marketing gold for libraries - the data inside

Marketing Gold:the potential of data

Tony HirstDept of Communication and Systems,

The Open University

Data today…

• Accountability and transparency• Resource allocation• (Service improvement)

• Context of– Funding (accounts)– Service delivery (stats)– User expectations (surveys)

two flavours of data

“Stats”KPIs

Vanilla reports(PDF docs)

KPIs• Access and facilities (i.e # Average number of libraries per 1000 inhabitants)• Collection (i.e # Average number of volumes in public libraries per 1000

literate inhabitants)• Library use and users (i.e # Registered users in higher education libraries as

a percentage of number of students)• Library staff (i.e # Average number of employees in public libraries)• Expenditure (i.e $ Expenditure on literature and information per inhabitant

in public libraries)

• Ellis, S., Heaney, M., Meunier, P., Poll. R. (2009), “Global Library Statistics”, IFLA Journal, Vol. 35 No. 2, pp. 123-130– Via http://www.smartkpis.com/blog/2010/03/29/performance-measurement-and-

kpi-selection-in-the-library-services-sector/• But really via Google + MY search terms..

Blah

Blah blah blah blah, blah blah blah blah, blah, blah blah, blah blah, blah blah, blah.

HhhhhhhHHHhhhhhuuuuuuuuummmmmmm.Blah blah blah, blah, blah blah blah, blah, blah,

blah, and up by blah, and down by bleurghh, and blah blah, blah blah, blah blah, bah!

Whatever…

via Dave Pattern @daveyp

“Raw” dataTransaction dataAttention data

Usage data

“Raw” data(Spreadsheets)((Linked Data))

Change behaviour based on error data

“Negative feedback, closed loop control system”

BOTH sorts of data…

…can be used to make decisions…can be “Actionable”

Who do you think your competitors are, and on what are they

competing?

How do you

know?

Who do your “customers” think your competitors are, and what do they think

they are competing on?

How do you

know?

“Libraries are placesthat minds like to be”

Starbucks/Café Nero(Blockbuster), Lovefilm, YouTubeAmazon, AudibleGoogle (search, scholar, books)Facebook, Twitter

As far as Google is concerned, your website is just largely

unstructured DATA

OU Library: College of Law referrals

Aggregated/averaged data may mislead

Means sometimes are(n’t)…

Segregation (i.e. segmentation) can be a Good Thing

“treemap”

Data contains explicit and implicit structure

Geo-demographics

Networks, graphs, and trees

Custom search engines around

“hashtag communities”

Can you cluster your data?

In the academic library,

discovery happens elsewhere

Should you be an

influential friend?

Friend of a …

• Friend• Event• Topic• Activity• Group

Data may contain signals

What data do you have?

• Collection data• Usage data• User (geo)demographics• Occupancy/usage of physical space (and how

is the space used?)• What journals are being photocopied?• What books are referred to but not borrowed?• What requests/searches aren’t being fulfilled?

supervised learning(desired output for given input)

Input patterns

Output Patterns

“recommendation engine”

Desired outputActual output

People who..

• Borrowed this, borrowed that• Borrowed this, studied that• Study this so might borrow that• Know these people who all borrowed that• Are in this group of people, who tend to

borrow the same thing at around the same time, or just before (or after) another group

Book reserve and collection?

Public open data

data.gov.uk

How might you be able to make use of other people’s data…

… and how might they be able to make use of your data?

If a library is a place to go to find out

about “local stuff”…

…how much do you know about what web services out there, anywhere, know about your

locale?

Jon Udell’selm city project

Hook-in to networks

• Help information flow• Amplify, enrich and engage with others

Events: bookshops

Library talks……or contextually amplify signing events at local bookshops

Events: museums

Provide more information – draw on the way interests flow through networks

“Maturity Models”

Gartner Maturity Model for Web Analytics

WebTrends DM3:Digital Marketing Maturity Model

“Maturity models”

http://www.jiscinfonet.ac.uk/bi

blog.ouseful.info

@psychemedia

http://www.flickr.com/photos/psychemedia/galleries/72157624594881902/

http://www.videopong.net/?action=show&query=playlist&id=106