Intro#dbw14 1

@arhomberg

@Jellybooks

Reading Analytics

Project Crowberry

by Jellybooks

Your ebook will read you!

@arhomberg

#dbw14Book Discoverability 2

write → readthe way it used to be

then

@arhomberg

#dbw143

author ↔ readerebooks enable feedback loop

now

4

Amazon, Apple, Google et al now collect vast amounts

of data on ebook reading behaviour, but don’t share

Is D2C the solution?

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In a controlled direct-to-consumer (D2C) environment the

job would be comparably “easy”, as we can collect data

through our control of the reading environment

Downside of D2C

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D2C

3rd party

If we restricted ourselves to D2C though, we would miss 98%

of reader data for those readers who use 3rd party apps and

devices to buy and/or read ebooks

Reach All Readers

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Project Crowberry is a framework for measuring reading

engagement not only in a D2C environment, but across all

major and minor ebook reading platforms** Not all apps shown above have switched from ePub 2.01 to ePub 3.0 support yet

3 Challenges

1. Collect the Data

• Log key reader interactions within ePub even

when reader uses 3rd party app or is offline

2. Extract the Data

• Upload the data from 3rd party app with the

reader’s cooperation

3. Visualize the Data

• Enable author & publisher to interact with,

understand and act on the data

8Project Crowberry

Project Crowberry – Part I

1. Collect the Data

Log & time-stamp key reader interactions with ePub 3 files:

• Speed of reading

• Length of reading sessions

• Time of day content is read

• Bookmarking of pages

• Highlighting of sections

• Sharing of highlights

• Flipping back and forth

• Preferred reading font

• Device used

Javascript captures any interaction that affects the rendering of the ePub file

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10

3

=

HTML 5 + CSS 3 + JS

Project Crowberry

Note: epubtest.org publishes current support levels for ePub 3

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ePub 3

=

HTML 5 + CSS 3 + JS

the critical enabler of the new ePub 3 file format is

the ability to use Javascript for tracking reader engagement

Who uses Javascript?

Project Crowberry 12

• Google Analytics

• Kissmetrics

• Mixpanel

• Optimizely

• Adobe SiteCatalyst

• Flurry Analytics

Javascript (JS) is the

default tool for web

analytics. Not useable

in ePub 2, but now for

first time deployable

in ePub 3

Project Crowberry – Part II

2. Extract the Data

Incentivise the reader to click on links that have been added as part of supplementary material at the end of the ebook:

• link for getting a loyalty reward or extra stuff

• link for providing feedback to the author

• link for entering a competition (prices)

• link for visualizing their own reading habits (monitored self)

• link for comparing their reading style to others (gamify)

• link for claiming a credit (book sucked, give me something better)

Once the reader clicks on a link (while online) we can open a data channel to extract and upload the data to a central server, but in a D2C environment we can open a “call home” channel ourselves (subject to T&Cs).

Project Crowberry 13

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At Jellybooks, we already have ample experience with formatting 30,000+

ePub files and adding a last page with links and monitoring click interactions

even in 3rd party app environments like Kindle

Project Crowberry – Part III

3. Visualize the Data

Make data accessible to publisher, author and each stakeholder in the publishing value chain

• Easy-to-understand

• Easy-to-interact

• Understand correlation with sharing, buying, etc.

• Make actionable

Above all the key is to make data actionable: what can an author or publisher do better in terms of writing, publishing, marketing and promoting the book and engaging with the audience?

Project Crowberry 15

Tools for Publisher by Jellybooks

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“Tools for Publishers” is a new Software-as-a-Service (SaaS)

platform by Jellybooks for visualising data and acting on it

Tools for Publisher by Jellybooks

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New data sources can be easily added to “Tools for

Publishers” and correlations analysed; we also have internal

and external API endpoints for each data set

Tools for Publisher by Jellybooks

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Publisher can control access and grant selective data access (VIP+/VIP-

membership) to their authors, publicists, agents, etc.

Team Crowberry

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Project Crowberry team members, from left to right:

• Andrew Rhomberg, Jellybooks CEO and project manager

• Andy Roberts, Jellybooks Technical Director and back-end developer

• Gary Aston, Jellybooks creative director and front-end developer

• Baldur Bjarnason, ePub specialist and front-end developer

• Bill McCoy, executive director IDPF & technical advisor to Project Crowberry

Budget and Timelines

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phase 1£15,680

phase 3£2,600

phase 2£6,720

Activity Budget %

ePub 3 +JS coding £12,800 51 %

Back-end coding £7,040 28 %

Front-end coding £3,200 13%

Project management £1,600 6 %

hardware, etc. £360 2 %

Total £25,000 100 %

June DecAugJuly OctSept Nov

← RPH pilot →

Role of TSB and Challenge Partner

• Without TSB funding we would not able to hire Baldur B. or undertake phase I (ePub 3 + JS coding)

• We’ve had extensive contact with RPH and the other “Big 5”, but never found a formal project to engage on – potential investors still hold that against Jellybooks

• the output would significantly complement the existing Jellybooks platform and products, but we can’t build it without financial support

Crowberry 21

Summary of Crowberry Benefits

1. ePub based

2. Cross-platform

3. Supports D2C

4. Catalogue scale

5. Author inclusive

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6. Experienced team

7. Deep sector knowledge

8. Bill McCoy/IDPF support

9. Privacy sensitive

10. Proven Business Model

Crowberry, Empetrum nigrum