gathering and using community data: making the best decisions for your library
TRANSCRIPT
GATHERING AND USING COMMUNITY DATA: MAKING THE BEST DECISIONS FOR YOUR LIBRARY
Marie Pyko, Public Services Director
Thad Hartman, Community and Strategic Services Manager
AGENDA INTRODUCTION COMMUNITY DECISIONS WHAT TYPE OF DATA COMMUNITY DATA COLLECTION AND USE PATTERN DATA
AGENDA INTERNAL DECISIONS ORGANIZING AROUND THE WORK STAFFING LEVELS AND WHO PROCESS IMPROVEMENT
WHY?
• Informed Decision Making
• Articulate Plans to Decision Makers
• Informed Evaluation
• Lies, Damned Lies, & Statistics
• 58.7% of all statistics are made up
• “Say you were standing with one foot in the oven and one foot in an ice bucket. According to the percentage people, you should be perfectly comfortable.” - Bobby Bragan, 1963
• You can’t measure everything
• Start with a question, not an answer
• What is the question I’m trying to answer?
• It’s not the numbers, it’s what they represent
• Don’t prove, accumulate evidence
• Plan ahead
• Decisions will still need to be made
COMMUNITY DECISIONS
What is the make up of the community
Where are they located
What do they need from the library
WHAT DATA IS ALREADY AVAILABLE IN THE COMMUNITY
United Way community Survey
Community Resources Council
data
Heartland Visioning surveys
Safe Streets Coalition
State and local demographic
data
School data
UNITED WAY COMMUNITY SURVEY
COMMUNITY RESOURCE COUNCIL FREE AND REDUCED LUNCH
(INDICATOR OF POVERTY)
2011 2012
2013 345 Seaman 32.83% 33.70% 34.71%
372 Silver Lake 18.51% 20.32% 18.24%
437 Auburn
Washburn 27.98% 31.96% 34.43%
450 Shawnee
Heights 32.05% 33.25% 34.17%
501 Topeka Public
Schools 73.86% 75.36% 76.11%
COMMUNITY RESOURCES COUNCIL DATA
School District 2010 2011 2012 •321 Kaw
Valley 90.00% 98.60% 93.80%
•345 Seaman 87.00% 86.90% 84.70% •372 Silver Lake 93.30% 92.50% 96.50% •437 Auburn
Washburn 96.20% 94.80% 90.90%
•450 Shawnee
Heights 78.10% 79.90% 85.70%
•501 Topeka
Public Schools 69.70% 69.30% 64.30%
State Assessment- Adequate Yearly
Progress
INTERNAL DATA
USING THE DATA SUMMER READING: REDUCE SUMMER LEARNING LOSS
Partnership with school districts to measure the success of
summer reading program
SUMMER READING • Pilot- 2010
• 1 school district with students who use Accelerated Readers and Star assessments.
• School media specialist agreed to compare the students who participated in SRP with students who didn’t
• 75% of students who participated maintained or improved their reading scores
SUMMER READING PHASE 2 • Expanded partnership and
reached two additional school districts.
• Schools used MAPS
• (Measurement of Academic Progress)
• Same process we provided names they provided aggregate scores
• Similar results
SUMMER READING PHASE 3
• Partnered with biggest school district to brand summer reading with similar reading expectations of regular school. IRead 20.
• More students and schools reached the goal in Topeka School District than in the last 5 years.
• Results are pending on data comparison
SUMMER READING RESULTS INFORMED EVALUATION
Online software
• Gave us demographic data for planning for the future as well.
• Who are we serving and who are we not
• Challenged some of our assumptions
Summer Reading for Adults
Targeted School 2012 2013
Lowman Hill 6% 5%
William’s 6% 8%
Ross 3% 2%
Scott 3% 4%
Randolph 7% 15%
Goal: Increase the completion rate to at least 10% of the
student population in targeted Topeka Public Schools
(Lowman Hill, William’s, Ross, Scott, and Randolph)
Summer Reading Results
COMMUNITY ANALYSIS
Approach
A cluster is a group of individuals segmented by their
behavior and other traits. OrangeBoy Cluster
Development provides organizations the opportunity
to understand their customers' buying behaviors. We
help you segment your customers based on
transactional data, behaviors, lifestyle, and media
preferences. Clusters serve as the foundation for
decision making. This approach allows organizations
to build upon the strengths of their customer base
rather than assuming all customer needs are the
same.
COMMUNITY ANALYSIS Segment Findings
• 30 segments are represented indicating significant diversity for the size of the population
• The top two segments account for just under one-quarter (23.9%) of the population
• The top six segments account for just over half (52%) of the population
• The top 12 segments account for 75 percent of the population
• The remaining 18 segments account for 21.6 percent of population with an average of 1.2% each, indicating significant fragmentation and diversity
Green Acres
Approximately 50% of library cardholders live less than 4 miles from
the library.
Characteristics •23,999 people – 13% of the population
•70% are married with & without children
•Most are blue collar booms with children 6-17
•Median age is 39
•90% are white
Library Stats •9,409 have library cards (39% of the them)
•They account for 10.7% of library customers
•They circulate 10.5% of items
Socioeconomic •College educated & hard working
•70% employed in skilled labor, farming,
manufacturing, construction
•12%+ earn income from self employment
Residential •A little bit country… these are rural residents
•Own single family homes with some mobile homes
•Own 2 or more vehicles… mostly domestic SUV’s,
trucks, and garden tractors
Preferences •Home improvements: do-it-yourselfers
•Gardening: Vegetables
•Hobbies: hiking, backpacking, hunting, motorcycles
•Read: fishing, hunting & boating magazines
•Listen: news-talk radio
•Computers: own & use them, probably purchased by
catalog
•Shop online: clothes, videos, CDs, educational
software
COMMUNITY SERVICES PLAN
• Community Partnerships
• Digital Branch
• Programming / Speakers Bureau
• Restructuring / staffing
• Material Delivery
Bookmobiles Red
Carpet
Lockers &
Dispensers
Library @ Work Parks & Rec
Partnership
Fairs & Events
INTERNAL DECISIONS PROCESS IMPROVEMENT
• Spurred by major departmental changes
• BHAG
• Goals
• Develop baseline
• Do our staffing decisions follow our goals and priorities? Do we organize around the work?
• What changes need to be made based on our goals, how our service and staff are set up, and the quality of service we are providing?
DIGITAL SERVICES PROCESS IMPROVEMENT
• BHAG - Digital Services enjoys empowering our customers to succeed by giving the best collective, creative solutions to technology by being open and flexible with each other.
• How successful are we right now?
• Staff surveys
Extremely Dissatisfied
Dissatisfied Neutral Satisfied
Extremely Satisfied N/A
Average
AV Setup in Meeting Rooms 0 0 6 29 19 17 4.24
Speed of Resolution 1 4 10 41 18 3.96
How Effectively the Problem is Resolved 1 1 15 38 19 3.99
How Friendly and Courteous 0 6 23 32 12 3.68
Overall Satisfaction 0 3 13 43 15 3.95
INTERNAL DECISIONS PROCESS IMPROVEMENT
SPECIAL COLLECTIONS Why?
• Merging three units Special Collections, Senior Services and Reference
BHAG
• Special Collections will connect people to their stories by being the best, first and most accessible choice for genealogy and local history.
PROCESS IMPROVEMENT SPECIAL COLLECTIONS Service Audit
• Who are our customers?
• What are they doing or needing for Special Collections?
• What are we doing with our time?
• Reference logs- 6 months
• Collection and reference questions and duration
• Work logs
Process Improvement
Special Collections
Work Logs
PROCESS IMPROVEMENT SPECIAL COLLECTIONS
FOCUS ON LOCAL HISTORY AND GENEALOGY
Service Plan
• Goals and Objectives
• Customer Service
• Training
• Programming and Outreach
• Space (physical and online)
• Collection
OTHER- INTERNAL DECISIONS
STAFFING LEVELS AND WHO
• Reference logs
• Customer use patterns
• Questions asked
• No logs
all days weekends
Books/music/movies/readers advisory 7596 1943
Business/jobs/non profits/taxes 107 17
Computer/internet/printer/scanner/wifi 1918 445
Research/ill 1807 476
Business phone 1261 204
Resident phone 274 57
Public catalog instruction/unable to use 229 57
Customer Account/guest pass 1813 376
Misc/study rooms/safety valve/programs 1121 227
Ebooks/eaudio 1-10 min 126 16
Ebooks/eaudio 11-20 min 42 5
Ebooks/audio 21+ 6 1
Ebooks/eaudio total 174 22
Fax/pos/copier/dispenser 1122 194
Comments/small talk 139 29
Questions all days weekends
1-10 mins 16991 3927
11-20 mins 520 110
21+ 50 10
WRAP UP AND
QUESTIONS
Thank You
Marie Pyko, Public Services Director
785/580-4560
Thad Hartman, Community and Strategic
Services Manager
785/580-4511