In her role as Senior Manager of Audience Insights at Simon & Schuster, Anna Hall provides important data and analyses that allow her colleagues in various departments to adopt the mindset of a reader. These reader and market insights can affect decisions around pricing, format, release strategies, and more. For example, with seasonal publishing, Hall and her team studied Halloween titles using Circana Bookscan sales data, and found that sales spiked as early as September. In addition, they looked at social media data and google search volume and found that reader interest in Halloween titles begins as early as July. This time period has now been termed "Summerween." Authors can use these same tools and analyses to inform and influence their own decision-making.