Beyond “Discovery”—Understanding The True Potential Of An Insight-oriented Publishing Environment
Upcoming SlideShare
Loading in...5
×
 

Beyond “Discovery”—Understanding The True Potential Of An Insight-oriented Publishing Environment

on

  • 701 views

Kristen McLean, Kelly Gallagher session #toccon

Kristen McLean, Kelly Gallagher session #toccon

Statistics

Views

Total Views
701
Views on SlideShare
623
Embed Views
78

Actions

Likes
0
Downloads
5
Comments
0

1 Embed 78

http://www.toccon.com 78

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • For many of us – we know only one way of doing business – that based on traditional business practices of the traditional supply chain… now along comes the brave new world where the rules of content development, distribution, and consumption have changed and yet we are still trying to make it fit the old model… this is insanity – or perhaps a quick ticket to obsolescence. Maybe a great place to start is by changing the name of this very meeting to better reflect the new paradigm of consumer demand

Beyond “Discovery”—Understanding The True Potential Of An Insight-oriented Publishing Environment Beyond “Discovery”—Understanding The True Potential Of An Insight-oriented Publishing Environment Presentation Transcript

  • Beyond “Discovery” Toward an insight-oriented publishing environment
    • Kristen McLean
    • Kelly Gallagher
    • February 15 th , 2012
  • Who we are
    • Kelly Gallagher
    • Vice President
    • Bowker Market Research
    • @BookBuyrInsight
    Kristen McLean Founder & CEO Bookigee, Inc. @BKGKristen Market Research
  • What is Discovery? What is Data?
  •  
  • Insanity: doing the same thing over and over again and expecting different results. Albert Einstein
  • At the end of the day… We all want to be discovered
  • 1.0 Model of Data and Information
  • The quest for data and information continues Our thirst for data continiues!
  • Data and Information Balancing Act
  •  
  • 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?
    • DATA AND INFORMATION
      • VERSION .5
    • DATA AND
    • INFORMATION
      • VERSION 1.0
  • 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
  • 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?
  • 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
  • So are we ready for D&I 2.0?
    • If so, what does it look like?
  • D&I 2.0 Better 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
  •  
  •  
  •  
  •  
  •  
  •  
    • 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?
    Company Confidential – For internal review only. Turning information into wisdom
  • Moving Beyond the Information Q1 ’ 09 Q2 ’ 09 Q3 ‘ 09 Q4 ‘ 09 Q1 ‘ 10 Q2 ‘ 10 Q3 ‘ 10 Q4 ’ 10
  • Bookigee Case Study Core Question: What kinds of insights will help these guys connect?
  •  
  • WriterCube
  • Kristen’s case study 3
  • Bookigee Case Study
    • Biggest Challenge: Sales Data
      • Not comprehensive
      • Disorganized
      • Prohibitively expensive
      • “ What happened but not why”
      • Following data
  • 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
    Company Confidential – For internal review only.
  • Custom Research Tools
    • Use of unique consumer research tools adapted for use in the book publishing market.
  • Image Testing - Mobile Device Reaction Comparison Company Confidential – For internal review only. 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. strong like strong dislike neutral
  • Where does innovation and collaboration fit in?
    • What do we do when we hit roadblocks
    • Entrepreneurial spirit & innovation
  • Publisher Provided eBook Invoice Data
  • Publisher Provided eBook Invoice Data
  • Balancing the Arts and Science of Publishing
  • 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
  • Thanks!
    • Kelly Gallagher
    • Bowker Market Research
    • [email_address]
    • @BookBuyrInsight
    Kristen McLean Bookigee, Inc. [email_address] @BKGKristen Market Research