A presentation I gave at the 'Leading Digital Change' conference in Dublin in 2012 on using data to drive publishing commissioning and marketing decisions.

1. eBook Marketing Analytics
A new approach to book Marketing

2. 1. Your customer has moved
2. Analytics: Where is your customer?
3. Proposed Action Plan
eBook Marketing
Analytics

3. 3
Of adults use the Internet.

4. SOURCE: COMSCORE, AUGUST 2010
searches are conducted
every month on Google.

5. of Internet users conduct product research online.

6. 6
SOURCE: THE MEDIA AUDIT, OCTOBER 2010
consumers spend three or more
hours
online every day.
1/3

7. SOURCE: NIELSEN
SOCIAL NETWORKS/BLOGS ONLINE
GAMES
EMAIL PORTALS VIDEOS/MOVIES
= 1 MINUTE
Internet users spend
3x more minutes on blogs
& social networks
than on other online
platforms

8. Amazon is selling more Kindle ebooks than print
books. It sells 114 eBooks for every 100 print books.
The average Kindle owner bought up to four times
more books than they did before owning the device.
HarperCollins UK CEO Victoria Barnsley has predicted
that half her company’s fiction revenue will come from
digital sales within the next 18 months. Ebook sales in
HC have grown 250% year on year.
“

9. Random House 2011 Annual Report:
• 40,000 titles available as eBooks worldwide
• Revenues down, profit up, partially due to increased e-book sales
Penguin 2011 Annual Report:
• Sales flat, profit up 5%, due in part to e-book sales
• Ebook 12% of revenues worldwide and more than 20% in the US
Simon & Schuster 2011 Annual Report:
• Revenues down by 1%, profits up
• “reflecting lower direct operating costs” due in part to “the decline in
expenses resulting from an increase in more profitable digital sales
as a percentage of total revenues.”

10. UK 2012: Half-year figures released by Nielsen/P.A.
•Print sales for first half of 2012 were at a 10-year low
•Digital accounting for 10%–12% of sales on average
•Amazon reported selling 4 million eReaders over Christmas
2011
•January experienced a year-on-year drop in print of 12.2%,
and February was down 13.1%
“

11. • eBooks will be 50% of US Book Market by 2016
• UK on similar trajectory, but lagging behind

13. 1. Your customer has moved
2. Analytics: Where is your customer?
3. Proposed Action Plan
eBook Marketing
Analytics

14. • Need for visibility and real performance data
• Tools to facilitate smarter data based marketing decisions in order
to drive sales
• Track against KPI’s and industry specific benchmarks
• The package provides increased visibility of:
o Sales data
o The effects of marketing campaigns and/or external forces
o Industry trends and comparisons

15. Innovative eBook
Analytics Suite

17. C

20. Daily Flash Reports

21. Pricing: UK, US and ePubDirect
BISAC ePD US UK
Fiction : General (FIC000000) $8.94 $5.54 $4.51
Bus & Economics : General (BUS000000) $7.22 $10.77 $6.23
History: General (HIS000000) $10.44 $8.85 $5.82
Juv Non-Fiction: General (JNF000000) $5.87 $6.87 $4.87
Biog & Autobiog : General (BIO000000) $10.97 $10.24 $3.59
Religon: General (REL000000) $9.17 $8.36 $3.72
Self-Help: General (SEL000000) $5.26 $10.72 $8.53
Sports & Rec : General (SPO000000) $12.41 $11.14 $7.47
Political Science: General (POL000000) $11.33 $12.90 $6.82
Total Average $9.07 $9.49 $5.73
(ePD 4% less than .com and 58% more than .co.uk)

22. Pricing: UK vs US
34% 64% 55%

23. Most Effective Price Points

24. 2 Average number of metadata
updates per month
1. Test your pricing. See what works. This is a
fantastic digital opportunity that traditional
publishing cannot provide.
2. Basic method of setting price: External
Method
3. Look at your competition. Price accordingly.
4. Test.

25. 1. Your customer has moved
2. Analytics: Where is your customer?
3. Proposed Action Plan
eBook Marketing
Analytics

26. The bad news:
We are behind &
lots to do.
The good news:
Opportunity is vast
& choices are clear

27. Be
generous.1
• THE MORE WE GIVE, THE MORE WE’LL
GET
• INCREASE METADATA QUALITY
• BUILD TRUST, CREDIBILITY, & GOOD
WILL

28. Focus on
keywords.2
• SEO IS KEY
• DON’T GUESS – ANALYSE
• MAXIMISE DISCOVERABILITY
• IT’S FREE!!

29. • LINK TITLES TO EACH OTHER
(UPSELL)
• CLEAR CALLS TO ACTION
• COMPELLING OFFERS
• COMMUNITY ENGAGEMENT
3
Give
great
directions.

30. Invest
wisely.4
“IF IT DON’T MAKE DOLLARS,
IT DON’T MAKE SENSE.”

31. FOLLOW YOUR CUSTOMERS
5