Download - Esposito ssp 2015 presentation
Topics
•The situation of stalled growth•Some properties of digital media and networks•End-user information as growth vehicle•D2C sales•Collecting end-user information to inform
marketing and editorial•Packaging and monetizing metadata•What we don’t know can’t help us•The place of new products
Constraints on Growth
•Developed-world markets are mostly mature•Library funding not as robust as desired•Global markets require infrastructure investment•Open Access increases costs, undermines some
revenue streams, puts pressure on margins
Properties of Digital Media• Enables extensive data
collection• Compared to print, far more
data; more opportunity, more uncertainty
• Much of the future of digital media is as yet unknown
• Track every click, every view, every referral
• Combine with other end-user data
• Privacy? Oh, that!
Print vs. Digital: Different Properties
•Print: Individal subscription model•Enabled capture of personal address•No information about actual use•The print silo: no connection to other properties
How Can User Data Bring Growth?
•D2C sales•Data to inform marketing
and editorial•Packaging (and
monetizing) metadata•What we don’t know can’t
help us•The place of new products
D2C Sales & Marketing•Direct sales to users•Probably best suited for
books•Problem: Generating
Web traffic•For journals,
subscriptions challenging•For articles, pricing issue
Use Data to Inform Marketing
•D2C sales just one use of data•Collect marketing data; valuable for
advertisers; recraft marketing campaigns•BUT! Secular decline in advertising•Use data to assist editorial•BUT! Will editors listen? Church-and-state
sensitivity•A valuable activity, but results may be highly
specific and small
Monetizing Metadata•Package and sell user
data•Opens up new
customers (e.g., Pharma, funders)
•Requires huge scale•Anonymity essential•Emerging business
with new players
What about Privacy?
•We don’t yet know where this is going•Privacy policy is critical to forestall challenges•Often can work with anonymized data•Data made available to third parties must be anonymized—no wiggle room here
Here’s the Thing about Data•For publishers this is an entirely new area•Ironically, some publications have long
included articles about data analytics•As a new activity, we really don’t know
where it will go eventually•Not self-evident that incumbents have the
upper hand•What we don’t know can’t help us: collect
the data now
It is probably best to think of end-user data as an emergent and promising property of digital media and networks, one that we have to invest in now, well before we can neatly articulate business plans and ROI projections.
Exploring New Products
•Current products were not designed for end-user purchase; it’s an ecosystem problem
•End-user data mandates developing a new class of products
•Yes, easier said than done
Contact Information
•Joseph J. Esposito•[email protected]•@josephjesposito•+Joseph Esposito•http://scholarlykitchen.sspnet.org