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Data Driven Marketing: Engaging Readers & Driving Sales Book Expo America 2014 #BEAData Fauzia Burke Founder and President, FSB Associates www.fsbassociates.com @FauziaBurke

BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

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It is not news that marketers have access to more data today than ever before. The challenge, however, is knowing what data is useful and relevant and what is not. The right data can drive traffic to websites, increase engagement on Facebook and other social networks, gather reader preferences, and target click through’s on advertising. In short, marketing decisions flow easily and naturally with the right data and create better results. Our panelists will share their experiences and valuable insights into how they maximize budget, engage readers and drive book sales using data driven marketing.

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Page 1: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

Data Driven Marketing:Engaging Readers &

Driving SalesBook Expo America 2014 #BEAData

Fauzia Burke Founder and President, FSB Associates

www.fsbassociates.com @FauziaBurke

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“You don’t have to be good with

numbersto love #Data”

@FauziaBurke

#BEAData

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“Data is not about numbers, it’s about

patterns.”

@FauziaBurke

#BEAData

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@FauziaBurke

#BEAData By Domo.com

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Kate Rados

Tom Thompson !

Elizabeth Dimarco

@FauziaBurke

#BEAData

Panelists

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Data1. Type

2. Method

3. Reason

4. Use

5. Surprises

@FauziaBurke

#BEAData

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Kate Rados

Tom Thompson !

Elizabeth Dimarco

@FauziaBurke

#BEAData

Panelists

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Data Driven Marketing: Engaging Readers & Driving Sales

@KateRados | #BEAData

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#BEAData

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#BEAData

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#BEAData

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#BEAData

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#BEAData

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#BEAData

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#BEAData

Jersey City Moms Meetup Group

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#BEAData

Jersey City Moms Meetup Group

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#BEAData

Some Ways We Collect Reader Data

•  Site Registration •  Sweepstakes •  Sales •  Surveys •  Email Activity •  Comments and Social Reactions

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#BEAData

Some Ways We Use Reader Data for Marketing Efforts

•  Alert Readers to a Local Author Event •  Customize Email Messaging for New Releases

or Promotions •  Reach Readers Where they Read: Community

Sites, Social, Mobile, Email Newsletters, In-Person Events

•  New Online Products: Apps, Downloads, Articles, Giveaways

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#BEAData

•  Year-Long Survey •  Questions:

– Who Makes Up the RIF Audience? – Where Do They Get Book

Recommendations? – How Do They Enter Our Weekly Sweeps? – What Types of Books Do They Enjoy?

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#BEAData

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#BEAData

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#BEAData

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#BEAData

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#BEAData

Data = Audience Compass •  Readers give us data with every interaction, informing us

how they want to communicate and learn about our books.

•  You can customize your conversation based on what a reader reveals.

•  Data is not the only information upon which to base audience development strategy.

•  Reader engagement is a balance of art and science.

Page 25: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

Thanks!

@KateRados | #BEAData

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THE  DATA-­‐DRIVEN  CAMPAIGN    

RATIONAL  MARKETING  IN  A  MESSY  WORLD  

#BEAData  [email protected]  

Page 27: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

RATIONAL  MARKETING  IN  A  MESSY  WORLD  

THE  DATA-­‐DRIVEN  CAMPAIGN    

[email protected]  

Page 28: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

RATIONAL  MARKETING  IN  A  MESSY  WORLD  

Known  Knowns  

Known  Unknowns  

Unknown  Unknowns  

Unknown  Knowns  

THE  DATA-­‐DRIVEN  CAMPAIGN    

[email protected]  

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•  Impressions:  CPMs  for  networks  v.  niche  sites  v.  

premium  sites  v.  super  premium  sites    •  Clicks:  CTRs  for  web  v.  mobile  v.  network  v.  newslePers  

•  CPC:  Cost  per  click  •  Engagements:  In-­‐ad  views,  tweets,  posts,  emails  

•  Conversions:  Email  sign-­‐ups,  downloads,  purchases,  etc.  

KNOWN  KNOWNS  What  We  Measure  

[email protected]  

Page 30: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

•  Impressions:  CPMs  for  networks  v.  niche  sites  v.  premium  

sites  v.  super  premium  sites    •  Clicks:  CTRs  for  Web  v.  Mobile  v.  Network  v.  NewslePers  

•  CPC:  Cost  per  click  •  Engagements:  Views,  tweets,  posts,  emails  

•  Conversions:  Email  sign-­‐ups,  downloads,  purchases,  etc.  

Site  Reports,  3rd  Party  Server  Data    

KNOWN  KNOWNS  How  We  Measure  

[email protected]  

Page 31: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

•  Frequency  to  conversion  •  Path  length…  •  Time  lag…    •  Revenue  per  placement  

KNOWN  KNOWNS  (Part  2)  What  We  Could  Measure:  Conversion  Metrics  

[email protected]  

Page 32: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

Machine  learning  can  inform  ad  targe@ng  by  tes@ng  and  evolving  the  user  profile  with  demographic,  psychographic,  behavioral  data    

KNOWN  KNOWNS  (Part  2)  What  We  Could  Measure:  User  Profile  

[email protected]  

Page 33: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

KNOWN  KNOWNS  How  We  Measure  Conversion    

&  Customer  Profile  Data  

[email protected]  

Page 34: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

KNOWN  KNOWNS  How  We  Measure  Conversion    

&  Customer  Profile  Data  

Site  Tags    (“Cookies”)  

3rd  Party  Data  

Deep  Learning  Algorithms  

Audience  Extension    “Look-­‐alike  modeling”  

[email protected]  

Page 35: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

•  Past  performance  is  no  guarantee  of  future  results.  

•  Why  do  they  (or  don’t  they)  click?            Product  v.  Placement  v.  Crea@ve  v.  Timing  

•  Display  effect:  ComScore  and  IAB  studies  

•  Which  part  of  the  markeLng  pie  got  the  sale?    Adver@sing,  PR,  reviews,  social,  or  all-­‐the-­‐above?  

KNOWN  UNKNOWNS  

[email protected]  

Page 36: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

•  French  Economists  •  Bots  and  Bad  Guys  •  Unicorns  and  Sea  Monsters  •  Amazon  

UNKNOWN  UNKNOWNS  

[email protected]  

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UNKNOWN  KNOWNS  

[email protected]  

Page 38: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

DIGITAL  REPORTING  

•  CONFIRMS  site-­‐reported  data  •  TRACKS  effec@ve  CTR,  CPM,  CPA  •  MEASURES  campaign  performance  against  compe@@ve  set  

•  DELIVERS  ac@onable  data  •  INFORMS  ongoing  and  future  campaigns  

[email protected]  

Page 39: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

Thank  you  

 

   

Tom  Thompson    

tom@[email protected]                @tomthompson  

Thank  you!  

#BEAData  [email protected]  

Page 40: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

BooksILove

The mobile place for conversations between friends

about books.

©  2014,  BooksILove™  www.booksilove.com  

Page 41: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

What types of data do we collect?

Data from readers who are talking about and

recommending books to their friends.

©  2014,  BooksILove™  www.booksilove.com  

Page 42: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

How do we collect it?

•  Readers use our mobile app. •  We get data directly from

readers about the books they love.

•  We’re creating the ultimate focus group.

©  2014,  BooksILove™  www.booksilove.com  

Page 43: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

Why do we collect it? •  Create apples-to-apples comparative data •  See conversational trends ahead of buying

trends •  Gain insights about personal

recommendations

©  2014,  BooksILove™  www.booksilove.com  

Page 44: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

How can it be used to make better marketing decisions? Can help understand: •  Why readers love a book •  Which specific elements of a book are

most loved •  How reader perceptions of one book

compare to another •  What are reader trends •  Who are a book’s fans and evangelists

©  2014,  BooksILove™  www.booksilove.com  

Page 45: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

What has surprised us so far?

©  2014,  BooksILove™  www.booksilove.com  

Page 46: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

We expected:

Clever Page-turning Suspenseful Thrilling

©  2014,  BooksILove™  www.booksilove.com  

Page 47: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

What We Got

Reader 1 Reader 2 Reader 3

Suspenseful

Provocative

Thrilling

Authentic

Believable

Poignant

Surprising

Clever

Plausible

Thoughtful

©  2014,  BooksILove™  www.booksilove.com  

Page 48: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

We expected:

Passionate Inspiring Heart-Breaking Authentic

©  2014,  BooksILove™  www.booksilove.com  

Page 49: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

What We Got

Reader 1 Reader 2 Reader 3

Suspenseful

Passionate

Thrilling

Breath-taking

Authentic

Inspiring

Heart-breaking

Page-turning

Intriguing

Thoughtful

©  2014,  BooksILove™  www.booksilove.com  

Page 50: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

We expected:

Provocative Technical Plausible Hair-raising

©  2014,  BooksILove™  www.booksilove.com  

Page 51: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

What We Got

Reader 1 Reader 2 Reader 3

Suspenseful

Audacious

Thrilling

Provocative

Authentic

Technical

Believable

Page-turning

Plausible

Clever

Surprising

©  2014,  BooksILove™  www.booksilove.com  

Page 52: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

Summary of "readers’ book descriptors

Reader 1 Reader 2 Reader 3

Suspenseful (3)

Passionate

Audacious

Breath-taking

Thrilling (3)

Provocative (3)

Authentic (3)

Heart-breaking

Technical

Inspiring

Believable (2)

Poignant

Page-turning (3)

Plausible

Clever (2)

Surprising (2)

Intriguing

Thoughtful

©  2014,  BooksILove™  www.booksilove.com  

Page 53: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

How the data has surprised us  

Readers repeatedly select the same tiles across the

books they love

©  2014,  BooksILove™  www.booksilove.com  

Page 54: BEA 2014 - Data Driven Marketing - Engaging Readers & Driving Sales

BooksILove

©  2014,  BooksILove™  www.booksilove.com