Beyond “Discovery”

Toward an insight-oriented publishing environment

Kristen McLean Kelly Gallagher

February 15th, 2012

Who we are

Kelly Gallagher

Vice President

Bowker Market Research

@BookBuyrInsight

Kristen McLean

Founder & CEO

Bookigee, Inc.

@BKGKristen

Market Research

What is Discovery?What is Data?

Insanity: doing the same thing over and over again and

expecting different results. Albert Einstein

5

At the end of the day… We all want to be discovered

1.0 Model of Data and Information

The quest for data and information continuesOur thirst for data continiues!

Data and Information Balancing Act

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?

DATA AND DATA AND INFORMATION INFORMATION -VERSION .5VERSION .5

DATA AND DATA AND INFORMATION INFORMATION -VERSION 1.0VERSION 1.0

Data and info 2.0

656,233 eBooks sold last month.

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

We have a 15% market share

2.0

1.0

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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?

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

So are we ready for D&I 2.0?

If so, what does it look like?

D&I 2.0Better 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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Company Confidential – For internal review only.

Turning information into wisdom 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?

Moving Beyond the InformationQuarterly Sales of Cook Books By Generation

0%5%

10%15%20%25%30%35%40%45%50%

Q1 '07 Q2 '07 Q3 '07 Q4 '07 Q1 '08 Q2 '08 Q3 '08 Q4 '08

Gen X Boomers Matures

Q1 ’09 Q2 ’09 Q3 ‘09 Q4 ‘09 Q1 ‘10 Q2 ‘10 Q3 ‘10 Q4 ’10

Bookigee Case Study

Core Question:

What kinds of insights will help these guys

connect?

WriterCube

Kristen’s case study 3

Bookigee Case Study

Biggest Challenge: Sales Data

• Not comprehensive

• Disorganized

• Prohibitively expensive

• “What happened but not why”

• Following data

Company Confidential – For internal review only.

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

Custom Research Tools

Use of unique consumer research tools adapted for use in the book publishing market.

Company Confidential – For internal review only.

Image Testing - Mobile Device Reaction Comparison

strong like

strong dislike

neutral

Reaction is more cleanly positive for Design 1. The body of the design has essentially intense red – no strong dislikes – apply. However, the toolbar 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 design.

Where does innovation and collaboration fit in?

What do we do when we hit roadblocks Entrepreneurial spirit & innovation

Publisher Provided eBook Invoice Data

Publisher Provided eBook Invoice Data

Balancing the Arts and Science of Publishing

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

Thanks!

Kelly Gallagher

Bowker Market Research

kelly.gallagher@bowker.com

@BookBuyrInsight

Kristen McLean

Bookigee, Inc.

kristen@bookigee.com

@BKGKristen

Market Research