In this episode of the B&N Press Web Series, we discuss data driven decision making in self-publishing and why it matters more than ever for today’s authors. Joined by Albert Wu, Director of Product at Barnes & Noble Press, this conversation breaks down how sales reporting, trends, and metadata can help authors make smarter, more confident publishing and marketing decisions.
Key Takeaways
● Data is a guidance tool, not a judgment. It helps authors make clearer, more confident decisions.
● Trend data over weeks and months is more meaningful than daily sales fluctuations.
● Different stages of an author’s career require focus on different metrics.
● Metadata is one of the most powerful marketing tools in self-publishing and should be reviewed regularly.
● Sales data can and should inform pricing, promotions, release timing, and metadata optimization.
● Consistency across series metadata is critical for discoverability and accurate reporting.
● Built-in BN Press tools like coupons, BOGOs, and ad banners allow authors to test and refine strategies.
● Data will increasingly help authors anticipate opportunities, not just analyze past performance.
Transcription
Julie:
Hello everybody, and welcome. Thank you for tuning in today. We have a very exciting topic to dive into, data-driven decision making in self-publishing, and why it matters more than ever in today’s publishing landscape.
Whether you are just getting started or have been publishing for years, authors now have access to more data than ever before. Sales reporting, trends, format performance, marketing insights. But having data and knowing how to use it are two very different things.
The goal of this conversation is to help authors think differently about their data and see it as a tool that supports better, more confident decisions for their publishing business.
I am so excited to introduce my guest, Albert Wu, whom I have had the pleasure of working alongside for ten years. Albert is the Director of Product for Barnes & Noble Press and has spent his career driving digital innovation across e-commerce and self-publishing at Barnes & Noble. He was part of the core team behind the launch of Nook and now leads the platform that unifies our print and ebook self-publishing services.
Albert brings a unique perspective on how authors interact with data and how those insights translate into smarter publishing and marketing decisions. Welcome, Albert, and thank you for being here.
Albert:
Hi Julie. It is my pleasure to join you today. I love having you as a colleague and love that you are the face and voice of Barnes & Noble Press for so many authors. It allows me to work behind the scenes on the platform itself. Our goal is always to make sure we are delivering the best possible tools for authors, and that is a team effort.
Julie:
Let’s dive right in. From a product and platform perspective, what kind of data does Barnes & Noble Press offer to authors?
Albert:
At the platform level, Barnes & Noble Press provides detailed sales reporting across formats and time periods, trend views, series-level performance, royalty reporting, and metadata management tools.
This gives authors visibility into both short-term performance and long-term patterns. We provide raw, transparent data so authors can explore their numbers, spot patterns, and ask deeper questions about what is driving performance.
The real opportunity comes from experimentation. When authors test pricing, promotional timing, release cadence, or creative elements like covers and descriptions, data turns into insight. Over time, that builds a repeatable sales and creative strategy, not just one-off wins.
Julie:
What is one common misconception authors have about what data is supposed to tell them?
Albert:
A big misconception is that data gives a single right answer. In reality, data highlights patterns and opportunities and informs experimentation. It is not a compass, it is a GPS.
Data helps guide you, but you still decide where to go.
Julie:
Is data important for authors at every stage, even beginners?
Albert:
Absolutely. Whether you are launching your first book or managing a large catalog, data helps answer one core question, what should I do next?
Early on, data validates whether you are reaching the right readers. Later, it becomes a tool for optimization. It helps refine marketing, pricing, release schedules, and long-term planning.
Julie:
When authors log into BN Press, what data should they focus on first?
Albert:
Daily sales are useful but trend views over weeks and months are far more meaningful. Trends show whether a book is gaining momentum, plateauing, or declining over time.
Series-level performance is also critical. Readers who enjoy one book often continue to the next, so understanding sell-through is extremely valuable.
Looking at trends prevents authors from overreacting to normal daily fluctuations.
Julie:
Are there different metrics that matter more for new authors versus experienced ones?
Albert:
Yes. New authors should focus on discovery and series sell-through. If readers are buying book one but not continuing, that signals an opportunity to improve positioning, pricing, or presentation.
Established authors tend to focus on backlist performance. A healthy backlist creates sustainable income and can justify refreshing covers, metadata, or running new promotions.
Julie:
How can data help with underperforming titles?
Albert:
When a title underperforms, data helps diagnose the cause. If a book is appearing in search results but not converting, discoverability is not the issue. Conversion is.
That is when authors might test a new cover, adjust the description, or refine pricing rather than making broad, expensive changes.
Julie:
And what about overperforming titles?
Albert:
That is a great problem to have. Data helps identify why a title is performing well so authors can amplify that success. If a standalone book unexpectedly outsells expectations, that might inspire a sequel or spin-off.
Julie:
Let’s talk about metadata. Can you explain what metadata is and why it matters?
Albert:
Metadata is the information that describes your book. Title, description, categories, keywords, audience, and format details.
Metadata powers how books appear on barnesandnoble.com in search results, categories, and recommendations. Without strong metadata, even a great book can be difficult to find.
Metadata is one of the most important marketing tools in self-publishing.
Julie:
Which metadata elements matter most?
Albert:
Categories and audience definition are foundational. Choosing specific categories helps books reach the right readers. Product descriptions also play a major role in conversion.
Being as niche as possible is beneficial because the system still surfaces books at broader category levels.
Julie:
Can sales data inform metadata decisions?
Albert:
Absolutely. Metadata should never be static. Sales data provides signals about who is responding and how readers are discovering a book.
Authors who revisit and evolve metadata based on performance tend to improve visibility and conversion over time.
Julie:
Consistency across series metadata is also critical.
Albert:
Yes. Even small inconsistencies like punctuation or spelling differences in series names can break discoverability. Our systems are very sensitive, so consistency matters.
Julie:
What marketing tools does BN Press offer to support these strategies?
Albert:
We offer eBook coupons, BOGOs, and an ad banner creator. Coupons allow for percentage discounts or free ebooks for limited periods. BOGOs are especially effective for series and multi-book purchases.
The ad banner creator helps authors create professional graphics for social media, newsletters, and websites without design software.
Julie:
If you had to recommend one report every author should use, what would it be?
Albert:
The trend sales reporting graphs. They remove daily noise and show real patterns over time. They help authors connect actions like promotions or metadata updates to long-term outcomes.
Julie:
How often should authors review their data and metadata?
Albert:
I recommend reviewing trends weekly or biweekly and reviewing metadata quarterly or before major promotions. The goal is a sustainable rhythm, not constant monitoring.
Julie:
Looking ahead, how do you see data evolving in self-publishing?
Albert:
Data will increasingly help authors anticipate what comes next, not just analyze the past. It will support more personalized insights while still leaving creative decisions in the author’s hands.
Data will not replace creativity. It will support it.
Julie:
Final thought. What mindset shift should authors take away from this conversation?
Albert:
Do not view data as judgment. View it as guidance. Data is information, not a scorecard. Every data point is an opportunity to learn, refine, and move forward with more clarity.
Julie:
That is a perfect note to end on. Thank you, Albert, and thank you to everyone watching. We would love to hear what data or reporting you would like to see in the future on Barnes & Noble Press. Your feedback helps us continue improving the platform.
Editor’s Note: This transcript has been edited for clarity, length, and readability while preserving the intent and substance of the original conversation.
