
Emerging Business Models and Data-Driven Decision Making (PART ONE)
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Emerging Business Models and Data-Driven Decision Making (PART ONE)
22 students
2 courses
171 students
8 courses
Course Description
Exploring how publishers should rely on a solid, web-based infrastructure and tools to attract a wider audience and grow business.
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Course Objective
Understanding new business models that have emerged or solidified through the pandemic and exploring how publishers should rely on a solid, web-based infrastructure and tools to attract a wider audience and grow business. an overview of new or rising business models that provide new outlets and opportunitiesSegment 1: Creating an ecosystem: website and eCommerce
- Why operating and maintaining a consumer-facing website is so critical
- what are the costs of building a site?
- what are the primary considerations?
- UX & mobile
- Content
- SEO
- Ease of purchase
Segment 2: Building a social media program
Building a Direct to consumer strategy and marketing for b2b vs. d2c
- the importance of direct interface with your customers and how to achieve it
- digital marketing opportunities to reach retailers and bookstores
- fb/ig examples
- linkedin examples
- digital marketing for readers and book fair attendees
- fb/ig examples
- google adwords advertising
- keeping readers engaged
- digital newsletters
- giveaways and deals
- book subscription models
Segment 3: Traditional Printing vs. P.O.D.
- Traditional Printing Benefits and Drawbacks
- Long lead time / print timelines
- large quantities required
- lower print costs
- POD
- LSI and KDP
- Quick turnaround
- Inventory-free publishing models
- High print costs
- Optimal packages for publishers in POD
- Establishing a hybrid model
- Frontlist printed traditionally / Backlist in POD
- Deciding when to go POD
Segment 4: Beyond Books: Bookselling in an Age of New Media
- Digital-only / Digital Subscriptions
- Kindle unlimited
- Scribd
- ComiXology, Nubico, Storytel
- Online content supported by advertising
- Examples (Value and Potential Revenue)
- Audiobooks and Podcasts
- Spotify
- ACX
- Scribd
- Third-Party Opportunities
- Crates, Book-of-the-Month clubs, subscription services
- Why none of this is possible without a reliance on data, leading into Video
Google Analytics
CMS: Content Management System (a backend system used to edit and publish content on a corporate website).
Unique User: An individual browsing a website from an IP address that is fresh to the site.
Pageviews: The sum of website pages visited by Users during a set period of time. Users may visit multiple pages during a session on the CMS.
Session: A user’s (IP address) active period on the site (sessions reset after the IP address has not been active on the site for 30 minutes).
Bounce Rate: The percentage of visitors who arrived on a page and then exited without taking any action (clicking a link, button, etc.). Target bounce rate: below 70%.
Events: Specific actions on the website tied to preset KPIs (such as newsletter signups or clicks on “buy” buttons).
Device Category: Reporting on the devices a visitor is using to access web content: a desktop/laptop, mobile phone, or tablet. (Knowing this is critical for optimizing page layout and design).
Organic Visitor: A user who has arrived on the CMS through a search engine keyword search.
Referral Source: A third-party website, social media platform, or service directing traffic to the CMS (i.e. NYT, TheNovl.com, Twitter).
Other Source: When Google Analytics doesn’t know how to classify a source, it falls into “Other.” This often happens if you are not tagging your digital marketing campaigns.
Direct Source: Traffic originating through a typed URL, bookmarked page, email link click, blocked site, or deemed “undefined” by Google Analytics.