This document summarizes a presentation given by Eloy Sasot on using data and data science at HarperCollins publishing. It discusses how digital technologies have disrupted the traditional publishing model and created new opportunities to use data. It outlines how HarperCollins' pricing and analytics team has expanded from a tactical national team to a global operation using data science and analytics to maximize revenue through dynamic pricing. The key to their success has been solving both data strategy problems and managing organizational change by building the right data team and carrying the organization forward.

1. Eloy Sasot - @eloysasot
Global Director of Pricing & Analytics
“Cifras y Letras, Nuevo Camino Editorial”
”Big Data + Big Ideas = Big Impact” - Innodata, Madrid, July 2, 2015

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Big Data and Data Science are about using data to tell stories
In publishing we can draw inspiration from our content …
"Para ir al norte tenéis que viajar hacia el sur. Para llegar al oeste debéis ir hacia
el este. Para adelantaros tendréis que retroceder, y para tocar la luz debéis
pasar bajo la sombra.“ – extracto del libro Choque de Reyes, serie Juego de
Tronos / Canción de Hielo y Fuego, de George R.R. Martin

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Get to know HarperCollins : worldwide facts and figures of the
second-largest consumer book publisher in the world
18
Country
Offices
200
Years of
History
65+
Imprints
+10k
New Books
every year
200k+
Book
Catalog
30+
Languages
400
Bestsellers
in 2014
150+
Countries reached

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Get to know Me: an example of how “connecting the dots” of diverse
previous experiences can result into leading data science
“You can’t connect the dots looking forward; you can only connect them looking
backward” – Steve Jobs

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AUTHOR
AGENT
PUBLISHER
RETAILER
CONSUMER
Traditional publishing enjoyed a stable value chain for a long time
Digital Technologies have introduced an unprecedented disruption …

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AUTHOR
AGENT
PUBLISHER
RETAILER
CONSUMER
Traditional publishing enjoyed a stable value chain for a long time
Digital Technologies have introduced an unprecedented disruption …

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… and more Data has become available, bringing new opportunities
Building a Data-Driven Company: Profit Growth with Dynamic Pricing
HOW CAN WE USE DATA TO
ACHIEVE HIGHER RETURNS FOR HARPERCOLLINS?
MAXIMIZING REVENUE WITH
DYNAMIC PRICING

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Pricing & Analytics has gone from zero to global operations, in a
steady growth trajectory developing scope, solutions and teams
YEAR 1
• TACTICAL
• NATIONAL (UK)
• + PRICING
YEARS 2-3
• STRATEGIC
• CROSS-NATIONAL
• + DATA SCIENCE
YEARS 4+
• OPERATIONAL
• GLOBAL
• + DATA ANALYTICS
+$MM

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What was key to business success? Solving for both Data strategy
and People change management is fundamental
Data People

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Data Science Strategy: dividing a big complex problem into smaller
problems much simpler to solve
DATA PROBLEM
CONTEXTUAL
SIMPLIFICATION
PRICING STRATEGY
• PRODUCT
• MARKET
• COMPANY
• SOLUTION SET
• TECHNOLOGY STACK
• ITERATIVE METHODS
• IDEAL (PRICING)
EQUATION
11

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Ultimately, success relies on a talented and balanced data team, and
on carrying the organization together with you
DATA
TECH
DATA
ANALYSIS
BUSINESS
PARTNERS
 INVEST IN THE RIGHT PEOPLE
 BALANCE TEAM SKILLS
 FOCUS, FOCUS, FOCUS
 INSPIRE AND BE INSPIRED
 GET EXECUTIVE SPONSORSHIP
 SHOWCASE VALUE CREATION
 FACILITATE IMPLEMENTATION
 LISTEN CONSTANTLY
DATA TEAM ORGANIZATION

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Moving from Fantasy to Reality in delivering high value with data
depends on managing paradoxes of change

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@eloysasot
¡Gracias!