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NISO – Privacy of Publisher Systems
Usage Data at Oxford University Press
Abigail Wickes
May 2015
Usage Data
Internal Use
Usage Data
3
Internal
NetInsight
• Reports for successful and unsuccessful customer experiences
– Institution level data
–...
Usage Data
4
Internal
• Useful Analysis Projects
– Identify low use institutions
– Measure campaign results
– See what’s p...
Usage Data
5
Internal
• Identify Low Use Institutions
– Figure out low usage before it
becomes a problem
Usage Data
6
Internal – Identify Low Use Institutions
• Identify subscribing institutions
• Gather usage statistics for a
...
Usage Data
7
Internal
• Measure Campaign Results
– Is this tactic working?
Price Per Click in Mexico
• Objective: Increase product usage at
particular consortium
• Method: Facebook price per click ...
Usage Data
9
Internal
• See What’s Popular
– What’s everyone reading
around here?
Usage Data
10
Internal – See What’s Popular
• Customize report that shows
Top 10 Titles in a region
• Create marketing mat...
Usage Data
External Use
Usage Data
12
External
• Usage data provided to institutions
via “Customer Portal”
– Customer facing interface with select...
Usage Data
13
External
Usage Data
Final thoughts
Usage Data
15
General Feelings
• It’s incredibly useful, as long
as it’s being used thoughtfully
and carefully
– Only use ...
Usage Data
16
Questions?
Abigail Wickes
Institutional Marketing Analyst
abigail.wickes@oup.com
https://www.linkedin.com/in...
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NISO Patron Privacy VM#3-Abigail Wickes: use of usage data in marketing

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Published on

May 22, 2015
NISO Patron Privacy in Digital Library and Information Systems
http://www.niso.org/topics/tl/patron_privacy/

Published in: Education
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NISO Patron Privacy VM#3-Abigail Wickes: use of usage data in marketing

  1. 1. NISO – Privacy of Publisher Systems Usage Data at Oxford University Press Abigail Wickes May 2015
  2. 2. Usage Data Internal Use
  3. 3. Usage Data 3 Internal NetInsight • Reports for successful and unsuccessful customer experiences – Institution level data – Customizable by institution, region, time period, product, etc. – COUNTER compliant (recording and reporting of online usage statistics in a consistent, credible and compatible way)
  4. 4. Usage Data 4 Internal • Useful Analysis Projects – Identify low use institutions – Measure campaign results – See what’s popular
  5. 5. Usage Data 5 Internal • Identify Low Use Institutions – Figure out low usage before it becomes a problem
  6. 6. Usage Data 6 Internal – Identify Low Use Institutions • Identify subscribing institutions • Gather usage statistics for a certain time period (e.g. downloads over a six month period) • Measure institutional usage against average • Remind institutions with low use that they have access to this totally great product
  7. 7. Usage Data 7 Internal • Measure Campaign Results – Is this tactic working?
  8. 8. Price Per Click in Mexico • Objective: Increase product usage at particular consortium • Method: Facebook price per click ads promoting product to subscribing institutions in consortium • COUNTER Results: All three titles in top-5 most-read in Mexico for 2014 Usage Data Internal – Measure Campaign Results
  9. 9. Usage Data 9 Internal • See What’s Popular – What’s everyone reading around here?
  10. 10. Usage Data 10 Internal – See What’s Popular • Customize report that shows Top 10 Titles in a region • Create marketing material highlighting those titles for conferences in those regions (conferences in Brazil and Ecuador in examples) • Share with conference attendees—automatically relevant information
  11. 11. Usage Data External Use
  12. 12. Usage Data 12 External • Usage data provided to institutions via “Customer Portal” – Customer facing interface with select NetInsight system data – COUNTER usage reports for customers to access directly – Updated monthly – Customers can only see information for their own account.
  13. 13. Usage Data 13 External
  14. 14. Usage Data Final thoughts
  15. 15. Usage Data 15 General Feelings • It’s incredibly useful, as long as it’s being used thoughtfully and carefully – Only use data for ourselves and society partners (e.g. individual journal presses) – Would never sell or give away any data – Internal procedures to ensure privacy is maintained
  16. 16. Usage Data 16 Questions? Abigail Wickes Institutional Marketing Analyst abigail.wickes@oup.com https://www.linkedin.com/in/awickes

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