2. Background
• Print Publishing has limited opportunity for gathering and
measuring valuable metrics
• Difficult to understand behavior and usage patterns of
students using print products
• Digital publishing aims to provide a more immersive and
personalized experience
• Publishing industry facing criticism due to high cost of
textbooks
• Availability of open source and collaboratively created
content is disrupting the publishing industry
3. Not all content is equal
• Publishers are sitting on a goldmine of content
• As content strategies evolve it is important to differentiate
between high value content and the rest
• Publishers need to be able to justify the value of paid
content
• Measuring engagement and effectiveness are key to
valuing content
• Managing and developing content is expensive
(SOME) CONTENT IS KING
4. Publishers and Educational institutions
are investing in analytics
Faced with disruptive changes, publishers and educational institutions
have started to depend on analytics to chart the way forward
Publishers are either acquiring companies or building tools that provide
powerful analytics for content usage and effectiveness.
• April 2013 – Elsevier acquires Mendeley
• May 2013 – Pearson acquires Learning Catalytics
• June 2013 – Cengage MindTap courseware platform integrates usage
analytics
• LMS are continuously investing in building powerful engagement
dashboards
DO NOT FLY BLIND INTO ROUGH WEATHER
5. Content analytics will help define
successful product strategies
Deliver content that is engaging and
outcome based
• Measure engagement and effectiveness
• Understand how students are utilizing learning
resources
• Create effective resources for flipped
classroom
Price differentiated offering
• New pricing models can based on
effectiveness of content
• Freemium model – know what to charge for
and what to offer free
• Associate content with success in achieving
learning outcomes
Adaptive learning resources
• Deliver content that adopts to students learning
patterns and behavior
• Personalized learning products
Manage production costs
• Only develop content that creates value for
students
• Negotiate licensing for 3rd party content
CREATE
PRODUCTS THAT
CONSUMERS
WOULD PAY FOR
6. Types of metrics
• Page visits ( unique and repeats)
• Time spent on each visit
• Referring and redirects
Usage and
engagement
metrics
• Score variation with use of resources
• Effectiveness in achieving learning
outcomes
Correlation
metrics from
assessment and
outcomes
• Voice of the customer
• Big Data analytics
Social media
analysis
7. Approaches to gathering analytics
• Built into courseware platforms
• Can be customized for specific needs
• Expensive to maintain and implement
Proprietary
tools
• Well understood industry standards ( Google
analytics )
• Low implementation cost
• Limited customization opportunity
Open
Source tools
• Many commercial services available
• Can be used with social media tools
• Great for voice of customer analysis
Big Data
Analytics
8. Unleashing the value of your content
Content
Analytics
Product
line
innovations
CONTENT WITH ANALYTICS IS THE NEW
KING
Editor's Notes
In the world of print publishing the value of content is constrained between the covers of the book. As new digital frontiers open up, there is an opportunity to move this content out from the confines of the textbook and use it in other ways. Understanding which content is valuable is key to developing content strategies, product innovations and pricing models
Analytics provide an insight into what and how the content is being used by students and in classrooms. Without these insights the publishers do not have a scientific method of determining what is working and how effective it is. Publishing industry has been criticized for high cost of textbooks. Using these metrics will be valuable in addressing this criticism, and making content more relevant and valuable
