SlideShare a Scribd company logo
1 of 14
1
Data Driven Publishing
Publishers Launch, Frankfurt 2013
October 8, 2013
Ken Brooks
ken.brooks@mheducation.com
@kenbrooks
2
The analytics / big data world..
Content
Engagement
Transactions
Customer /
User
Relational databases
& SQL
JSON / APIs
NoSQL databases
Key-value
Object
Row-column
Graph
AWS, Azure, Google
MapReduce / Hadoop
Data visualization
Statistical reasoning
Algorithms
Regression /
Classification
Parametric / non-
parametric
Problem types
Outlier detection
Recommendation
Prediction
Data Sources Data Management Analytics
3
Start with key decisions and actions
Business Unit / Function Key decisions / actions
Strategic • How should I price?
• What channels should be used?
• What products should be offered?
Editorial • Which titles to acquire?
• What product features to offer?
Sales • Which customers to prioritize? How?
• What should an account buy?
• Net or gross sales commission?
• Territory allocation?
• Discounts or other incentives
Marketing • What promotions to run?
• Where to place publicity / ads?
• What loyalty programs to run?
Operations • When and how much to print?
• What vendors to use?
• Number and location of facilities?
4
Inventory planning
4
POD
Offshore
Domestic
Forecast
Demand
Project Inventory
Position
Determine Print
Quantities and Source
5
So how do you do it?
Business
Decisions
6
So how do you do it?
Business
Decisions
Should I
increase
prices this
year?
7
So how do you do it?
Business
Decisions
Should I
increase
prices this
year?
A price increase
of 5% will lead
to a 2% fall in
revenue due to
elasticity.
8
So how do you do it?
Business
Knowledge
Business
Decisions
9
So how do you do it?
Business
Knowledge
Analytics
Business
Decisions
10
So how do you do it?
Business
Knowledge
Analytics
Business
Decisions
Data visualization
Statistical reasoning
Algorithms
Regression /
Classification
Parametric / non-
parametric
Problem types
Outlier detection
Recommendation
Prediction
11
So how do you do it?
Business
Knowledge
Analytics Data
Business
Decisions
12
So how do you do it?
Business
Knowledge
Analytics Data
Business
Decisions
Relational databases & SQL
JSON / APIs
NoSQL databases
Key-value
Object
Row-column
Graph
AWS, Azure, Google
MapReduce / Hadoop
13
So how do you do it?
Business
Knowledge
Analytics Data
Business
Decisions
14
Data Driven Publishing
Publishers Launch, Frankfurt 2013
October 8, 2013
Ken Brooks
ken.brooks@mheducation.com
@kenbrooks

More Related Content

What's hot

What's hot (11)

How tech startups can leverage data analytics and visualization
How tech startups can leverage data analytics and visualizationHow tech startups can leverage data analytics and visualization
How tech startups can leverage data analytics and visualization
 
Webinar: Know Where, Why, What: Big Data’s Role In Predictive And Location A...
Webinar:  Know Where, Why, What: Big Data’s Role In Predictive And Location A...Webinar:  Know Where, Why, What: Big Data’s Role In Predictive And Location A...
Webinar: Know Where, Why, What: Big Data’s Role In Predictive And Location A...
 
The Future of Content is Real-Time: Leveraging Artificial Intelligence to Del...
The Future of Content is Real-Time: Leveraging Artificial Intelligence to Del...The Future of Content is Real-Time: Leveraging Artificial Intelligence to Del...
The Future of Content is Real-Time: Leveraging Artificial Intelligence to Del...
 
RedLink Intro @ UKSG16
RedLink Intro @ UKSG16RedLink Intro @ UKSG16
RedLink Intro @ UKSG16
 
ThinkFin Crowd Sourced IT Research
ThinkFin Crowd Sourced IT ResearchThinkFin Crowd Sourced IT Research
ThinkFin Crowd Sourced IT Research
 
Becoming Data-driven - Machine Learning @ XING Marketing Solutions
Becoming Data-driven - Machine Learning @ XING Marketing SolutionsBecoming Data-driven - Machine Learning @ XING Marketing Solutions
Becoming Data-driven - Machine Learning @ XING Marketing Solutions
 
Optimisator : 8 Ways Analytics Helps Your Business Grow
Optimisator : 8 Ways Analytics Helps Your Business Grow Optimisator : 8 Ways Analytics Helps Your Business Grow
Optimisator : 8 Ways Analytics Helps Your Business Grow
 
Dashboard & Mining Operational Library Data, presented by RedLink for the CIL...
Dashboard & Mining Operational Library Data, presented by RedLink for the CIL...Dashboard & Mining Operational Library Data, presented by RedLink for the CIL...
Dashboard & Mining Operational Library Data, presented by RedLink for the CIL...
 
Making advanced analytics work for you
Making advanced analytics work for youMaking advanced analytics work for you
Making advanced analytics work for you
 
Intro to Data and Analytics for Startups
Intro to Data and Analytics for StartupsIntro to Data and Analytics for Startups
Intro to Data and Analytics for Startups
 
Business Value around Big Data Context
Business Value around Big Data ContextBusiness Value around Big Data Context
Business Value around Big Data Context
 

Viewers also liked

Творчий звіт Юність 2015
Творчий звіт Юність   2015Творчий звіт Юність   2015
Творчий звіт Юність 2015
Robminor1979
 
Ig4 assignment_final_major_project_2013
 Ig4 assignment_final_major_project_2013 Ig4 assignment_final_major_project_2013
Ig4 assignment_final_major_project_2013
FreeWavesEntertainment
 
сп. праздник толерантность
сп. праздник толерантностьсп. праздник толерантность
сп. праздник толерантность
virtualtaganrog
 
Formato tipo-cv
Formato tipo-cvFormato tipo-cv
Formato tipo-cv
Mario M
 

Viewers also liked (20)

The New Publishing Skillset: Change Management in a Creative Industry - Tech ...
The New Publishing Skillset: Change Management in a Creative Industry - Tech ...The New Publishing Skillset: Change Management in a Creative Industry - Tech ...
The New Publishing Skillset: Change Management in a Creative Industry - Tech ...
 
VictoriaAnbefaling_AnneMette_KU
VictoriaAnbefaling_AnneMette_KUVictoriaAnbefaling_AnneMette_KU
VictoriaAnbefaling_AnneMette_KU
 
Completes
CompletesCompletes
Completes
 
Ejemplo para insertar
Ejemplo para insertarEjemplo para insertar
Ejemplo para insertar
 
Творчий звіт Юність 2015
Творчий звіт Юність   2015Творчий звіт Юність   2015
Творчий звіт Юність 2015
 
Finding good and bad genes in Boran and N’Dama genome sequences
Finding good and bad genes in Boran and N’Dama genome sequencesFinding good and bad genes in Boran and N’Dama genome sequences
Finding good and bad genes in Boran and N’Dama genome sequences
 
Ig4 assignment_final_major_project_2013
 Ig4 assignment_final_major_project_2013 Ig4 assignment_final_major_project_2013
Ig4 assignment_final_major_project_2013
 
сп. праздник толерантность
сп. праздник толерантностьсп. праздник толерантность
сп. праздник толерантность
 
Steve Harknett
Steve HarknettSteve Harknett
Steve Harknett
 
Future ndt ebook
Future ndt   ebookFuture ndt   ebook
Future ndt ebook
 
Formato tipo-cv
Formato tipo-cvFormato tipo-cv
Formato tipo-cv
 
Data: A Timeline - How Data Came To Rule The World
Data: A Timeline - How Data Came To Rule The WorldData: A Timeline - How Data Came To Rule The World
Data: A Timeline - How Data Came To Rule The World
 
Are You Ready for Big Data Big Analytics?
Are You Ready for Big Data Big Analytics? Are You Ready for Big Data Big Analytics?
Are You Ready for Big Data Big Analytics?
 
ARXivar per Fabbi Imola: processi di vendita snelli
ARXivar per Fabbi Imola: processi di vendita snelliARXivar per Fabbi Imola: processi di vendita snelli
ARXivar per Fabbi Imola: processi di vendita snelli
 
Como vestir para una entrevista de trabajo y superarla
Como vestir para una entrevista de trabajo y superarlaComo vestir para una entrevista de trabajo y superarla
Como vestir para una entrevista de trabajo y superarla
 
Big Data and Analytics on AWS
Big Data and Analytics on AWS Big Data and Analytics on AWS
Big Data and Analytics on AWS
 
Big-data analytics: challenges and opportunities
Big-data analytics: challenges and opportunitiesBig-data analytics: challenges and opportunities
Big-data analytics: challenges and opportunities
 
Predictive Analytics: Context and Use Cases
Predictive Analytics: Context and Use CasesPredictive Analytics: Context and Use Cases
Predictive Analytics: Context and Use Cases
 
Undervisningsdifferentiering - Gå-hjem-møde
Undervisningsdifferentiering - Gå-hjem-mødeUndervisningsdifferentiering - Gå-hjem-møde
Undervisningsdifferentiering - Gå-hjem-møde
 
Introduction to Data Mining and Big Data Analytics
Introduction to Data Mining and Big Data AnalyticsIntroduction to Data Mining and Big Data Analytics
Introduction to Data Mining and Big Data Analytics
 

Similar to Data-Driven Publishing (Ken Brooks at Publishers Launch Frankfurt 2013)

Building a Complete View Across the Customer Experience on Oracle BICS
Building a Complete View Across the Customer Experience on Oracle BICSBuilding a Complete View Across the Customer Experience on Oracle BICS
Building a Complete View Across the Customer Experience on Oracle BICS
Shiv Bharti
 
Actionable Analytics - Solving Real World Problems With Big Data, Xerox Innov...
Actionable Analytics - Solving Real World Problems With Big Data, Xerox Innov...Actionable Analytics - Solving Real World Problems With Big Data, Xerox Innov...
Actionable Analytics - Solving Real World Problems With Big Data, Xerox Innov...
Innovation Enterprise
 
How To Pick The Best Analytics Tool.pdf
How To Pick The Best Analytics Tool.pdfHow To Pick The Best Analytics Tool.pdf
How To Pick The Best Analytics Tool.pdf
Satawaretechnologies1
 

Similar to Data-Driven Publishing (Ken Brooks at Publishers Launch Frankfurt 2013) (20)

Getting Started with Product Analytics - A 101 Implementation Guide for Begin...
Getting Started with Product Analytics - A 101 Implementation Guide for Begin...Getting Started with Product Analytics - A 101 Implementation Guide for Begin...
Getting Started with Product Analytics - A 101 Implementation Guide for Begin...
 
Making sense of analytics for documentation pages
Making sense of analytics for documentation pagesMaking sense of analytics for documentation pages
Making sense of analytics for documentation pages
 
Using Google Analytics To Market Your Software Idea
Using Google Analytics To Market Your Software IdeaUsing Google Analytics To Market Your Software Idea
Using Google Analytics To Market Your Software Idea
 
Analytics & Data Strategy 101 by Deko Dimeski
Analytics & Data Strategy 101 by Deko DimeskiAnalytics & Data Strategy 101 by Deko Dimeski
Analytics & Data Strategy 101 by Deko Dimeski
 
Driving Customer Loyalty with Azure Machine Learning
Driving Customer Loyalty with Azure Machine LearningDriving Customer Loyalty with Azure Machine Learning
Driving Customer Loyalty with Azure Machine Learning
 
Building a Complete View Across the Customer Experience on Oracle BICS
Building a Complete View Across the Customer Experience on Oracle BICSBuilding a Complete View Across the Customer Experience on Oracle BICS
Building a Complete View Across the Customer Experience on Oracle BICS
 
Know Your Market - Know Your Customer: What Web Data Reveals if You Know Wher...
Know Your Market - Know Your Customer: What Web Data Reveals if You Know Wher...Know Your Market - Know Your Customer: What Web Data Reveals if You Know Wher...
Know Your Market - Know Your Customer: What Web Data Reveals if You Know Wher...
 
Huntel global webinar aligning data talent with your analytics needs
Huntel global webinar aligning data talent with your analytics needsHuntel global webinar aligning data talent with your analytics needs
Huntel global webinar aligning data talent with your analytics needs
 
Open Source Framework for Deploying Data Science Models and Cloud Based Appli...
Open Source Framework for Deploying Data Science Models and Cloud Based Appli...Open Source Framework for Deploying Data Science Models and Cloud Based Appli...
Open Source Framework for Deploying Data Science Models and Cloud Based Appli...
 
The ABCs of Treating Data as Product
The ABCs of Treating Data as ProductThe ABCs of Treating Data as Product
The ABCs of Treating Data as Product
 
Webinar: Personalized Retail Search & Recommendations with Fusion
Webinar: Personalized Retail Search & Recommendations with FusionWebinar: Personalized Retail Search & Recommendations with Fusion
Webinar: Personalized Retail Search & Recommendations with Fusion
 
Driving A New Age Of Connected Planning
Driving A New Age Of Connected PlanningDriving A New Age Of Connected Planning
Driving A New Age Of Connected Planning
 
Actionable Analytics - Solving Real World Problems With Big Data, Xerox Innov...
Actionable Analytics - Solving Real World Problems With Big Data, Xerox Innov...Actionable Analytics - Solving Real World Problems With Big Data, Xerox Innov...
Actionable Analytics - Solving Real World Problems With Big Data, Xerox Innov...
 
Trends in data analytics
Trends in data analyticsTrends in data analytics
Trends in data analytics
 
Analytic next gen usecases - presented for ISB, Hyderabad
Analytic next gen usecases - presented for ISB, HyderabadAnalytic next gen usecases - presented for ISB, Hyderabad
Analytic next gen usecases - presented for ISB, Hyderabad
 
Business Analytics Training
Business Analytics TrainingBusiness Analytics Training
Business Analytics Training
 
What MBA Students Need to Know about CX, Data Science and Surveys
What MBA Students Need to Know about CX, Data Science and SurveysWhat MBA Students Need to Know about CX, Data Science and Surveys
What MBA Students Need to Know about CX, Data Science and Surveys
 
Your smarter data analytics strategy - Social Media Strategies Summit (SMSS) ...
Your smarter data analytics strategy - Social Media Strategies Summit (SMSS) ...Your smarter data analytics strategy - Social Media Strategies Summit (SMSS) ...
Your smarter data analytics strategy - Social Media Strategies Summit (SMSS) ...
 
How To Pick The Best Analytics Tool.pdf
How To Pick The Best Analytics Tool.pdfHow To Pick The Best Analytics Tool.pdf
How To Pick The Best Analytics Tool.pdf
 
Implementing Advanced Analytics Platform
Implementing Advanced Analytics PlatformImplementing Advanced Analytics Platform
Implementing Advanced Analytics Platform
 

More from Publishers Launch Conferences

Publishing start up survey - Digital Book World & Publishers Launch Conferences
Publishing start up survey - Digital Book World & Publishers Launch ConferencesPublishing start up survey - Digital Book World & Publishers Launch Conferences
Publishing start up survey - Digital Book World & Publishers Launch Conferences
Publishers Launch Conferences
 

More from Publishers Launch Conferences (20)

The Changing Mix of What Sells in Print - Jonathan Nowell, Nielsen Book
The Changing Mix of What Sells in Print - Jonathan Nowell, Nielsen BookThe Changing Mix of What Sells in Print - Jonathan Nowell, Nielsen Book
The Changing Mix of What Sells in Print - Jonathan Nowell, Nielsen Book
 
Warren Buckleitner - Children’s Tech: The Year in Review and Trends for 2015
Warren Buckleitner - Children’s Tech: The Year in Review and Trends for 2015Warren Buckleitner - Children’s Tech: The Year in Review and Trends for 2015
Warren Buckleitner - Children’s Tech: The Year in Review and Trends for 2015
 
David Kleeman - Changing Media, Changing Content, and Changing Minds
David Kleeman - Changing Media, Changing Content, and Changing MindsDavid Kleeman - Changing Media, Changing Content, and Changing Minds
David Kleeman - Changing Media, Changing Content, and Changing Minds
 
Jonathan Nowell A Look at the US Children's Book Market
Jonathan Nowell A Look at the US Children's Book MarketJonathan Nowell A Look at the US Children's Book Market
Jonathan Nowell A Look at the US Children's Book Market
 
Learning and Reading around the Globe (Shane Armstrong, Scholastic Internatio...
Learning and Reading around the Globe (Shane Armstrong, Scholastic Internatio...Learning and Reading around the Globe (Shane Armstrong, Scholastic Internatio...
Learning and Reading around the Globe (Shane Armstrong, Scholastic Internatio...
 
Kids Books Online and Off: Changing Buying Behaviors in the Digital Age (Niel...
Kids Books Online and Off: Changing Buying Behaviors in the Digital Age (Niel...Kids Books Online and Off: Changing Buying Behaviors in the Digital Age (Niel...
Kids Books Online and Off: Changing Buying Behaviors in the Digital Age (Niel...
 
Building the Children’s Book Publisher of the Future (Cindy Loh, Phoebe Yeh, ...
Building the Children’s Book Publisher of the Future (Cindy Loh, Phoebe Yeh, ...Building the Children’s Book Publisher of the Future (Cindy Loh, Phoebe Yeh, ...
Building the Children’s Book Publisher of the Future (Cindy Loh, Phoebe Yeh, ...
 
Moving to Mobile: Developing a Mobile Strategy for Children’s Publishing (Kri...
Moving to Mobile: Developing a Mobile Strategy for Children’s Publishing (Kri...Moving to Mobile: Developing a Mobile Strategy for Children’s Publishing (Kri...
Moving to Mobile: Developing a Mobile Strategy for Children’s Publishing (Kri...
 
Let’s Be Friends: Being a Social Writer—and How Publishers Can Help Authors C...
Let’s Be Friends: Being a Social Writer—and How Publishers Can Help Authors C...Let’s Be Friends: Being a Social Writer—and How Publishers Can Help Authors C...
Let’s Be Friends: Being a Social Writer—and How Publishers Can Help Authors C...
 
Sizing Up the Kids’ Media Market: Trends in Digital Media Usage Among Toddler...
Sizing Up the Kids’ Media Market: Trends in Digital Media Usage Among Toddler...Sizing Up the Kids’ Media Market: Trends in Digital Media Usage Among Toddler...
Sizing Up the Kids’ Media Market: Trends in Digital Media Usage Among Toddler...
 
Licensing 360: Branding and Licensing in the World of Kids Entertainment (Eri...
Licensing 360: Branding and Licensing in the World of Kids Entertainment (Eri...Licensing 360: Branding and Licensing in the World of Kids Entertainment (Eri...
Licensing 360: Branding and Licensing in the World of Kids Entertainment (Eri...
 
Publishing start up survey - Digital Book World & Publishers Launch Conferences
Publishing start up survey - Digital Book World & Publishers Launch ConferencesPublishing start up survey - Digital Book World & Publishers Launch Conferences
Publishing start up survey - Digital Book World & Publishers Launch Conferences
 
Reaching a Global Audience of Readers through Wattpad (Allen Lau at Publisher...
Reaching a Global Audience of Readers through Wattpad (Allen Lau at Publisher...Reaching a Global Audience of Readers through Wattpad (Allen Lau at Publisher...
Reaching a Global Audience of Readers through Wattpad (Allen Lau at Publisher...
 
Digital Publishing in the Developing World (Octavio Kulesz at Publishers Laun...
Digital Publishing in the Developing World (Octavio Kulesz at Publishers Laun...Digital Publishing in the Developing World (Octavio Kulesz at Publishers Laun...
Digital Publishing in the Developing World (Octavio Kulesz at Publishers Laun...
 
Ken Michaels - New World Scale Equation
Ken Michaels - New World Scale EquationKen Michaels - New World Scale Equation
Ken Michaels - New World Scale Equation
 
Benedict Evans - Mobile Is Eating the World
Benedict Evans - Mobile Is Eating the WorldBenedict Evans - Mobile Is Eating the World
Benedict Evans - Mobile Is Eating the World
 
David Nussbaum - In the Niches: Market Verticals Reap the Rewards of Scale
David Nussbaum - In the Niches: Market Verticals Reap the Rewards of ScaleDavid Nussbaum - In the Niches: Market Verticals Reap the Rewards of Scale
David Nussbaum - In the Niches: Market Verticals Reap the Rewards of Scale
 
Random Buzzers: Driving word of mouth with a YA audience
Random Buzzers: Driving word of mouth with a YA audienceRandom Buzzers: Driving word of mouth with a YA audience
Random Buzzers: Driving word of mouth with a YA audience
 
Put Me In The Story
Put Me In The StoryPut Me In The Story
Put Me In The Story
 
Sizing Up the Kid’s Book Market
Sizing Up the Kid’s Book MarketSizing Up the Kid’s Book Market
Sizing Up the Kid’s Book Market
 

Recently uploaded

Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312
LR1709MUSIC
 
2024 May - Clearbit Integration with Hubspot - Greenville HUG.pptx
2024 May - Clearbit Integration with Hubspot  - Greenville HUG.pptx2024 May - Clearbit Integration with Hubspot  - Greenville HUG.pptx
2024 May - Clearbit Integration with Hubspot - Greenville HUG.pptx
Boundify
 
Presentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelledPresentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelled
CaitlinCummins3
 
Jual obat aborsi Hongkong ( 085657271886 ) Cytote pil telat bulan penggugur k...
Jual obat aborsi Hongkong ( 085657271886 ) Cytote pil telat bulan penggugur k...Jual obat aborsi Hongkong ( 085657271886 ) Cytote pil telat bulan penggugur k...
Jual obat aborsi Hongkong ( 085657271886 ) Cytote pil telat bulan penggugur k...
Klinik kandungan
 
Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...
DUBAI (+971)581248768 BUY ABORTION PILLS IN ABU dhabi...Qatar
 

Recently uploaded (20)

How does a bike-share company navigate speedy success? - Cyclistic
How does a bike-share company navigate speedy success? - CyclisticHow does a bike-share company navigate speedy success? - Cyclistic
How does a bike-share company navigate speedy success? - Cyclistic
 
Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312Shots fired Budget Presentation.pdf12312
Shots fired Budget Presentation.pdf12312
 
2024 May - Clearbit Integration with Hubspot - Greenville HUG.pptx
2024 May - Clearbit Integration with Hubspot  - Greenville HUG.pptx2024 May - Clearbit Integration with Hubspot  - Greenville HUG.pptx
2024 May - Clearbit Integration with Hubspot - Greenville HUG.pptx
 
Ital Liptz - all about Itai Liptz. news.
Ital Liptz - all about Itai Liptz. news.Ital Liptz - all about Itai Liptz. news.
Ital Liptz - all about Itai Liptz. news.
 
Presentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelledPresentation4 (2) survey responses clearly labelled
Presentation4 (2) survey responses clearly labelled
 
Getting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAI
Getting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAIGetting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAI
Getting Real with AI - Columbus DAW - May 2024 - Nick Woo from AlignAI
 
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdfProgress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
Progress Report - UKG Analyst Summit 2024 - A lot to do - Good Progress1-1.pdf
 
How Bookkeeping helps you in Cost Saving, Tax Saving and Smooth Business Runn...
How Bookkeeping helps you in Cost Saving, Tax Saving and Smooth Business Runn...How Bookkeeping helps you in Cost Saving, Tax Saving and Smooth Business Runn...
How Bookkeeping helps you in Cost Saving, Tax Saving and Smooth Business Runn...
 
Jual obat aborsi Hongkong ( 085657271886 ) Cytote pil telat bulan penggugur k...
Jual obat aborsi Hongkong ( 085657271886 ) Cytote pil telat bulan penggugur k...Jual obat aborsi Hongkong ( 085657271886 ) Cytote pil telat bulan penggugur k...
Jual obat aborsi Hongkong ( 085657271886 ) Cytote pil telat bulan penggugur k...
 
Solar Panel Installation A Comprehensive Guide.pdf
Solar Panel Installation A Comprehensive Guide.pdfSolar Panel Installation A Comprehensive Guide.pdf
Solar Panel Installation A Comprehensive Guide.pdf
 
Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...Contact +971581248768 for 100% original and safe abortion pills available for...
Contact +971581248768 for 100% original and safe abortion pills available for...
 
NAGPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN NAGPUR ESCORTS SERVICE PROVIDE
NAGPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN NAGPUR ESCORTS SERVICE PROVIDENAGPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN NAGPUR ESCORTS SERVICE PROVIDE
NAGPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN NAGPUR ESCORTS SERVICE PROVIDE
 
Moradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in PenacovaMoradia Isolada com Logradouro; Detached house with patio in Penacova
Moradia Isolada com Logradouro; Detached house with patio in Penacova
 
JAJPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JAJPUR ESCORTS SERVICE PROVIDE
JAJPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JAJPUR  ESCORTS SERVICE PROVIDEJAJPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JAJPUR  ESCORTS SERVICE PROVIDE
JAJPUR CALL GIRL ❤ 8272964427❤ CALL GIRLS IN JAJPUR ESCORTS SERVICE PROVIDE
 
Understanding Financial Accounting 3rd Canadian Edition by Christopher D. Bur...
Understanding Financial Accounting 3rd Canadian Edition by Christopher D. Bur...Understanding Financial Accounting 3rd Canadian Edition by Christopher D. Bur...
Understanding Financial Accounting 3rd Canadian Edition by Christopher D. Bur...
 
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdfThe Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
The Vietnam Believer Newsletter_May 13th, 2024_ENVol. 007.pdf
 
10 Influential Leaders Defining the Future of Digital Banking in 2024.pdf
10 Influential Leaders Defining the Future of Digital Banking in 2024.pdf10 Influential Leaders Defining the Future of Digital Banking in 2024.pdf
10 Influential Leaders Defining the Future of Digital Banking in 2024.pdf
 
PALWAL CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN PALWAL ESCORTS
PALWAL CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN PALWAL ESCORTSPALWAL CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN PALWAL ESCORTS
PALWAL CALL GIRL ❤ 82729*64427❤ CALL GIRLS IN PALWAL ESCORTS
 
Home Furnishings Ecommerce Platform Short Pitch 2024
Home Furnishings Ecommerce Platform Short Pitch 2024Home Furnishings Ecommerce Platform Short Pitch 2024
Home Furnishings Ecommerce Platform Short Pitch 2024
 
Cracking the 'Career Pathing' Slideshare
Cracking the 'Career Pathing' SlideshareCracking the 'Career Pathing' Slideshare
Cracking the 'Career Pathing' Slideshare
 

Data-Driven Publishing (Ken Brooks at Publishers Launch Frankfurt 2013)

  • 1. 1 Data Driven Publishing Publishers Launch, Frankfurt 2013 October 8, 2013 Ken Brooks ken.brooks@mheducation.com @kenbrooks
  • 2. 2 The analytics / big data world.. Content Engagement Transactions Customer / User Relational databases & SQL JSON / APIs NoSQL databases Key-value Object Row-column Graph AWS, Azure, Google MapReduce / Hadoop Data visualization Statistical reasoning Algorithms Regression / Classification Parametric / non- parametric Problem types Outlier detection Recommendation Prediction Data Sources Data Management Analytics
  • 3. 3 Start with key decisions and actions Business Unit / Function Key decisions / actions Strategic • How should I price? • What channels should be used? • What products should be offered? Editorial • Which titles to acquire? • What product features to offer? Sales • Which customers to prioritize? How? • What should an account buy? • Net or gross sales commission? • Territory allocation? • Discounts or other incentives Marketing • What promotions to run? • Where to place publicity / ads? • What loyalty programs to run? Operations • When and how much to print? • What vendors to use? • Number and location of facilities?
  • 5. 5 So how do you do it? Business Decisions
  • 6. 6 So how do you do it? Business Decisions Should I increase prices this year?
  • 7. 7 So how do you do it? Business Decisions Should I increase prices this year? A price increase of 5% will lead to a 2% fall in revenue due to elasticity.
  • 8. 8 So how do you do it? Business Knowledge Business Decisions
  • 9. 9 So how do you do it? Business Knowledge Analytics Business Decisions
  • 10. 10 So how do you do it? Business Knowledge Analytics Business Decisions Data visualization Statistical reasoning Algorithms Regression / Classification Parametric / non- parametric Problem types Outlier detection Recommendation Prediction
  • 11. 11 So how do you do it? Business Knowledge Analytics Data Business Decisions
  • 12. 12 So how do you do it? Business Knowledge Analytics Data Business Decisions Relational databases & SQL JSON / APIs NoSQL databases Key-value Object Row-column Graph AWS, Azure, Google MapReduce / Hadoop
  • 13. 13 So how do you do it? Business Knowledge Analytics Data Business Decisions
  • 14. 14 Data Driven Publishing Publishers Launch, Frankfurt 2013 October 8, 2013 Ken Brooks ken.brooks@mheducation.com @kenbrooks

Editor's Notes

  1. Good morning, I’m Ken Brooks, SVP of Global Supply Chain management at McGraw-Hill Education. I’ve worked in most sectors of book publishing and across most of the functions. During that time I’ve spent a lot of time thinking about why, with a few notable exceptions, publishing doesn’t spend more time on analytics to support one-time and ongoing business decisions. I can’t tell you the number of meetings I’ve sat in where we’ve either been discussing the lack of data, the quality of data, or why something unexpected was going on when we could have been more effectively spending time figuring out what to do about. I’ve pretty much come to the conclusion that because there was so little change for so long, much of the decision making is intuitive based on years of experience and up until a few years ago that worked pretty well.Subject: So I’m here today to talk about big data in publishing and how that can improve decision makingImportance: In my view big data – or analytics – is *the* key to business efficiency and effectiveness – and can be applied across the organization regardless of function. As I was discussing this with Mike Shatzkin before the event he made a very good illustrative point. Anyone that knows Mike well, knows that he’s a huge fan of baseball. In baseball the difference between a .300 hitter ( a benchmark of quality) and a .250 hitter (a benchmark of mediocrity) over 500 official at-bats (basically a season), is 25 hits. That’s a hit per week. If our player plays about 5 games a week, that’s a hit every five games.Nobody can see that with the naked eye. And nobody can see that by watching one or two games. This is a very important difference and well below the margin of intuition.Preview: In my 20 minutes today I plan to discuss:What big data is: the nuts and bolts of data sources, databases and analytical frameworks.How it fits: a framework for thinking about it: it’s not the nuts and bolts where the value comes in. It’s what questions you ask, decisions you make and actions you take as a result.How you do it / get started: What are the skills needed and where do you get them.Transition: So what is big data?
  2. According to a 2001 Gartner report, big data is characterized by the “3 v’s” of volume, velocity and variety. In publishing this comes from several sources, many of them brand new:Content: all of the content, metadata, etc.Customer / user: who is the customer, what do they buyTransaction: sales data, production data, etc.Engagement data: How does the customer engage with your content: twitter feeds, reading metrics, etc.Along with this data are all of the tools for managing it…this consists of NoSQL databases, such as MongoDB, MarkLogic and tools to handle the flood of data such as Hadoop, Pig and a variety of other tools with unlikely names.On top of the tools are the various analytics approaches ranging from those designed to tease out patterns visually…called data visualization tools…to various types of algorithms and analysis frameworks…predictive analysis, outlier detection, recommender systems and collaborative filtering through machine learning tools come to mind as key examples.But I’d like to add a couple more pieces of the puzzle. All of this is meaningless in the absence of the decisions you need to make or the actions you plan to take as a result. You’re doing this analysis and collecting this data in order to be able to take more effective action: to find the .300 hitters among the mass of .250 and lower ideas that are out there. These actions can be ongoing, ad hoc, or real time. Some of the tools make possible on an ongoing basis what used to require months of work to generate.And the decisions and actions need to fit into the business context, both strategic and functional, of your particular company and sector.Transition: So what are some of these questions?
  3. I’ve listed a few of the big questions by function here, starting with strategic question on the top.At the strategic level there are decision around pricing, channels and productsIn editorial the questions center around titles to be acquired and product features to be offered.For sales it’s what customers or channels to prioritize, how should targets and territories be set and even the eternal question of gross versus net sales commissionsFor operations on the of the key issues is inventoryTransition: Let me give you an example: Everyone knows that physical demand is falling. This is borne out in the unit sales numbers of most publishers. What do we do about it?I know one CEO that was so exasperated by the operations staff and their inability to answer this question quantitatively that she just mandated a 20% reduction in spend for the coming budget year.Transition: Let me give you an example: Everyone knows that physical demand is falling. What do we do about it?
  4. One thing is certain. If you keep ordering as you always have, you *will* end up with a write-off *and* you’ll be spending money on working capital you should be using for new products.Here’s the prescription:Do a title-level forecast and update it every monthProject inventory position so you know when you’ll run outPlan printings to balance your costs: makeready, ordering, unit cost, storage and cost of capitalUtilize POD to fill in low quantities as neededOnce the internal approach is working, supplement it with customer data – it will quickly become apparent when customers are over-orderingFor example in higher ed we’ve been seeing a shift of students buying their textbooks through amazon versus through the college bookstores. The bookstores are still ordering the way they always have and amazon’s algorithms work fine for trade book, but don’t work well for “bursty” demand like college rush schedules. Both will over-order and, as a result, send back massive returns.This is not difficult, but it does require an analytical, objective approach which can then be tempered by intuition. The base, though, is quantitative.Transition: Ok, so how do you do this? Well it turns out that many of the levers are already in your hands…
  5. It starts with the questions.…This is the C-level skill required. What are the most important questions for the business and what is the standard of proof for answers?I listed a number of possibilities on a previous slide, but you’ll each have your own cut at those. Transition: For example there’s the perennial question about pricing…
  6. Normally this would be phrased, “How *much* should I increase prices,” but it’s not always a foregone conclusion.I’ve been in a number of meetings where the answer was driven by working backward from revenue projections and falling unit sales. And this is certainly one way to get an answer.Transition: I would content, however, that a better approach would be a bit more data-driven. It may come down to a bunch of people sitting around the table making the decision, but it shouldn’t start that way.
  7. It should start with some analysis to understand:competitive positionelasticity of demand and be based on facts to supplement intuition. I could go on about estimates of uncertainty and further analyses, but the question is how to you make this perspective part of your normal operations?What kind of people do you need to do this and where do you get them? What do these people look like?Transition: The first characteristicis business knowledge…
  8. This lines up pretty directly with an understanding of the data sources and what they mean. It helps (a lot) if the person knows this going in, but I’ve seen very experienced publishing executives that don’t have a full understanding of all of the domains I mentioned, particularly when it comes to distinctions of who buys from the publisher versus who is the ultimate customer, and how does the ultimate customer use your products/titles.At the very minimum, however, business knowledge means:knowing how businesses in general fit together: how is sales different than marketing and what should you be expecting from each function?Also how the various business processes fit together and the underlying causalities that are relevant in your particular sector. I’ve generally found this kind of background in individuals with MBAs, consulting backgrounds, or individuals with wide functional experience. Transition: But business knowledge alone isn’t enough…
  9. An orientation towards quantitative analysis is the bare minimum. And I’d take it past the traditional level of analysis that’s done by Finance. You have to get past the financials and be able to look at the levers that drive the financials: the financials are a *result* of business actions, not the cause of them in anything other than a philosophical sense.Transition: Inthis world of big data, this can go much deeper than what you’d expect to see from an MBA or from Finance.
  10. An MBA may have a grasp of the first element, data visualization, but I’d suggest that the further down the list you go, the more specialized the knowledge you’re looking for. Typically you’d find someone with graduate level education in Statistics, Operations Research or Computer Science with an understanding of these tools, and with a salary to go along with it.Transition: You also need individuals that are competent in handling data…
  11. One of the hardest parts of any analytics work is dealing with the wide variety of data and the various tools to acquire and clean it up. This is often called “data wrangling”.I recently had a situation where I was interesting in seeing if there were an increase in customer complaints – via a sentiment analysis – of a decision to outsource tech support. This requires an ability to capture a twitter data feed and then bounce it against a dictionary of phrases with established sentiment scores.Transition: This requires skills that begin to look like those associated with a Computer Science degree.
  12. At the basic level are the tools used by IT departments everywhere: relational databases and some variant of SQL to access them. These are then supplemented by:Skills with APIs to access remote data sourcesSome of the more specialized, but increasingly common NoSQLdatabasesCloud services for storing and analyzing large data sets.Approaches to dealing with large datasets like MapReduce or it’s open source implementation, HadoopTransition: So where do you find all of these skills in a single person?
  13. There really aren’t too many of these folks running around out there and if you’ve been paying attention to the news on Big Data and Data Science, you’ll know that these folks are increasingly expensive.But there’s a path to take that will get you the benefits of big data and analytics without getting too wrapped up in the details of data science:Start with the decisions you need to make and the actions you need to decide onFollow this up with a standard that decisions will be made with the support of analysis and data.Look widely for approaches and data sources to provide objective criteria for your decisions.Expect this level of rigor from those around youEncourage members of your staff to self-educate via MOOCs and online courses. You don’t have to spend anything at all to do this, but it will require time and patience.If you need to utilize more specialized tools than you have available, look for specialty consultants – they will save you immense amounts of time and moneyLook to your IT team to build some of the data handling capabilities Transition: So that’s it for my prepared remarks today…
  14. Review: In my 20 minutes today I quickly went through:What big data is all about.How it fits: I call this the framework for action.How you do it / get started.Importance: In my view big data – or analytics – is *the* key to business efficiency and effectiveness – and can be applied across the organization regardless of function. It’s how we identify those .300 hitter ideas versus those at .250 or below and support decisions below the margin of intuition.Request: I’d like to request that in the weeks ahead you pick out some of the big questions that come up and ask yourself if perhaps there is a more analytical way to approach the answer and how you’d go about pursuing it. I’m available at the email address shown and you’ll be hearing from other folks today that will be happy to discuss those issues with you.