Bridging Worlds Conference 2008, Singapore Day Two Track Four Speaker 4 - Joe Pagano

1. 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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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.