the transformative power of statistical analysis and marketing

The Transformative Power of

Statistical Analysis and Marketing in

Libraries

Presenter:

Alka Bhatnagar Regional Information Resource Officer

U.S. Embassy, Tokyo

BhatnagarAB@state.gov

Overview

• Data collection

• Mining and deriving the “meaning”

• Analysis and trends

• Library challenges & Finding the opportunity

• Marketing the opportunity. Turning marketing “Inside Out”

• Transforming Lives. Job Search most compelling. ALA Presidential Initiative: “Libraries Change Lives: Promise of Libraries”

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Why Gather Statistics

• Numbers driven environment.

• Fact based reporting & analysis: no anecdotal statements! Substantiate story.

• Show Value & ROI

• Strengthen case to request funding

• Marketing & Advocacy

• Develop meaningful strategy matching trends

• Comply with standards

• Benchmarking 3

Data Analytics is Future!…Nov. 21, 2013

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What should be measured?

Key Performance Indicators (KPIs) based on:

• Resources allocated especially funding

• People

Customers

Staff

• Products

• Services

• Place

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KPIs co-related with….

• Operating income received : federal, state, municipal

• Expenses by category : materials, personnel

• Circulation by category and per capita

• Staffing patterns

• Library services : programs, attendance, usage, services to non-English speaking populations, to job-seekers

Calculating different ratios will determine value and ROI, and develop strategic future plans

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Date Year Statistical Year 2013 contd…

Statistical Comparison 1990-2013

2013 Data Spreadsheet (Circulation)

IMLS’s Data Collection & Analysis

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Benchmarking Nationally

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Benchmarking!

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PL Stars by State

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Bhatnagar, Alka. "Web analytics for business intelligence: beyond hits and sessions. Online Nov.-Dec. 2009: 32+. Academic OneFile..

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IFLA 2013 : Projected Trends….

Evolutionary trends of Library!

Then…

• Book & information repository

• Paper

• “Guarded” information

• Defined hours of service

• Customer– In-house

• Resources– Self Contained

• Consumption

• Passive

CONSTANT= Civic Institution

Now…

• Book & information repository

• Paper & Electronic

• Customer – In-house and Remote & self publisher

• Resources-- shared

• Community hub

• Collaborative space

• Tech Center

• Creation /Maker Space

• Open Access

• 24/7 services

• Active 19

Ecosystem Libraries are Operating in

• Provide products and services to shifting demographics

• Shifting global socio-economic conditions where "average" is no longer acceptable

• Knowledge expansion driving growth

• Flat world

• Global Communities with abundance of choices and high expectations

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Library Challenges!

• Growing Demand, Shrinking Resources!

• Yet provide access and opportunity for all!

• Technology Advances Exponential

• Exponential growth of information

• Compete amidst changing new economies

• Library NOT the ONLY information provider

• Time is premium. Question becomes how to “get the piece of the pie?”, ENGAGEMENT!

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Libraries competing for $$$ !!

• Public Libraries asked to show outcomes, ROI, their values, etc. amongst other civic organizations

• But PL offer public goods which are difficult to value… (each product or service is used by several customers and mostly valuation/impact is not immediate), unlike a tangible product

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OCLC Report 2008

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Build It & They will come! Not anymore!

*91% of Americans ages 16 and older say public libraries are important to their communities

*However, just 22% say they know all or most of the services their libraries offer *Analyze the missing link and build awareness

“Library Services in the Digital Age” http://libraries.pewinternet.org/2013/01/22/library-services/

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Seattle PL applying the trend!

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Intersecting Disciplines: Rutgers Gets it…

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Marketing Fundamental

• Delighting customers:

“It is no longer enough to satisfy customers. You must delight them.”—Philip Kotler on Marketing It is experience & engagement world

• Market research

Identify, anticipate, and satisfy customer’s perceived (and unperceived) requirements

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Marketing Process • Determine what organization wants to achieve

• Gather data for fact based analysis

• Analyze

• Study relevant trends

• Overlay trends with expected customer acquisition, engagement, and retention /outcome

• Market Research starting with U.S. Census

• Develop marketing strategy to get measurable outputs & outcomes using relevant channels

• Constantly build awareness, trust, and goodwill. 28

Why Market? Awareness to Funding!

Build “library brand” awareness matching products and services @ library by formulating a strategy

• Comprehend customer needs and “pain points”

• Determine “valued products & services”

• Communicate the “value”

• Increase visibility and goodwill

Result= Justifiable funding for the library 29

Overarching Marketing Strategy

Marketing Inside Out

• Why are Libraries Different? NOT What they do

• Leaders in NJSL “Create A Movement”

• Mobilize the “Library Tribe”

• Fire Up Passion & Connect Passion

• Believers Tell “Branded” Story

Marketing Gone Viral!

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Marketing Inside Out: “Dream, Explore, Imagine!” Camden County Library’s Award Winning Campaign

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Training Librarians To “Tell Their Story”

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Campaign Promoted: Events & Online!

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Remarkable Branding Gone Global!

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Marketing: Comprehensive, Collective Initiative

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Transforming Lives: Job Search

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Building Portals for Increasing Awareness: NJWorks.org for job seekers

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Marketing Kits: Branded Messaging a.k.a. “Sing from the same song sheet”

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Marketing Kits from OCLC & Ebsco

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Marketing points to remember

• Evidence based: numbers, stories, visuals

• Continuous process

• You are the marketing symbol (1st point)

• Be at and be visible “at the table”

• Determine your unique proposition and convey it

• Branded identity

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Thank You!

Questions & Discussion

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