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204 tor presentation 529
- 1. Growing The Business Promoting, new revenue opportunities, upsells, new customers Tony O’Rourke Assistant Director, Journals IOP Publishing Ltd SSP Conference, San Francisco June 2007 tony.o’rourke@iop.org
- 2. This presentation... What do you know about your customers? What do you need to know about your customers? The business relationship What channels do you have?
- 3. Researching, Profiling and Targeting Background Understanding the universe Understanding the customer Researching Tools for gathering information Profiling institutions / individuals What are the questions to ask? Targeting What do you do about it?
- 4. To understand the universe…. You need to understand How big is THE universe? How big is YOUR universe? Where are the opportunities? How clean is your data? How much do you know?
- 5. IOP and Market Intelligence Data exists in different databases Need for a “CRM” approach Clean data essential
- 7. Putting intelligence to good use Brings customer data together under a single roof Allows interrogation of different datasets Brings institutional data together under a single name Continuous development Adding data and functionality Institutional and individual view
- 10. Full Text Downloads / Turnaways
- 13. Predicting a problem…. How many papers does an institution publish? How many papers does an institution download? What is the cost per download?
- 15. Editorial Relationship – Submitted Papers
- 16. Editorial Relationship – Accepted Papers
- 18. Tools for targeting Prospect A quick check! Analytical tools To analyse subscriber data To perform cross-measures Venn diagrams
- 19. Typical Cross-measures Which institutions are submitting papers to JPG, but not subscribing? Which institutions are downloading papers from Nano, but not subscribing? Which institutions are reading CQG but not submitting papers?
- 20. Typical Cross-measures Which institutions are submitting papers to JPG, but not subscribing? Which institutions are downloading papers from Nano, but not subscribing? Which institutions are reading CQG but not submitting papers?
- 21. Typical Cross-measures Which institutions are submitting papers to JPG, but not subscribing? Which institutions are downloading papers from Nano, but not subscribing? Which institutions are reading CQG but not submitting papers?
- 22. Typical Cross-measures Which institutions are submitting papers to JPG, but not subscribing? Which institutions are downloading papers from Nano, but not subscribing? Which institutions are reading CQG but not submitting papers?
- 23. Extracting the data For direct mail campaigns or mailshots Built-in mailshot tool allows us to record activity to individual contacts Also allows us to measure mailshots using the following metrics: Sent, bounced, responded, clicked- through, actioned, papers submitted, subscriptions purchased
- 24. An example – lapsed subscriber campaign Who subscribed last year, but not this year? Who has recorded > 20 downloads? Who has submitted >2 papers? Results: 1159 targeted authors encouraged to recommend respective journals – high response rate
- 25. An example – lapsed subscriber campaign Who subscribed last year, but not this year? Who has recorded > 20 downloads? Who has submitted >2 papers? Results: 1159 targeted authors encouraged to recommend respective journals – high response rate
- 26. An example – lapsed subscriber campaign Who subscribed last year, but not this year? Who has recorded > 20 downloads? Who has submitted >2 papers? Results: 1159 targeted authors encouraged to recommend respective journals – high response rate
- 27. An example – lapsed subscriber campaign Who subscribed last year, but not this year? Who has recorded > 20 downloads? Who has submitted >2 papers? Results: 1159 targeted authors encouraged to recommend respective journals – high response rate
- 28. An example – lapsed subscriber campaign Who subscribed last year, but not this year? Who has recorded > 20 downloads? Who has submitted >2 papers? Results: 1159 targeted authors encouraged to recommend respective journals – high response rate
- 29. Targeted (micro) marketing – some more examples Referees with an interest in magnetism and who had not previously submitted an article to JPD: Sent to 310 referees, either visited link or requested more info) Librarians and site contacts: Librarian Insider sent to 4926 librarians, more than half downloaded the newsletter Editorial contacts with an interest in dark energy: Sent to 283 people Editorial contacts with specific interest areas relating to quark matter: Sent to 202 people, nearly two thirds visited the link to the special issue online
- 30. Understanding the Universe How many authoring institutions Publish in your journal Publish in your competing journals Publish in the wider subject What “market share do you want / have? How much are you prepared to invest to achieve that share? Once you have this information what do you do with it?
- 31. IOP Publishing Regional Managers Telemarketing Product Marketing Corporate Marketing Business Development Third parties Agents/Resellers How effective are they? How do you measure performance? What do you if the agent overperforms / underperforms?
- 32. What do we do with this information? Upselling Journal packages Consortia membership Electronic collections New electronic pricing models IOPscience (Fall 2007) Single articles Archival content Purchase or subscribe CHOICE!! The customer should have a menu to choose from Reduce the reliance on traditional subscription income Diversify
- 33. Marketing the Service IOP content only found on IOP site No aggregators or intermediaries Exception: 3rd party document delivery providers Total control of our message Strategic development Technical development
- 34. Thank You. Any Questions? Email tony.o’rourke@iop.org Tel + 44 117 929 7481
Editor's Notes
- What do you know about your customer? What do you need to know about your customer? The business relationship The virtuous circle The subscriber = the reader = the author = the referee = the board member = the member of your society = the editor = the faculty representative on the library committee = the subscriber How much do you know about each part of this relationship? How do you manage / measure it? What channels do you have? And how much am I prepared to invest in those channels?
- You need to understand How big is THE universe? How big is YOUR universe? How do the two compare? Where are the opportunities Large number of papers Small number of subscribers? What is the relationship between board members and author institutions? What “turnaways” do you have from authoring institutions? How clean is your data? How much do you know about your customers? Profiling How often do you interact with your customer What processes do you have in place
- Data exists in different databases Authors, referees, Board Members IOP members Subscribers Electronic journal usage Need for a “CRM” approach Created a single “IOP Name” Plans for an industry wide standard to identify institutions Subscription agents, publishers, A&I providers Institutions also benefit “ How many papers has my institution published?” Clean data essential
- Prospect In-house resource Brings customer data together under a single roof Allows interrogation of different datasets Brings institutional data together under a single name How many institutional subscriptions do you really have? How many duplicate subs are there? What is the financial risk of these duplicate subs? How many institutions support your journal editorially? How many referees? Are the referees also authors? Is it always the same institutions What can you do with this data? Data protection issues apply Continuous development Adding data and functionality No changes made in 2006
- Prospect A quick check! Analytical tools To analyse subscriber data To perform cross-measures Venn diagrams Which institutions are submitting papers to JPG, but not subscribing? Which institutions are downloading papers from Nano, but not subscribing? Which institutions are reading CQG but not submitting papers?