Alison Circle Director of Marketing & Strategic Planning Columbus Metropolitan Library

1. Making Business Intelligence Work for Libraries: How Patron Driven Consumer Research Will Improve the User Experience Alison Circle Director of Marketing & Strategic Planning Columbus Metropolitan Library

2. 1 Customer Research: Defines the Market

3. 1 Customer Research: Defines the Market • Cardholder Database Research • 20,745 residents live within a 1-mile radius of the branch • 7,396 cardholders live within a 1-mile radius of the branch • Branch has a market penetration rate of 36% • Penetration rates varied from 20% to 53%

4. 1 Customer Research: Defines the Market • Claritas PRIZM Clusters • Standard-setting target marketing since 1973 • Lifestyle and behavior precision segmentation • Combines demographic, consumer behavior, geographic information to target customers

5. 1 Customer Research: Defines the Market

6. 1 Customer Research: Defines the Market

7. 1 Customer Research: Defines the Market

8. 1 Customer Research: Defines the Market

9. 2 Customer Research: Drives Your Brand • OCLC Studies • Patron Profiles • CML Customer Research • CLEAR MESSAGE: Library brand is books • In the age of Google, eBooks, competitive threats….how do we differentiate?

10. 2 Customer Research: Drives Your Brand

11. 2 Customer Research: Drives Your Brand LOUD on the street

12. 2 Value Message • Ready to Read Corps • At-Risk Literacy Customer Research: Drives Your Brand

13. 2 Customer Research: Drives Your Brand Value Message Job Help Centers 50,000 in 2011

14. 2 Customer Research: Drives Your Brand Value Message Transformational Agency Changing Lives

15. 2 Customer Research: Drives Your Brand

16. 3 Customer Research: Change Behaviors

17. 3 Customer Research: Change Behaviors Patron Profiles

18. 3 Customer Research: Change Behaviors

19. 3 Customer Research: Change Behaviors

20. 3 Customer Research: Change Behaviors • Strategy for Occasional Users: • Goal is to increase either visits or usage by a modest percent. • Targeting those users in the sweet spot. • Developing tools: • Leveraging Collection HQ • Marketing email product like Constant Contact • Setting specific goals • It isn’t enough to just say we want them to circulate more books – as a retailer would, what behaviors (that we can measure to show the results of our efforts) do we want to specifically drive and that we can measure?

21. 3 Customer Research: Change Behaviors Collection HQ Customer Emails: more targeted

22. 3 Customer Research: Change Behaviors Patron Profiles

23. 3 Customer Research: Change Behaviors CML

24. 3 Customer Research: Change Behaviors CML

25. 3 Customer Research: Change Behaviors

26. 3 Customer Research: Change Behaviors

27. 4 Customer Research: Measure Impact Outputs to Outcomes Development of Business Plans Enhanced Research Studies

28. 4 Customer Research: Measure Impact • Business Plan Goals • What’s our outcome • What does success look like • How do we measure it • Sunset Plans based on research and • measurement • Repeatable practice

29. 4 Customer Research: Measure Impact • Enhanced Research Studies • The Ohio State University • Summer Reading Club study

30. 4 Customer Research: Measure Impact • Enhanced Research Studies • The Ohio State University • Summer Reading Club study

31. Thank You