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This session will demonstrate how publishers can use market data to create a publishing strategy and make informed business decisions.

In one hour, Kempton Mooney will cover how to:

• Intelligently target a market segment
• How to price strategically
• How to take into account shifts in the market place, and more!

Finally, Mooney will show how these and other elements combine into a holistic strategy grounded in the realities of the market.

Kempton Mooney is Research and Analytics Director at Nielsen Book. He provides market research expertise for companies with strategic initiatives in the book market. Prior to Nielsen, he held positions at Abrams, Random House, and the Hachette Book Group working in sales, inventory, operations, and strategic planning. Kempton holds a Masters from the University of Stony Brook and lives in New York.