upping our game: leading on transformational analytics & getting off the hits train unlocking...
TRANSCRIPT
Upping Our Game:
Leading on
Transformational
Analytics &
Getting Off the Hits
Train
Unlocking New Value from ContentStephen Abram, [email protected]
Are you on the ‘HITS’ train?
BIGDATA
QUALITATIVE INFORMATION
QUANTITATIVE DATA
and
STATISTICS
MEASUREMENTS
and
What do we do when our
buyers are asking for data that does not
align with their goals?
Have Journal Prices Really Increased Much in the Digital Age? (Scholarly Kitchen blog) http://bit.ly/11b3hP2
Good Questions
What if prices of the predominant journal form have actually been falling?
What if we’ve been measuring the wrong things, or measuring insufficiently?
And what if the growth in expenses are not the result of price increases but a result of the growth in science?”
The Real Digital Story
Print subscription prices are a misleading and inaccurate method for tracking library serials spending
“. . . libraries’ spending on periodicals has increased three-fold while their collections have tripled in size . . . Spending three times as much to get three times as much tells a very different story from the “price increases” story. . . .”
Published article output and research spending has grown 3.o% to 4% per year since 1990
And this is all means?
We’re playing a fool’s game when we play the raw statistics game.
Are you locked into library financial mindsets?
What about value and impact?
Or shall we stick with this?
Grocery Stores
Grocery Stores
Grocery Stores
Cookbooks, Chefs . . .
Cookbooks, Chefs . . .
Meals
What do we count and share?
Titles
Clicks
Downloads
Sessions
Session length
COUNTER, (Counting Online Usage of Networked Electronic Resources)
SUSHI, Standardized Usage Statistics Harvesting Initiative
etc.
Or should we measure? Was there improved customer satisfaction?
Did learning happen?
Was there an impact on research or strategic outcomes?
Did the patient live, improve, survive, thrive?
Did we impact discovery, creation, patents. . .?
Do librarians or types of end users have different values and behaviours?
Algorithms
Search differentiator
Reducing ‘clicks’ & downloads is good
Commercial algorithms versus those based on big data
Measuring end user success versus known item retrieval…
“Romeo and Juliet”
Problems with the unmonitored trial Wrong tests Poor sampling Mindset issues
Sharing Learning and Research
Satisfaction and change
Usability versus User Experience
End users versus librarians
Known item retrieval (favourite test) versus immersion research
Lists versus Discovery
Scrolling versus pagination
Devices and browsers and agnosticism
Individual research experience vs. impacts on e-courses, LibGuides, training materials, etc.
Gale Analytics
Focus and Understand on the Whole Experience
Inside Lego™ Pieces
Foresee satisfaction and demographic data
Counter & Sushi data
Database usage (unique user, session, length of session, hits, downloads, etc.)
Google Analytics
Search Samples
ILS Data
Geo-IP data
What We Know (US/Canada)
27% of our users are under 18. 59% are female. 29% are college students. 5% are professors and 6% are teachers. Daily, 35% of our users are there for the very first time! Only 29% found the databases via the library website. 59% found what they were looking for on their first search. 72% trusted our content more than Google. But, 81% still use Google.
Statistics, Measurements and Analytics
• Counter & Sushi data are very weak metrics that don’t provide insights into the critical stuff
• Database usage (unique user, session, length of session, hits, downloads, etc.)
• Web and Google Analytics (6,000+ websites)
• Foresee satisfaction and demographic data
• Search Samples (underemphasized at this point.)
• Time of Year Analysis
• ILS Data (from clients &n partnerships)
• Geo-IP data, analytics and mapping.
• Impact studies and sampling.
35
Who are our audiences?
• Librarians (several languages management, reference, acquisitions, systems, LMS, etc.)
• Institutional information technology and systems professionals
• eLearning professionals and developers
• Web design professionals
• Library Management team & Chief Librarian
• City or University administration, Provosts
Or End users?
Analytics
What do we need to know, real info?
How do library databases compare with other web experiences and expectations?
Who are our core virtual users? What are user expectations for satisfaction? How does library search compare to
consumer search like Google? How do people find and connect with library
virtual services? What should we ‘fix’ as a first priority? Are end users being successful in their POV? Are they happy? Will they come back? Tell a
friend?
Gale Library Databases Compare
Very Well to Other
Web Experiences
LibrarySearch
Needs toImprove
Library UsersTrust Library
DatabasesMore.
Wow! Only 29% ofUsers Find
E-Resources Through Library
Websites.
And 39% of YourUsers Are in OurDatabases for For the VeryFirst Time!
Gale Analysis: Mobile
Gale Analysis: MobileMarch 26 – September 25, 2012
End Users Are
Likely toReturn
End Users Evaluate
Our Services as Meeting
Expectations
The School Cycle Drives Many Usage
Scenarios
EDUCATEand Lead
Quick Poll
Should our industry
1. Invest in the development and promotion of a suite of end-user impact and value measurement tools that actually communicate the value in our products?
Should our industry
2 . Just deliver the raw statistics that customers are asking for and let them perform the analyses independently?
Until lions learn to write their own story, the story will always be from the perspective
of the hunter not the hunted.
Stephen Abram, MLS, FSLAConsultant, Dysart & Jones/Lighthouse Partners
Cel: [email protected]’s Lighthouse Blog
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