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Episode 3: Guy LeCharles Gonzalez on Being Data-Informed
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This week, Joshua talks with Guy LeCharles Gonzalez, Chief Content Officer at LibraryPass, about how publishers can become more data-informed and avoid the pitfalls of being too data-driven.
The data-driven approach to publishing can lead to myopic thinking and decision-making. When a publisher only makes decisions based on Amazon sales numbers, they are likely to miss some important data about where those consumers discovered their books. Being data-driven like that can actually lead to reduced sales if broader discovery mechanisms are ignored.
As Joshua discussed in Episode 1, backlist sales are of growing importance to publishers, and the bestseller-focused model often makes the midlist much smaller. This can lead to fewer options in the backlist, and can limit a publisher's reach.
How does a publisher fight the inclination to be data-driven, and where can they get more data that will help them make better decisions? Guy suggests taking a page from the magazine marketing playbook: Focus on building up direct connections with the consumers who frequent your vertical, and learn from those communities. It is also helpful to create connections with other publishers and create shared opportunities.
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