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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)

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

  1. 1. Data for breakfast: Analysis and Sales-Driven Culture at Kobo Michael Tamblyn | @mtamblyn EVP Content, Sales & Merchandising @kobo
  2. 2. what we look at
  3. 3. What publishers look at
  4. 4. What they could be looking at
  5. 5. building a data-driven culture at Kobo
  6. 6. 5:11 am
  7. 7. 9:30 am
  8. 8. 0:60
  9. 9. Monday noon
  10. 10. 15th
  11. 11. 5:11 am
  12. 12. 5:11 am Kobo data breakfast
  13. 15. downloads traffic registrations sales margin top titles free vs. paid price points
  14. 16. by…
  15. 17. platform device geography “powered by Kobo” partner
  16. 18. comp’d vs.
  17. 19. 30 day trend comp vs. previous 4 months
  18. 20. not fancy
  19. 21. 9:30 am
  20. 22. 9:30 am Daily Sales Meeting
  21. 24. (Dramatic Re- enactment )
  22. 25. Ben Dugas as Michael Tamblyn
  23. 26. Merchandising Direct Marketing Social Marketing SEM/Affiliate Mktg PR Business Intelligence Customer Service Partner Mgmt IT/Development
  24. 27. 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
  25. 28. 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?
  26. 29. 30 minutes
  27. 30. 0:60
  28. 31. downloads traffic registrations sales margin
  29. 32. by…
  30. 33. platform device geography “powered by Kobo” partner
  31. 34. comp’d vs.
  32. 35. previous hour same hour yesterday same hour last week
  33. 36. looking for:
  34. 37. Tactical marketing impact: email marketing promotions media / PR
  35. 38. Software change impact: new feature new release
  36. 39. Delivered via email
  37. 40. but also displayed everywhere
  38. 44. Monday noon
  39. 45. Monday noon Publisher reporting
  40. 46. POS (daily/weekly/monthly)
  41. 47. Performance analysis: top titles sales vs. prev. week sales vs. average BISAC breakdown
  42. 48. Coming soon: Price points More trending
  43. 49. 15 th
  44. 50. 15 th Customer analysis
  45. 51. downloads traffic registrations sales margin top titles free vs. paid price points by… platform device geography “powered by Kobo” partner
  46. 52. customer age customer source buying preferences (Customer Lifetime Value)
  47. 53. purchase frequency buying behaviours by platform
  48. 54. Value per customer (devices): 1. eInk 2. iPad 3. Android 4. iPhone 5. Blackberry
  49. 56. What’s Next?
  50. 57. Reading behaviour
  51. 65. Michael Tamblyn | mt@kobo.com | Twitter: @mtamblyn

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