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

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

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(From the Digital Book World panel: Consumer Sales Data: Getting It, Analyzing It, Using It) ...

(From the Digital Book World panel: Consumer Sales Data: Getting It, Analyzing It, Using It)

How does Kobo use data analysis by the minute, hour and day to succeed in the furiously competitive ebook market? This presentation shows a day in the life of Kobo and how we use analysis to drive sales, win fans and serve customers.

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  • We start digesting this at 5:11,
  • Excel, text emails. We are changing and tweaking the reports so often, we keep them in the most lightweight form possible, easy to develop, export, manipulate. And accessible from any device so we don’t have to worry about whether reporting portals work on blackberry or iphone or android. So we’re all digging into the data over breakfast, which is good because we only have 4 hours until…
  • You should know that this is a (#) dramatic re-enactment
  • I asked them to take a picture of yesterday’s meeting, but they forgot. But the team is nothing if not resourceful, so they restaged the meeting, but most people were busy and some were away, (#)
  • so these aren’t actually any of the people that usually are in attendance for this meeting. They do, however, sit packed into a tiny office because we have no space left.
  • The other thing worth noting is that every department is here. This is the one time in the day where we try to make sure that everyone is in sync.
  • This is where we triage, cut and re-work. If something didn’t perform, this is where we try to figure out if it can be fixed. If a campaign isn’t performing, this is where it gets flagged and either reformulated or shut down.
  • The hour is the drumbeat of the day for us – on an hourly basis we are looking at:
  • Sales are visible to every department, hour by hour, through the day. The numbers are literally hanging over our heads
  • Every development team sees the sales going through their platform. So the monitor above the Android team shows the sales performance of the Android apps on smartphones and tablets, hour over hour, trending 30 days, comp vs. previous month.
  • So not only can they see how their work is impacting company sales, they can see how their platform is performing relative to other platforms.
  • The hour is the drumbeat of the day for us – on an hourly basis we are looking at:
  • The hour is the drumbeat of the day for us – on an hourly basis we are looking at:

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

  • 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
  • 0:60
  • Monday noon
  • 15th
  • 5:11 am
  • 5:11 am Kobo data breakfast
  •  
  •  
  • downloads traffic registrations sales margin top titles free vs. paid price points
  • by…
  • 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
  • 0:60
  • downloads traffic registrations sales margin
  • by…
  • 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
  • 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
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  • Michael Tamblyn | mt@kobo.com | Twitter: @mtamblyn