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ECPA has assembled a cast of eminent presenters and experts to help your company’s executive leadership team strategize for the future.

Know Thy Consumer:
Understanding the Who, What, Where, Why, and How of Today’s Christian Book Consumer

Kelly Gallagher, General Manager for the Business Intelligence Unit, RR Bowker
Keith Stonehocker, Executive Vice President, Christianity Today International

Understanding the diverse make-up of today’s Christian book consumer is critical to guiding your business in the coming years. Knowing where they shop, what else they purchase, how often they read, and what motivates their purchases are just a few of the questions and answers to be explored in this session.

Keith Stonehocker of Christianity Today International will present groundbreaking analysis from their online panel survey that segments Christians into unique pools based on a proprietary algorithm that looks at various characteristics and habits of Christians. Knowing these segmentations is key to knowing the habits of each unique segment they represent.

Kelly Gallagher of RR Bowker will present research based on the PubTrack Consumer Research Panel that tracks over 30,000 consumer book and media habits on a weekly basis. In this presentation, he will provide recent data on the migration of and changing habits of the Christian book consumer. Case studies and examples of how to integrate consumer data into your strategic process will be provided.

Biographies

Kelly Gallagher serves as the General Manager for the Business Intelligence Unit at RR Bowker. In this role he manages the implementation of a host of Bowker business intelligence products including exclusive sales data reporting tools in the Canadian, Higher Education, and US Christian markets. Additionally this business unit manages  a newly launched consumer research panel surveying over 20,000 consumers on media behaviors and purchase trends. Prior to joining Bowker, Mr. Gallagher served as the Vice President of Business Development at the Evangelical Christian Publishers Association for six years. In this role he managed the development and implementation of publisher education and training programs (including the yearly Publishing University), and industry initiatives including research, technology, and supply chain management. Kelly also serves the book publishing industry as the Research Chair for the Book Industry Study Group. Prior to joining ECPA, Mr. Gallagher worked for 10 years at Beacon Hill Press serving four years as Publisher. He and his wife and two teenage children live in Morris Plains, New Jersey.