ebook analytics: a data driven approach to publishing

eBook Marketing AnalyticsA new approach to book Marketing

1. Your customer has moved

2. Analytics: Where is your customer?

3. Proposed Action Plan

eBook Marketing Analytics

3

Of adults use the Internet.

SOURCE: COMSCORE, AUGUST 2010

searches are conducted every month on Google.

of Internet users conduct product research online.

6

SOURCE: THE MEDIA AUDIT, OCTOBER 2010

consumers spend three or more hours online every day.1/3

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

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.“

“

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.”

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% “

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

1. Your customer has moved

2. Analytics: Where is your customer?

3. Proposed Action Plan

eBook Marketing Analytics

• 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 datao The effects of marketing campaigns and/or external forceso Industry trends and comparisons

Innovative eBook Analytics Suite

C

Daily Flash Reports

Pricing: UK, US and ePubDirectBISAC ePD US UKFiction : 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)

Pricing: UK vs US34% 64% 55%

Most Effective Price Points

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.

1. Your customer has moved

2. Analytics: Where is your customer?

3. Proposed Action Plan

eBook Marketing Analytics

The bad news:

We are behind & lots to do.

The good news:

Opportunity is vast & choices are clear

Be generous.1 • THE MORE WE GIVE, THE MORE WE’LL GET

• INCREASE METADATA QUALITY

• BUILD TRUST, CREDIBILITY, & GOOD WILL

Focus on keywords.2

• SEO IS KEY

• DON’T GUESS – ANALYSE

• MAXIMISE DISCOVERABILITY

• IT’S FREE!!

• LINK TITLES TO EACH OTHER (UPSELL)

• CLEAR CALLS TO ACTION

• COMPELLING OFFERS

• COMMUNITY ENGAGEMENT

3 Give great directions.

Invest wisely.4

“IF IT DON’T MAKE DOLLARS, IT DON’T MAKE SENSE.”

FOLLOW YOUR CUSTOMERS5