone 5. Blackberry

What’s Next?

Reading behaviour

Michael Tamblyn | mt@kobo.com | Twitter: @mtamblyn

Kobo: Data For Breakfast - Analysis and Sales-Driven Culture (Michael Tamblyn, Digital Book World 2011)

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Kobo: Data For Breakfast - Analysis and Sales-Driven Culture (Michael Tamblyn, Digital Book World 2011) Presentation Transcript