Tommy Doyle - eBooks: Putting Librarians, Students and Researchers “In the Know”
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Tommy Doyle - eBooks: Putting Librarians, Students and Researchers “In the Know”
- 1. eBooks: Putting Librarians, Students and Researchers “In the Know” Tommy Doyle Senior Vice President Strategy, Business Development, Continuity Publishing September 2015
- 2. 2 • Elsevier’s In The Know strategy • Content within a platform that supports needs, workflows • Gap analysis for data-driven content recommendations Agenda
- 3. Food SupplyFood Supply Biomedical Research Food Supply Biomedical Research Energy Chemistry Food Supply Biomedical Research Energy Chemistry Food Supply Biomedical Research Energy Neuroscience Earth & Environment Chemistry Food Supply Biomedical Research Energy Neuroscience Earth & Environment Chemistry Food Supply Biomedical Research Energy Neuroscience Fundamental Life Science Earth & Environment Chemistry Food Supply Biomedical Research Energy Neuroscience Chemical Engineering Fundamental Life Science Earth & Environment Chemistry Food Supply Biomedical Research Energy Neuroscience Chemical Engineering Fundamental Life Science Materials Science Data-driven portfolio investing to maximize impact of limited resourcesSubjectsthatarebigandgrowing Subjects where Elsevier has a strong positionResults as of 2013 Normalized against average 3
- 4. 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Biomedical Neuroscience Fundamental Life Science Chem Eng Chemistry Earth & Environment Materials Energy Food Supply Elsevier Scientific Reference Books No. Front list titles* Investing in the content gaps to grow our reference base to support users Definitions Fundamentals Methods & Processes Deep Knowledge Recent Developments 4
- 5. Identifying the content gaps Tools Analysis Results • Create annual strategic plan • Create ‘hit’ lists • Profile and prospect for ‘best fit’ authors • Publish content for comprehensive research coverage Scopus & SciVal • Track all journal activity • Article citation • Research/subject growth • Citation impact • Influential authors and institutions • Research funding • Book usage trends • Identify hot growth areas and correlate with high-performing authors • Identify research gaps • Quantify an idea SciVal Scopus 5
- 6. Uses of Elsevier eBooks and journals 6 Definitions Fundamentals Deepen knowledge Latest Advances Methods & Processes Books are the knowledge repository from which we learn. Primary research Summary of journal articles on a topic Highly cited publications offering in-depth explorations of developments in a field Pedagogical examination or didactic presentation of key subject area concepts and methods Compendiums of information / data sets for field or techniques, providing quick answers on the job Complete, advanced and detailed descriptions providing depth in subject areas Comprehensive, foundational introduction to a discipline; encyclopedias Journal Articles Journal Review Articles Serials Major Reference Works Textbooks eBooks Latest Advances Relevance of information over time Journals Books
- 7. Gather Information Identify Question Publish Write Paper Experiment, Collect Data Write Proposal Evaluate Secure Funding/ Resources, Build Environment Understanding the researcher workflow 7
- 8. Continuous improvement of our platforms to make reference content more discoverable, accessible and useful for researchers Researcher need ScienceDirect Principle COMPREHENSIVE CURRENT I need both foundational knowledge and most up to date content in my field of research SIMPLEI need to find relevant research at the right time, in the way that suits me ACCESSIBLE SMART COLLABORATIVE I need to better understand what I’m reading and collaborate with other researchers, both nationally and internationally • Streamlining of the user interface to enhance usability • Relentless focus on discoverability from 3rd parties and library catalogues • Ongoing improvements to mobile experience • Multiple improvements to platform search experience • Improved alerts and recommendations • Ongoing integration with researcher workflow tools • Significant additional reference works to be added • Further interactive content innovations in development • Further improvements to book and journal search integration Our focus areas for platform development
- 9. Making content more accessible Insights Library Access Plus Reference Modules Access Plus Freedom Collection Collections Reference Modules Access Only Corporate Edition Evidence-based Selection Pick & Choose Access Only Hybrid Perpetual Degree of Ownership 9
- 10. Closing the publishing loop to learn, adapt, impact faster Data-Driven Decision Making • Bibliometrics • Usage analytics • Analytics training • Analytic hires Modular Content Delivery • Updating content • Chapter-based workflow • Smart content tagging • And more to come… Flexible Business Models • Free • Sharable • Rental • Access only • Access plus • Perpetual
- 11. A smart editorial strategy pays • 104% year over year usage growth for eBooks on ScienceDirect • 10% usage growth for ScienceDirect overall • Higher researcher satisfaction since 2013 • Higher purchaser satisfaction since 2012 Source: market research survey by Elsevier • Highest citation per book by large commercial publisher 2005-11 Source Scopus book citation database, all book types and subject areas - 10 20 30 40 50 60 Elsevier Publisher Red Publisher Blue Publisher Green 11
- 12. 33% 11% 6%5% 5% 4% 4% 4% 4% 3% 21% Published Articles 2013 (Top Subject Areas) Medicine and Dentistry Biochemistry, Genetics and Molecular Biology Physics and Astronomy Social Sciences Psychology Arts and Humanities Nursing and Health Professions Engineering Neuroscience Immunology and Microbiology Other Subject Area's • Gap analysis: Data-driven analysis to support strategic acquisition of new content • Gives librarians visibility into – Research trends and content usage – User behaviors – User questions – Percentage of questions answered So how can we put librarians In The Know 12
- 13. 0% 10% 20% 30% 40% Medicine and Dentistry Biochemistry, Genetics and Molecular… Physics and Astronomy Social Sciences Psychology Arts and Humanities Nursing and Health Professions Engineering Neuroscience Immunology and Microbiology Mathematics Earth and Planetary Sciences Computer Science Agricultural and Biological Sciences Environmental Science Pharmacology, Toxicology and… Materials Science Chemistry Multidisciplinary Economics, Econometrics and Finance Business, Management and Accounting Chemical Engineering Decision Sciences Energy Veterinary Science and Veterinary… Article Output vs eBooks Usage Publications (% of total) ebooks Usage (% of total) eBooks Turnaways (% of total) Gap indicates content that an institution needs 64% 58% 33% 42% 36% 42% 67% 58% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 eBooks Usage and Turnaways eBooks Usage (%) eBooks Turnaways (%) 13
- 14. Reference work turnaways indicate foundational content needs for researchers and students - 100 200 300 Social Sciences Neuroscience Environmental Science Medicine and Dentistry Forensics Physics Economics, Econometrics & Finance MRW Turnaways per Subject Area Major Reference Work Title Subject Area Turnaways % of Total International Encyclopedia of the Social & Behavioral Sciences Social Sciences 59 5% Encyclopedia of Neuroscience Neuroscience 41 3% Treatise on Geochemistry (Second Edition) Earth and Planetary Sciences 40 3% Encyclopedia of Human Behavior (Second Edition) Psychology 39 3% Encyclopedia of Food Safety Agriculture, Biological and Food Sciences 39 3% Encyclopedia of Language & Linguistics (Second Edition) Social Sciences 37 3% Treatise on Geochemistry Earth and Planetary Sciences 34 3% International Encyclopedia of Education (Third Edition) Social Sciences 33 3% Comprehensive Organic Synthesis (Second Edition) Chemistry 32 3% International Encyclopedia of Human Geography Social Sciences 30 2% Encyclopedia of Sleep Neuroscience 29 2% Encyclopedia of Applied Ethics (Second Edition) Social Sciences 27 2% Encyclopedia of Health Economics Biomedical Science and Medicine 27 2% Encyclopedia of Biodiversity (Second Edition) Agriculture, Biological and Food Sciences 26 2% Climate Vulnerability Environmental Science 26 2% Other Major Reference Works n.a. 708 58% 14
- 15. 15 Published Articles 2010-2014 (top subject areas) Source: SciVal – Scopus data Australian research overview by subject
- 16. Source: ScienceDirect eBook data – 2015 Australian users are increasingly trying to access Elsevier eBooks 16
- 17. • Allocating limited resources for maximum impact • Investing in reference content base to support researchers and students • Data-driven decision making at every level of editorial organization • Deploying decisions faster at more granular levels. • New business models for greater accessibility Data-driven approach: Puts Elsevier, librarians, students and researchers In The Know • Results in significant usage growth, higher user satisfaction, and highest citations by book • Putting librarians In The Know to deliver greater impact to communities they serve 17
- 18. Obrigado
Editor's Notes
- We begin to establish our strategy by looking into current trends and research funding This helps us figure out what content to create for our portfolios, but we start at a high level. At Elsevier, we view books publishing like investing: we allocate limited resources for maximum impact Our goal, like yours, is to improve research and teaching outcomes – and we do that by investing in reference content that supports researchers and students Publishing high-quality book content depends on a great strategy and finding a way to create more value for the research and student communities we serve Elsevier publishes across a wide array of areas, but a few years ago many were not aligned to the strengths of Elsevier overall We decided that we would significantly grow our content in areas which primary research was big and growing, well funded and areas in which Elsevier had the strongest position. We called this the deep vertical strategy. We used lots of data to build and analyze this strategy. The blue bubbles represent areas in which we continue to publish, but are not investing resources to grow The yellow bubbles represent areas in which we are investing and growing significantly; these are also the areas where research funding is focused CLICK We are now building up the most relevant content in these areas. The goal is to build a comprehensive and deep set of reference and foundational material that will support the researcher and student already using our journals and other products every day. For researchers and students using it, the content will: Get them up to speed with new scientific topics Map out adjacent areas for interdisciplinary research and study Help find and understand experiments to apply in a certain field We’re building this content set through commissioning activities, through strategic partnerships, and this focus is driving our M&A activity. In recent years we have divested businesses that don’t fit with Elsevier’s strengths and research mission. On the other side, we have invested by acquiring publishing houses (Woodhead Publishing and Gulf Professional Publishing) so that we can bring more content in growing areas to the researchers and students that need our content.
- Once we’ve identified where the world of research is going, we invest in those areas and create content that captures all of the latest research and contributes to greater depth of information You can see with the content growth projection that there’s a significant increase in the amount of content we can provide you in the coming years - a sort of title wave as we increase content and its utility We see the need to provide different types of content for different people at various points in their workflow. We support this by providing new and different types of content in all of our areas of focus. The researcher workflow is multi-staged and complex and books can help in several of the stages Early researchers or those working in a new interdisciplinary area, such as students, may need more definitions or encyclopedia-like entries These can really be used at any stage of learning or in the research workflow to understand concepts, answer fundamental questions or explore new interdisciplinary topics At different points, researchers and more advanced students may need methods and procedures content to understand and perform research This can be used in the library or in the lab The book content provides the context and methodologies while handbooks and atlases are need to conduct the research There are instances when researchers need deeper knowledge on narrow topics. Researchers also need to stay current on scientific advances using content from journals or our serials, which present emerging science, delivered quickly to market You can see with the content growth projection that there’s a significant increase in the amount of content we can provide you in the coming years - a sort of title wave as we increase content and its utility And you face this not just with Elsevier but with other publishers and you may have no corresponding budget increase As a result, our goal is to make curation easier and remove the risk involved
- Our editorial team then looks at our individual portfolios to identify the knowledge gaps This data-driven decision making is not just a strategy exercise – it happens at every level of our editorial group Our editorial program is determined by data from Elsevier tools, like SciVal and Scopus, that identify research activity, influential authors and institutions. We analyze all of that information to decide what content is needed now and to anticipate what will be needed in the future. The result is high-demand content from leading authors that fills the gaps of knowledge.
- NOTE: YOU MAY REMOVE THE PIE CHART IF YOU FEEL IT IS A DISTRACTION FROM THE PYRAMID As we aggregate our content, we can see there are many needs and uses for the various types of content that we publish To make sense of all the content types, we’ll look at this pyramid that shows you what type of knowledge our books – and journals – provide and how it might be used in research or learning Our view is that books are the knowledge repository from which we learn Our major reference works sit at the base providing comprehensive and foundational knowledge – these might be encyclopedias or our new Reference Modules Early career researchers and students can use this material to define and understand basic concepts in a discipline Moving up in the pyramid, textbooks provide a pedagogical examination of subject area concepts and methods – the fundamental knowledge required in a discipline Further up the pyramid we have ebooks which include authored and edited books. These ebooks serve different needs, some are compendiums of information or data sets that can be used in the field and provide quick answers on the job, such as recommended methods or processes; others provide a deeper knowledge of a subject. Our serials are highly cited publications offering in-depth explorations of the developments in a field At the tip of the pyramid, we find journal review articles and primary research which offer researchers and students the latest advances
- Let’s look at this example researcher workflow The books shown are examples of content that a biomedical or life science researcher might use for a new research project involving cell biology and stem cell research Might use print or ebooks, might use them on ScienceDirect, depending on when and where they need the information Research workflows are multi-staged and complex and books can help in most of the stages We talked to researchers to learn how and when they use our content in their research workflow to better understand their needs and how we can serve them We learned that throughout the 8 stages of the research workflow, researchers need the knowledge in our books to: Identify the questions they need to ask to develop a new research project Gather information Write proposals, secure the funding required and build the research environment Conduct the experiments, collect and evaluate data, and make modifications to experiments as necessary Write and publish research papers The definitions, fundamentals, methods & processes, deeper knowledge and scientific advances all have places in the workflow where they are most useful As publishers, it’s our job to make sure researchers have the right content, at the right time and in the format that best serves them Researchers want to save time by using our content, not spend extra time discerning what’s relevant and searching for the right material We are looking ahead and further refining these content types to help serve up the right knowledge at the right time, in ways they understand
- Next we need to aggregate and package content to support a range of access and consumption needs We want to make that acquisition easier and remove risk by providing business models that make our content more accessible We offer a variety of purchase models to satisfy those who prefer to own content and those who prefer subscription models This focus on creating new business models to meet library, researcher and student needs makes it easier for librarians to provide access to ebooks for researchers and students. We’ll go into more detail about these business models in our product presentation.
- Our investments in all of these data-driven approaches are paying off We’re seeing growing ebook usage on ScienceDirect due to new download functionality Researcher and purchaser satisfaction is increasing And we have high per book citation, as compared to other similar publishers
- YOU CAN USE A LOCAL/REGIONAL INSTITUTION’S DATA – this is a Gap Analysis tool NOAM East example (Boston University) – do not share the name of the institution in the presentation Moving back to our In the Know workflow, we next monitor usage and demand to provide data-driven content recommendations to institutions That means we can extend the data-driven approach to your decision making as well. Armed with this intelligence, you become a key, strategic contributor in effectively facilitating the research activity at your institution Here’s an example of a university's output that shows its top published articles (top subject areas) There is a direct correlation between the article output and the book and journal usage subject areas We can look at this type of data from your institution using our proprietary tools and then provide you with this information to help make informed, strategic decisions about your acquisition of content Using real-world data from Elsevier, you can also examine how your institution’s research output compares to similar institutions around the world
- YOU CAN USE A LOCAL/REGIONAL INSTITUTION’S DATA – this is a Gap Analysis tool NOAM East example (Boston University) – do not share the name of the institution in the presentation So having seen the data that shows your institutions research output and compared it with journal and book usage, we can look at where there are gaps We look at the percentage of ebooks that were used versus turnaways at the institution. An increase in the percentage of ebooks turnaways indicates that the library does not provide access to book content in areas that match the institution’s research topics When we map the research topics to the content available in the collection we see these differences, significant in many cases Those differences identify the critical content gaps The end result: the subject areas where article output exceeds ScienceDirect eBook usage suggests need for foundational and interdisciplinary resources as provided for by Elsevier ebooks. This tells librarians – in a strategic way – which subjects they need to invest in to better support the research and student outcomes, and ensure budget is spent where it’s needed most This is all very powerful information and can help you be more successful in achieving your mandate.
- YOU CAN USE A LOCAL/REGIONAL INSTITUTION’S DATA – this is a Gap Analysis tool NOAM East example (Boston University) – do not share the name of the institution in the presentation Here is an example of content type turnaways – in this case, Elsevier major reference works which include encyclopedias and treatises This shows librarians what foundational content researchers or students tried to access, but were turned away from without an answer to a question The bar chart shows the number of turnaways by subject The table shows the librarian the specific reference works students or researchers tried to use, but could not It helps to understand which reference works would be of greatest benefit to students, faculty and researchers We can also show you this type of analysis for ScienceDirect subject collections, series and handbooks, so you have a better understanding of needs by all content types
- THIS SLIDE IS CUSTOMIZED FOR EACH FORUM BY COUNTRY Elsevier can also show you your country’s and the world’s research trends Using Scopus, we are able to see here the percentage of published articles for top subject areas in Australia With your institution’s gap analysis and this aggregated data, you are able to see how your institution compares regionally, and even globally
- Here we are looking at trends in “turnaways” for Australia, as well as usage as compared to turnaways and turnaways by book product type PRESENTER: ADD IN SPECIFIC COMMENTARY ON COUNTRY-LEVEL DATA
- Ultimately, the data-driven approaches help everyone: Elsevier as content creators, librarians as content purchasers, and students and researchers as content users You could even say that data will become the new currency As we use data today to determine editorial gaps, we may take that one step further in the future and look at ScienceDirect usage data to develop sophisticated user profiles that we’ll share with authors. This will then give authors insights on how their audience is interacting with and using their content to help them develop even better content in the future.