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?

10. DATA AND
INFORMATION
-VERSION .5

11. DATA AND
INFORMATION
-VERSION 1.0

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.

13. 13

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

20. 20

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