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

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. Usage Data 4 Internal • Useful Analysis Projects – Identify low use institutions – Measure campaign results – See what’s popular

5. Usage Data 5 Internal • Identify Low Use Institutions – Figure out low usage before it becomes a problem

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. Usage Data 7 Internal • Measure Campaign Results – Is this tactic working?

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. Usage Data 9 Internal • See What’s Popular – What’s everyone reading around here?

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. Usage Data External Use

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. Usage Data 13 External

14. Usage Data Final thoughts

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. Usage Data 16 Questions? Abigail Wickes Institutional Marketing Analyst abigail.wickes@oup.com https://www.linkedin.com/in/awickes

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Hi everyone! My name is Abigail Wickes. I’m an analyst for the institutional marketing team at Oxford University Press, and I’m very glad to have the opportunity to share with everyone. I’m going to describe a little bit of what I do with customer usage data.
When I say usage data, I’m basically talking about web analytics. We have a reporting system that allows us to see online activity for our products. We look at metrics like what products are getting a lot of use, what products are not getting as much attention, what kind of content is popular in different regions, what are the entry points people use to get into our content, or where are people getting blocked from trying to use our product. I run reports to gather this kind of data for various institutions to instruct institutional marketing campaigns
To access this data we’ve been using a product called NetInsight since the beginning of 2014. The screenshot of it here is kind of small, but I hope you can appreciate how complicated it looks even though you can only see part of it. There are many ways to customize reports, which is incredibly helpful, but there’s definitely a bit of a learning curve. We use COUNTER compliant data, which means the data is captured and conveyed in a consistent, credible, and compatible way, according to projectcounter.org
Accessing this kind of data allows me to do interesting analysis work, and I’m going to share examples of how we’ve used usage data to: -identify low use institutions -measure campaign results, and -leverage what’s popular Image courtesy of http://www.trekearth.com/gallery/Europe/United_Kingdom/England/Oxfordshire/Oxford/photo1004053.htm
So, we’ll start with identifying institutions with lower than average usage. (You may notice I’m going with an Oxford theme with the images…) Figuring out institutions with lower than average use on a certain product is helpful—the institutions identified already have access to the content, and the low use may be a matter of product training or increasing visibility. Image courtesy of collegehumor.com
For example, this past fall we ran a low use campaign for all law products. This was a multi-step process that involved identifying all subscribing institutions, gathering the usage statistics for these products over a period of time, measuring each institution’s use against the average, and then handing the data off to a marketer who ran a campaign to gently remind the institutions that they have access to this totally awesome content. We were then able to use subsequent usage data to determine how successful that marketing campaign was, which brings me to the next example…
Using usage data to measure results is really helpful! Some analysis is done preemptively, like trying to identify low use institutions to decide where you need to target your efforts. But after the fact you also want to be able to measure the effectiveness of your efforts and do analysis by looking at any subsequent changes in the usage data. Being able to quantitatively answer whether what you’re doing is working is powerful. Image courtesy of http://ecx.images-amazon.com/images/I/71nGQU1YfmL._SL1500_.jpg
For this project we wanted to promote usage of a product to institutions in a subscribing consortium. The Latin America marketing team created a few Facebook ads for these institutions that linked to Spanish language titles within the greater product, and because we have usage reporting we were able to measure the effect of the ads. Looking at the usage data for the time period during and after the ads were running let us know it was a worthwhile use of our resources, since we could see that usage for the database was going up at those institutions in the consortium
In addition to identifying data to instruct campaigns and measuring the effect of campaigns, another interesting thing we’ve been able to do with usage data is get evidence about what titles are popular where. Image courtesy of http://weburbanist.com/pics/77-gargoyles-nightmares-in-the-sky/reading-gargoyle-in-balliols-front-quad/
We can use NetInsight to customize reports to show the most popular titles within a certain country / region / industry sector, and then share this data with similar institutions. This has been particularly helpful during conferences—we have a report that will give us the top 10 titles within a certain country, and then we share this information when we are at the conference in that country. It’s a natural topic of conversation, since librarians and other conference attendees are usually particularly interested in products that are popular in their area and industry sector. The examples onscreen were used at conferences in Brazil, Ecuador, and Florida.
Now that we’ve gone over the ways we use data inside the company, I’ll also quickly touch on what kind of data we provide to our customers to use for their own purposes.
In addition to using usage data internally, customers can also access their own institution’s COUNTER compliant usage data via a system called the Customer Portal Customers can directly access select reports which are updated monthly, and customers can only see information for their own account. Providing this data allows customers to make informed decisions about what products are important and relevant in their collection. Image courtesy of http://www.bodleian.ox.ac.uk/bodley
This is approximately what the Customer Portal looks like. A librarian can sign into their own institution, they can select the report they need for the date range they need, and then export the data to Excel.
So, when I was putting this presentation together, I was told that the conversation would probably be more interesting if people took stances on the use of big data. So, based on my experience as an analyst (and as an individual person stating my personal feelings, not at all representing anything set in stone or on behalf of my company…) my general feeling about customer data is…
It is incredibly useful, but it should be used carefully. As we’ve said in previous meetings, it allows you to make informed decisions and measure whether what you’re doing is working, and it allows us to improve services and relevancy. The data I use for my work is not tied to any individual user, it’s just at an institutional level. This is the nature of the work, since our responsibility in institutional marketing is to work at an institutional level, but it does provide an example of how helpful data can be at higher levels. When I spoke to the head of our data team about this presentation he emphasized that we would never sell or give away any data—it’s used for us to improve services and relevancy. Image courtesy of http://cdn.screenrant.com/wp-content/uploads/David-Tennant-Doctor-Who-Return.jpg
So, that’s everything I had to share, and I’m happy to answer any questions anyone has either now or offline. Image courtesy of http://ichef.bbci.co.uk/childrens-responsive-ichef/r/640/1x/cbbc/shaun-the-sheep_onward_journey_image_bid.png

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

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

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