Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

DBW15 Presentation - Google Analytics for Ebooks


Published on

Tracking reader behaviour across 3rd party reading apps with a "Google Analytics for ebooks" approach

Published in: Data & Analytics
  • Be the first to comment

DBW15 Presentation - Google Analytics for Ebooks

  1. 1. #dbw15 1 Reader Analytics Know Your Readers! Tracking reader behaviour across 3rd party reading apps @jellybooks @arhomberg
  2. 2. Reader Engagement? Despite the digital transformation of the publishing industry, authors & publisher still can rarely measure actual reader engagement! How are (e)books actually read? #dbw15 2
  3. 3. What we do Reader Analytics enables authors & publishers to see how their users actually read books: customer insight Jellybooks also provides tools to better promote and market books: discoverability tools Stephen King (author) #dbw15 3
  4. 4. Analytics Across 3rd Party ebook apps 4 Reader Analytics by Jellybooks is a framework for measuring reading engagement across 3rd party ebook apps and reading platforms.
  5. 5. 3 Challenges 1. Collect the Data • Log key reader interactions within ePub even when reader uses 3rd party app or is offline 2. Extract the Data • Upload the data from 3rd party app with the reader’s cooperation 3. Privacy Issues • We need to be extremely cautious in managing reader expectations #dbw15 5
  6. 6. 3 = HTML 5 + CSS 3 + JS Note: publishes current support levels for ePub 3 #dbw15 6
  7. 7. 7 ePub 3 = HTML 5 + CSS 3 + JS the critical enabler of the new ePub 3 file format is the ability to use Javascript for tracking reader engagement
  8. 8. Who uses Javascript? • Google Analytics • Kissmetrics • Mixpanel • Optimizely • Adobe SiteCatalyst • Flurry Analytics Javascript (JS) is the default tool for web analytics. Not useable in ePub 2, but now for first time deployable in ePub 3 #dbw15 8
  9. 9. Value of Reader Analytics Data Observational data = objective data Data gathered before publication = actionable – Editorial changes – Positioning – Allocation of Marketing Spend – Audience targeting #dbw15 9
  10. 10. Reader Analytics – Part I 1. Collect the Data Log & time-stamp key reader interactions within ePub 3: • Speed of reading • Length of reading sessions • Time of day content is read • Highlighting of sections • Flipping back and forth • Preferred reading font • Device used • Location #dbw15 10
  11. 11. Data Points Collected Element iBooks Readium Scroll events ? Pagination events ? Chapter loading/unloading Taps/clicks on links & images App open/close Heartbeat (user reading?) Selecting text Highlighting/sharing text ? bookmarks ? Font/typeface changes Reader location #dbw15 11
  12. 12. Supported Apps/Devices Q1’15: iBooks reading app on – iPhone – iPad – Macs Q2’15: plus ADE, Mantano, Kobo, etc. – iPhone, iPad, Macs – Android smartphones & tablets, selected eReaders – Windows & Linux PCs and laptops #dbw15 12
  13. 13. Reader Analytics – Part II 2. Extract the Data Incentivise the reader to click on links that have been added as part of supplementary material at the end of the ebook: • link for getting a loyalty reward or extra stuff • link for providing feedback to the author • link for entering a competition (prices) • link for visualizing their own reading habits (monitored self) • link for comparing their reading style to others (gamify) • link for claiming a credit (book sucked, give me something better) Once the reader clicks on a link (while online) we can open a data channel to extract and upload the data to a central server, but in a D2C environment we can open a “call home” channel ourselves (subject to T&Cs). #dbw15 13
  14. 14. At Jellybooks, we already have ample experience with formatting 30,000+ ePub files and adding a last page with links and monitoring click interactions even in 3rd party app environments like Kindle #dbw15 14
  15. 15. Reader Analytics– Part III 3. Data Privacy The Tracking software is embedded in ebooks that are distributed free of charge to members of a focus group prior to publication date. Closed focused group: publisher list Open focus group: Jellybooks community + social networks #dbw15 15
  16. 16. Question I Where do readers drop off? • Can we improve the book editorially? • Is it too long • Should some sections be condensed? #dbw15 16
  17. 17. Question II • Can we figure out if specific audiences (age, gender location, etc.) engage with a book more strongly than others? so we can better position the book identify the right marketing channels find the right messages to promote the book? #dbw15 17
  18. 18. Question III Can we gather data that helps build a virtuous book marketing/referral cycle? #dbw15 18 Discover Sample (search reviews) Buy (download) Read (and finish!) Share (recommend)
  19. 19. Reader Analytics Team 19 Project Crowberry team members, from left to right: • Andrew Rhomberg, Jellybooks CEO and project manager • Andy Roberts, Jellybooks Technical Director and back-end developer • Jeff Abrahamson, Jellybooks Chief Data Scientist and back-end developer • Baldur Bjarnason, ePub specialist and front-end developer • Bill McCoy, executive director IDPF & technical advisor to Project Crowberry
  20. 20. “Google Analytics for Ebooks” 20 • (Free) ebook emailed to focus group members • Read on own device/app (ePub3 format) • Embedded JS software tracks (offline) reading • Readers click on embedded link to upload data
  21. 21. @arhomberg #dbw14 Book Discoverability 21 VIP Invites @jellybooks
  22. 22. The End for slides email