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DBW15 Presentation - Google Analytics for Ebooks

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

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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: epubtest.org 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 analytics.jellybooks.com @jellybooks
  22. 22. The End for slides email vip@jellybooks.com

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