Beyond “Discovery” Toward an insight-oriented publishing environment
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This document discusses moving from a "Discovery 1.0" model of publishing focused on data access and hoarding to an "Insight 2.0" model focused on collaboration and using data to gain insights. It notes the publishing industry's thirst for more data and questions if current approaches are sustainable or will keep pace with changes. It advocates expanding data sources, using technology to drive decisions, and viewing data as an asset to share rather than hoard. The document discusses tools like community management, product testing, and custom research that could help engage customers and gain insights to inform innovation. It calls for balancing art and science and finding the right role for humans and machines in publishing.
Beyond “Discovery” Toward an insight-oriented publishing environment
- 1. Beyond “Discovery” Toward an insight-oriented publishing environment Kristen McLean Kelly Gallagher February 15th, 2012
- 2. Who we are Market Research Kristen McLean Kelly Gallagher Founder & CEO Vice President Bookigee, Inc. Bowker Market Research
- 3. Insanity: doing the same thing over and over again and expecting different results. Albert Einstein 3
- 4. At the end of the day… We all want to be discovered
- 5. 1.0 Model of Data and Information
- 6. Our thirst The quest for data and information continues for data continiues!
- 7. Data and Information Balancing Act
- 9. ARE WE ANY BETTER OFF?? IS THE DATA WE DO HAVE BEING USED? AM I A NECESSARY INTERPRETOR? IS OUR CURRENT APPROACH TO DATA GROWING THE INDUSTRY? WILL THIS APPROACH KEEP PACE WITH THE CHANGING FACE OF PUBLISHING?
- 12. Data and info pyramid We approach and sell B&N these books based on this data We know that men and boys are the biggest consumers at B&N of these books 2.0 We have a 15% market share 1.0 656,233 eBooks sold last month.
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- 14. Questions Posed in a D&I 1.0 World Access - Should access to data sources be considered a competitive advantage? Sources - Are the D&I tools we have today too limited in their view of the different data types? Tools - Have we really developed intuitive tool sets that bring answers to the user?
- 15. D&I 1.0 – Access Defining what constitutes competitive advantage The use of hoarding data as a competitive advantage. - As a leverage (both internal and external) - Selling data for profit instead of using it to drive profits - Creating exclusive partnerships that benefit few
- 16. So are we ready for D&I 2.0? If so, what does it look like?
- 17. D&I 2.0 Better access to information Expanding the data sources - Using connective sources to create a strategy that affects the outcome Using technology to drive decisions - Integrating a common tool set to access the data - Employing new technologies to validate assumptions Changing the thought process to data holdings - Letting intelligence define the competition not hoarding
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- 25. Turning information into wisdom Cookbooks 2010 = 3,326 new cook books published… BookScan sales numbers show a flat to declining market over past 6 quarters Question: Does the world need another cookbook?
- 26. Moving Beyond the Information Quarterly Sales of Cook Books By Generation 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Q1 '07 ’09 Q1 Q2 Q2 ’09 Q3 '07 Q4 '07 '07 Q3 ‘09 Q4 ‘09 Q1 ‘10 Q1 '08 Q2 ‘10 Q3 ‘10 '08 Q4 '08 Q2 '08 Q3 Q4 ’10 Gen X Boomers Matures
- 27. Engaging with your customers in real-time Community Manager – Connecting common communities together with content creators. Product Development & Testing - - Manuscript Review - Marketing - Sales Awareness - New Apps & Technology
- 28. Custom Research Tools Use of unique consumer research tools adapted for use in the book publishing market.
- 29. Image Testing - Mobile Device Reaction Comparison strong like Reaction is more cleanly positive for Design 1. The body of the design has essentially intense red – no strong dislikes – apply. However, the toolbar neutral for that design does show strong negatives, with design 2 a better option for that area. Design 3 shows dislike of the toolbar area, and mixed reactions to the body of the strong dislike design.
- 30. Where does innovation and collaboration fit in? What do we do when we hit roadblocks Entrepreneurial spirit & innovation
- 31. Publisher Provided eBook Invoice Data
- 32. Publisher Provided eBook Invoice Data
- 33. Balancing the Arts and Science of Publishing
- 34. Striking a Balance Between Man and Machine - The publishing industry does differs from other industries— - Managing intellectual property requires significant human intervention - The good - The bad
- 35. Thanks! Market Research Kristen McLean Kelly Gallagher Bookigee, Inc. Bowker Market Research @BKGKristen @kgallagher7 kristen@bookigee.com Kelly.Gallagher@Bowker.com
Editor's Notes
- #4: For many of us – we know only one way of doing business – that based on traditional business practices of the traditional supply chain… now along comes the brave new world where the rules of content development, distribution, and consumption have changed and yet we are still trying to make it fit the old model… this is insanity – or perhaps a quick ticket to obsolescence. Maybe a great place to start is by changing the name of this very meeting to better reflect the new paradigm of consumer demand