“Developing a Metrics-based Online Strategy”

Developing a Metrics-based Online Strategy Bridging Worlds Conference October 16 - 17, 2008 Joe Pagano Library of Congress Libraries are Changing “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

The New Library Web OPAC Podcasts Widgets Social bookmarking Blogs “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore The Extended Library “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

Libraries’ online options have multiplied … “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore … and measuring and understanding those options have become complex. “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

Basic Library Metrics “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore Basic Web Metrics “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

Advanced Web Metrics “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore Open Questions • Provide – An approach to structuring metrics – Information to support strategies • Should – Focus on the user – Be broad in nature – Enable segmentation – Generate strategically focused answers “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

Open Questions • Who are your users? • Where are your users coming from? • What are your users’ needs? • What did they accomplish on your site? • How much time did it take? • Were they satisfied? • Would they recommend your site? “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore Categories of Web Metrics • Internal site traffic • Surveys and direct interaction • External traffic and Web ecosystem • Social Web “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

Types of Web Metrics Behavior Perception “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore An open question approach to metrics “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

OPEN QUESTIONS Who? From where? Needs? Accomplished? Time spent? Satisfied? Recommend? METRICS CATEGORY Internal traffic Surveys External Traffic Social Web Answer & Educational users are a primary audience. conclusion “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore OPEN QUESTIONS Who? From where? Needs? Accomplished? Time spent? Satisfied? Recommend? METRICS CATEGORY Internal traffic Surveys External Traffic Social Web Answer & Read online reports related to better understand what audiences are using conclusion which technologies. Podcast use is increasing, but it is not mainstream yet. “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

OPEN QUESTIONS Who? From where? Needs? Accomplished? Time spent? Satisfied? Recommend? METRICS CATEGORY Internal traffic Surveys External Traffic Social Web Answer & Users in the “Education - Reference” category are using the Public Library and conclusion the National Library sites. “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore OPEN QUESTIONS Who? From where? Needs? Accomplished? Time spent? Satisfied? Recommend? Non-United States traffic - www.loc.gov METRICS CATEGORY Internal traffic Surveys External Traffic Social Web Answer & There is high international traffic to the Web site. conclusion “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

OPEN QUESTIONS Who? From where? Needs? Accomplished? Time spent? Satisfied? Recommend? METRICS Review CATEGORY Internal traffic referrals from Surveys course External Traffic Social Web management software Answer & Schools are incorporating our content into their curricula. conclusion “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore OPEN QUESTIONS Who? From where? Needs? Accomplished? Time spent? Satisfied? Recommend? METRICS CATEGORY Internal traffic Surveys External Traffic Social Web Answer & Most users are successfully finding content. We need to better understand the conclusion users who are not finding what they need. “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

OPEN QUESTIONS Who? From where? Needs? Accomplished? Time spent? Satisfied? Recommend? METRICS We can track partner CATEGORY content in the same Internal traffic way that we track our Surveys own content, as in this External Traffic Chronicling America Social Web example. Answer & Partners are a type of customer also, and it is useful to track their content conclusion contributions. “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore OPEN QUESTIONS Who? From where? Needs? Accomplished? Time spent? Satisfied? Recommend? METRICS Review broad content use: CATEGORY Individual image files Internal traffic Topic categories Surveys Web pages External Traffic Social Web Answer & Content can be found and used in different ways. We track a variety of conclusion content parameters. “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

OPEN QUESTIONS Who? From where? Needs? Accomplished? Time spent? Satisfied? Recommend? METRICS CATEGORY Internal traffic Surveys External Traffic Social Web Answer & Changes to sections of the site have increased the amount of time spent on the conclusion site. “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore OPEN QUESTIONS Who? From where? Needs? Accomplished? Time spent? Satisfied? Recommend? “Thank you for working to make this page as well as the METRICS many others like it. As a CATEGORY teacher this is and will Internal traffic continue to be long after I am Surveys gone an amazing resource.” External Traffic 09/09/2008 11:18 PM Social Web Answer & We are doing some things right! conclusion “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

OPEN QUESTIONS Who? From where? Needs? Accomplished? Time spent? Satisfied? Recommend? METRICS CATEGORY Internal traffic Surveys External Traffic Social Web Answer & By improving our navigation, we can increase our overall satisfaction. conclusion “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore OPEN QUESTIONS Who? From where? Needs? Accomplished? Time spent? Satisfied? Recommend? METRICS CATEGORY Internal traffic Surveys External Traffic Social Web Answer & Users associate items in the collection with holidays; perhaps we can make conclusion connections between the collection and cultural relevance. “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

Four Areas to Look for Trends • User traffic • Content use • Technologies • Internet trends “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore Trending Matrix: Content Quantity Quality Input How much How well did we service did we deliver it? deliver? Output How much What quality of change or effect effect or change did we produce? did we produce? Source: Gartner “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

Trending Matrix: Users Quantity Quality First How long did What impression visit they stay the did the first visit first time? make on them? Life How many How does their time times did they view of the come back? organization change over time? “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore Other Metrics Frameworks • NISO • Project Counter “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore

Categories of Web Metrics • Libraries are changing • Open questions can support strategic direction • Correlations refine and improve answers • Trends add an important meaningful dimension to numbers • Metrics-based approach will insure online success “Developing a Metrics-based Online Strategy” / Joe Pagano Bridging Worlds 2008 Conference / 16-17 October 2008 / Singapore Joe Pagano jpag@loc.gov 202-707-2488 Bridge Drawing from the Library of Congress Prints and Photographs Collection. In 1894, the South Park Commission, administrator of Chicago's south side park system, retained the Boston-area landscape architecture firm of Olmstead, Olmstead and Eliot to refurbish Jackson Park, a lagoon-studded preserve on Lake Michigan. As befit its highly visible location near the park's perimeter, the structure delivered a polished Beaux Arts statement, its spandrels clad in dressed ashlar limestone accented by sculpted heads of exotic animals. Note: Any data presented here are examples only and do not represent official Library of Congress statistics.

“Developing a Metrics-based Online Strategy”

by bridgingworlds2008 on Oct 15, 2008

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“Developing a Metrics-based Online Strategy” — Document Transcript