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The Transformative Power of Statistical Analysis and Marketing in Libraries 
Presenter: 
Alka Bhatnagar 
Regional Informat...
Overview 
•Data collection 
•Mining and deriving the “meaning” 
•Analysis and trends 
•Library challenges & Finding the op...
Why Gather Statistics 
•Numbers driven environment. 
•Fact based reporting & analysis: no anecdotal statements! Substantia...
Data Analytics is Future!…Nov. 21, 2013 
4
What should be measured? 
Key Performance Indicators (KPIs) based on: 
•Resources allocated especially funding 
•People 
C...
KPIs co-related with…. 
•Operating income received : federal, state, municipal 
•Expenses by category : materials, personn...
Date Year Statistical Year 2013 contd…
Statistical Comparison 1990-2013
2013 Data Spreadsheet (Circulation)
IMLS’s Data Collection & Analysis 
13
Benchmarking Nationally 
14
Benchmarking! 
15
PL Stars by State 
16
Bhatnagar, Alka. "Web analytics for business intelligence: beyond hits and sessions. Online Nov.-Dec. 2009: 32+. Academic ...
IFLA 2013 : Projected Trends….
Evolutionary trends of Library! 
Then… 
•Book & information repository 
•Paper 
•“Guarded” information 
•Defined hours of ...
Ecosystem Libraries are Operating in 
•Provide products and services to shifting demographics 
•Shifting global socio-econ...
Library Challenges! 
•Growing Demand, Shrinking Resources! 
•Yet provide access and opportunity for all! 
•Technology Adva...
Libraries competing for $$$ !! 
•Public Libraries asked to show outcomes, ROI, their values, etc. amongst other civic orga...
OCLC Report 2008 
23
Build It & They will come! Not anymore! 
*91% of Americans ages 16 and older say public libraries are important to their c...
Seattle PL applying the trend! 
25
Intersecting Disciplines: Rutgers Gets it… 
26
Marketing Fundamental 
•Delighting customers: 
“It is no longer enough to satisfy customers. You must delight them.”—Phili...
Marketing Process 
•Determine what organization wants to achieve 
•Gather data for fact based analysis 
•Analyze 
•Study r...
Why Market? Awareness to Funding! 
Build “library brand” awareness matching products and services @ library by formulating...
Overarching Marketing Strategy 
Marketing Inside Out 
•Why are Libraries Different? NOT What they do 
•Leaders in NJSL “Cr...
31
Marketing Inside Out: “Dream, Explore, Imagine!” Camden County Library’s Award Winning Campaign 
32
Training Librarians To “Tell Their Story” 
33
Campaign Promoted: Events & Online! 
34
Remarkable Branding Gone Global! 
35
Marketing: Comprehensive, Collective Initiative 
36
Transforming Lives: Job Search 
37
Building Portals for Increasing Awareness: NJWorks.org for job seekers 
38
Marketing Kits: Branded Messaging a.k.a. “Sing from the same song sheet” 
39
Marketing Kits from OCLC & Ebsco 
40
Marketing points to remember 
•Evidence based: numbers, stories, visuals 
•Continuous process 
•You are the marketing symb...
Thank You! 
Questions & Discussion 
42
The Transformative Power of Statistical Analysis and Marketing
The Transformative Power of Statistical Analysis and Marketing
The Transformative Power of Statistical Analysis and Marketing
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The Transformative Power of Statistical Analysis and Marketing

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「アメリカ大使館情報資料担当官に聞く!―図書館を変える統計分析とブランド構築」
A presentation given on Nov. 6th, 2014 at the 16th Library Fair and Forum.
トレンド分析の専門家としてニュージャージー州立図書館に勤務した経験を持つバトゥナ­ガー氏に、図書館運営における統計分析とマーケティングの重要性についてお話しいただ­く。 政府が発表する年間統計や図書館が独自にまとめるローカルな統計を複合的に分析するこ­とで、ROIを正確に把握できるだけでなく、多角的な評価基準を設け、予算申請の際の­判断材料にしたり、利用者のニーズにより合致したサービスを展開できるなど、将来のア­クションを決定するうえで重要なデータを入手することができる。

また、予算が縮小の一­途をたどり図書館の存在自体が危ぶまれる今、サービスを提供するだけでは不十分で、図­書館の存在意義を市民に理解してもらう必要がある。氏には「図書館ブランド」の構築か­らそのマーケティングまでの道筋を事例を通してご説明いただく。※逐次通訳あり。

発表者:
講師 (Speaker):Alka Bhatnagar(米国大使館 広報文化交流部 情報資料担当官)

Published in: Education
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The Transformative Power of Statistical Analysis and Marketing

  1. 1. The Transformative Power of Statistical Analysis and Marketing in Libraries Presenter: Alka Bhatnagar Regional Information Resource Officer U.S. Embassy, Tokyo BhatnagarAB@state.gov
  2. 2. 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” 2
  3. 3. 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
  4. 4. Data Analytics is Future!…Nov. 21, 2013 4
  5. 5. What should be measured? Key Performance Indicators (KPIs) based on: •Resources allocated especially funding •People Customers Staff •Products •Services •Place 5
  6. 6. 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 6
  7. 7. Date Year Statistical Year 2013 contd…
  8. 8. Statistical Comparison 1990-2013
  9. 9. 2013 Data Spreadsheet (Circulation)
  10. 10. IMLS’s Data Collection & Analysis 13
  11. 11. Benchmarking Nationally 14
  12. 12. Benchmarking! 15
  13. 13. PL Stars by State 16
  14. 14. Bhatnagar, Alka. "Web analytics for business intelligence: beyond hits and sessions. Online Nov.-Dec. 2009: 32+. Academic OneFile.. 17
  15. 15. IFLA 2013 : Projected Trends….
  16. 16. 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
  17. 17. 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 20
  18. 18. 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! 21
  19. 19. 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 22
  20. 20. OCLC Report 2008 23
  21. 21. 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/ 24
  22. 22. Seattle PL applying the trend! 25
  23. 23. Intersecting Disciplines: Rutgers Gets it… 26
  24. 24. 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 27
  25. 25. 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
  26. 26. 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
  27. 27. 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! 30
  28. 28. 31
  29. 29. Marketing Inside Out: “Dream, Explore, Imagine!” Camden County Library’s Award Winning Campaign 32
  30. 30. Training Librarians To “Tell Their Story” 33
  31. 31. Campaign Promoted: Events & Online! 34
  32. 32. Remarkable Branding Gone Global! 35
  33. 33. Marketing: Comprehensive, Collective Initiative 36
  34. 34. Transforming Lives: Job Search 37
  35. 35. Building Portals for Increasing Awareness: NJWorks.org for job seekers 38
  36. 36. Marketing Kits: Branded Messaging a.k.a. “Sing from the same song sheet” 39
  37. 37. Marketing Kits from OCLC & Ebsco 40
  38. 38. 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 41
  39. 39. Thank You! Questions & Discussion 42

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